The Commercial-News, Danville, IL

Community News Network

August 2, 2013

What happens when you actually click on those "One Weird Trick" ads?

(Continued)

The Barton brain trust seemed surprisingly sincere, which I kept in mind as I turned to my next ad. I clicked to learn "the REAL reason why Obama is trying to take your guns away." You'd think health quackery and gun paranoia would have little in common, but soon I was brought to a page with a self-playing, pauseless video and a male voice urging me to watch to the end. Apparently Obama has signed an executive order authorizing him to institute martial law and "steal your food supply," but "Matt" has developed "a weird but incredibly effective system" to survive the coming storm.

"Research on persuasion shows the more arguments you list in favor of something, regardless of the quality of those arguments, the more that people tend to believe it," Norton says. "Mainstream ads sometimes use long lists of bullet points — people don't read them, but it's persuasive to know there are so many reasons to buy." OK, but if more is better, then why only one trick? "People want a simple solution that has a ton of support."

What about all the weirdness? "A word like 'weird' is not so negative, and kind of intriguing," says Oleg Urminsky of the University of Chicago Booth School of Business. "There's this foot-in-the-door model. If you lead with a strong, unbelievable claim it may turn people off. But if you start with 'isn't this kind of weird?' it lowers the stakes." The model also explains why some ads ask you to click on your age first. "Giving your age is low-stakes but it begins the dialogue. The hard sell comes later."

Text Only
Community News Network
  • sleepchart.jpg America’s sleep-deprived cities

    Americans might run on sleep, but those living in the country's largest cities don't appear to run on much.

    August 20, 2014 1 Photo

  • Who should pay for your kids ACT?

    Thirteen states paid for 11th-grade students in all public high schools to take the ACT college admission test this year, with several more planning to join them in 2015.

    August 20, 2014

  • Pets.jpg Why do people look like their pets?

    As much as we might quibble over the virtues and vices of Canis domesticus, however, and over whether human nature is any better or worse than dog nature, even dog fanciers don't usually want to look like a dog.

    August 20, 2014 1 Photo

  • Ice bucket challenge trending up

    Internet trends are a dime a dozen these days. Everything from Tebowing to planking to the cinnamon challenge can cause a wave of social media activity that can last for weeks before fizzling out.

    August 19, 2014

  • Africa goes medieval in its fight against Ebola

    As the Ebola epidemic claims new victims at an ever-increasing rate, African governments in Sierra Leone, Guinea and Liberia have instituted a "cordon sanitaire," deploying troops to forcibly isolate the inhabitants in an area containing most of the cases.

    August 18, 2014

  • Democrat? Republican? There's an app for that

    If you're a Republican, you might want to think twice before buying Lipton Iced Tea, and forget about Starbucks coffee. If you're a Democrat, put down that Reese's Peanut Butter Cup, and throw away the cylinder of Quaker Oats in your pantry.

    August 18, 2014

  • Five myths about presidential vacations

    In the nuclear age, presidents may have only minutes to make a decision that could affect the entire world. They don't so much leave the White House as they take a miniature version of it with them wherever they go.

    August 15, 2014

  • Can 6 seconds launch a career? A generation of Vine stars sure hopes so.

    A year ago, Shawn Mendes filmed himself singing a tentative acoustic cover of the Justin Bieber song "As Long as You Love Me" and put the results on Vine. He wasn't expecting much response. "I didn't really want anything to happen; I just kind of wanted to see what people would think," says Mendes, 16. "I posted that first Vine and woke up the next morning with 10,000 followers. That was pretty cool."

    August 14, 2014

  • Freshman.jpg 8 crucial tips for college freshmen

    With school starting back up around the country, no one has a bigger deer-in-the-headlights look than college freshmen.

    August 14, 2014 1 Photo

  • A night in Ferguson

    For the past week in Ferguson, reporters have been using the McDonald's a few blocks from the scene of Michael Brown's shooting as a staging area. Demonstrations have blown up each night nearby.

    August 14, 2014

E-edition
AP Video
Changes Coming to No-Fly List Raw: IDF Footage Said to Show Airstrikes Police: Ferguson More Peaceful Raw: Aftermath of Airstrike in Gaza Raw: Thousands March on Pakistani Parliament Raw: World's Oldest Man Lives in Japan Fire Crews Tame Yosemite Fire Raw: Police Weapon Drawn Near Protesters, Media Raw: Deadly Landslides in Japan Raw: Explosions in Gaza As Airstrikes Resume Arrests Witnessed in Ferguson Charter Schools Alter Post-Katrina Landscape Texas Gov. Perry: Indictment 'a Political Act' US Officials: Video Shows American's Beheading Video Shows Ferguson Cop Months Before Shooting Water Bottles Recalled for Safety Researcher Testing On-Field Concussion Scanners
NDN Video
President Obama talks about who James Foley was Watch Helicopter Perform Aerial Ballet Can Buckeyes fill Miller's void? Victoria's Secret Models Prove They're in Fighting Shape How Brian Hoyer Stacks Up With Johnny Manziel Taylor Swift Reveals New Album 1989 is Full-On Pop Crews rescue elderly woman trapped inside flooded minivan Man Poses for New Mugshot Photo Wearing Shirt with Old Mugshot Photo On It Disquieting times for Malaysia's 'fish listeners' Caught On Camera: Johnny Manziel Obscene Gesture Rita Ora Embraces the Ice Bucket Challenge Bird surprises soccer player Ashley Young during game Chapter Two: Never too late to become an artist Ice Bucket Challenge Goes Viral, Raises Over $15M For ALS Damaging Winds Stop the Show! In the Cockpit of the Air Force's Elite Squadron Pathologist: Autopsy Shows Teen Repeatedly Shot Christina Aguilera Has a Baby Girl Marvel Fans: Watch Dancing Baby Groot Over and Over! Raw: Protesters, Police Clash in Ferguson
Must Read