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Welcome to the second lecture on social cognition
and we’ll be talking about heuristics. So, before I advance the slide on the next slide
I am going to show you some questions and I want you to pause the video and think about
the answers to the questions and then un-pause the video and we’ll move on. A heuristic
is a mental shortcut and as you can see here we have the original road and then someone
is taking a shortcut. So, heuristics are just these simple things where we, rather than
spend a whole lot of time thinking about something, we jump from one point to another. We do this
because we are cognitive misers. So, we don’t like spending a lot of extra time on something
if we can take a shortcut. The availability heuristic occurs because
people judge things as more likely to happen if those things are easier to imagine. So,
I illustrated this with the shark vs. lightening question and I imagine that most of you said
that more people die from shark attacks than lightening strikes.
But actually, far more
people die from lightening than from sharks. So, on average there are 6 fatal shark attacks
worldwide whereas just in the US there are 32 fatal lightening per year. So, you can
see that there are nearly 5x more fatal lightening strikes just in the US compared to the whole
world fatal shark attacks. So, why does this occur? Well, when you first
think about lightening strikes you are probably picturing some lightening and it’s kind
of hard to imagine someone dying from a lightening strike.
However, when you picture a shark attack (I am giving you a heads up there is a sound
coming), you are picturing something pretty easily. There are a lot of media representations
of shark attacks and whenever anybody is attacked by a shark its all over the news.
And so it’s really easy for us to picture shark attacks and so we judge it as more likely
to happen even though in reality lightening strikes are more fatal.
So, using whether a case “looks like” it belongs to a group rather than using the
base rate of whether something is likely to belong to that group is the base rate fallacy.
So, I illustrated this with this picture of this guy and I asked you and I asked you whether
he was more likely to a hairdresser or an engineer and I imagine that many of you thought
that he was more likely to be a hairdresser. And why is that.
Well we have a schema of
hairdressers and that schema includes the idea that hairdressers are feminine and we
have a schema for engineers and that schema includes the idea that engineers are masculine.
So, this guy is a more feminine looking man than probably many people picture when they
think of a man and so they think “hmm well he’s kind of feminine so I think he’s
a hairdresser”. But, the base rate of hairdresser employment is much lower than engineer employment.
So, you can see that he is far more likely to be an engineer than a hairdresser.
But
the reason why we label him as a hairdresser is because he fits our schema for hairdresser
and we ignore the base rate of those two categories. So, now I am going to ask you how many architects
you think there are knowing that there are more than 1 million engineers.
And what you're probably going to do is think, “Ok that’s the number of engineers”.
So, I don’t think there are quite as many architects; maybe there are 800,000 architects.
Or maybe you will think there are way less architects and so you say 400,000 architects.
So, that is your anchor, that initial number, and you are anchoring on it and then you are
adjusting down.
It could also go the other way, you could adjust up. So, that is anchoring
and adjustment. You have an initial thing and you kind of lock on it and then you move
from that thing. And if you’re curious there are actually
only about 100,000 architects in the US. The framing heuristic essentially says “Hey”
context matters. So, if you are presented information about a school you’ll judge
it more favorably if it has an 80% success rate rather than if you are presented with
information that says it has a 20% failure rate.
Even though those two things are saying
the same thing we would say more positive things about a school that has an 80% success
rate. And why is that? Well the word success is a positive word and we feel good about
that word. And so if somebody talks to us about success we think “Hey that’s a good
thing”. And the word failure is not a very good word, we don’t feel good about that
word, and so if someone is talking about failure rate we think “Oohh that’s really bad”.
So, if you frame something in terms of success people are going to think more positively
about it than if you frame something in terms of failure and that’s the framing heuristic..
What is she thinking so deeply
about…it's raining heavily too. The new house looks great Ramu. Do you like it? Ya…I like it. But, what about our house? Our house…has
become very old… You came… Take this. She is Anjamma. Namaste madam. She will help you
in anything you want. Ok…you can go. –
Ok sir. Why did you divert the topic
when I asked about our house? Nothing like that. You are hiding
something from me. Me? No way. There's nothing… No, you are hiding
something from me Ramu. What will I hide from your Bhagi? Our house…has been
mortgaged by me.
It's because of me right? It's unavoidable…if you have expenses
exceeding your income…you must borrow. But…if your need is far
greater than your debt… One will surrender their
papers for mortgage. That's it…there's
nothing more than that. It's all because of me…I
can understand that. It's nothing to do with you Bhagi. No…it's all to do with me. Hey…I am telling
you it's not… You take some rest…I'll
be back in a while. Don't stress
about anything…ok? Ramu…Ramu…Ramu… Ramu get up. Ramu… Will you take me out? Out? Where? Thank you.
I feel very relaxed Ramu… For the anguish that you
went through yesterday… I didn't know
how to engage with you. But…you woke me up so early in the
morning…brought me to the temple… You brought back the peace of
mind that's been missing Bhagi. Ok, shall we go…I
am feeling hungry. What will you eat? Ramu…the idly here is very tasty. Yes. Ramu…shall we go to any movie? Watch the movie…not me. I am watching. Ramu, can you give
me a pani puri treat? Why did you bring me here when
it is pani puri that you promised? Wait a minute Bhagi. Hi sir.
-Come, have a seat.
Can you tell me what's
health insurance is all about? If we experience any medical emergency
unexpectedly…we can claim some amount… Or if we're hospitalized
for any other reason… Instead of jeopardizing
our lives fearing the costs… This health insurance acts as a safety
net and helps in reducing your costs too. In that case…we'd like to take
out health insurance on both of us. ok sir Ramu…why? If something
happens to us again…
We shouldn't experience
any difficulties Bhagi… Sir… please sign here. Sign here. Only if you agree to
sign on this document… Will I take you for
Pani puri…if not, I won't. Then I will sign before you. Thank you sir. Excuse me, some onions please. There are no more onions left. Please… You should've seen his face
when he heard the word onions… You have eaten that much. Where have I eaten that
much Ramu…I'm still not full. I still feel hungry.
-Ok, tell me madam… What would you like to
eat…what would you like to see… or…do you want me to take
you somewhere, tell me madam! Tell me! Just one other place.
-Where? Here. Here…I am afraid of
Giant wheel Bhagi… Bhagi I can't do this,
I am afraid of heights. Ramu…we don't know when we
will come again…or come back at all… So let's do this. Bhagi please, I can't do this.
–
No way, let's go. We'll leave. I am afraid of heights Bhagi.
-It's ok, I am here. ♪Time has stopped♪ ♪When your eyes met mine♪ We've roamed a lot today haven't we? It's been so long
since you've gone out… This outing is much
needed for you. Did I trouble you too much? No way… Do you feel that
I've troubled you? Come closer. Come a little closer. I love you too. I didn't say I love you yet. You don't have to. Why so? Because you will
always keep loving me. That's why…I love you too. Ok then, good night. Ramu… What if I leave you
all of a sudden… You won't Bhagi… Do you trust me that much? Yes…even if you did… You'll come back to me again… Ok…now go and sleep. Bhagi…Bhagi…Bhagi…Bhagi… Bhagi…Bhagi… Phone is also not reachable.
Ramu…I am leaving the house… Don't search for me… I will come to you
when the time is right. Are you done?
-Almost…Almost. How much longer Ramu? It's almost done Bhagi. If you don't know how
to draw, just say so. How much longer will
you make me sit here. Hey, I told you I am
almost done right. Besides, this is not a
doodle…this is painting…it's an art… I used to paint in my
childhood…and now again… You just wait…It'll come
out perfect …don't move yet… Move a little to your left… Not too much to your
left Bhagi…just a little… Ok…now a little to
your right. Right…Right… Bhagi…stay either
that side or this side… But don't stay
right in the middle. You're the one who
said left…and then right… Don't move…don't
move…a little…to your left. Just a little…that's it.
Perfect, hold that pose. Is it done? Come. Ramu…it may not be evident…but
there's a good artist within you.
Good Good!
-Thank you, thank you. Even I didn't expect that
it will come out so well. But it did. Wait a second… What happened? No Bhagi…you go and sit again… This time…sit a
little to your right… To your right…I'll paint
even more perfectly. My dear great
artist…I salute you… Even Picasso himself can't
paint more perfectly than this… Please leave me Ramu. It can be more perfect.
-Leave me Ramu. Bhagi…Bhagi…Bhagi… Listen to me…ok fine…wait… Ramu… I have something to tell you.
-What is it? I haven't felt like
myself since the accident… Some… unknown fear… Of being low on confidence… I am not able to
understand why it is… And I don't know what
to do about it too… I feel like there's someone in my
brain pricking me with needles… I don't know
where life is going… I feel it's become like
a plain piece of paper…
My life. .. The answer lies in the
words that you've just spoken Bhagi. You yourself said that your life
is like a plain piece of paper right… Yes. What will we do if we have
a plain paper in front of us? We write whatever we wish
or draw whatever we want. Same…life is just like that… If you leave it as
a plain paper… It will remain empty forever… But… only if we write something
on that empty piece of paper… It will have some value. But I am not feeling
brave enough… More than the confidence
about what I want to achieve… I am feeling scared about how to bring
back the confidence that I've lost Ramu. Whatever you believe and
manifest…will come to you. If you stay honest…It
will stay with you forever… But…
-No But's and if's… You will achieve what
you wish…that's it. But I can't Ramu…I am not
the same person as before… I can sense it… Bhagi…fear is like darkness… It will scare you no matter
what you do or want to … But bravery is like light…
It will open your eyes to
whatever you do or wish to do… Will you remain scared
and hide in the darkness… Or see the light by
becoming brave… It's your wish… ♪The dreams that
I've dreamed in my heart♪ ♪Have completely disintegrated♪ ♪The pain in my
eyes has left me♪ ♪The dreams that I've
dreamed in my heart♪ ♪Have completely disintegrated♪ ♪The pain in my
eyes has left me♪ ♪Every second without you is
hell, please come back to me dear♪ ♪Please stay with me forever, I
can't stand being apart from you♪ ♪I can't bear this distance
between us, I feel so alone♪ ♪The pain of your absence
is a constant reminder to me♪ ♪Our love is an example that
love can make time stand still♪ ♪Please don't slip away from me♪ ♪I won't leave your trail, it's now
my goal.
It's a riddle that I can't solve. ♪A riddle that my
heart has written♪ ♪Every second without you is
hell, please come back to me dear♪ ♪I can't bear this distance
between us, I feel so alone♪ ♪Your silence is killing
me, I feel so alone♪ ♪The pain of your absence
is a constant reminder to me♪ Hello…Hello. Dad…uncle…how come
you're here so suddenly. We just wanted to see you…will you invite
us inside…or ask everything here itself. Sorry dad, come inside and
make yourselves at home. Uncle, how are you?
– We are fine. Where is my daughter in law,
can't seem to find her anywhere? Dad, Bhagi already
left for office. She already left
for office it seems. Bhagi… She's here right…he
told me you left for office… Bhagi…is everything
ok…after the accident… Bhagi stopped calling me now a
days, her phone is also unreachable. Bhagi dear, is your health ok now? Do you have to ask
her…isn't it obvious.
Yes yes. No matter how angry you are at
us, you shouldn't have done this… Son, did you and Bhagi
quarrel with each other? Tell me if there is any
problem, I will take her home. Dude, what are they both up to? Are they able to see something that
I can't… or can you see her too? Wait a second dude. Keep it here dear. Have a seat. You know I drink tea
only after it's gone cold. You go ahead.
-Sure. What are you looking
at, have a cup…
Where is it uncle? Here..
-Yes there. Be careful. You also have a cup dude. Bhagi is talking quite well
after the accident right? Uncle…
-Hold on… I am talking to Bhagi… don't
talk in the middle. Dad I understand, I
lied to you about Bhagi… You guys are pretending to talk to invisible
Bhagi just to get back at me right. Have you gone mad? If you would have told us, we would have searched
for her…or filed a police complaint. Dad…she's not missing… She wanted to leave…I
didn't want to stop her… So she left…
She's been gone for so many days…yet
she didn't want to call me even once… So…you want us
to leave her alone? What if…something has happened to Bhagi? Nothing will happen to her…she
left in order to achieve her dreams… I am confident that she will return to
me once she achieves those dreams. Ok…if you're so
sure…what else can we do. Take care. Dude, I'll drop them and come. No need. Let's go. Dude, get ready. We'll go out. Where?
-Come, I'll show you. Dude, where have you brought me? What's happening here?
-Matchmaking. For whom?
-For me.
For you?
-Yes, for me. You should've told me
beforehand, I look awful. This match is for me…I am the
one who should look good…not you. Ok, I understand. Why is she looking at me? Dude, ask her something. I want to talk to
you for 5 minutes. Okay. You too come dude.
-I'll stay here, you go and talk with her. Sis, I'll stay here too.
You go and have a chat.
Come. I like you very much. I like you very much. Is it…thank you. Hi, what is your name?
-Ramu. Why do you need my name?
-Like you don't know, you naughty. What do you mean? Don't act like you're some
child. I know you're interested too. I don't know what
you're talking about. If you don't mind, I want
to ask you three questions. Three questions?
-Yes. What are those? After we get married, you don't
have any plans to divorce me right? What…divorce?
-Yes. Why would I do that. The purpose of marriage
is to live together. Thank god…I have passed. Second question…I will look
after you well and make you happy.. Do you have any plans on leaving
the house after leaving behind a letter? If you make me happy,
why would I leave the house. What a relief…this
clarity makes me happy. This is the last question… After marriage…do you have plans
to stay independent…or do any job? No no..I won't take up
any job after marriage… If you go to your job, I'll stay
home and look after our children.
Then I am ready to marry you. I have fallen for you. If you're ok with it, we will
get married right here and now. Sorry, I'm already married. No way, I won't believe you. I am married, and the very next
day she asked me for a divorce too. Now she's left my house too. You're saying that she left the house
right, I marry you and come to your house. No way, I still love her. I married her willingly…so even in
the darkest of times…she's still my wife.
Can you please reconsider. Give me your hand. This is my phone number. I know…since you're a bit shy to talk
directly, you gave me your number right? This is my wife's photo. If you see her anywhere,
anytime… just give me a call. Do you want to ask me anything? You asked me
everything I wanted to. I am also ready to marry you. Dude, we're both
ready for marriage. Ok right…she's ok it seems. I'm happy for you. Come, let's go. Good job.
– Thank you boss. I am thinking of sending Murthy
instead of you for this project. Even I was thinking
the same sir. Hi sir…you called me. Nothing Murthy…you have to go
to Bombay on some office work.
Me…at this hour? Besides, Ashwa is
the designated one sir. I know Murthy…but Ashwa is
busy with his engagement work. So, I've decided
to send you instead. But sir, I don't want to go. What do you mean
you don't want to? If you go, it will help this project
and also your future in the long run. How many days will you stay like this? I know you're still
thinking about your wife… I am not saying
that it's a bad thing… But this project is very important
for this company and also for your life. Think about it. Boss is right
dude, think about it. You're interested in
stock market right… I have a friend in SEBI. Go and meet him. Go to Bombay Murthy. I won't go sir. ♪The clock keeps ticking,
and I'm frozen inside, We♪ built dreams and now they're
crashing down fast, girl♪ ♪Why did we shatter so fast♪ ♪My heart's wide open,
but it's bleeding in vain♪ ♪Walking through
memories, drowning in pain♪ ♪The ring still shines, but it doesn't feel
the same… Girl, can you be my reclaim?♪ ♪Where you at, where you
go? Can't you hear my cry?♪ ♪Every step, every breath,
girl You were my everything♪ ♪Where you at, where you
go? Can't you hear my cry?♪ ♪You're my queen, you're
my heart, girl Don't let me go…♪ ♪ Your scent in the air,
your dress on the chair♪ ♪ Every corner I make,
I still see you there♪ ♪I'd cross every ocean and climb every wall,
To bring you back, baby, I'd risk it all♪ ♪My heart's wide open,
but it's bleeding in vain♪ ♪Walking through
memories, drowning in pain♪ ♪The ring still shines, but it doesn't feel
the same…
Girl-can you be my reclaim?♪ ♪Where you at, where you
go? Can't you hear my cry?♪ ♪Every step, every breath,
girl You were my everything♪ ♪Where you at, where you
go? Can't you hear my cry?♪ ♪You're my soul, my forever, you're
my destiny, baby, come back to me♪ ♪I wake up, it's cold,
you ain't by my side♪ Hello Mr. . Raghu Ram Murthy,
are you coming to the office? Yes I am. Yes I am. –
Ok. Bhagi… What if I leave you
all of a sudden… Even if you do leave me,
you'll come back to me. Bhagi understood the importance of having
a health insurance plan for her family. Now it's your turn to select the right
insurance plan that fits your family's needs. Insure your family with Star
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Move over television, radio and newspaper there’s another marketing medium that can more effectively get the word out about all your dealership and to offer its customers and it’s. Digital.
The big three TV, radio and newspaper ruled for decades and the domain where dealerships promoted their vehicle inventory and while it’s true, those medium still have a place in the marking pie.
If now a much leaner slice online digital marketing, if commanding the lion’s share the marketing spent for progress.
The dealerships across the country which are spending roughly eighty five percent to their advertising dollar on digital medium, leaving a combined 15 percent to TV, radio and newspaper advertising to round out there overall marketing mix.
Digital media marketing has virtually exploded and continues to surge with more website mobile devices, content and online network.
It all collectively translate into more opportunities for active engagement with a much larger audience of potential customers.
So what’s fueling the ongoing evolution from traditional media marketing to digital media marketing? It’s an ever expanding homes, up high tech devices such as smartphone iPad tablet, laptop desktop and even emerging technologies like smart TVs, just to name a few.
These devices provide internet active right at your fingertips: 24 7.
According to JD Power and Associates consumer spending averages 7 hours online researching cars before visiting a dealer lot.
If the dealer wants to reach their customers today, effin absolute must to do the majority. Other advertising online with digital media marketing, because that’s, where your customers are .
