The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics cover image

275.The Illusion of Choice with Richard Shotton

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

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Consequences of Aerodiet Fanacula

In a 2006 paper from Oppenheimer called Consequences of Aerodiet Fanacula, or Problems with Using Long Words Need to Say. People labor under the assumption that communicating a complicated way will reflect well on them. All the evidence is actually, if you communicate simply, you come across as more prestigious and more intelligent. That, I think, is a really useful insight for B2B communication in particular, but many, many categories.

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