{"id":8383,"date":"2011-04-16T04:04:05","date_gmt":"2011-04-16T04:04:05","guid":{"rendered":""},"modified":"2011-04-16T04:04:05","modified_gmt":"2011-04-16T04:04:05","slug":"Would-You-Like-This-Article-More-If-You-Had-To--Like--It-On-Facebook-Before-Reading-","status":"publish","type":"post","link":"https:\/\/asiancemagazine.com\/?p=8383","title":{"rendered":"Would You Like This Article More If You Had To “Like” It On Facebook Before Reading?"},"content":{"rendered":"

Many of the world’s most powerful brands are doubling down on Facebook, from President Obama to The New Yorker. The powerful, hidden psychology of a fan page might just make this a worthwhile bet. Psychologists have long known that tiny, voluntary actions can cause sweeping changes in our opinions, transforming luke-warm attitudes into concrete beliefs. In other cases, the mere perception of a name or idea in the news can cause us to wildly exaggerate its importance. Here we’ll take a deep dive into the social psychology of manipulation and how the simple act of a Facebook ‘like’ could have the exact intended outcome that these messaging brands, like politicians and newspapers, are seeking.<\/strong> <\/p>\n

Dissonance<\/strong><\/p>\n

Rationalization, arguably social psychology’s most powerful known cognitive force, predicts that a user will unwittingly feel much more positively about brand after they click ‘like’ than before–namely, because our actions secretly influence our opinions. <\/p>\n

The academic term for rationalization, “Cognitive Dissonance,” was popularized by social science great Leon Festinger, who discovered how to manipulate undergraduates into enjoying an exceedingly boring game. After a painful hour of play, one group was offered $1 to lie to a fellow student about how enjoyable the game was, and the other group was offered $20. The academically earth-shattering result was that the group paid $1 was far more likely to say they enjoyed the game in a post-experiment survey.<\/p>\n

Why? Participants in the high-reward group easily rationalized their decision as greed-driven, whereas the low-reward group needed a justification, and end up convincing themselves how much they actually enjoyed the game, rather than believe their integrity could be purchased for a $1. Dissonance\/rationalization has been replicated countless times since: appliances are rated higher post-decision, smokers who fail to quit downplay the dangers of their habit, and students who cheat have less ethical qualms after doing it once. <\/p>\n

Every opportunity to reflect on our choices is an opportunity to reconstruct a past view of ourselves as flawless decision-makers. <\/p>\n

The New Yorker laid out a perfect dissonance bear trap by requiring readers to like their Facebook page in order to read Jonathan Franzen’s 12,000 word story about the island in Robinson Crusoe; everyone but die-hard fans needed to rationalize why he was worth so much more effort than other articles on the Internet, likely turning many luke-warm spectators into full-fledged fans. <\/p>\n

Even if the effect is small, it’s all many messaging brands need: a handful of highly active users spreading buzz, creating viral videos, and recruiting friends. <\/p>\n

SOURCE<\/a>
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