You’re not stupid, but you can be fooled. For millennia, the best salespeople have known how to exploit the vulnerabilities of the human mind. In the burgeoning field of behavioural economics, we’ve begun to give precise names to the mental weaknesses that make us all susceptible to a well-crafted pitch. Drawing on the insights of psychology, behavioural economists have explained why we buy more stuff at 99p than at £1 (the „left-digit effect“), why we commit to gym memberships we’ll never use („optimism bias“), and why we don’t return things we buy as often as we should („post-purchase rationalisation“). The giants of the web, from Amazon to Zynga, use similar tricks to keep us coming to their sites, playing their games and buying their goods. In fact, that’s how they became giants in the first place.

Here’s how they game us — and how, in some cases, we wind up gaming ourselves.

Get to know how online companies like AMAZON, Apple, Groupon and Zynga trick you into sharing more

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Quelle: wired Magazine, August 2011

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