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3:29
He was born in the backwoods of Kentucky
3:31
in the early 1800s. His family was
3:35
dirt poor. His mother died
3:37
when he was nine and he
3:40
had a difficult relationship with his father. He
3:43
went to school now and then and it said
3:45
his entire schooling amounted
3:48
to less than one year's attendance.
3:51
As a result, he was mostly
3:53
self-educated and loved to read. Neighbors
3:56
said he would walk for miles just
3:58
to borrow a book. Reading
4:03
became a great pastime for him.
4:07
He wasn't able to find many books,
4:09
but fully absorbed every one he could
4:11
get his hands on. By
4:13
the time he turned 21, he
4:15
stood six foot four. He
4:18
was lanky, but muscular and
4:20
powerful. He was noted
4:22
for the skill and strength with which he
4:24
could wield an axe. He
4:28
was a rough and tumble frontier man. He
4:31
moved to Illinois and became a
4:33
rail splitter, allowing him to earn
4:35
some money clearing land and building
4:37
farm fences. About
4:40
that time, he settled in a town
4:42
called New Salem. There he
4:44
got a job as a storekeeper. On
4:47
the side, this strapping young man
4:49
liked to wrestle, and
4:52
he was good at it. He would
4:54
wrestle in county fairs and look for
4:56
matches wherever the opportunity arose. By
4:59
some accounts, he wrestled for a dozen years
5:01
from his early 20s to
5:03
his early 30s and only lost
5:05
one single match. But
5:08
maybe his most famous match happened
5:10
as the result of a
5:12
bet. His
5:16
boss boasted that his young employee was
5:18
not only the smartest guy in town,
5:20
but also the toughest. That
5:23
comment riled a gang of
5:25
toughs called the Claries Grove
5:27
Boys. His boss
5:29
bet another man that his employee
5:31
could beat the toughest member of
5:33
that gang, a man named Jack
5:35
Armstrong. Armstrong was
5:37
the roughest and most feared member
5:40
of the Claries Grove Boys. So
5:43
a date was set, and on the
5:46
day, the entire town gathered to watch
5:48
the wrestling match. The
5:53
two men stripped to the waist and
5:56
the wrestling began. The two
5:59
were well matched. and the fight
6:01
went on and on and got rougher
6:03
and rougher. Then,
6:06
well into the fight, Armstrong
6:08
used a painful illegal move.
6:11
That infuriated his young opponent, who
6:13
then picked Armstrong up and threw
6:15
him to the ground, knocking
6:18
him out. That
6:22
wrestler, the powerful fighter who
6:24
beat Jack Armstrong that day, was
6:27
Abraham Lincoln. That's
6:30
why Abraham Lincoln is in the
6:32
Wrestling Hall of Fame. Question,
6:37
is that story true or
6:39
is it a lie? That
6:49
story is true. A
6:52
huge mural of that fight hangs on the
6:54
wall inside the Wrestling Hall of Fame. These
6:57
days, it's getting more and more
6:59
difficult to tell the truth from a lie. Over
7:02
the decades, advertisers have often been
7:04
accused of lying. But there
7:07
is another side to that particular coin. In
7:10
focus groups, in surveys, and
7:12
in polls, customers lie
7:14
to marketers. Advertisers
7:17
use that research to make
7:19
important marketing decisions. So
7:21
what happens if the information
7:23
advertisers use to produce products
7:25
and create advertising campaigns is
7:28
false? One
7:45
of the trickiest surveys researchers undertake
7:47
is when they try to determine
7:49
how often people lie. The
7:52
problem, of course, is that people
7:54
lie about how much they lie, even
7:57
on anonymous surveys. A
8:00
recent study on this very subject,
8:02
done by the University of Wisconsin,
8:04
followed 632 people
8:07
around for 91 days. Those
8:10
632 people told 116,366 lies during that period. The
8:20
study concluded that most people lie a
8:22
maximum of twice a day, which
8:24
doesn't seem like much, until you
8:27
realize it adds up to nearly 60 lies
8:29
a month. 90%
8:32
of those are what we call little white
8:34
lies, more like fibs,
8:36
like telling someone a meal was
8:38
delicious when it wasn't. But
8:41
another 11% were categorized
8:43
as big lies. The
8:46
top 1% of the participants were
8:49
prolific liars, telling over 17 lies
8:51
per day. The
8:54
demographic that lies the most? Millennials.
9:01
Everybody fibs now and then. We
9:03
often tell tiny lies to avoid hurting
9:06
people's feelings. But
9:08
this preponderance to lie has
9:10
other ramifications, especially to
9:12
marketers. The advertising
9:15
industry is constantly researching people to
9:17
try and understand their behavior, to
9:20
get a sense of how they make their
9:22
purchasing decisions, to try and figure
9:24
out how a brand makes them feel, or
9:27
whether they like a potential advertising
9:29
campaign the company is about to
9:31
spend millions on. The
9:34
marketing industry relies on
9:36
this feedback. According
9:41
to research, there are many reasons why people
9:43
don't tell the truth. They
9:45
lie on surveys 33% of the time, on social media
9:48
75% of the time, on resumes 70% of the time,
9:55
to their doctors 47% of
9:57
the time, and to their
9:59
therapists 93% of the time. One
10:04
of the most basic reasons for lying
10:06
is the desire to be socially acceptable.
10:09
When people are asked if they donate
10:11
to charities, for example, most would say
10:14
yes, although most do not.
10:17
Answering yes to that question is the
10:19
most socially acceptable answer. Sensitive
10:22
questions about sex, religion, or
10:25
politics rarely elicit truthful answers.
10:28
People will often inflate self-worth
10:30
in surveys, especially in
10:32
anonymous surveys where no one is pressing
10:35
them. So questions
10:37
about how much money you make, how
10:39
often you exercise, or how much you
10:41
weigh usually result in a
10:43
lot of fibbing. Either
10:45
people lie to inflate their salaries for
10:47
vanity reasons, or they lie
10:50
to minimize their revenue for fear of
10:52
tax reasons. Politeness
10:54
often gets in the way. When
10:57
people are asked about a new product
10:59
or a potential advertising campaign, they will
11:02
often give an answer they believe will
11:04
please the interviewer. Then
11:07
there is intentional sabotage. Some
11:10
people will purposely lie and mislead
11:12
for a variety of reasons. Maybe
11:15
they don't like the company. Maybe
11:18
they relish the role of contrarian. Or
11:20
maybe they just want to shock
11:23
the interviewer. Marketers
11:27
rely heavily on focus groups. This
11:31
is where a group of six to
11:33
eight regular people are invited into a
11:35
room, and a moderator asks them questions
11:37
about a product or an ad campaign.
11:40
And the advertising agency observes the
11:42
group behind a one-way mirror. In
11:45
my experience, a mini social
11:47
hierarchy often forms in those
11:49
rooms. An outspoken leader
11:51
will emerge and will often sway others
11:53
in the group to agree with him
11:56
or her. There will
11:58
be a few who will answer honestly. a few
12:01
who won't, and others who
12:03
feel being negative makes them appear
12:05
intelligent. Advertisers
12:07
have to rely on very good
12:09
moderators to pry truthful answers from
12:12
focus groups. It
12:14
often means trying to read
12:16
between the lines. I
12:26
read a fascinating book recently titled
12:29
Everybody Lies by Seth
12:31
Stevens Davidowitz. The
12:33
core theme of the book is that
12:35
people rarely tell the truth, even in
12:38
anonymous surveys. For example, the
12:40
book quotes heterosexual women in the
12:42
US saying they have sex 55
12:44
times a year, using
12:46
a condom 16% of the time. That
12:51
adds up to 1.1 billion condoms
12:53
a year. Heterosexual
12:56
men say they use 1.6 billion
12:58
condoms a year. Now,
13:00
by definition, those two numbers should
13:02
be the same. But according
13:05
to Nielsen, fewer than 600 million
13:07
condoms are sold every year. Therefore,
13:11
everyone is lying. The only
13:14
difference is by how much. But
13:17
Davidowitz says there is one place
13:19
everybody tells the truth, one
13:22
place where lies don't occur. And
13:25
that place is Google. The
13:28
author maintains that the Google
13:30
search box is a kind
13:32
of confessional. When
13:38
the author looked at Google searches for
13:40
jokes, for example, he found
13:42
that those searches are lowest on Mondays
13:44
when people report they are most unhappy.
13:48
Joke searches are lowest on cloudy
13:50
and rainy days, and they plummet
13:52
after a major tragedy. The
13:55
takeaway? People are more
13:57
likely to seek jokes when things are going well in
13:59
life. not when they're feeling
14:01
sad. People lie
14:04
to friends, lovers, doctors, and even
14:06
to themselves, but on
14:08
Google, they reveal their most intimate,
14:10
honest feelings. They share
14:13
their most embarrassing information in that Google
14:15
search box about their
14:17
sexless marriages, their mental
14:19
health issues, their insecurities,
14:22
and their animosity toward other
14:24
races. People who
14:26
regret having children admit this to no
14:29
one, except Google.
14:32
The number one Google search for the
14:34
question, is my husband dot dot dot,
14:37
the word gay is 10 times
14:39
more likely than, is my
14:41
husband cheating, and eight
14:44
times more likely than, is my
14:46
husband alcoholic, or 10 times
14:48
more likely than, is my husband
14:50
depressed. Searches
14:53
questioning a husband's sexuality are more
14:55
prevalent in the least tolerant regions
14:57
of the country, which
15:00
suggests many men are still
15:02
in the closet. Men
15:12
Google about their penises more than any
15:14
other body part. They conduct more
15:16
searches on how to make it bigger than
15:19
how to tune a guitar, make an omelet,
15:21
or change a tire. Women
15:24
search about vaginal odor. Here's
15:27
the interesting thing about that. Men
15:30
make roughly the same number of
15:32
searches about a partner's vagina as
15:34
women do about their partner's genital
15:36
size, which is to say, almost
15:39
never. There's clearly
15:41
a lot of worrying for no
15:43
reason. And when
15:46
it comes to body image, the
15:48
subject definitely skews female, but
15:50
it's not as lopsided as you may think.
15:53
According to an analysis of Google
15:56
AdWords, interest in beauty and
15:58
fitness is 42% male. My
16:01
boss is 33% male and
16:04
cosmetic surgery searches are 39% male.
16:09
Parents are twice as likely to search,
16:11
is my two-year-old son gifted, than to
16:13
ask the same question about their daughters.
16:15
Yet there are far more girls in
16:18
gifted classes than boys. Parents
16:21
more often search, is my daughter
16:23
overweight, than they would about their
16:25
sons. Yet more boys
16:27
are overweight than girls. Netflix
16:36
once offered an option to let people list
16:38
the movies they most wanted to see and
16:41
would remind them when those movies became
16:43
available. But Netflix discovered
16:45
that when it reminded people about those
16:48
movies, they didn't watch them. It
16:51
turns out people listed highbrow movies they
16:53
had no intention of watching. The
16:56
list just made them look good. So
16:59
Netflix instead made recommendations based on
17:01
what people were actually watching. Activity
17:05
on Netflix jumped. Because
17:09
algorithms know the real you.
17:15
Data also reveals that the words
17:18
you use on a loan application
17:20
determine whether you'll default or not.
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Polling data
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can be very challenging. In
19:37
the book, A Field Guide to
19:39
Lies, by Daniel J. Levitin, the
19:41
author shows an election graphic from
19:43
Fox News. It was
19:45
a pie chart that showed the GOP candidates
19:47
and the support they were getting for the
19:49
upcoming 2012 election. That
19:52
said, 70% back Sarah Palin, 60% back Mitt
19:54
Romney, and 63% back... Mike
20:00
Huckabee. Can't
20:02
be, as author Leviton points out.
20:05
The first rule of pie charts is
20:07
that the percentages have to add up
20:09
to 100. Researchers
20:11
also found when it comes to
20:13
voting search boxes reveal a lot.
20:16
Seemingly neutral searches contained
20:19
information voting polls missed.
20:24
When people searched Clinton-Trump
20:27
debate or Obama-Rome election,
20:30
the order of the candidates names
20:32
was significant. The
20:34
candidate's name that appeared first in
20:37
the most searches was predictive of
20:39
which way a particular state would
20:41
go. The results
20:43
were accurate but it defied the
20:46
pollsters. Clearly the
20:48
voters were lying in exit polls,
20:50
possibly too uncomfortable to reveal how
20:52
they really voted. That
20:55
may also explain why pollsters were so
20:57
wrong about the Trump election in 2016.
20:59
Looking back, Seth
21:03
Stevens-Dvidewitz found there were more
21:05
searches for Trump-Clinton than Clinton-Trump
21:07
in key Midwest states that
21:10
Clinton was expected to win.
21:13
Trump owed his election to the
21:15
fact that he sharply outperformed his
21:17
polls there. During
21:23
his first election, Barack Obama's
21:25
team did extensive testing to
21:28
determine marketing strategies. For
21:31
example, they tested Obama's home
21:33
page by posting three different
21:35
designs in three different cities.
21:38
One had a photo of a
21:40
serious Obama face and the words
21:42
sign up. Another
21:44
showed his family with the words
21:46
learn more. And a
21:49
third showed a smiling Obama with the
21:51
words join us now. Which
21:54
one do you think generated the most
21:56
response? Answer? designed
22:00
one by a landslide. It
22:02
was estimated it attracted 40% more people to
22:04
sign up, netting
22:07
the campaign about $60 million
22:09
in additional funding. Would
22:12
a survey have picked a family design?
22:15
Probably not. All
22:25
people who borrow money from banks and
22:27
other financial institutions promise to pay
22:30
it back. Yet, 13%
22:32
default. Here's
22:35
a list of eight words and phrases
22:37
researchers found that are commonly used when
22:40
applying for a loan. God,
22:43
promise, debt free, minimum
22:46
payment, lower interest rate,
22:49
will pay, thank you, after
22:52
tax. Of
22:54
those phrases, here are the ones used by
22:56
people most likely to pay the debt back.
23:00
Lower interest rate, debt free,
23:02
after tax, minimum payment.
23:06
And here are the words most used
23:08
by people most likely to default. God,
23:12
promise, will pay, thank
23:15
you. Phrases like
23:17
lower interest rate and after
23:19
tax indicated a certain
23:22
level of financial sophistication. Phrases
23:25
used on a loan application like
23:27
promise and will pay and thank you
23:30
are the least likely to pay back. People
23:33
mentioning God were 2.2 times
23:36
more likely to default. The
23:39
word God was among the highest
23:41
indicators of a likely default. The
23:51
Centers for Disease Control and Prevention
23:54
releases flu data one week after
23:56
it has received it. Even
23:58
though doctors and hospitals would. benefit from
24:00
having it much sooner. But
24:03
Google searches for flu symptoms show up
24:05
right away, which could
24:07
give hospitals much earlier indications of
24:09
how fast the flu is spreading.
24:13
Walmart learned something very interesting
24:15
using online searches. When
24:18
a hurricane is approaching, Walmart noticed
24:20
that people search and stock up
24:22
on strawberry Pop-Tarts.
24:26
Who knew? It
24:28
might be because Pop-Tarts don't need
24:30
refrigeration. Why strawberry? Nobody
24:33
knows. But when
24:35
a hurricane is coming, Walmart
24:37
sends truckloads of strawberry Pop-Tarts
24:40
to those locations. So
24:50
if people lie in surveys, they fib
24:52
in focus groups, they lie about what
24:55
they really like and dislike, and
24:57
they're afraid to reveal their true feelings
24:59
in polls. What is a
25:01
marketer to do? Well,
25:04
some resort to hypnotism.
25:07
But not the type of hypnotism you're probably
25:09
thinking about right now. Marketers
25:12
don't hypnotize people to buy their
25:14
products. They hypnotize them to
25:16
understand how they truly feel about their
25:18
products. In most
25:21
focus groups, the answers tend to
25:23
be rational. But under
25:25
hypnosis, the answers are almost
25:27
always emotional. Research
25:30
firms that specialize in hypnosis
25:32
can do one-on-one sessions with
25:34
customers or can actually
25:36
hypnotize a group of six to eight
25:39
people together. The
25:41
goal is to access the subconscious,
25:43
remove the filter from people's thoughts,
25:46
and free them from taboos. Once
25:52
hypnotized, the moderator will begin asking
25:54
questions to uncover things hidden in
25:56
memory banks or to tease out
25:58
information that are... person wouldn't reveal
26:01
in a wake state for
26:03
fear of looking uneducated or for
26:05
fear of peer pressure from others
26:07
in the focus group. In
26:10
one hypnotized group, for example, people
26:12
were asked to remember the very
26:14
first time they ever watched television.
26:18
Respondents not only remembered what show it
26:20
was, howdy-doody, but what clothes
26:22
they were wearing, what they smelled
26:24
in the room, and precisely which
26:26
episode they were watching. Suffice
26:29
it to say, most people could
26:31
not recall that much detail from
26:34
their childhood under normal circumstances. So
26:37
in that deep relaxed state, a
26:40
moderator might ask when you first
26:42
experienced the brand, what
26:44
impression it made on you, how
26:46
it made you feel, or what
26:48
features you look at in a car
26:51
dealership, or what was
26:53
your most powerful experience with the
26:55
brand. Because
26:59
people lie or exaggerate in focus
27:01
groups, research firms believe
27:04
hypnosis can reveal the truth.
27:07
For example, a Scotch brand
27:09
looking to attract younger customers asked
27:11
them why they drink Scotch. They
27:14
answered because they liked the taste. But
27:17
under hypnosis, they said drinking Scotch
27:19
made them feel cool. So
27:22
the Scotch brand created an advertising
27:24
campaign around looking cool. Starbucks
27:28
used hypnotism to figure out why people
27:30
in their 20s were so
27:33
negative towards the brand, calling it
27:35
corporate coffee and destroying mom and
27:37
pop shops. But
27:39
under hypnosis, respondents were asked to
27:41
imagine walking into a Starbucks and
27:44
to describe the other customers in
27:46
there. They described
27:48
guys in suits in their 40s. The
27:52
moderator asked if there was anybody that looked
27:54
like them in the Starbucks. Respondents
27:57
said no, only the guy behind the
27:59
box. the counter. That
28:02
was a big insight for Starbucks. It
28:04
clearly had to change the tone in
28:06
its advertising and stop playing
28:08
Kenny G music in the shops. Hypnosis
28:12
revealed the problem which was,
28:15
I don't belong here. When
28:18
Procter & Gamble did hypnosis
28:20
focus groups, they asked the
28:22
respondents to describe Tide without
28:25
using the words laundry detergent.
28:28
The respondents said, mom.
28:31
That told Tide nostalgia was
28:33
important. Shell discovered
28:35
through hypnosis that people are loyal
28:37
to the gasoline brand they saw
28:40
their parents use when they were
28:42
children. Research
28:51
firms maintain nobody is harmed
28:53
through hypnosis. Nobody can be
28:55
made to do or say something that goes
28:57
against their true wishes. And
28:59
nobody is transformed into a clucking chicken.
29:02
But not all advertisers like the
29:05
idea. Plumbing the
29:07
minds of customers in a hypnotized
29:09
state just doesn't sit well with
29:11
many brands. They say
29:13
it feels unethical and intrusive. In
29:16
spite of the fact, respondents agree
29:18
to be hypnotized. So
29:21
those brands choose not to use
29:23
it, even if it
29:25
might uncover some treasures and
29:28
some truth. Famous
29:38
Adman David Ogilvy once said,
29:41
customers don't know what they feel, don't say
29:43
what they know, and don't
29:45
do what they say. It's
29:47
an interesting conundrum. Marketers
29:50
rely on research to predict
29:52
behavior, but so much of
29:55
that customer feedback may be untrue.
29:57
It could be
30:00
reasons why so much advertising
30:02
doesn't resonate with people. That's
30:05
why the Google search window is so
30:08
powerful. People type in
30:10
their most honest, personal feelings in the
30:12
quiet of their own homes. They're
30:14
not trying to impress anyone. They're
30:17
revealing their innermost truth without fear
30:19
or filter or shame. Google
30:23
then sells that information to
30:25
political entities, governments, and advertisers
30:28
because data collection is
30:30
Google's greatest product. And
30:33
if we're to believe Seth
30:36
Stevens Davidowitz's extensive research, that
30:39
search box is a truth serum
30:42
because it reveals the
30:44
intimate subjects we're all wrestling
30:46
with when
30:49
you're under the influence. I'm
30:52
Terry O'Reilly. This
30:59
episode was recorded in the TerreStream AirStream
31:02
mobile recording studio. Producer Debbie
31:04
O'Reilly. Sound engineer Jeff Devine.
31:07
Under the influence theme by
31:09
Ari Posner and Ian LeFever.
31:11
Tunes provided by APM Music.
31:14
Follow me on social at
31:16
terreoinfluence. This podcast is
31:18
powered by Acast. And if
31:20
you'd like to read next week's
31:23
Fun Fact, just go to apostrophepodcast.ca
31:25
and follow the prompts. See
31:28
you next week. Hi, this
31:30
is Jesse O'Donaghy from St. John's,
31:32
Newfoundland and Labrador. Fun Fact! Believe it
31:34
or not, the sales of Pop Tarts
31:36
have been on the rise for 32
31:38
straight years. Hmm.
31:52
Hold up! What was that? Boring.
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