67 - The Psychology of Marketing

Episode Transcript:

Catelin: What, whenever you're ready, right? We're just, yeah,

Rich: sure. We'll start whenever. Oh, we're starting, we're starting. The little countdown happened. Um, well welcome back. Um, Hey to our psychology episode.

Catelin: Why are you saying it like that?

Rich: I don't know. Oh. 'cause I just felt like being weird with it. It

Catelin: may we're weird in a good way.

Catelin: in a , or we just weird me think of, yeah. I'm actually, what I am is tired, but, uh. You know, we're gonna make it. We're gonna get through this. Uh, what I think of when I think of psychology and peanut butter is Lucy from Peanuts. The doctor is in.

Rich: Oh, the doctor is in and peanut, peanut butter. I see where your brain went with that.

Rich: I appreciate that, that path. Um, so yeah, we're going to talk about the

Catelin: psychology, which is how we would all sound because we're all too old. We're too old. I know we're

Rich: the adults. Um, the psychology behind marketing, like why we believe the things we believe and do the things we do and respond to what we respond to, um, Like, why do some things work and some things fall flat?

Rich: It's, uh, the great question of the universe. And you think that nobody

Catelin: knows, but actually you might be able to figure it out.

Rich: People get paid good money to study this. Yeah. It's funny because when at the larger agencies that I was at, when we had the planning department, of course, who's like getting inside the mind of the consumer, a lot of those people were psych majors in college.

Rich: Jessica was a

Catelin: psych major.

Rich: Oh, that makes sense. Um, and there were some that were like, um, like a therapist or a sociologist and they were doing some of that study and then they got into advertising because they just wanted to do something different. Yeah. And it's like, yeah, you don't have to have a marketing degree to be in advertising.

Rich: Um, some of us do, some of us don't. So yeah. Um,

Catelin: we're having a peanut butter cup.

Rich: We are. This cocktail sounded, um, a little bit sketch when I first heard about it. But as I peeked at the recipe in the notes, I have decided that I would like to go buy all the ingredients and make this, since we only have one of the ingredients in house.

Rich: And I actually don't know where that bottle is, because we never use it. chocolate liqueur. Um, I know we've got a bottle of Godiva and a bottle of Godiva white chocolate, both. Like the, we got, actually, we probably have dark milk and white. We probably have all three because I think we bought them during the pandemic.

Rich: Um,

Catelin: This recipe is an original from liquor. com, which combines chocolate vodka, peanut flavored rum, chocolate liqueur, and cream.

Rich: So liquor. com just made this up?

Catelin: Yes, but I don't think you have to read a listicle before you get this recipe.

Rich: I hope not. I don't want to read somebody's entire life or like the 400 things that you're not going to find in this recipe.

Rich: Just cut to the recipe. Jump to recipe print. That's all I want to do.

Catelin: Yep. Uh, so this is an ounce and a half of chocolate vodka, one ounce of castries, creme, peanut rum, three quarters of an ounce chocolate liqueur, and half an ounce of heavy cream. You can garnish with peanut butter cup. And chocolate syrup.

Catelin: You drizzle your chocolate syrup along the inside of a chilled cocktail glass. So I'm guessing like a coupe glass. Is that what? A coupe

Rich: or martini. It's probably designed to be a martini.

Catelin: That makes sense. That makes sense. I don't like martini glasses. They make me nervous. They're very tippy. Coupe glasses are easier.

Rich: They're a little bit more forgiving, but you've got to get the big coupe glasses like we have. Yes. Um, none of these little tiny ones.

Catelin: You add your chocolate vodka, creme, peanut rum, chocolate liqueur and cream to a shaker filled with ice and shake vigorously until well chilled and probably until you get a little, uh, little body out of that cream, right?

Catelin: Kind of whipping the cream a bit. Uh, strain into your prepared cocktail glass and garnish with a peanut butter cup. Extra bonus points if you have a little cocktail spear so you can just like dunk your little peanut butter cup in. Like, don't just toss the cup in the glass because it'll

Rich: also, um, and I don't know what the, I don't know what the show art looks like for this or if it's even created yet.

Rich: It might not be created. Who knows? Well, it's created by the time you hear this. Of course. Um, but right now. We don't know anything. We just weren't here. it is actually. So hopefully it has the garnish with the spear because the other thing the spear will do is if you put the peanut butter cup all the way toward the top end of that, the point will go down and it'll keep it from sinking all the way into the bottom.

Rich: So you see it as a garnish instead. Peanut butter cup would float in all of this, or if it would just sink to the bottom,

Catelin: too dense

Rich: and honestly use a big peanut butter cup. None of these minis like, huh? Just use the standard size. Like,

Catelin: like, like a three dots and a dash and do like, um, do like a skewer of the mini ones.

Catelin: So you could like, like olives. You can do that. Dip, eat,

Rich: dip, eat, dip. Yeah, yeah, yeah. And if you're

Catelin: me, you just, or my child, you just want the garnish. We don't feed our, we don't give our child cocktails, but we do give her cocktail cherries. Just as a disclaimer.

Rich: Yeah, fair, fair. I mean, cocktail cherries are just cherries until they're like soaked in booze.

Rich: Um, they're really good cherries though and kind of easy, expensive cherries. Not if you

Catelin: do the Trader Joe's ones. We don't give her the Luxardo cherries. We give her the Trader Joe's ones. She's like, could I have a cherry? Yeah, they are. Yeah. They're not the same though. No, but they're,

Rich: they're a very good substitute.

Rich: And for the price, really good. Um, so a couple notes on this. Chocolate vodka is different than like Godiva chocolate liqueur. The chocolate liqueur they're talking about is like. It'll say chocolate liqueur like Godiva chocolate liqueur is the most famous.

Catelin: I think I've told this story before but one time Tyrell and I went to a cocktail tasting or like a cocktail competition But it was like amateur bartenders and this poor human man child didn't know that it was called Godiva And so he's like I'm gonna use this GoDiva Chocolate liqueur.

Rich: GoDiva. GoDiva. Go Diva. And Tyrell and

Catelin: I just looked at each other like, this is not going to taste good. And then it didn't.

Rich: He was trying his hardest. When your worst expectations come to life. Yeah. Um, so those are different. That's why they are different. So the chocolate vodka is going to be generally it's clear.

Rich: It looks like vodka. It's just got a chocolate flavor. The chocolate liqueur is going to be the color of the chocolate, dark milk, light white. Um, this one. You could use a milk chocolate or a dark chocolate. It doesn't really say. I would probably use milk chocolate if you're going to be true to the peanut butter cup, because that's what they generally are.

Rich: Um, but you can get dark chocolate peanut butter cups too. Um, and then we did look up the Kastries creme peanut rum. Uh, the bottle is beautiful. It's a little pricey. So if you can find, um, there are clear peanut rums, but that's not what this is. This is a cream and peanut rum. So it's, um, you'd have to find that, make sure that creme is on there.

Rich: Um, I do kind of want to buy one, even though it's ridiculously expensive. Um, just because we have a

Catelin: different definition of ridiculously expensive liquor. When you were like, Oh, this is pricey. And I was like, I don't know, like 75 bucks. Like, what do you think? And then you're like, no, it's 150. And I was like, that's not bad because my husband's like alcohol habit has ruined me.

Rich: Well, and if you're going to like a craft limited bottle bourbon or something, you can get into the hundreds of dollars or even up into the thousands pretty quick.

Catelin: I, he had ordered like a specialty bottle of rum, not rum, it was whiskey. And I was like, let me try that. And so I did a shot of it and I was like, I was like, I didn't like that.

Catelin: And he goes, well, to be fair, the only whiskey you've ever liked was like, 600 a bottle. And I was like, that's true. So carry on.

Rich: We did a whiskey tasting for Brian's birthday one year when we were in San Diego and our neighbor lady across the street, who's retired in her seventies at the time came over.

Rich: Her husband loves bourbon and whiskey and she just really never got into it. And so he did little tiny, like, One ounce pours of like four different ones for her. And she found one. She's like, Oh, that's nice. I really liked that one. And he's like, that one's 500 a bottle. She's like, of course,

Catelin: maybe it was the same one.

Catelin: It

Rich: could have been. It's possible. You and your former

Catelin: neighbor who is 70 year old, 70 year old folks. She learned to swim great.

Rich: So, it was her parents house that she, they inherited, and she learned to swim in our pool there, because the old lady across the street, or the lady across the street at that time I guess, let the kids in the neighborhood swim in her pool, and that's where she was taught swimming lessons.

Catelin: Oh, I thought you meant that she learned how to swim. Oh, no, no, no. When she was a kid. That's so sweet. No,

Rich: but she was, I mean, it's still

Catelin: cute, but,

Rich: but she did then teach her grandkids how to swim in our pool.

Rich: It was very sweet. I know. I'm so sweet. Um, so I think this one sounds like it sounds like danger.

Catelin: Yeah, I could do one of these and then I think my teeth would feel sad. Like, like this, like after dinner followed by like a nice decaf cup of coffee. Yep, it's

Rich: how, that's how I do the twin bing martini at the Warrior.

Rich: I know some people hate

Catelin: that. Twin bings are trash. I love twin bings. They're not good. I absolutely

Rich: love twin bings. Um, but, um, yeah, they're, they're super artificial, but they're so good. Um, but like one of those, even if they weren't fluorescent

Catelin: pink, they wouldn't, they don't taste good.

Rich: I feel like they do taste good, but I know artificial cherry.

Rich: I'm so happy

Catelin: for you.

Rich: I know. I know. Let me finish my story.

Catelin: My tangent, keep

Rich: interjecting in my tangent. But anyway, um, I was going to support you and say, yes, like that. I can have one of those like after dinner, like as a dessert. And then I do want like a decaf espresso or something just to clear all that sugar out of my mouth and brain.

Catelin: May I tell you that when we went to Wisconsin, a couple, Well, it's probably been like two months ago now. Mm hmm. Uh, we stopped at this like tea store, and they have an herbal chai. So it's like decaf chai, and you can also use it as mulling spices. Oh, yeah, and it is the perfect Like making a chai latte with this before bed like Oat milk or cream And this chai and a little bit of honey and it is the most soothing lovely night drink It

Rich: was I feel like boozy chai latte needs to be a drink at some point.

Rich: That sounds so good All right, so we'll put a pin in that because, um, we're,

Catelin: uh, pretty much

Rich: at time for the intro. Um, so Zach will, uh, he'll music us out and we'll be back after the break with, uh, psychology, marketing psychology.

Catelin: Shall we get in to the core psychological principles?

Rich: Yeah, I feel like this is way more cerebral than we've been like, I don't know ever.

Catelin: Let's see if we can handle it. Or if we just,

Rich: if we just devolve into, we just into an episode full of tangents and nothing else. Uh, so little, in fact, producer, Zach wanted to be a psychology major in college, but he didn't, he, uh, ended up doing marketing stuff.

Catelin: I took a psychology course, I got a C and I said, no, thank you. Wanted

Rich: to, I gotta be in mine. My thing with psychology is like, cause we went to the same school and

Catelin: all three of us,

Rich: all three of us did. Yeah. Not a big, not a huge school. Um, but my psychology class was one of the auditorium classes in the science building, the old science building.

Rich: It was like 120 people. And I just don't learn in that environment. I learned in a room full of. 12 to 20 people, like, um, and it was just lecture, lecture, lecture. Don't, don't talk at me. Like, let's, let's discuss.

Catelin: Um, I loved the professor. Do you remember who your professor was?

Rich: Uh, yeah. John Pinto.

Catelin: Oh, he was still there when I was there,

Rich: but, and I loved him.

Rich: He was great. And I did learn quite a bit. It was just a hard learning environment for the way I learned beard, dark hair. Well, he might've had gray hair by then. I don't know.

Catelin: Jack. I can't remember what his first name. And that's, that was, I had Jack, but I can't remember his last name. He was sick a lot. I think he retired or died shortly after.

Rich: Well, welcome to the morbidity of teaching psychology. Uh, okay. So

Catelin: let's, should we define some things? Should we define some things? Yeah, so these

Rich: are principles that apply to psychology, or these are psychological principles that apply to marketing as well.

Catelin: There you go. So, first one, reciprocity. And that kind of I scratch your back, you scratch my back?

Catelin: Yeah, exactly. Providing value up front to motivate customers or prospects to give you something in return. This is like classic form fill, right? Or, uh,

Rich: what am I going to get? If I give you my information?

Catelin: Yeah. Yeah.

Rich: And the way this shows up for us in questions to clients is, you know, if you're the person you're asking to fill out this form is the thing you're giving them valuable enough for the information you're gathering and like phone numbers where it always becomes difficult because email.

Rich: I'll give you my email. I can opt out. I can also give you a Gmail account that I created yesterday and delete. I'm not worried about that. Um, but if it's valuable, like I'll do that for almost anything. Um, phone number. Hmm. I need money for a phone number. That's where I am.

Catelin: Really?

Rich: And not like 15 percent off.

Rich: There was a thing. Oh,

Catelin: I get it. I was like,

Rich: no, to give a phone number to somebody, like I need to have some sort of monetary value.

Catelin: I, I definitely thought you meant that you were expecting people to pay you for your phone number because I'm so tired. It was like, how does that work? I would like. You can have my phone number for 5.

Rich: I mean, I don't know if anybody's ever tried that. Like put your phone number here. We'll send you an Amazon gift card for 5. Like, but there was a 10 percent off thing that I had at a restaurant. We ate at the other night. Um, and it was in their app and like I ordered on their app and then went and picked it up because by the time I get there, it's ready.

Rich: It was very easy. But, um, it, um, it was only 10%. And I was like, I'm not giving you my phone number because they wanted to do text offers, right? And I'm like, I already get in app offers. I'm fine with that. Um, but not, not worth 10 percent to give you my phone number. I need 15 to 20, I need 20 really.

Catelin: I don't mind a text because that's so easy to just opt out of now, like stop to opt out.

Catelin: I don't mind the text. Yeah, true. So I will absolutely take the 15 percent for my phone number and then immediately opt out.

Rich: Yep. So reciprocity. What do I get if I give you my information, Mr. Marketer? Um,

Catelin: the next one though is really interesting because sometimes I won't opt out of the text messages, hoping that I will get another coupon.

Rich: Oh, FOMO, scarcity. Uh

Catelin: huh. Yep. Yep. So fear of missing out and this, she's got it. Yep. I want to know everything. I want to make sure that I'm not missing anything. Information, experiences, all of it.

Rich: Yep. I, um, what's it called? Phobia? Fear of being included? Is that real? Is that a real thing? Yeah, it's an introvert thing.

Rich: Um, where there's like, like someone's going to do something and you know, you're going to be expected to go, but you absolutely don't want to. And you're really afraid they're going to ask you. Being

Catelin: a bridesmaid. Got it.

Rich: Yeah. Yes. Yes. That's probably one. Um, the scarcity principle also comes up with a limited number, right?

Rich: So a lot of retail places now are putting up like only five left, only one left. Airlines do this, hotels do this, you know, only two rooms left at this price, um, which May or may not be true, but we move faster when something is scarce. Um, it's just, it's just true. And something that's also, I think yours is the experience is going to be scarce.

Rich: Only so many people will experience this. I want to be one of those people. Politics do this donate 25 to be one of a hundred people to receive a voice message from candidate a or a phone call. Yep. A hundred percent. Yeah. These are fun. This is more fun than I thought. It's less cerebral and more fun.

Catelin: My other, the counter to this.

Catelin: Hi, Misa girl. Hi puppy. We got a baby puppy. Hi puppy. She can't hear us. Uh, the joy of missing out is something that I have tried to lean into in, in my advanced age that I'm like, nah. I'm good.

Rich: Yep. 100%. You

Catelin: gotta, you gotta beat my pajamas.

Rich: There were a couple things like that that happened recently that I was like, if I was younger, I would probably go do it.

Rich: But now I'm happy for the people who do, but I'm also very happy for me to not and just stay here and watch my show.

Catelin: And I feel like FOMO and social proof really go hand in hand, right? Oh, of course. So social proof is the use of evidence. That other people have found value, excitement, joy in a product or service experience.

Catelin: that builds trust or credibility. And so, um, when you talk about politics, it's yard signs, right? So like the social proof of, Oh, my neighbor is voting for my neighbor is supporting. So that means it's okay if I do it. And so it's like, you know, the old saying that yard signs don't vote, but they might encourage somebody else to.

Rich: Yeah. And they also, I think it's the same way. Like, I mean, you look at like, um, pride flags, Canada day flags, like things that people put out. Um, you just feel better knowing that somebody else has that out there. Um, and you also then feel something about the person that put it up, which is what social proof is.

Rich: Right. I feel good about you as a human because I saw your pride flag, or I feel Like you might be a little bit more interesting because we had a neighbor who was Canadian, who always put up their Canada Day flag, just, they had an American flag out every day, except Canada Day, they put up the Canada flag.

Rich: Um, and she happened to be our dentist in Denver. Um, and it was like, Good try. Not quite there. Um, but it was really good to like, then talk to her about like, Hey, let's talk about this and you know, what's going on with it. Um, so we feel validated by other people with social proof.

Catelin: Yeah, I think the other thing, um, social proof and like parasocial relationships online.

Catelin: With influencers, especially, or, um, people that you get information from where you think, you know, them and you think, you know, that they're like, you trust their opinion because you think you know them. And then how does that like dovetail into clicking on an affiliate link?

Rich: Yep. Yeah. It's funny because, um, I had the shirt I had on yesterday has an Adidas logo on the side and our logo.

Rich: I've had our logo embroidered on it because I like our logo stuff. I know not everybody does like wearing brand logos, but the Adidas logo. Nike logo, um, there's a bunch of them outside of sports are all also a piece of social proof, right? Like what you, who you wear and what you wear says something about you.

Rich: Um, yeah,

Catelin: a little bit of like tribalism in there as well that like, I belong to the in group. Yep. It's very, yeah. Yeah.

Rich: Same reason that red carpets are, who are you wearing? It's because those brands that are outfitting those folks, I mean, and sometimes it's like, yeah. Yeah. A one off dress from some random person.

Rich: But a lot of the men lately, like, I love the ones who are like, Oh, like this is, uh, it's a black suit from Nordstrom and it's like, God bless you. Cause now like also social proof though. Like I feel like I'm elevated because I just have a basic black suit from Nordstrom as well. So, yeah.

Catelin: Yeah. We're good.

Catelin: Celebrities. They're just like us.

Rich: They are. Um, they put on their pants one leg at a time with three people helping them do it. Correct. Um, but yeah. So I think, um, testimonials are a good example of this. Yeah. Um, it feels better for us to do something if we see other people doing it also. So all those things kind of wrap into your social proof.

Catelin: I will read reviews. before I will read like full product descriptions too. Like, I, I know my experience always goes to like retail clothing because that's primarily what I do online. But, uh, but it's like, you know, like seeing the picture of something that I think I might like and, you know, I maybe read like the first couple of lines, but then I immediately am going to like reviews.

Catelin: Can I find, and I love it when reviews. Um, we'll let you sort by like body type or similar like size order, that sort of thing. So it's like, okay, can I find somebody who's like me, social proof, that will validate that this product is good, that I will like it, that it will fit me the way that I expect it to.

Catelin: Like all of those little like granular kind of things seem really, um, unnecessary, but But they also work in If I can find Yeah. They

Rich: work in the reverse too. So I was looking at some things the other day and. It's like model is, cause they do this on sites a lot, model is 6'2 180 pounds, 31 inch waist. And I'm just like,

Catelin: cannot relate,

Rich: cannot relate right now at all.

Rich: When I was, you know, 20 years ago, could I relate? Maybe I was, I've never been 6'2 Um, but I mean, I'm also not super short. I'm kind of average, I think. Um,

Catelin: you're above average in our hearts.

Rich: But it's, thank you, that's very sweet, but yeah, but I mean, it's sort of like, okay, so this is how this looks on somebody who's like muscular and fit.

Rich: What I want to know is, does it hide my belly? And I, no one's ever really capitalized on that, that I've seen, I don't shop like big and tall sites. Maybe I should, but like, um, like the vertical stripes have a slimming effect on larger, you know, on plus size individuals or something, whatever.

Catelin: There's a, there's a women's clothing store that, online clothing retailer, that, um, most of my clothes come from now, because They are shown on and sized for real bodies.

Catelin: So, Universal standard needs to come out with a men's line is what I'm hearing. They

Rich: need to mark it like and hopefully they mark it like that, like designed for and shown on real bodies.

Catelin: Their, their sample size is a US women's 18. So it's like they use my, I mean like that's my body, right? They use my body as the starting point for all of their templates.

Catelin: Huge

Rich: validation in marketing and huge tribal loyalty. There's all that in there. Um, yeah, that's uh Um, I was thinking about the Dove Real Beauty campaign too, like that was a really, yeah, really big thing when they kind of came out with that. Nobody was doing that. It was all like, you know, models who were about to fall over unless they had a cheese cube.

Rich: Um, which, you know, being used as jokes in movies too, like, Oh, when I, when I feel hungry, I just have a cheese cube and then I'm okay until my next cheese cube, I guess. All right. These are fun ones. Devil wears Prada, yes. When I feel like I'm

Catelin: gonna pass out, I have a cheese cube.

Rich: Yep. You know, Stanley Tucci had trouble getting other roles after that, like, because he was so typecast into that sort of Faye assistant role, um, which he, I mean, he's not, he's just a good actor.

Rich: Like it was a great role too.

Catelin: And also, um, that's how he met his wife. Yes. He's married to Emily Blunt's sister. Okay. Carry on.

Rich: All right. Um, So, uh, biases. So we all have biases. You can't say that you don't. We do. Um, and there are three different types that we can talk about. We'll see if we can get through these and then get on to emotion.

Rich: Uh, the first one is a big one right now, political times. Confirmation bias. Um, we just look for information that supports our existing beliefs and don't believe It makes me comfortable. Or, yep, or ignores anything that contradicts our beliefs. Yeah, it should be comfortability bias is confirmation biased.

Rich: Um, you also hear about, you know, Oh, you're just in your echo chamber. That's a confirmation bias. We stick to people and things that look like us, sound like us, believe like us so that we don't have to go outside of that. Um, This is a hard one for me as a marketer, um, persuading people to use like confirmation bias or help leveraging confirmation bias to reinforce loyalty.

Rich: I mean,

Catelin: Isn't that kind of like you purchased this in the past? We think you might also like this, like a little, you know, like tangential. Yeah. Yeah.

Rich: Yeah. I guess it's, it's keeping things that you're likely to react to and believe. In your sphere. Um, I think the other thing with this one is understanding your audience and outside of your product, what their beliefs, what their habits are, what media they consume in those types of things and showing up in those places.

Rich: Um, and confirmation bias isn't always like, um, uh, Conspiracies, right? I mean, conspiracies are a form of confirmation bias when you just go look for everything. But there are other ways that you can, um, you can have confirmation bias in positive ways, in negative ways, etc. Um, I mean, I wonder, I wonder if part of me wonders, like, I don't know, I'd have to get into the details on this.

Rich: We don't have the time, but if the example you were giving where, like, they're showing you people like you, Is that also part of confirmation bias? Because they're confirming to you that no, you have a normal body type. Again, confirmation bias doesn't have to be something untrue, but they are in your mindset versus the mindset of somebody that no, only women who are size zero are truly beautiful.

Rich: They're confirming your bias that no, all bodies are beautiful.

Catelin: You know, it is also. Like, what's true for me, actually, is that it's like rewriting what I find acceptable about bodies. Okay. Because when I go to their site, I see people who are heavier, heavier, taller. So it's like, it's not confirmation bias for me.

Catelin: I hope that it is for someone else. because I'm still like working through.

Rich: So it's actually challenging your confirmation bias because your, your psychological thought is more like, Oh, like I have to look a certain way to be

Catelin: acceptable. Yeah. Yep.

Rich: Interesting. So that is a bizarre way of taking what we always think about with conspiracy theories, right?

Rich: Always like, Oh, they're whack jobs. They're crazy. It's confirmation bias. Yeah. And it is. It's twisting it or pulling it for a positive result.

Catelin: Yeah, it's, it's really trippy, quite honestly. It is. Yeah.

Rich: Well, we can, we can move on. Um, so. Anchoring is the next one, um, that is a cognitive bias. Um, but the idea is the first thing we hear or see is the thing we believe. Um, and all other things after that are measured against it. Um, this one is This is why people want to be the first search result in Google.

Rich: Um, there is a perception that first is better. First is good. The rest are not as good. Um, it's. It's so bizarre to me, but it makes, I mean, it makes total sense. Um, it's also why people who learn something one way have a hard time unlearning it and learning it another way.

Catelin: Yeah. New

Rich: math. Yep. The way I learned to do it is right.

Rich: The way you're trying to do it now is wrong. This also creates generational conflict and friction, um, as things change.

Rich: This one's heavy. We're getting into some shit here. We are. We are. There's our E. Yeah. Um, yeah. It's, it's interesting as humans, we don't take, we, if we take in 10 pieces of information, they have to come in in some order, right? We can't consume all of those at once where, uh, you know, a computer or an AI bot could probably actually take them all in at once and none would have to be first.

Rich: They just get the information. It's kind of like if we had the brain chip and the information just showed up in our brain and we knew it, would that blow this away, right? But when we hear 10 different things, that one that we heard first is always considered more true. Or more reliable than the others, regardless of what source it came from.

Rich: So to, to miss this, you've got to actively understand it. And we have to consciously think about all of them as equals and push ourselves against human nature. Which is why marketers love this because you won't do that and you're just going to take the first one that you hear

Catelin: about

Rich: reviews

Catelin: first, forget everything else.

Rich: It's also a people hate seeing if the first review on a restaurant is a one star review, even if they have four and a half stars or you go into that restaurant, probably not. Yeah, I mean, you might scroll and think, Oh, maybe this is just a whack job. One star.

Catelin: Yeah.

Rich: But we're fickle. I might just move on to the next restaurant and take a look.

Rich: And that's why people get so upset at with Yelp and want to remove that one star from being at the top and have their five star reviews at the top. Oof, anchoring is like rough.

Catelin: That's tough. That's tough.

Rich: Yeah.

Catelin: I don't, it feels yucky to me. I don't want to know that about my brain. It also makes me wonder.

Catelin: Yeah.

Rich: Oh, sorry, go ahead.

Catelin: Is this, well, it just makes me wonder, like, evolutionarily, how, like, what Was it like we met a mastodon that was going to eat us, and so all mastodons are bad and we can't overcome that. Mm-Hmm. , you know, like what? Uh,

Rich: yes. Yeah, I think so. like,

Catelin: what, what happened? I think it

Rich: probably is a survival, um, yeah.

Rich: Gene. Or sometimes, right? Like, you know. Thor ate those berries and died. So everybody who eats those berries and die will die. And maybe Thor was just allergic to them or something, or maybe Thor actually ate something earlier in the day. We don't know, but yeah, things get painted as good or bad for survival.

Rich: And we apply those things. We've talked about this before too, I think, but, um, or maybe it was me talking with my therapist, but we apply those things to other situations, like fight or flight. Right. Like. The odds of us in an everyday situation at work being in a true fight or flight situation are rare.

Rich: But if somebody, um, challenges you or you have, you do something wrong and it's pointed out, you have that same reaction. Like I either need to punch him or I need to run

Catelin: and

Rich: you don't have to do either. Like it's not that situation.

Catelin: Which is good because I freeze or fawn. There's four actions. Yeah. Fight, flight, freeze, or fawn, and women are more likely to fawn because it's like, Oh, if I'm small and cute, then you won't harm me.

Rich: Gays fawn too. Let's just throw that out there. Um, there's a video or a meme or whatever with, you know, gays with, if they were in a Halloween movie and it's like the, Characters that come in to attack them and they're like, Hey, started. I think. And, and like, right. The, the flight people refer, we rely on the freeze people because they'll be the ones who get eaten while I run away.

Catelin: Well, no, I'm playing dead, so you can't see me.

Rich: Oh yeah. That doesn't always work. Um, real quick, let's just jump to the last two. Cause they're a little bit easier, emotional marketing stuff. Um, so we don't have to go so deep in anymore. Cognitive dissonance, um, nostalgia. Coke is the key with nostalgia. I had a Coke growing up every Sunday.

Rich: We'd watch the Disney family movie, have popcorn Coke, and everybody got one candy bar. And that was our Sunday night ritual growing up. I know it's so sweet, isn't it? You just want to throw up. Iowa in the seventies. Um, and so I like, I'm loyal to Coke. Like I don't like Pepsi. I've never liked Pepsi. I don't drink soda anymore.

Rich: Anyway, I call it soda. Cause I lived in California and where it's pop here, but whatever.

Catelin: I don't know. I call it so like to be different and challenging.

Rich: But yeah, but I mean, those emotions, like I still think about that and there's every once in a while, I'll have like a fountain Coke from McDonald's.

Rich: Cause whatever that, whatever crack they put in, that is just a little bit better or the, um, the Mexican Coke from Costco because it uses cane sugar, which is what, and a glass bottle, which is what we always had growing up. Um, yeah. I think back. So those are big ones. Cars, like Oldsmobile pushed this because old people drove Oldsmobiles and they ran a, this is not Your Father's Oldsmobile campaign.

Rich: Um, oh, interesting. Yeah. And it, it didn't, I mean, oldsmobile's dead, so it didn't work. Um, and then the last one's funny things. We all like funny things and I think we know about that one. Yeah. So we can, um, getting our warning that we're like running a little bit over, so sorry. Yeah, all good. So I will tell you, join us next time.

Rich: Oh God, this sounds dangerous. We are doing breakfast martini, social media fails and lessons learned. Uh, I hope Megan is joining us for this one. If she's not, maybe we can make that happen. Cause I want to talk breakfast martinis and social media fails with Megan. I think that would be great. Um, all right.

Rich: You want to sing us out?

Catelin: I do sing us out. I, you, I was kidding. And if you have a question you'd like to send our way, you can head to ctapodcast. live to shoot us an email, or even better, you can leave us a voice message on our hotline. Should I sing this too? No. 402 718 9971. Your question will absolutely make it into a future episode.

Catelin: And from now on You know, I'm going to sing the ending.

Rich: Maybe we need like a legit sing on that number. So people remember it like five, two, three hundred. Um, I would like

Catelin: to know how my impromptu jingle is not legitimate.

Rich: It is legitimate. We just, we have to do it consistently. So we'd have to record it and do it consistently.

Rich: Um, So if you could remember what notes you sang while doing that. Didn't

Catelin: I can't, I don't think I can read sheet music anymore either.

Rich: All right. And now we're going way, way over. So join us next time. And if you leave us a message or, uh, shoot us a note, you will get a free cocktail book. Um, and I'm just going to keep pushing that until somebody gets a free cocktail book.

Rich: Can I just tell you

Catelin: something really funny? I just got a text message from something that I hadn't opted out of yet. And it was a coupon.

Rich: Nice.

Catelin: Brilliant. See you next time.