The Economist
First is best
Aug 24th 2012, 10:00 by M.S.L.J.
Is this the first article you read today? If so, there’s a good chance you’ll enjoy it. The order in which people experience things affects their opinion of them: they tend to like the first option best.
This is the result of a new study by Dana Carney of Berkeley’s Haas School of Business and Mahzarin Banaji of Harvard University. To test their hypothesis, the researchers conducted a series of experiments. In one volunteers were shown pictures of two violent criminals and then asked which one deserved parole. Most felt more merciful towards the first mugshot they were shown (different volunteers saw different villains first).
This bias affects commercial decisions, too. Asked which type of chewing gum they preferred, 68% of respondents at a railway station in Boston picked the first stick they were offered. In another experiment, volunteers more often wanted to buy a car from the first salesperson they met rather than the second.
In their paper, entitled “First is Best”, the authors contend that the first option in a series will be “consistently preferred” if the chooser is under time pressure or slightly distracted. Thanks to mobiles, meetings and toddlers that pretty much describes modern life for many people.
Clever companies have noticed, and compete to bump whatever they are selling to the front of the queue. That is why the first slot in an advertisement break on television costs more than the second; it’s roughly 10-15% pricier, according to Jonathan Allan, sales director at Channel 4, a British broadcaster. It is also why an ad that introduces a rival’s product first, even in order to disparage it, may well backfire. Advertising firms themselves like to go first when pitching for an account. “It sets the benchmark for everybody else,” says Bridget Angear of AMV BBDO, an advertising agency.
Being first matters even more online. People are lazy and few bother to scroll through dozens of pages of search results, says Kate Devine of mysinglefriend.com, a dating website. The site uses this observation to reward its most avid customers. When a belle enters search criteria for her beau, possible matches appear in an order determined by the last time these logged on to the site. This is good for traffic, but the keenest suitors may not prove the most suitable.
Badoo, another dating service, locates other users nearby so as to encourage spontaneous meetings. People can pay Badoo £8.49 ($13.46) per month for the privilege of appearing top in a list of users in the area, but rankings will drop as others pay too.
The most important place to be first is on Google’s rankings, which explains why it is under increasing pressure to make its search algorithm more open. The online giant recently started punishing websites that infringe copyright by listing them further down. This may not blast the pirates out of the water, but it will force them to work harder for their booty.
26 agosto 2012
Efeito Primazia II
Haas Newsroom
July 2, 2012
The Advantages of Being First
UNIVERSITY OF CALIFORNIA, BERKELEY’S HAAS SCHOOL OF BUSINESS – How people make choices depends on many factors, but a new study finds people consistently prefer the options that come first: first in line, first college to offer acceptance, first salad on the menu – first is considered best.
The paper, “First is Best,” recently published in PLoS ONE by Dana R. Carney, assistant professor of management, University of California, Berkeley’s Haas School of Business, and co-author Mahzarin R. Banaji, professor of psychology, Harvard University.
In three experiments, when making quick choices, participants consistently preferred people (salespersons, teams, criminals on parole) or consumer goods presented first as opposed to similar offerings in second and sequential positions. The authors say their findings may have practical applications in a variety of settings including in consumer marketing.
“The order of individuals performing on talent shows like American Idol. The order of potential companies recommended by a stockbroker. The order of college acceptance letters received by an applicant. All of these firsts have privileged status,” says Carney. “Our research shows that managers, for example in management or marketing, may want to develop their business strategies knowing that first encounters are preferable to their clients or consumers.”
The study found that especially in circumstances under which decisions must be made quickly or without much deliberation, preferences are unconsciously and immediately guided to those options presented first. While there are sometimes rational reasons to prefer firsts, e.g. the first resume is designated on the top of the pile because that person wanted the job the most, Carney says the “first is best” effect suggests that firsts are preferred even when completely unwarranted and irrational.
The study’s first experiment asked 123 participants to evaluate three groups: (a) two teams, (b) two male salespersons, and (c) two female salespersons. First, participants were asked to join one of the two teams and were introduced to the Hadleys and the Rodsons. Immediately following the introduction, they decided which team to join. Next, participants were told they were buying a car and introduced to two male salespersons: Jim and Jon. Immediately following the introduction, they selected the salesperson from whom they preferred to buy a car. Finally, participants were told they needed to re-make their car-buying decision and that they would be introduced to two new salespersons; this time, female: Lisa and Lori. After sequential introduction they, again, decided which person they’d like to buy a car from.
When asking participants about their choices, the researchers asked about choice in two ways: conscious/deliberate choice, which was self-reported (i.e.., “I prefer Lisa to Lori”), or they completed a reaction-time task adapted from cognitive psychology in which participants’ automatic, unconscious preference for each option was assessed (i.e. “good,” “better,” “superior”). Regardless of whom people said they preferred, on the unconscious, cognitive measure of preference, participants always preferred the first team or person to whom they were introduced.
To test the choice preferences of consumer goods, the researchers asked 207 passengers at a train station to select one of two pieces of similar bubble gum in a “rapid decision task” or choosing within a second of seeing the choices (using psychologist Daniel Kahneman’s theory on ‘thinking, fast and slow’). Once again, the result was the same: when thinking fast, the bubble gum presented first was the preferable choice in most cases.
Researchers considered the salespeople and the gum relatively positive stimuli, without controversy. In order to test their theory with negatively charged options, Carney and Banaji asked another group of 31 participants to choose between pairs of convicted criminals and decide which one was more worthy of parole instead of prison. After viewing mug shots of two 29 year-old criminals known to have committed the same violent crimes with similar features and facial expressions, again, when “thinking fast,” participants judged the first criminal presented as more worthy of parole.
If order matters, why? Carney contends the proven “primacy has power” theory may provide the best answers. The paper cites, “a preference for firsts has its origins in an evolutionary adaptation favoring firsts …” For example, in most cases, humans tend to innately prefer the first people they meet: a mother, family members. In addition, those preferences are associated with what’s safe. Carney says the historic concept of the established “pecking order” also supports their findings that people find “first is best.”
July 2, 2012
The Advantages of Being First
UNIVERSITY OF CALIFORNIA, BERKELEY’S HAAS SCHOOL OF BUSINESS – How people make choices depends on many factors, but a new study finds people consistently prefer the options that come first: first in line, first college to offer acceptance, first salad on the menu – first is considered best.
The paper, “First is Best,” recently published in PLoS ONE by Dana R. Carney, assistant professor of management, University of California, Berkeley’s Haas School of Business, and co-author Mahzarin R. Banaji, professor of psychology, Harvard University.
In three experiments, when making quick choices, participants consistently preferred people (salespersons, teams, criminals on parole) or consumer goods presented first as opposed to similar offerings in second and sequential positions. The authors say their findings may have practical applications in a variety of settings including in consumer marketing.
“The order of individuals performing on talent shows like American Idol. The order of potential companies recommended by a stockbroker. The order of college acceptance letters received by an applicant. All of these firsts have privileged status,” says Carney. “Our research shows that managers, for example in management or marketing, may want to develop their business strategies knowing that first encounters are preferable to their clients or consumers.”
The study found that especially in circumstances under which decisions must be made quickly or without much deliberation, preferences are unconsciously and immediately guided to those options presented first. While there are sometimes rational reasons to prefer firsts, e.g. the first resume is designated on the top of the pile because that person wanted the job the most, Carney says the “first is best” effect suggests that firsts are preferred even when completely unwarranted and irrational.
The study’s first experiment asked 123 participants to evaluate three groups: (a) two teams, (b) two male salespersons, and (c) two female salespersons. First, participants were asked to join one of the two teams and were introduced to the Hadleys and the Rodsons. Immediately following the introduction, they decided which team to join. Next, participants were told they were buying a car and introduced to two male salespersons: Jim and Jon. Immediately following the introduction, they selected the salesperson from whom they preferred to buy a car. Finally, participants were told they needed to re-make their car-buying decision and that they would be introduced to two new salespersons; this time, female: Lisa and Lori. After sequential introduction they, again, decided which person they’d like to buy a car from.
When asking participants about their choices, the researchers asked about choice in two ways: conscious/deliberate choice, which was self-reported (i.e.., “I prefer Lisa to Lori”), or they completed a reaction-time task adapted from cognitive psychology in which participants’ automatic, unconscious preference for each option was assessed (i.e. “good,” “better,” “superior”). Regardless of whom people said they preferred, on the unconscious, cognitive measure of preference, participants always preferred the first team or person to whom they were introduced.
To test the choice preferences of consumer goods, the researchers asked 207 passengers at a train station to select one of two pieces of similar bubble gum in a “rapid decision task” or choosing within a second of seeing the choices (using psychologist Daniel Kahneman’s theory on ‘thinking, fast and slow’). Once again, the result was the same: when thinking fast, the bubble gum presented first was the preferable choice in most cases.
Researchers considered the salespeople and the gum relatively positive stimuli, without controversy. In order to test their theory with negatively charged options, Carney and Banaji asked another group of 31 participants to choose between pairs of convicted criminals and decide which one was more worthy of parole instead of prison. After viewing mug shots of two 29 year-old criminals known to have committed the same violent crimes with similar features and facial expressions, again, when “thinking fast,” participants judged the first criminal presented as more worthy of parole.
If order matters, why? Carney contends the proven “primacy has power” theory may provide the best answers. The paper cites, “a preference for firsts has its origins in an evolutionary adaptation favoring firsts …” For example, in most cases, humans tend to innately prefer the first people they meet: a mother, family members. In addition, those preferences are associated with what’s safe. Carney says the historic concept of the established “pecking order” also supports their findings that people find “first is best.”
Efeito Primazia III
Why First is Best
Roger Dooley
Forbes
22/08/2012
If you sell products or services, you probably have a product that you’d like to sell more of. Maybe it’s the one the produces the highest level of customer satisfaction or the fewest returns. Maybe it’s more profitable than other items in the line. Maybe it represents a great value for your customers but they overlook it. Here’s one key to selling more of that item: be sure your customer sees it FIRST!
New research from Berkeley and Harvard scientists underscores what we know from past research: humans have an inherent preference for the first choice they see. This phenomenon is called the primacy effect.
It’s fascinating that this effect occurs across many different domains. The first experiment in the latest batch had subjects evaluate photos of “salespeople” – pairs of males, females, and teams. When the subjects were asked about their preferences in a questionnaire, they showed no difference in their evaluation of each pair. But, using an implicit association test, a technique to measure subconscious preferences, there was a significant difference in favor of the first-viewed person or team. (For more on implicit association, see The Secret Voter in Your Brain.)
The second experiment showed subjects two similar brands of bubble gum. When given a chance to think about their choice, the subjects chose each brand about half the time. But, when instructed to choose quickly, 62% chose the first-viewed item and only 38% chose the second.
The lesson from all of this research is that leading with your most attractive product will help nudge customers toward purchasing that product. You can accomplish that with showing the products sequentially, by placing the desired product first on a multi-product display, or by drawing visual attention to that product so that it is viewed first.
Note that this is a nudge, not a big shove. The more the customer deliberates, the weaker the effect will be. And, sometimes, other strategies may work better – showing a customer an expensive product first to produce a price anchor, then a product that is similar but less expensive that will seem more of a bargain and be the likely choice. There’s also the recency effect, which can cause a preference for the last item seen if there’s a delay between viewing the items and the choice is made immediately after seeing the last one.
Still, purchase decisions often come down to small differences and subconscious leanings – in most cases, you should lead with your best option.
Roger Dooley
Forbes
22/08/2012
If you sell products or services, you probably have a product that you’d like to sell more of. Maybe it’s the one the produces the highest level of customer satisfaction or the fewest returns. Maybe it’s more profitable than other items in the line. Maybe it represents a great value for your customers but they overlook it. Here’s one key to selling more of that item: be sure your customer sees it FIRST!
New research from Berkeley and Harvard scientists underscores what we know from past research: humans have an inherent preference for the first choice they see. This phenomenon is called the primacy effect.
It’s fascinating that this effect occurs across many different domains. The first experiment in the latest batch had subjects evaluate photos of “salespeople” – pairs of males, females, and teams. When the subjects were asked about their preferences in a questionnaire, they showed no difference in their evaluation of each pair. But, using an implicit association test, a technique to measure subconscious preferences, there was a significant difference in favor of the first-viewed person or team. (For more on implicit association, see The Secret Voter in Your Brain.)
The second experiment showed subjects two similar brands of bubble gum. When given a chance to think about their choice, the subjects chose each brand about half the time. But, when instructed to choose quickly, 62% chose the first-viewed item and only 38% chose the second.
Both experiments indicate a bias toward the first item seen. This bias doesn’t overwhelm all other considerations, and the more a person thinks about a choice the less significant it will be. Still, to use my pet terminology, it’s a NeuroNudge that could help a customer finalize a choice.
As I described in Order Effect Affects Orders, primacy has been shown to be important in comparing similar products. Austrian researchers studied “recommender systems,” i.e., systems that help consumers choose the best product for their needs. Subjects were shown images and descriptions of tents that had various differences in configuration, closures, waterproofing, etc. The tents were displayed in random order. What they found was startling: the subjects did indeed prefer one tent over the rest, by a factor of 2.5 times. The surprise was that this preference wasn’t for one particular tent design; rather, the subjects greatly preferred whichever tent they saw first.
Brainy Takeaway
As I described in Order Effect Affects Orders, primacy has been shown to be important in comparing similar products. Austrian researchers studied “recommender systems,” i.e., systems that help consumers choose the best product for their needs. Subjects were shown images and descriptions of tents that had various differences in configuration, closures, waterproofing, etc. The tents were displayed in random order. What they found was startling: the subjects did indeed prefer one tent over the rest, by a factor of 2.5 times. The surprise was that this preference wasn’t for one particular tent design; rather, the subjects greatly preferred whichever tent they saw first.
Brainy Takeaway
The lesson from all of this research is that leading with your most attractive product will help nudge customers toward purchasing that product. You can accomplish that with showing the products sequentially, by placing the desired product first on a multi-product display, or by drawing visual attention to that product so that it is viewed first.
Note that this is a nudge, not a big shove. The more the customer deliberates, the weaker the effect will be. And, sometimes, other strategies may work better – showing a customer an expensive product first to produce a price anchor, then a product that is similar but less expensive that will seem more of a bargain and be the likely choice. There’s also the recency effect, which can cause a preference for the last item seen if there’s a delay between viewing the items and the choice is made immediately after seeing the last one.
Still, purchase decisions often come down to small differences and subconscious leanings – in most cases, you should lead with your best option.
25 agosto 2012
Neil Armstrong
Faleceu Armstrong. O leitor do blog deve lembrar do seguinte teste:
Neil Armstrong é um ilustre que tem evitado, durante muitos anos, dar entrevista. Recentemente quebrou a regra, concedendo uma entrevista para uma publicação contábil da Austrália. A razão: seu pai foi auditor. Armstrong é ilustre pela seguinte razão:
a) é um famoso músico, que canta What a Wonderful World
b) foi um conhecido jogador e técnico de futebol americano
c) foi o primeiro astronauta que pisou na Lua.
Neil Armstrong é um ilustre que tem evitado, durante muitos anos, dar entrevista. Recentemente quebrou a regra, concedendo uma entrevista para uma publicação contábil da Austrália. A razão: seu pai foi auditor. Armstrong é ilustre pela seguinte razão:
a) é um famoso músico, que canta What a Wonderful World
b) foi um conhecido jogador e técnico de futebol americano
c) foi o primeiro astronauta que pisou na Lua.
Teste da Semana
Para o leitor atento do nosso blog, eis um pequeno teste para medir seus conhecimentos sobre os principais fatos relacionados com a contabilidade. Após responder, olhe as respostas no comentários e faça a conversão: de 9 a 10 certas = medalha de ouro; 7 e 8 certas = prata; 5 e 6 = bronze. Abaixo disto, ...
1 - A última
edição da Revista Brasileira de Contabilidade traz como destaque de capa uma
entrevista com um não contador. Trata-se de
Bill
Clinton, ex-presidente dos EUA
Hans
Hoogervorst, presidente do Iasb
Marcos
Cesar Pontes, primeiro astronauta brasileiro
2
– Segundo um levantamento, este país é o que mais exporta cérebros no mundo:
Brasil
Índia
Japão
3
– Esta modelo brasileira já acumulou 250 milhões de dólares ao longo da
carreira, estando em segundo lugar no ranking:
Adriana
Lima
Alessandra
Ambrosio
Gisele
Bundchen
4
– Um estudo da KPMG mostrou que o número de empresas em dificuldades no Brasil aumentou
em
10%
20%
50%
5
– Segundo um levantamento nas cooperativas de crédito no país, um quarto dos
empresários
Acreditam
que a taxa de juros irá reduzir no futuro próximo
Estão
em atrasos com o pagamento do principal e juros
Pegam
recursos como pessoa física para financiar suas empresas
6
– Uma extensa reportagem publicada na revista Exame mostrou que a redução na
taxa de juros poderá trazer um sério problema para:
As
instituições financeiras
Os
fundos de pensão
Os
municípios nordestinos
7
– Esta instituição bancária estatal está apurando um desvio de recursos acima
de R$2 bilhões. Em razão disto, um lucro menor em razão do aumento das “contingências”.
Banco
da Amazônia
Banco
de Brasília
BNB
8
– 6ª Turma do Tribunal Regional
Federal da 4ª Região tomou uma decisão
importante: os Conselhos Regionais de Contabilidade ...
Deve evidenciar
todas suas transações com o governo
Podem cobrar
judicialmente as contribuições dos associados em atraso
Tem poder de
polícia para requisitar informações dos contadores
9 – O investidor
Soros adquiriu 7,85% das ações:
Da equipe de
futebol Manchester United
Do fundo
private equity GP Investimentos
Do Carrefour
10 – Nesta semana
esta empresa bateu o recorde de valorização no mercado acionário mundial
Apple
Exxon
Microsoft
Fato da Semana
Fato da Semana: A
entidade que fiscaliza as empresas de auditoria nos Estados Unidos, o PCAOB,
soltou um relatório sobre a fiscalização de 23 trabalhos realizados pelas
empresas. O índice de qualidade obtido foi muito baixo.
Qual a importância
disto? Existe um debate antigo sobre
quem deveria pagar pela auditoria. Aqueles contrários ao modelo atual defendem
que a entidade do mercado (a CVM, por exemplo) deveria remunerar o auditor,
para melhorar a qualidade dos relatórios de auditoria. Outras medidas também
são defendidas, como o incentivo a concorrência no setor, a proibição de
serviços adicionais pelas empresas, o aumento na responsabilidade dos
auditores, entre outros. Os diversos escândalos contábeis recentes arranham a
credibilidade das empresas de auditoria. O relatório do PCAOB é mais um
capítulo na história recente de problemas com o atual modelo das empresas de
auditoria. Isto pode ser mais uma arma a favor da reforma no setor nos países
desenvolvidos, que irá afetar o modelo do setor em países como o Brasil.
Positivo ou negativo? - Negativo. A figura do auditor perde
credibilidade.
Desdobramentos – Por
enquanto, nenhum. Mas o relatório do PCAOB será mais um argumento a favor da
reforma do setor.
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