How redefining ‘normal’ can alter human behavior

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Can we make people change their habits simply by convincing them it’s what others are doing? Marketers do just that, these Stanford researchers say, using “dynamic norm messaging.” A few years ago, Gregg Sparkman was thinking about how you might encourage people to eat less meat. Then a PhD student in psychology at Stanford University, Sparkman knew that animal farming is a major factor in global warming, producing about 15% of all greenhouse gas emissions worldwide. While politicians dithered over carbon taxes, here was an area where ordinary people could make a real difference in their own lives. Read Full Story

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A Stanford deception expert explains why people fall for online scams

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People are more vulnerable to phishing attacks from hackers right now. Here’s how you can guard against them. We all know the feeling, that awful sinking in your stomach when you realize you’ve clicked a link that you shouldn’t have. Maybe it was late at night, or you were in a hurry. Maybe you received an alarming email about a problem with your paycheck or your taxes. Whatever the reason, you reacted quickly and clicked a suspicious link or gave away personal information before realizing you had made a dangerous mistake. Read Full Story

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Using AI to manage vaccines has gone horribly wrong. Here’s how to do it right

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The vaccine rollout at Stanford Medicine was botched with an unfair algorithm. But the technology itself, if implemented fairly and thoughtfully, could be a boon to an organizational mess. Done right, artificial intelligence can be a valuable tool to help make the rollout of vaccines for COVID-19 more efficient, transparent, and fair. AI is particularly effective at balancing a wide range of competing goals and coming up with recommendations that are globally optimal. Using AI, you can optimally balance health factors, transmissibility risk, and economic impact considerations in order to prioritize who gets vaccinated and when. Read Full Story

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Top 10 marketing-related AI thought leaders to follow

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30-second summary: AI can help marketers deliver better overall customer experiences across all digital channels. The key to success is in using it logically, ethically and in key areas where it can assist, save time and resource and help scale campaigns and performance. To gain a better understanding of the benefits to marketing it is best to build your knowledge from a wide range of perspectives to identify the best use cases. We look at 10 influencers worth following to get a good handle on how AI can and should effect the marketing sector. Adoption of Artificial intelligence (AI) is growing worldwide, with a recent IDC report identifying the ability to deliver a better customer experience, greater employee efficiency and accelerated innovation as the leading drivers for adoption. AI now powers marketing processes across the customer journey, from insights, search optimization and content marketing to personalization conversion optimization, predictive analytics, …

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Why organizations might want to design and train less-than-perfect AI

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Companies “need to change the way they motivate people in environments where parts of their jobs are done by AI,” argues a Stanford economics professor. These days, artificial intelligence systems make our steering wheels vibrate when we drive unsafely, suggest how to invest our money, and recommend workplace hiring decisions. In these situations, the AI has been intentionally designed to alter our behavior in beneficial ways: We slow the car, take the investment advice, and hire people we might not have otherwise considered. Read Full Story

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Content Authority: Potential Measures of Authoritative Content - Whiteboard Friday

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Posted by rjonesx. When it boils down to it, every idea in SEO can be understood as a set of measurements we use to rank one page over another. And that means that when it comes to measuring a concept like the authoritativeness of your content, there are almost certainly factors that you can analyze and tweak to improve it. But if Google were to use a measure of content authority, what might go into it? Against what yardstick should SEOs be measuring their content's E-A-T? In this episode of Whiteboard Friday, Russ Jones walks us through a thought experiment as to what exactly might constitute a "content authority" score and how you can begin to understand your content's expertise like Google.   Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, folks, this is Russ Jones here with another …

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Intro to Neuromarketing: 5 Psychological Tactics to Boost Sales

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Neuromarketing is a branch of marketing that integrates consumer phycological principles with marketing best practices. I’ve talked a lot before about consumer psychology, both on my blog and elsewhere . That’s because the brain plays such a vital role in selling (and buying). For example, the color of your CTA button or the pictures on your landing pages can impact conversions. The brain is designed to process information in specific ways, and it will react accordingly to certain triggers. If you can optimize your site to include those triggers, you can boost your sales. It’s not always as simple as using certain colors . Psychology, like people, is complicated. Despite the complexity of psychology, there are a few brain-based strategies you can use that will get results. How Psychology Impacts Sales Through Neuromarketing Based on studies of the brain, we know that beauty literally moves us to action . The …

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5 simple ways to boost your emotional intelligence every day

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There are easy things you can do daily to improve your ability to manage your emotions, and those of people around you. The idea of emotional intelligence, or EI, has been around for some time now. But even though EI is more widely accepted—especially in business— misconceptions about how to develop it are common . Much of what has been written makes it appear that increasing our EI requires a large amount of ongoing effort and a lifetime commitment. So it’s no wonder that some people may find this idea overwhelming. Read Full Story

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How Using Emotional Marketing in Content Can Help Drive Way More Sales

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Whether you care to admit it or not, the decisions you make today will be driven by your emotions. In emotional marketing, we talk a lot about using psychological triggers to get customers to click, convert, engage, etc. “By leveraging common psychological triggers all people have,” you might hear, “you can drive more sales.” While it may feel like we make decisions with our minds, using logic and reasoning, the “mental triggers” we hear about are tied more to emotion than anything else. Case in point, Antonio Damasio spent time studying individuals with damage to the area of the brain where emotions were generated and processed. While these subjects functioned just like anyone else, they couldn’t feel emotion. The other thing they had in common was they all had trouble with making decisions. Even simple decisions about what to eat proved difficult. While they could describe what they should be …

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