Santa Maradona

Martes | 29 de Octubre del 2002

La importancia de ser positivo a la hora de lavarte el cerebro

Malcolm Gladwell en el Uff-ormidable The Tipping Point cuenta esa historia sobre los detalles que nos hacen creer aún si no queremos. Va en inglés porque la traducción me da mucha nostalgia.
"Here is another example of the subtleties of persuasion. A large group of students were recruited for what they were told was a market research study by a company making high-tech headphones. They were each given a headset and told that the company wanted to test to see how well they worked when the listener was in motion (...) All of the students listened to songs by Linda Ronstadt and the Eagles, and then heard a radio editorial arguing that tuition at their university should be raised from its present label of $587 to $750. A third were told that while they listened to the taped radio editorial they should nod their heads vigorously up and down. The next third were told to shake their heads from side to side. The final third were the control group. They were told to keep their heads still. When they were finished, all the students were given a short questionary asking them questions about the quality of the songs and the effect of the shaking. Slipped at the end [was the question] What do you feel would be an appropriate dollar amount for undergraduate tuition per year?
The answers to that question are [difficult to believe]. The students who kept their heads still were unmoved by the editorial.The tuition amount they guessed was appropriate was $582. Those who shook their heads from side to side as they listened the editorial - even though they thought they were simply testing headset quality - disagreed strongly with the proposed increase. They wanted tuition to fall to $467 a year. Those who were told to nod their heads up and down, meanwhile, found the editorial very persuasive. They wanted a tuition rise, on average, to $646."


Comentarios de los que leen (abajo podes agregar el tuyo)

Extremadamente interesante, gracias por el post.

por: edmz · Octubre 29, 2002 12:52 PM

Hombe Vega, you should know that by heart.

por: orvilla · Octubre 30, 2002 11:57 AM

Muy interesante. Qué sencillos somos aunque nos empeñemos en lo contrario. Quizá precisamente por eso...

por: David · Octubre 31, 2002 04:35 AM

el autor luego contaba que esa conclusion la han usado en algunos comerciales, donde la imagen obliga a hacer un movimiento leve de la cabeza de arriba hacia abajo, para causar un mejor impacto. eso no deja de sorprenderme. les recomiendo el libro. es corto, de unas 200 paginas, lo lei de un tiro mientras viajaba, y esta lleno de cosas muy interesantes.

por: vega · Octubre 31, 2002 01:49 PM