{"id":22793,"date":"2014-04-28T11:17:11","date_gmt":"2014-04-28T18:17:11","guid":{"rendered":"http:\/\/content26.com\/?p=22793"},"modified":"2017-02-21T14:46:17","modified_gmt":"2017-02-21T22:46:17","slug":"word-choice-impacts-decision-making-eyes-wide-open-noreena-hertz","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/word-choice-impacts-decision-making-eyes-wide-open-noreena-hertz\/","title":{"rendered":"How Word Choice Impacts Decision Making: Eyes Wide Open by Noreena Hertz"},"content":{"rendered":"<p>Decisions are the lifeblood of every individual and organization. In a <a title=\"3 books to improve your decison-making process\" href=\"http:\/\/content26.com\/blog\/three-books-to-improve-your-decision-making-process\/\" target=\"_blank\">previous post I discussed three books<\/a> that I\u2019ve found particularly valuable in helping our decision making. I recently came across another, <em>Eyes Wide Open: How to Make Smart Decisions in a Confusing World<\/em> by Noreena Hertz. <a href=\"http:\/\/content26.com\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover.jpg\"><img loading=\"lazy\" class=\"alignleft  wp-image-22794\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-199x300.jpg\" alt=\"Eyes-Wide-Open-Cover\" width=\"139\" height=\"210\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-199x300.jpg 199w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-132x200.jpg 132w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-680x1024.jpg 680w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-166x250.jpg 166w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-478x720.jpg 478w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-265x400.jpg 265w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover-300x451.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2014\/03\/Eyes-Wide-Open-Cover.jpg 997w\" sizes=\"(max-width: 139px) 100vw, 139px\" \/><\/a><\/p>\n<p>It\u2019s too early to give my full assessment of the book, but I want to share some of Hertz\u2019s insightful examples of how language and word choice can subconsciously and significantly impact our decisions. Aside from the interest these snippets might hold for students of behavioral psychology, they are extremely valuable to <a title=\"Increase conversion by flaunting your style guide\" href=\"http:\/\/content26.com\/blog\/increase-conversion-by-flaunting-your-style-guide\/\" target=\"_blank\">content producers and wordsmiths<\/a> of all types, especially content marketers whose mission is to help clients increase their conversion rates.<\/p>\n<p>The book\u2019s overarching argument is that whether we know it or not, we are constantly besieged by stimuli that work their subconscious powers on us and move us into making decisions that we might not consider if we thought about them more \u201crationally.\u201d Madison Avenue has always exploited the power of language and imagery, that\u2019s not new. But particularly in this day and age where \u201ccontent is king,&#8221; it&#8217;s good to be reminded of powerful influences that simple word choices can have on the customer decision journey.<\/p>\n<p>As an extreme instance of this, Hertz recounts the 1956 anthropological study \u201cBody Ritual among the Nacirema\u201d that was published in the journal <i>American Anthropologist<\/i>. The study recounted seemingly bizarre rituals this previously unknown tribe, the &#8220;Nacirema,&#8221; had with respect to their body. They fundamentally believed that the body was ugly and prone to decay, so they religiously performed many rituals to reverse that process:<\/p>\n<ul>\n<li>Men lacerated their faces daily with sharp instruments<\/li>\n<li>Women paid others to bake their heads in small ovens<\/li>\n<li>They procured magical potions and charms to stave off decay<\/li>\n<li>Women with breasts too big mutilated them to make them smaller, and women with breasts too small mutilated them to make them bigger<\/li>\n<\/ul>\n<p>The article turned out to be a spoof. \u201cNacirema\u201d is \u201cAmerican\u201d spelled backward. And if you hadn\u2019t caught on to the ruse by now, return to the list and see that it fairly describes what many Americans do on a regular basis: shave, go to the salon, take supplements (Viagra anyone?), and have plastic surgery.<\/p>\n<p>The ruse worked because of that single wordplay. Readers categorized the tribe being described as \u201cexotic\u201d by the mere fact of its name, \u201cNacirema,\u201d along with its publication context (an esteemed academic journal), so of course readers viewed the rituals as bizarre and not pertaining to themselves.<\/p>\n<p>In a similar vein, consider one of my favorite examples of this subconscious process. (This example is not in <em>Eyes Wide Open<\/em>.) The following warning created by a junior-high chemistry student in 1997 continues to pop up in emails and tweets today:<\/p>\n<ul>\n<li>Dihydrogen monoxide is colorless, odorless, tasteless, and kills uncounted thousands of people every year. Most of these deaths are caused by accidental inhalation of DHMO, but the dangers of dihydrogen monoxide do not end there. Prolonged exposure to its solid form causes severe tissue damage. Symptoms of DHMO ingestion can include excessive sweating and urination, and possibly a bloated feeling, nausea, vomiting and body electrolyte imbalance. For those who have become dependent, DHMO withdrawal means certain death.<\/li>\n<\/ul>\n<p>Substitute the phrase \u201cdihydrogen monoxide\u201d with its more common word \u201cwater\u201d and you can <a title=\"DHMO water ruse\" href=\"http:\/\/www.snopes.com\/science\/dhmo.asp\" target=\"_blank\">see through this ruse in a heartbeat<\/a>. But again, our brains immediately categorize \u201cdihydrogen monoxide\u201d as a \u201cchemical\u201d with its connotations of deadly compounds such as DDT, Agent Orange, cyanide and so on. So we let the ruse play itself out.<\/p>\n<p>Hertz also refers to several studies, such as two blind taste tests in which \u201cSucculent Italian Seafood Filet\u201d rated higher than \u201cSeafood Filet\u201d and \u201cTender Grilled Chicken\u201d rated higher than \u201cGrilled Chicken,\u201d even though there were no differences in the dishes being tasted.<\/p>\n<p>How numbers are processed can also have a similar effect on us. Hertz describes a study in which two groups of forensic scientists and psychiatrists were asked to make recommendations on the discharge of a patient at a high-security mental health facility. The first group was told that \u201ctwenty out of every hundred patients\u201d similar to the patient being considered for discharge were estimated to commit an act of violence against others. The second group was told that similar patients had a \u201c20 percent chance\u201d of being violent with others.<\/p>\n<p>The group that was given the ratio in relative terms (\u201ctwenty out of every hundred\u201d) was twice as likely to recommend against a discharge as the group who was given the information in percentages (\u201c20 percent chance\u201d), even though the chance of violent acts were identical. This study was particularly stunning in light of the fact that the participants were experts whom we\u2019d expect to be more rational in their decision making.<\/p>\n<p>I\u2019ll have more to say about this book as I make my way through it. But in the meantime, take heed on word choices. At any point of conversion, a wrong word can wreak havoc on your sales.<\/p>\n<p><em><strong>Mark White is president and a founding member of content26. Continue this conversation with him on Twitter <a title=\"Mark White Twitter\" href=\"http:\/\/twitter.com\/mwhitec26\" target=\"_blank\">@mwhitec26<\/a>.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Decisions are the lifeblood of every individual and organization. In a previous post I discussed three books that I\u2019ve found&#8230;<\/p>\n","protected":false},"author":2,"featured_media":22840,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[1332,1244,1334,524],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Content26 president Mark White discusses the book &quot;Eyes Wide Open&quot; by Noreena Hertz and the impact that word choice can have on decision making.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/987654321.space\/c26_dev\/blog\/word-choice-impacts-decision-making-eyes-wide-open-noreena-hertz\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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