Why And How We Are Influenced (And Don't Even Know It) | Bob Fennis | TEDxUniversityofGroningen

The presentation introduces the concept of influence, particularly 'hidden persuasion,' where marketing and other cues affect us unconsciously. Fennis explains that this has been his research focus for 20 years and begins with a thought experiment to illustrate a common misconception about personal autonomy versus external influence.

Fennis describes the 'disposition bias,' where individuals overestimate the power of their own preferences and beliefs while underestimating the power of the situation and external persuasion. This makes people vulnerable to outside influence as they don't perceive it.

We are constantly exposed to thousands of commercial stimuli daily, making it impossible to process all of them. Additionally, factors like fatigue, distraction, and lack of interest lead to a state of 'mindlessness,' wherein our vigilance is turned off, making us more susceptible to influence. This state is the rule, not the exception.

The 'truth effect' describes our tendency to accept information more easily than to question or reject it. Accepting is effortless, while rejecting requires active questioning, which we often avoid. This bias can lead to widespread belief in misinformation and conspiracy theories, as our 'BS radar' is often switched off.

Influence often operates under the radar either because we don't see the source or are unaware of its impact. Fennis discusses the famous, but fabricated, Vicary study on subliminal advertising from the 1950s, where flashed messages supposedly boosted sales. While initially disproven, later research showed that subliminal cues can indeed influence behavior, especially in receptive states (e.g., thirsty people seeing a soft drink brand).

Fennis shows an example of real-world subliminal messaging from a 2000 US presidential campaign ad, where the word "RATS" was briefly flashed during an anti-Al Gore message. This demonstrates how unseen stimuli can still influence perception and behavior.

The 'oblique effect' highlights how our visual system processes orthogonal lines (horizontal/vertical) more easily than oblique (tilted) lines. Despite this being a subtle effect, research showed that album covers with more orthogonal designs were preferred and led to longer listening times in a lab setting. A historical analysis of Billboard Top 100 album covers confirmed that more orthogonal designs systematically correlated with higher chart positions.

To counter hidden influence, Fennis suggests practicing 'persuasive mindfulness.' This involves not just focusing on one's inner state but actively being aware of the external context, questioning why certain influences are present, who benefits, and if those influences align with personal values. This practice can help individuals navigate and make conscious choices.