Do you believe that television and other media regularly lie to us and manipulate our opinions? Maybe. But there is even worse news: our brain works together with them. It is so difficult for the brain to sort through the immense amount of information coming at it every day, that it is ready to just put up with the many misconceptions. And, as strange as it sounds, smart and well-educated people make even more cognitive mistakes that those who are less intelligent.
Viral Inspiral found out which psychological effects the media uses in order to convince us of something or to influence our decisions. You will learn how to tell the truth from lies.
The effect: A persuasive message that is accompanied by a discounting cue seems more accurate over time.
Imagine that you hear a piece of information that seems true to you. For example, the production of a famous confectionery brand contains the chemicals that are dangerous to human health. But soon after this, you hear some information that makes you doubt that it was true. For example, someone tells you that the source of information was not reliable or that the news was fabricated by a competitor. As a reasonable person, you will most likely think that the original information was fake and you will try to forget it. But some time later, (the so-called sleeper time) you will go back to thinking that it was true. And you will never buy products from this brand again.
The sleeper effect appears only when these conditions are followed:
- The information seems persuasive.
- There is a following piece of information that makes you doubt the original.
- There is enough time between the moment you receive the information and the moment you have to make a decision.