Taking Advantage of Bias everyone of us has, is easier than you think
copyright by www.wired.com
Americans born in the United States are more murderous than undocumented immigrants. Fighting words, I know. But why? After all, that’s just what the numbers say.
The untold other side of every coin
Still, be honest: you wouldn’t linger over a story with that headline. It’s “dog bites man.” It’s the norm. And norms aren’t news. Instead, you’ll see two dozen reporters flock to a single burning trash can during an Inauguration protest. The aberrant occurrence is the story you’ll read and the picture you’ll see. It’s news because it’s new. The problem here is not just that this singling out creates a distorted, fish-eye lens version of what’s really happening. It’s that the human psyche is predisposed to take an aberration—what linguist George Lakoff has called the “salient exemplar”—and conflate it with the norm. This cognitive bias itself isn’t new. But in a media environment driven by clicks, where politicians can bypass journalistic filters entirely to deliver themselves straight to citizens, it’s newly exploitable.
The science behind Cognitive Bias
Lakoff, a University of California, Berkeley linguist and well-known Democratic activist, cites Ronald Reagan’s “welfare queen” as the signature “salient exemplar.” Reagan’s straw woman—a minority mother who uses her government money on fancy bling rather than on food for her family—became an effective rhetorical bludgeon to curb public assistance programs even though the vast majority of recipients didn’t abuse the system in that way. The image became iconic, even though it was the exception rather than the rule. Psychologists call this bias the “availability heuristic,” an effect Trump has sought to exploit since the launch of his presidential campaign, when he referred to undocumented Mexican immigrants as rapists.
“It basically works the way memory works: you judge the frequency, the probability, of something based on how easily you can bring it to mind,” says Northeastern University psychologist John Coley. “Creating a vivid, salient image like that is a great way to make it memorable.”
This is the same bias that makes you fear swimming in the ocean lest you get attacked by a shark, despite shark attacks being far less common than, say, death by coconut. When something is memorable, it tends to be the thing you think of first, and then it has an outsize influence on your understanding of the world. After the movie Jaws came out, a generation of people was afraid to swim in the sea—not because shark attacks were more likely but because all those movie viewers could more readily imagine them.
Cognitive Malfunction or not?
Psychologists stress that your brain has to work this way, to a certain extent—otherwise you’d have a very hard time differentiating and prioritizing the avalanche of inputs you receive throughout your life. “It’s not a cognitive malfunction,” says Coley. “But it can be purposefully exploited.” When Trump uses a salient exemplar that will lodge in your brain, he’s manipulating your brain’s natural way of sorting information.
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