营销中的薄层分析：《眨眼之间》一书评论

本周的帖子将比上周的帖子更轻松，上周的帖子关注的是北美市场正在发生的金融危机。我们回顾了马尔科姆·格拉德威尔的畅销书《眨眼之间》中的几个章节。相关性？《眨眼之间》中的许多见解可以直接应用于营销科学，因为它们深入研究了人类的潜意识和行为。下面是对《眨眼之间》中一些令人着迷甚至奇怪的感知见解的概要和分析，以及它们与营销的关系。

预测婚姻是否会失败

In Chapter 1, Gladwell tells readers about the “love lab.” With highly predictive coding of the behavior of newlyweds, a scientist can predict whether a marriage will last based on the first 15 minutes of conversation. Interestingly, relationships have a positive or negative “override state”. In other words, a person will often overlook the negatives to focus on the positives, and vice-versa. Moreover, he introduces the concept of “thin-slicing”. Gladwell later describes, “Thin slicing allows your unconscious to take care of all the minor mental details in your life, while leaving you to concentrate on the main problem at hand” (59). “Thin-slicing” demonstrates that the unconscious can recognize patterns even if we don’t recognize that pattern.

解释无法解释的事情

Then Gladwell cites an example about Morse code being used to interpret the personalities of enemy code interpreters with striking accuracy. Without ever meeting enemy Morse code operators, interceptors can develop comprehensive profiles of people whom they’ve never met. According to Gladwell, some idiosyncrasy in a personality presents itself unconsciously to the Morse code operators. This demonstrates to readers the impact of thin-slicing and reinforces his assertion that people can unconsciously detect patterns with accuracy. Marketers can employ this principle when trying to understand the consumer.

通过有限的信息了解一个人

The chapter further reveals insights into understanding personality and human behavior. Gladwell provides evidence that you can learn more about conscientiousness, emotional stability, and openness to new experiences by looking at a person’s bedroom than if they were your best friend. This is because of “thin-slicing” the underlying patterns and the anonymous person’s use of personal space in their bedrooms. Your subconscious functions automatically and can process these details with astonishing accuracy than if you were to rationally process aspects of our friends’ personalities. This highlights the importance of ethnography in better understanding the consumer’s lifestyle.

预测诉讼

If you listen to doctors in North America, they will tell you about the easiness against which they can be litigated. Gladwell presents evidence that doctors who spend more time talking with patients are sued less. That’s right, spending more time talking and showing concern can substantially impact your odds of being sued. The key? Your doctor’s vocal tone is a sign of respect, which is a predictor of your likelihood of getting sued. Lastly, Chapter one concerns the power of the glance, in that some people have the uncanny ability to predict the identity of an object that is far away from them. For example, a certain bird watcher could predict with accuracy the identity of a bird in flight and located far away. By inference, the experienced consumer could imagine with a sharp degree of accuracy the potential source or content of an advertisement in the distance based on the unconscious experience with a brand, a previous ad or past experiences.

薄切片的负面影响

Chapters 2 and 3 contain enthralling–and frightening–examples of the unconscious, delving into the effects of “priming” in group situations. The examples provide stimulus for introspection for Marketers. Gladwell cites a study showing that by asking an African American their race on a standardized tests, the unconscious will affect a negative behavior–poor performance. Further, an experiment showed that those who were primed with personality attribute words were far more likely to perform the behavior.

营销人员面临的挑战

Another study provides a challenge to marketers. A study done by a prestigious university found that in situations where you make people explain themselves, confusion increases. For example, a woman changed her dating preferences for her ideal man upon meeting another man. A month later, that respondent went back to wanting that ideal man. This follows other authors like Clotaire Rapaille and Jon Steel, who use this logic in their approach to research. Furthermore, unconscious perception of appearance can be deceptive. This is seen with consumers making the Warren Harding Error. Harding, a lame duck former US president, was chosen largely because of his “presidential” height and looks.

总体结论

那么这些有趣的说法到底是什么呢？他谈到薄切片时说道：“有时，如果锁着门的大脑为我们做出决定，我们会过得更好。”第 61 页然而，尽管薄切片具有非凡的力量，但仅使用薄切片确实会出现问题。