The WARC Podcast Brilliant marketing or dark art?
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Jan 14, 2025 Dan Monheit, a behavioral economics expert and CEO at Hardhat, teams up with regulatory authority Sarla Fernando to explore the fine line between ethical persuasion and manipulation in marketing. They delve into behavioral science and its influence on consumer choices, highlighting emotional biases. The discussion also addresses manipulative 'dark patterns,' emphasizing the need for transparency and ethical practices. They advocate for a balanced approach that respects consumer autonomy while navigating the challenges of digital addiction and privacy concerns.
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Behavioral Economics
- Behavioral economics studies why people do things, revealing we're not rational.
- Our decisions are based on emotions, biases, and context, not logic.
McDonald's Upselling
- Dan Monheit shared an anecdote from his McDonald's days about upselling.
- Simply asking "Is that a large?" increased large order sizes without removing other options.
Pre-Ticked Donations
- Dan Monheit gave an example of pre-ticked recurring donations for a charity versus a gambling site.
- Sarla Fernando clarified that pre-ticking any option isn't allowed, regardless of intent.