1 00:00:00,000 --> 00:00:04,160 My name is Caitlin and I am slow thinking this morning. 2 00:00:05,240 --> 00:00:08,640 Only on first cup of coffee, 8 AM Pacific time. 3 00:00:08,840 --> 00:00:12,400 Yeah. And I'm Zach and I am medium thinking. 4 00:00:12,400 --> 00:00:14,000 No, I guess fast thinking. 5 00:00:14,000 --> 00:00:17,680 It's like it's still morning my time, 10, but second cup of coffee, 6 00:00:17,880 --> 00:00:21,880 ready to go, excited to talk about psychology and science. 7 00:00:22,440 --> 00:00:24,000 Yeah, yeah. Fast thinking. 8 00:00:24,000 --> 00:00:30,240 Maybe I am. And this is manipulating the masses. 9 00:00:30,240 --> 00:00:34,000 Don't give yourselves to brutes, men who despise you and slave you, 10 00:00:34,200 --> 00:00:37,600 who regiment your lives, tell you what to do, what to think, what to feel, 11 00:00:37,920 --> 00:00:41,720 who drill you, diet you, treat you like cattle, use you as cannon fodder. 12 00:00:42,080 --> 00:00:45,640 Don't give yourselves to these unnatural men, machine men, 13 00:00:45,880 --> 00:00:47,880 with machine minds and machine hearts. 14 00:00:48,200 --> 00:00:50,600 You are not machines. You are not cattle. 15 00:00:50,600 --> 00:00:56,320 You the people have the power. 16 00:00:56,320 --> 00:01:02,120 All right, Caitlin, we talked last week about the October surprise, 17 00:01:02,120 --> 00:01:07,600 the political October surprise and some examples of these surprises 18 00:01:07,800 --> 00:01:12,720 that creep in. And we mentioned last week the timing of this is very important. 19 00:01:12,960 --> 00:01:14,200 Yeah, October. 20 00:01:14,200 --> 00:01:16,240 They're good information in July. 21 00:01:16,240 --> 00:01:18,200 Yeah, it's exactly. 22 00:01:18,200 --> 00:01:22,480 And since the elections are early November, it's a very close window 23 00:01:22,840 --> 00:01:27,280 to voters making their decisions, not a lot of time for something to come out. 24 00:01:27,600 --> 00:01:32,160 The theme of the October surprises were all very bombastic, emotional, 25 00:01:32,160 --> 00:01:37,960 tugged on your strings, your mental strings of like, oh, I don't like that. 26 00:01:37,960 --> 00:01:43,040 Like I was thinking of the William Harding coming out and saying that he's 27 00:01:43,360 --> 00:01:46,160 having to battle that he's not actually of African descent. 28 00:01:46,160 --> 00:01:50,360 The white guy, you know, like these crazy claims. 29 00:01:50,560 --> 00:01:53,520 I would argue that a lot of these claims are like, 30 00:01:54,240 --> 00:01:58,120 yeah, they pull out your moral heart strings. 31 00:01:58,120 --> 00:02:04,440 Like it's definitely a black and white line or right and wrong. 32 00:02:04,840 --> 00:02:09,440 So I think of the one I can't even remember the presidency, 33 00:02:09,440 --> 00:02:16,240 but it was way back 1840, something like that, where the to be president, 34 00:02:16,240 --> 00:02:19,080 someone made a claim that he branded his slaves. 35 00:02:19,080 --> 00:02:21,240 So that's very like black and white. 36 00:02:21,240 --> 00:02:22,960 There's no gray area with that. 37 00:02:22,960 --> 00:02:26,160 So I think these October surprises come out and say these. 38 00:02:26,360 --> 00:02:27,640 Yeah, like you said, bombastic. 39 00:02:27,640 --> 00:02:28,840 Love that word, by the way. 40 00:02:28,840 --> 00:02:31,280 I think that was your fast thinking brain that came up with that. 41 00:02:31,280 --> 00:02:37,080 Yeah, bombastic claims that are that there's no gray area to it. 42 00:02:37,080 --> 00:02:38,800 It's like, this is right and wrong. 43 00:02:38,800 --> 00:02:39,400 Yeah. 44 00:02:39,400 --> 00:02:41,280 And I completely agree. 45 00:02:41,280 --> 00:02:46,040 And then the piece that always amazes me is like these campaigns, 46 00:02:46,040 --> 00:02:48,440 especially nowadays, these presidential campaigns, 47 00:02:48,440 --> 00:02:52,480 like somebody has already announced that they're running for 2024 presidency. 48 00:02:52,480 --> 00:02:54,800 And this is in December of 2022. 49 00:02:54,800 --> 00:02:58,560 Like there is a these campaigns are long. 50 00:02:58,560 --> 00:03:01,720 You're running for a long time in the primaries. 51 00:03:01,720 --> 00:03:04,960 Why are voters still so easily swayed? 52 00:03:06,080 --> 00:03:08,000 One week out before the election. 53 00:03:08,000 --> 00:03:09,160 Right? Like why? 54 00:03:09,160 --> 00:03:12,880 Why is this so this October surprise so impactful? 55 00:03:13,880 --> 00:03:16,040 And it is there is some science behind it. 56 00:03:16,040 --> 00:03:17,480 And that's what we're going to cover today. 57 00:03:17,480 --> 00:03:22,880 It's it's this decision making process of fast thinking and slow thinking. 58 00:03:23,400 --> 00:03:25,520 And political campaigns use this. 59 00:03:25,520 --> 00:03:29,600 Marketers, such as ourselves, use this all the time. 60 00:03:31,000 --> 00:03:37,240 And we really play on our human nature, our our instinctiveness, 61 00:03:37,240 --> 00:03:42,560 to make fast decisions based on, like you said, the moral, our moral compass. 62 00:03:43,200 --> 00:03:49,120 So I'm going to kick us off with one of your favorite things at 8am Pacific time 63 00:03:49,120 --> 00:03:51,720 on a Friday, a math question. 64 00:03:54,400 --> 00:03:55,520 Yes, I got my. 65 00:03:55,520 --> 00:03:57,040 I'll toss out a math. 66 00:03:57,760 --> 00:03:59,160 Okay, okay, you can do it up. 67 00:03:59,800 --> 00:04:02,680 So here's my question to you, Caitlin, to kick this off. 68 00:04:02,680 --> 00:04:09,120 Kick this off if a baseball bat and a baseball together cost $1.10. 69 00:04:09,120 --> 00:04:14,360 So you're going to the store, you want to go hit some baseballs in the street. 70 00:04:14,520 --> 00:04:19,400 You're like, I need a baseball bat and a baseball and it's $1.10 to get both of them. 71 00:04:19,920 --> 00:04:24,080 And the baseball bat costs a dollar more than the baseball. 72 00:04:25,120 --> 00:04:26,840 How much does the baseball cost? 73 00:04:27,840 --> 00:04:31,240 $1.10 together, the bats, $1 more than the baseball. 74 00:04:31,240 --> 00:04:32,560 How much does the baseball cost? 75 00:04:32,840 --> 00:04:33,520 $1.10. 76 00:04:34,120 --> 00:04:35,680 That is your fast thinking brain. 77 00:04:35,800 --> 00:04:39,320 I know we've done this before, so I know you're cheating a little bit, but yes. 78 00:04:40,120 --> 00:04:44,320 I was going to ask, do I have to pretend like I don't know this answer, but I will 79 00:04:44,320 --> 00:04:46,120 preface to our listeners. 80 00:04:46,120 --> 00:04:48,760 He did throw this one at me. 81 00:04:49,720 --> 00:04:53,440 And my answer, my, my answer was $1.10. 82 00:04:53,440 --> 00:04:54,760 That was my first answer. 83 00:04:55,160 --> 00:04:56,000 Spoiler alert. 84 00:04:56,000 --> 00:05:00,480 That is true to your, I was staying true to my original answer, but spoiler alert. 85 00:05:00,480 --> 00:05:02,040 That is not the answer. 86 00:05:03,600 --> 00:05:05,160 That is not the answer. 87 00:05:05,160 --> 00:05:06,040 So walk us through it. 88 00:05:06,040 --> 00:05:08,120 Majority of people, yeah. 89 00:05:08,120 --> 00:05:10,400 So a majority of people say 10 cents. 90 00:05:10,400 --> 00:05:13,200 When I first read this, I was like, yeah, the baseball's 10 cents. 91 00:05:13,200 --> 00:05:15,360 The baseball bat's $1.10. 92 00:05:15,880 --> 00:05:20,400 But the question is the baseball bat cost a dollar more than the baseball. 93 00:05:20,400 --> 00:05:25,680 So actually the baseball is five cents and the baseball bat is $1.05. 94 00:05:26,080 --> 00:05:28,200 So that equals $1.10 together. 95 00:05:28,200 --> 00:05:35,040 And this is a classic, you know, kind of example that a fast and slow thinking, 96 00:05:35,040 --> 00:05:38,600 our fast thinking brain is trying to answer the question and seem super smart. 97 00:05:38,600 --> 00:05:40,920 And we're like, yep, I did that math super quick. 98 00:05:41,440 --> 00:05:45,400 But really our slow thinking brain should have really analyzed and said, okay, 99 00:05:45,400 --> 00:05:48,920 if the bats a dollar more really do the math at the end of it. 100 00:05:49,920 --> 00:05:52,320 And I thought it's, I think it's a great example. 101 00:05:52,320 --> 00:05:56,920 Do you remember those videos, Caitlin, of like, they were like viral back in our 102 00:05:56,920 --> 00:06:00,520 day, we're going to date ourselves, but it's like the group of people, 103 00:06:00,520 --> 00:06:05,040 like passing a dodgeball and the video says, can you count how many times, 104 00:06:05,040 --> 00:06:06,840 how many passes were made in this video? 105 00:06:06,840 --> 00:06:10,240 And then you're like watching, trying to count the number of passes and a dancing 106 00:06:10,240 --> 00:06:12,080 bear goes in the background. 107 00:06:12,080 --> 00:06:13,080 Oh yeah. 108 00:06:14,280 --> 00:06:15,640 Do you remember that? 109 00:06:15,640 --> 00:06:16,640 Yeah. 110 00:06:16,640 --> 00:06:20,680 That's an example of our slow thinking brain, like really focusing and trying 111 00:06:20,680 --> 00:06:26,080 to be like, I want to get this right, that we completely miss the dancing 112 00:06:26,080 --> 00:06:27,640 bear in the background. 113 00:06:27,640 --> 00:06:28,760 And we'll post that video. 114 00:06:28,760 --> 00:06:29,840 It's hilarious. 115 00:06:30,280 --> 00:06:32,680 I've already given the spoiler alert, but we'll post it. 116 00:06:32,680 --> 00:06:36,520 You can share with your friends and make them look stupid by not seeing the dancing 117 00:06:36,520 --> 00:06:36,960 bear. 118 00:06:39,960 --> 00:06:41,520 I think, do you have any thoughts on that? 119 00:06:41,520 --> 00:06:45,280 Do you see this fast and slow thinking brain in your everyday life? 120 00:06:45,280 --> 00:06:46,760 I know we've talked about it briefly. 121 00:06:46,760 --> 00:06:51,640 Did you have any moments where you're like breaking down and been like, yeah, 122 00:06:51,640 --> 00:06:53,400 I made that decision. 123 00:06:53,400 --> 00:06:55,520 Like that's my fast thinking going brain. 124 00:06:55,520 --> 00:06:58,120 I think as a business owner, it's kind of all the time. 125 00:07:00,640 --> 00:07:02,040 My searching for an answer. 126 00:07:02,040 --> 00:07:03,240 I appreciate that. 127 00:07:03,240 --> 00:07:06,520 Your slow thinking brain is really diving deep for it. 128 00:07:06,520 --> 00:07:10,080 I have fully engaged my slow thinking brain right now. 129 00:07:14,080 --> 00:07:18,040 I was trying to think of an example in my everyday life because it does take me 130 00:07:18,040 --> 00:07:20,120 a little bit longer to come to a conclusion. 131 00:07:20,120 --> 00:07:24,640 So I feel like I don't actually use my fast thinking break too often. 132 00:07:24,640 --> 00:07:31,520 I mean, yes, these knee jerk reaction questions, for sure. 133 00:07:31,520 --> 00:07:33,440 My fast thinking brain is engaged. 134 00:07:33,640 --> 00:07:40,400 But when I am asked with a more in depth question, I spend my time thinking about it. 135 00:07:40,400 --> 00:07:42,600 So I can't. 136 00:07:42,600 --> 00:07:45,360 What about the question like, what do you want for dinner? 137 00:07:45,560 --> 00:07:48,560 You know, when your husband comes to you. 138 00:07:48,760 --> 00:07:52,600 But I'm just saying this is a point of contention with my girlfriend. 139 00:07:52,600 --> 00:07:56,320 When she's asked that question, a very slow thinking brain, 140 00:07:56,320 --> 00:07:58,520 she analyzes the options. 141 00:07:58,520 --> 00:07:59,920 She thinks about it. 142 00:07:59,920 --> 00:08:01,600 She really like parses through. 143 00:08:01,600 --> 00:08:04,480 And my fast thinking brain is like, I'm in the mood for Chinese. 144 00:08:04,480 --> 00:08:05,760 Fine, good, done. 145 00:08:06,160 --> 00:08:09,160 It's like a balance of the two. 146 00:08:09,160 --> 00:08:10,680 What about that? 147 00:08:10,680 --> 00:08:14,320 Do you feel like you make snap decisions or are you really thinking about it? 148 00:08:14,320 --> 00:08:16,440 No, I think about it a lot. 149 00:08:16,760 --> 00:08:17,320 Yeah. 150 00:08:17,760 --> 00:08:21,840 Because I can never, I'm never, I'm never, and I might be 151 00:08:21,840 --> 00:08:29,400 different, but I'm never craving a certain food when he asks me. 152 00:08:29,600 --> 00:08:32,240 And usually he'll ask me like a whore or something. 153 00:08:32,240 --> 00:08:35,280 So I'm like, no, I just want to get through my work day. 154 00:08:36,520 --> 00:08:38,400 So then I really do have to think about it. 155 00:08:38,400 --> 00:08:43,320 So yeah, it may be my mean, my question or maybe my answer is it depends on the time 156 00:08:43,320 --> 00:08:48,240 of day that you ask me that we will touch on that. 157 00:08:48,240 --> 00:08:48,800 Okay. 158 00:08:48,800 --> 00:08:52,840 Absolutely because your slow and fast brain come in at different points. 159 00:08:53,040 --> 00:08:57,040 So let me, let me give you a background of like this fast and slow brain because 160 00:08:57,040 --> 00:09:01,960 then we're kind of poking at each, but neither one is better than the other. 161 00:09:02,520 --> 00:09:04,480 Both of them serve a purpose in our life. 162 00:09:04,480 --> 00:09:04,880 Right. 163 00:09:05,760 --> 00:09:10,440 So this decision making process was actually founded by two psychologists, 164 00:09:10,440 --> 00:09:13,160 Daniel Kahneman and Amos Tversky. 165 00:09:13,600 --> 00:09:15,600 And they highlighted it in their book. 166 00:09:15,600 --> 00:09:21,440 If you're interested, the undoing project, you know, Kahneman and Tversky had 167 00:09:21,440 --> 00:09:26,600 noticed in their studies as psychologists that most economic and political models 168 00:09:26,800 --> 00:09:29,840 assumed that people acted logically, right? 169 00:09:29,840 --> 00:09:37,240 So when, when economists are like, okay, you know, you have every person has $50,000. 170 00:09:37,280 --> 00:09:39,880 This is logically, they should save this amount. 171 00:09:40,080 --> 00:09:41,000 They should do this. 172 00:09:41,000 --> 00:09:42,400 They should put money into a house. 173 00:09:42,400 --> 00:09:43,440 They should invest portions. 174 00:09:43,440 --> 00:09:48,600 We all know that these models, political and economic people do not act logically. 175 00:09:48,760 --> 00:09:51,280 They act against their own interests a lot of times. 176 00:09:51,520 --> 00:09:53,400 So they started diving in. 177 00:09:53,480 --> 00:09:55,640 Why do people make this decisions? 178 00:09:55,880 --> 00:09:59,360 And they, they really separated these two pieces out. 179 00:09:59,560 --> 00:10:05,320 The fast decision making brain allows us to read people's faces, allows us to make 180 00:10:05,320 --> 00:10:09,600 snap judgments for flight or, fight or flight is an example of like that fast 181 00:10:09,600 --> 00:10:10,440 thinking brain. 182 00:10:10,440 --> 00:10:14,320 So it does serve a purpose for us evolutionary, but that slow thinking brain, 183 00:10:14,520 --> 00:10:19,920 the one that really thinks through, sits down, takes its time, is the more quote, 184 00:10:19,920 --> 00:10:21,960 unquote logical decision making. 185 00:10:22,240 --> 00:10:24,160 I'm going to ask you another personal question. 186 00:10:24,360 --> 00:10:30,680 Do you have anything that you like purchase even though you know that you 187 00:10:30,680 --> 00:10:36,000 shouldn't or like, like, do you have something you go back to the well and 188 00:10:36,000 --> 00:10:39,680 you're like, yo, I shouldn't, I shouldn't buy more of this, but I'm going to, 189 00:10:39,680 --> 00:10:41,000 I'm going to because. 190 00:10:41,360 --> 00:10:47,760 Ah, I feel like I want to give you the answer you're looking for, but for me, 191 00:10:47,800 --> 00:10:49,120 I am looking for either one. 192 00:10:49,120 --> 00:10:49,760 Okay, good. 193 00:10:50,240 --> 00:10:55,840 I actually am very conscious with my purchases only because I'm very, I don't 194 00:10:55,840 --> 00:10:59,360 want to be that girl, but I am like anti fast fashion. 195 00:10:59,520 --> 00:11:01,760 I try to be sustainable when I can. 196 00:11:02,000 --> 00:11:03,800 I try not to make purchases. 197 00:11:03,800 --> 00:11:10,920 Like I really don't try to, I am not big on consumerism, which is why I entered 198 00:11:10,920 --> 00:11:11,880 the field of marketing. 199 00:11:12,640 --> 00:11:13,960 But what about like, what about? 200 00:11:15,720 --> 00:11:16,280 Great point. 201 00:11:16,520 --> 00:11:17,600 But what about like art? 202 00:11:17,800 --> 00:11:19,640 Like do you have a nice layout? 203 00:11:19,640 --> 00:11:24,240 Like do you buy like artsy stuff for your house home decor where you're like, 204 00:11:24,280 --> 00:11:27,520 I'll buy that even though maybe I don't need another end table. 205 00:11:28,000 --> 00:11:29,160 It's a Q end table. 206 00:11:29,280 --> 00:11:33,040 Yeah, but so no, actually that's my answer. 207 00:11:33,040 --> 00:11:39,200 No, I do not make those purchases because if it is something that I really want, 208 00:11:39,200 --> 00:11:43,840 it's probably comes with a higher price tag at which point I can't just pull the 209 00:11:43,840 --> 00:11:45,960 trigger and say, yeah, it's cute. 210 00:11:45,960 --> 00:11:46,680 Let me buy it. 211 00:11:47,040 --> 00:11:51,840 I'm usually looking for like unique pieces that really do take me a while. 212 00:11:52,080 --> 00:11:56,880 And Zach, I am the person that will walk into a store and convince myself out of 213 00:11:56,880 --> 00:11:57,720 purchases. 214 00:11:57,720 --> 00:12:01,640 Like I don't really, maybe I'll like hold onto it and carry it around the store. 215 00:12:01,640 --> 00:12:04,600 And then I'll look at it again when I'm ready to make that decision. 216 00:12:04,760 --> 00:12:05,680 And I'll be like, you know what? 217 00:12:05,720 --> 00:12:07,000 I have a hundred sweaters. 218 00:12:07,040 --> 00:12:08,600 I don't need another sweater. 219 00:12:09,400 --> 00:12:14,320 So I am actually, I don't know if I'm the majority or just like kind of average, 220 00:12:14,520 --> 00:12:19,040 but I will convince myself to, I talk myself out of purchases more than I talk 221 00:12:19,040 --> 00:12:20,440 myself into purchases. 222 00:12:21,000 --> 00:12:21,640 Wow. 223 00:12:21,960 --> 00:12:22,480 Okay. 224 00:12:22,480 --> 00:12:23,640 You are anomaly. 225 00:12:23,720 --> 00:12:25,720 Because I feel like I love being unique. 226 00:12:27,320 --> 00:12:27,800 Yeah. 227 00:12:27,800 --> 00:12:32,880 I know because I feel like I will buy headphones is my kind of advice. 228 00:12:32,880 --> 00:12:36,720 Like I love good headphones, like, you know, and I have like seven pairs. 229 00:12:36,720 --> 00:12:37,800 Like, do I know? 230 00:12:38,360 --> 00:12:42,200 No, no, no, when I see them, why? 231 00:12:42,760 --> 00:12:43,640 You're calling out. 232 00:12:43,680 --> 00:12:48,080 That is the weirdest thing because a headphone is a headphone. 233 00:12:49,320 --> 00:12:51,160 Like you need one headphone. 234 00:12:52,600 --> 00:12:54,600 No, you need one headphone. 235 00:12:54,600 --> 00:13:00,120 I disagree in what give me two separate scenarios where you would need two separate 236 00:13:00,120 --> 00:13:03,280 headphones, like walk me through that. 237 00:13:03,320 --> 00:13:04,480 I have, yeah. 238 00:13:04,480 --> 00:13:07,520 So I have, I have one for work. 239 00:13:07,520 --> 00:13:09,480 These ones that I wear for work, right? 240 00:13:10,160 --> 00:13:16,120 They have like a mic on them and they like ambient sound, like a lot of like, uh, 241 00:13:16,160 --> 00:13:17,720 additions to that, right? 242 00:13:17,880 --> 00:13:23,440 I have another pair of these Sony ones, the different color, but they, I love them 243 00:13:23,440 --> 00:13:27,320 because that's my music ones because I actually had them shaped to my ear. 244 00:13:27,320 --> 00:13:31,720 Like they did an analysis of my ear to like maximize the bass sound and like the 245 00:13:31,720 --> 00:13:32,440 music in there. 246 00:13:32,520 --> 00:13:33,280 Let me finish. 247 00:13:33,280 --> 00:13:34,360 You asked the question. 248 00:13:34,360 --> 00:13:38,080 Caitlin, I have another one that has like a drawdown mic like yours. 249 00:13:38,080 --> 00:13:39,600 That's for like video games. 250 00:13:40,000 --> 00:13:45,680 You know, I have another one that's like music, like, uh, like making music specific. 251 00:13:45,680 --> 00:13:49,240 That's like corded and like has it locked in. 252 00:13:49,240 --> 00:13:51,280 These ones, some of them are wireless. 253 00:13:51,720 --> 00:13:52,800 Um, yeah. 254 00:13:52,800 --> 00:13:56,600 So there are numerous, some of them have better bass. 255 00:13:56,600 --> 00:13:58,560 Some of them are more noise canceling. 256 00:13:58,560 --> 00:14:02,560 I have like ones for airplanes that are like noise canceling. 257 00:14:03,520 --> 00:14:07,720 I buy them, each one has their own benefits and I buy them for certain situations. 258 00:14:07,800 --> 00:14:10,000 We only look good headphones. 259 00:14:10,040 --> 00:14:13,840 We only have 30 minutes to talk about fast and slow thinking and political 260 00:14:13,840 --> 00:14:19,200 campaigns, but I have so many comments about what you just said. 261 00:14:19,200 --> 00:14:22,320 I mean, the whole molding to your ear. 262 00:14:23,320 --> 00:14:24,920 I almost fell out of my seat. 263 00:14:25,720 --> 00:14:26,880 It's amazing though. 264 00:14:27,160 --> 00:14:27,720 It's amazing. 265 00:14:28,000 --> 00:14:31,800 The necessity is not there is not there. 266 00:14:31,800 --> 00:14:32,200 It is. 267 00:14:32,920 --> 00:14:38,320 The difference is I will argue with you like the, the sound quality, uh, like when 268 00:14:38,320 --> 00:14:43,440 you're, when you're listening to a good song on fucking AirPods, like it's not 269 00:14:43,440 --> 00:14:47,480 the same as getting like locked in noise canceling. 270 00:14:47,480 --> 00:14:50,400 Canceling everything's out of your brain except the music. 271 00:14:50,400 --> 00:14:51,440 So good. 272 00:14:51,440 --> 00:14:52,640 You got to get in that zone. 273 00:14:52,640 --> 00:14:55,280 Caitlin, it's like great to get in that zone. 274 00:14:55,280 --> 00:14:57,400 My jaw is still on the floor. 275 00:14:58,040 --> 00:14:58,600 I need it. 276 00:14:58,600 --> 00:15:03,680 I need to use my slow brain to process everything that you've just said, including 277 00:15:03,680 --> 00:15:07,280 the fact that you have an entire headset for video games, which a, I didn't even 278 00:15:07,280 --> 00:15:08,760 realize you played video game. 279 00:15:09,000 --> 00:15:11,800 So this sheds a different light on your personality for me. 280 00:15:12,160 --> 00:15:15,760 And that is also something I need to take some time to process. 281 00:15:16,200 --> 00:15:16,960 Yeah, that's fair. 282 00:15:16,960 --> 00:15:23,280 I'm not like the Pew Pew shooter video games, but I will occasionally play FIFA 283 00:15:23,280 --> 00:15:27,640 because I'm a big soccer person and just like, I love talking shit to the 12 year 284 00:15:27,640 --> 00:15:27,960 olds. 285 00:15:27,960 --> 00:15:28,760 I'm not going to lie. 286 00:15:28,760 --> 00:15:30,360 Oh, so you go online. 287 00:15:30,360 --> 00:15:31,880 You talk to other people. 288 00:15:31,880 --> 00:15:32,560 Oh yeah, I'll play online. 289 00:15:32,560 --> 00:15:33,480 Oh yeah. 290 00:15:33,480 --> 00:15:37,720 I'll play online and then, uh, so it's in there and then like, I'll, I'll just 291 00:15:37,720 --> 00:15:38,680 talk shit to him. 292 00:15:38,960 --> 00:15:39,800 It's amazing. 293 00:15:39,960 --> 00:15:45,280 My husband threatens me sometimes that he's going to take up video games and I 294 00:15:45,280 --> 00:15:47,080 serve divorce papers. 295 00:15:49,440 --> 00:15:53,160 I don't, I think there is a delicate ballot, but FIFA is okay. 296 00:15:53,160 --> 00:15:54,040 FIFA is okay. 297 00:15:54,040 --> 00:15:54,880 I'll give it to you. 298 00:15:55,120 --> 00:15:55,560 Yeah. 299 00:15:55,560 --> 00:15:57,040 I'm not the shooter ones. 300 00:15:57,040 --> 00:15:58,360 Like I'm not into that. 301 00:15:58,360 --> 00:16:02,920 Like this, the constant sound of like gunfire in my ears, like no, thank you, but 302 00:16:02,920 --> 00:16:05,920 I will like, you know, play that every now and then. 303 00:16:06,560 --> 00:16:09,640 So happy we wasted five minutes talking about headphones. 304 00:16:10,880 --> 00:16:13,240 We can cut it out, but it is needed to be said. 305 00:16:13,240 --> 00:16:14,240 I'm going to leave it in. 306 00:16:14,240 --> 00:16:18,440 I'm going to leave it in because, okay, to, to your point, let's bring it back to 307 00:16:18,440 --> 00:16:18,960 the topic. 308 00:16:19,200 --> 00:16:20,920 I know that's irrational. 309 00:16:21,440 --> 00:16:22,040 I know. 310 00:16:22,040 --> 00:16:23,120 Like I agree. 311 00:16:23,120 --> 00:16:23,840 Well done. 312 00:16:23,840 --> 00:16:26,840 I agree that it's irrational. 313 00:16:27,440 --> 00:16:28,880 Can I stop myself? 314 00:16:28,880 --> 00:16:33,000 No, because my fast thinking brain is like how I treat myself. 315 00:16:33,000 --> 00:16:35,680 No, it's like, it's like the treat to myself. 316 00:16:35,680 --> 00:16:36,520 I love them. 317 00:16:36,520 --> 00:16:40,800 I think they're fascinating, like the different technology and how it runs in. 318 00:16:41,120 --> 00:16:42,600 I know I have enough. 319 00:16:43,040 --> 00:16:43,280 Right. 320 00:16:43,280 --> 00:16:46,640 I know one headphone could solve this, but do I want one headphone? 321 00:16:46,640 --> 00:16:47,120 Fuck no. 322 00:16:47,120 --> 00:16:47,600 Okay. 323 00:16:47,600 --> 00:16:50,120 I have a great example of my fast thinking brain. 324 00:16:50,480 --> 00:16:56,360 So when I am like, I use the spot when I, when you, when you said, this is what I 325 00:16:56,360 --> 00:17:00,000 do to treat myself, it triggered some ideas. 326 00:17:00,680 --> 00:17:06,800 So for me, when I'm at a spa, like let's use a spa as an example, like love to 327 00:17:06,800 --> 00:17:08,640 do shit to my face, right? 328 00:17:08,640 --> 00:17:09,880 Love facials. 329 00:17:09,880 --> 00:17:14,680 And then the esthetician will tell me, okay, this was one facial. 330 00:17:14,680 --> 00:17:16,920 I think you could use three more. 331 00:17:16,920 --> 00:17:21,960 And I'm like, my fast brain is thinking like, well, I don't want her to think I'm 332 00:17:21,960 --> 00:17:25,720 poor and I can't afford these three facials. 333 00:17:25,720 --> 00:17:31,360 So yeah, take my money and they get me to sign on the dotted line right then and 334 00:17:31,360 --> 00:17:32,000 there. 335 00:17:32,000 --> 00:17:35,520 And that is my example of like, I'm not going to be able to do that. 336 00:17:35,520 --> 00:17:39,880 Then and there, and that is my example of like panic mode. 337 00:17:40,400 --> 00:17:46,680 I need to make this decision quickly because I want to maintain my youth forever. 338 00:17:47,600 --> 00:17:48,240 Yes. 339 00:17:48,320 --> 00:17:49,920 Oh, that's a great example. 340 00:17:50,120 --> 00:17:55,480 And it leads me to my, uh, my example that I had pre-planned, not the headphones, 341 00:17:55,480 --> 00:18:01,480 but the pre-planned one that I have is, uh, is, uh, time share selling. 342 00:18:01,480 --> 00:18:05,800 So I wanted to bring this to marketing, how they use it, this fast and slow thinking 343 00:18:05,800 --> 00:18:07,600 brain in time share. 344 00:18:07,600 --> 00:18:09,560 Have you sat through a time share? 345 00:18:09,680 --> 00:18:10,040 Yeah. 346 00:18:10,040 --> 00:18:11,680 Have you sat through a time share? 347 00:18:12,600 --> 00:18:12,880 No. 348 00:18:13,600 --> 00:18:14,680 Pitch before. 349 00:18:15,200 --> 00:18:17,440 But I have watched a South Park episode. 350 00:18:18,240 --> 00:18:18,640 Yeah. 351 00:18:18,640 --> 00:18:19,640 No, it's a great one. 352 00:18:19,640 --> 00:18:20,400 It's hilarious. 353 00:18:20,680 --> 00:18:28,800 So I sat through one through the, uh, allure of, of getting a free ticket to Disney 354 00:18:28,800 --> 00:18:33,960 world, they said, Hey, if you sit through this pitch and you don't buy anything, we 355 00:18:33,960 --> 00:18:36,560 will give you two free tickets to Disney world. 356 00:18:36,960 --> 00:18:37,360 Right. 357 00:18:37,360 --> 00:18:39,760 That was their like kind of hook to get you in. 358 00:18:40,000 --> 00:18:40,880 And I was like, fuck it. 359 00:18:40,880 --> 00:18:46,680 How hard can this be to sit through, uh, uh, to, and then I got to tell you, Kaitlyn, 360 00:18:46,680 --> 00:18:47,320 we sat through it. 361 00:18:47,320 --> 00:18:49,720 I thought about bringing a lawsuit, never got the tickets. 362 00:18:49,880 --> 00:18:52,960 They made it so difficult to get the tickets. 363 00:18:53,120 --> 00:18:57,240 So difficult, like impossibly difficult to get the tickets. 364 00:18:57,240 --> 00:18:59,320 Wait, you are the South Park episode. 365 00:18:59,840 --> 00:19:00,920 Yeah, exactly. 366 00:19:00,960 --> 00:19:01,360 Exactly. 367 00:19:01,360 --> 00:19:02,440 Oh, they nailed it. 368 00:19:02,720 --> 00:19:03,400 They nailed it. 369 00:19:03,440 --> 00:19:04,840 You could like, it couldn't get it. 370 00:19:04,880 --> 00:19:08,160 Like I thought about like being like, let's take this down, but it's a sleazy 371 00:19:08,160 --> 00:19:08,840 business anyway. 372 00:19:09,120 --> 00:19:14,280 Anyway, in this, and like I was leaving for like, I had sold all the stuff in my 373 00:19:14,280 --> 00:19:17,240 apartment and I was doing my techno mad thing in Europe, like right. 374 00:19:17,480 --> 00:19:18,600 Like I had already planned it. 375 00:19:18,600 --> 00:19:20,720 So I was like, no way am I buying a time share? 376 00:19:20,720 --> 00:19:22,560 Like I'm already going to live in Europe. 377 00:19:22,560 --> 00:19:23,240 Like who cares? 378 00:19:23,240 --> 00:19:24,800 I knew I was going to make it through. 379 00:19:24,800 --> 00:19:29,080 But the tactics they use, right, like is fascinating. 380 00:19:29,080 --> 00:19:30,880 So they have couples sitting together. 381 00:19:30,880 --> 00:19:33,760 Like it's like school, like all the couples are sitting together. 382 00:19:33,760 --> 00:19:36,720 You have to be a couple to get the time share in there. 383 00:19:37,760 --> 00:19:43,560 But they're like, they're like, it's just getting you like with questions 384 00:19:43,560 --> 00:19:46,000 like how much time do you spend on vacation a year? 385 00:19:46,240 --> 00:19:48,880 Like how much money do you spend when you go on vacation? 386 00:19:48,880 --> 00:19:50,600 Wouldn't it be great to be affordable? 387 00:19:50,640 --> 00:19:53,080 Wouldn't it great to know the place that you're doing this? 388 00:19:53,080 --> 00:19:57,000 But the piece that really stuck out to me when they're making the sales pitch 389 00:19:57,360 --> 00:20:01,360 is when someone, they broke out into like individual groups, you'd have like 390 00:20:01,360 --> 00:20:03,440 an individual rep come to you to like pitch. 391 00:20:04,560 --> 00:20:09,080 The piece that stuck out to me is when someone would buy this, when someone 392 00:20:09,080 --> 00:20:13,360 would cave, they would pop a bottle of champagne. 393 00:20:13,360 --> 00:20:16,600 So you hear the sound in the back, right? 394 00:20:16,600 --> 00:20:22,240 And then when they're walking to the couple, they're clinking the glasses 395 00:20:22,240 --> 00:20:27,600 like purposefully as loud as they can, the champagne glasses, right? 396 00:20:28,160 --> 00:20:32,480 And this is what really killed me is that is the fast thinking brain 397 00:20:32,680 --> 00:20:35,360 of being in the simple step of I want that. 398 00:20:35,360 --> 00:20:36,360 I want a glass. 399 00:20:36,360 --> 00:20:38,360 I want a glass of champagne. 400 00:20:38,360 --> 00:20:39,960 I want to be celebrated. 401 00:20:40,560 --> 00:20:41,960 Exactly. 402 00:20:42,240 --> 00:20:46,120 And so then once they did that one time, three other couples. 403 00:20:46,120 --> 00:20:46,400 No. 404 00:20:46,400 --> 00:20:48,040 Purchased like that. 405 00:20:48,040 --> 00:20:48,520 Yes. 406 00:20:49,040 --> 00:20:49,960 Fascinating. 407 00:20:49,960 --> 00:20:50,760 And those. 408 00:20:50,760 --> 00:20:52,760 They clink the glasses. 409 00:20:52,760 --> 00:20:53,760 Three couples. 410 00:20:53,760 --> 00:20:54,760 Bam, bam, bam. 411 00:20:55,040 --> 00:20:56,040 Pulled the trigger. 412 00:20:56,040 --> 00:20:59,960 And those couples are currently in lawsuits with this time share company 413 00:20:59,960 --> 00:21:02,800 trying to get out of them and regretting all of their decisions. 414 00:21:03,200 --> 00:21:04,200 100%. 415 00:21:04,200 --> 00:21:05,200 It's a terrible option. 416 00:21:05,480 --> 00:21:09,480 But that fast thinking brain, like we all know, they prefaced at the beginning 417 00:21:09,480 --> 00:21:10,480 of this pitch. 418 00:21:10,480 --> 00:21:14,560 If anybody makes snarky comments, if you're sarcastic, we will kick you out 419 00:21:14,560 --> 00:21:16,480 and you won't get your ticket to Disney World. 420 00:21:16,480 --> 00:21:17,480 Yeah. 421 00:21:17,480 --> 00:21:19,640 Like they're setting the tone. 422 00:21:19,640 --> 00:21:23,840 In the beginning, like they're not going to take anybody breaking this facade 423 00:21:24,240 --> 00:21:28,640 because it's so carefully manicured and they know it's such a bad purchase 424 00:21:28,640 --> 00:21:29,640 that they will do. 425 00:21:29,640 --> 00:21:32,640 Are they're just playing on your fast thinking brain? 426 00:21:32,640 --> 00:21:36,840 The pressure of other people around you, the scene, another couple by like your 427 00:21:36,840 --> 00:21:39,840 example, like I don't want to think that them to think that I'm poor. 428 00:21:39,840 --> 00:21:40,840 I can afford this. 429 00:21:40,840 --> 00:21:42,440 Like let me pull the trigger. 430 00:21:42,440 --> 00:21:43,840 I want a glass of champagne. 431 00:21:43,840 --> 00:21:45,440 I want that clinking glass. 432 00:21:45,440 --> 00:21:46,440 I want to cheers. 433 00:21:46,440 --> 00:21:49,440 Like they're pulling on this fast thinking brain. 434 00:21:49,440 --> 00:21:53,440 Fast thinking decision making brain in as many ways as possible to get you to buy 435 00:21:53,440 --> 00:21:54,440 a time share. 436 00:21:54,440 --> 00:21:55,440 Wow. 437 00:21:55,440 --> 00:21:57,940 I did not think that rant was I just got on my soapbox. 438 00:21:57,940 --> 00:22:00,040 Let me just pull that off. 439 00:22:00,040 --> 00:22:01,040 Step back for a second. 440 00:22:01,040 --> 00:22:02,040 Take a breath. 441 00:22:02,040 --> 00:22:03,040 I apologize. 442 00:22:03,040 --> 00:22:04,040 Caitlin, I went off. 443 00:22:04,040 --> 00:22:05,040 No, no, no. 444 00:22:05,040 --> 00:22:07,040 I have actually follow up questions. 445 00:22:07,040 --> 00:22:11,640 Why what were the next steps that made it so hard to get a ticket? 446 00:22:11,640 --> 00:22:16,680 Oh, you had to you had to mail a check to a certain attach the flyer. 447 00:22:16,680 --> 00:22:18,280 They signed a sheet. 448 00:22:18,280 --> 00:22:19,880 You had to put in a rebate check. 449 00:22:19,880 --> 00:22:20,880 They said it was free. 450 00:22:20,880 --> 00:22:21,880 It's a rebate. 451 00:22:21,880 --> 00:22:22,880 You're going to get back. 452 00:22:22,880 --> 00:22:23,880 Yep. 453 00:22:23,880 --> 00:22:27,680 So you like mail in the check to an address, a PO box. 454 00:22:27,680 --> 00:22:28,680 Yeah. 455 00:22:28,680 --> 00:22:32,080 And then they're like, they call you and if they missed your call, like if they miss you 456 00:22:32,080 --> 00:22:34,640 one time, they're like, you have two hours to call back. 457 00:22:34,640 --> 00:22:40,320 Otherwise you're like, and then I kept hitting it and then I'd follow up and they just drop 458 00:22:40,320 --> 00:22:41,800 off and be like, where are my tickets? 459 00:22:41,800 --> 00:22:43,280 Where's the rebate? 460 00:22:43,280 --> 00:22:45,960 And they just would not answer at some point. 461 00:22:45,960 --> 00:22:50,320 Like they were like, you have to pick these three, you have like three dates to pick and 462 00:22:50,320 --> 00:22:51,720 like you have to mail it. 463 00:22:51,720 --> 00:22:53,640 Like nothing can be done electronically. 464 00:22:53,640 --> 00:22:58,080 Like they send you a form and you have to fill it out and pick three specific dates. 465 00:22:58,080 --> 00:22:59,960 Horrible snail mail. 466 00:22:59,960 --> 00:23:01,840 Like they drag their feet at that. 467 00:23:01,840 --> 00:23:03,800 I mean, it's it's incredible. 468 00:23:03,800 --> 00:23:06,400 My dad told me this very early on. 469 00:23:06,400 --> 00:23:09,960 Nothing in life is free. 470 00:23:09,960 --> 00:23:13,680 People nothing in life is free. 471 00:23:13,680 --> 00:23:14,680 There you go. 472 00:23:14,680 --> 00:23:15,680 Period. 473 00:23:15,680 --> 00:23:21,480 And I'll cap on a modern take to that is like if it is free like Facebook, you are 474 00:23:21,480 --> 00:23:22,720 the product. 475 00:23:22,720 --> 00:23:24,000 We said that before. 476 00:23:24,000 --> 00:23:30,200 Like if getting a Facebook profile is free, that means you're the product. 477 00:23:30,200 --> 00:23:34,680 That is some hot take. 478 00:23:34,680 --> 00:23:35,680 It's true though, right? 479 00:23:35,680 --> 00:23:38,760 It is so true. 480 00:23:38,760 --> 00:23:40,480 Love that you wrangled that back. 481 00:23:40,480 --> 00:23:41,480 Okay. 482 00:23:41,480 --> 00:23:42,480 Okay. 483 00:23:42,480 --> 00:23:49,000 So marketers do this all the time, this fast thinking brain, the slow thinking brain. 484 00:23:49,000 --> 00:23:51,000 We pray on you is what you're saying. 485 00:23:51,000 --> 00:23:52,000 Yes. 486 00:23:52,000 --> 00:23:56,880 Now to bring that to politics because we're covering the 2024 election. 487 00:23:56,880 --> 00:24:01,640 That is what the October surprise is and that is why they drop it in October. 488 00:24:01,640 --> 00:24:04,040 It plays on our kind of gut reactions. 489 00:24:04,040 --> 00:24:08,280 They do it right before the election and there's not enough time for our collective 490 00:24:08,280 --> 00:24:15,520 societal conscious to process this information and really slowly parse it out and think it 491 00:24:15,520 --> 00:24:16,520 out. 492 00:24:16,520 --> 00:24:20,640 I mean when you think about this last, I mean it might have been two elections ago. 493 00:24:20,640 --> 00:24:21,640 2016. 494 00:24:21,640 --> 00:24:22,640 Let's use 2016. 495 00:24:22,640 --> 00:24:23,640 2016. 496 00:24:23,640 --> 00:24:24,640 Hillary's emails. 497 00:24:24,640 --> 00:24:29,360 You know, it was, it was, we weren't perversions. 498 00:24:29,360 --> 00:24:31,360 Go ahead. 499 00:24:31,360 --> 00:24:34,360 Perversions. 500 00:24:34,360 --> 00:24:39,000 You didn't have enough time to really parse out and you went into, if you haven't listened 501 00:24:39,000 --> 00:24:42,720 to the previous episode, I recommend it because Caitlin does a great job of like going into 502 00:24:42,720 --> 00:24:46,520 details of what the actual email controversy was. 503 00:24:46,520 --> 00:24:51,960 But we didn't have time to go through and explain the server data and explain the different 504 00:24:51,960 --> 00:24:54,320 domains pointing to that server. 505 00:24:54,320 --> 00:25:00,160 It was Hillary Clinton had classified emails on a private server and 30,000 of them got 506 00:25:00,160 --> 00:25:01,160 deleted. 507 00:25:01,160 --> 00:25:02,160 Boom. 508 00:25:02,160 --> 00:25:07,400 That's what, that's what our process, our fast thinking brains were able to process 509 00:25:07,400 --> 00:25:09,200 in that time. 510 00:25:09,200 --> 00:25:11,400 Do you have any thoughts on that? 511 00:25:11,400 --> 00:25:22,680 I want to quickly talk about Trump and when the leaked tape came out about, I'm not, he's 512 00:25:22,680 --> 00:25:25,280 revolting so I'm not going to like repeat it. 513 00:25:25,280 --> 00:25:28,720 But yeah, the leaked tape came out where he's like, hey I'm a celebrity and I can do anything 514 00:25:28,720 --> 00:25:30,920 I want to women. 515 00:25:30,920 --> 00:25:35,960 What are your thoughts because that is, that's very black and white, right? 516 00:25:35,960 --> 00:25:42,760 People are never going to be like, yeah, let's assault women. 517 00:25:42,760 --> 00:25:45,760 People are never going to get on their high horse about assaulting women. 518 00:25:45,760 --> 00:25:52,760 However, what I think happened is people can either hate him more so further they're discussed 519 00:25:52,760 --> 00:25:56,440 with him or they just choose not to care. 520 00:25:56,440 --> 00:25:59,000 And they're like, hey, I'm just going to ignore this. 521 00:25:59,000 --> 00:26:04,440 And with not necessarily they have time to say it's right or wrong, it's more like, am 522 00:26:04,440 --> 00:26:07,560 I going to engage or am I not going to engage? 523 00:26:07,560 --> 00:26:10,480 And that's actually kind of how I felt with the Hillary Clinton emails. 524 00:26:10,480 --> 00:26:15,840 It's like, am I going to engage in this narrative or am I going to not engage? 525 00:26:15,840 --> 00:26:18,280 And it's like, I didn't even know what the emails were about. 526 00:26:18,280 --> 00:26:19,280 What are the emails? 527 00:26:19,280 --> 00:26:22,800 Why are we all in a hype about the emails? 528 00:26:22,800 --> 00:26:28,280 But what do you think about the Trump thing because that is very morally black and white. 529 00:26:28,280 --> 00:26:29,280 Is it though? 530 00:26:29,280 --> 00:26:30,280 I think is my question. 531 00:26:30,280 --> 00:26:32,280 We'll go into our moral. 532 00:26:32,280 --> 00:26:34,280 No, you know me. 533 00:26:34,280 --> 00:26:35,280 I agree 100%. 534 00:26:35,280 --> 00:26:36,280 That is horrible. 535 00:26:36,280 --> 00:26:40,280 But I do my best. 536 00:26:40,280 --> 00:26:41,840 I do my best. 537 00:26:41,840 --> 00:26:50,280 But at the end of the day, for some people, I think what the comeback was was, do you 538 00:26:50,280 --> 00:26:52,400 remember what they said to defend him? 539 00:26:52,400 --> 00:26:54,120 Do you remember the line that they said? 540 00:26:54,120 --> 00:26:55,120 No. 541 00:26:55,120 --> 00:26:56,120 Locker room talk. 542 00:26:56,120 --> 00:26:57,120 Locker room? 543 00:26:57,120 --> 00:26:58,800 Locker room talk. 544 00:26:58,800 --> 00:26:59,960 Right? 545 00:26:59,960 --> 00:27:01,400 That was the comeback. 546 00:27:01,400 --> 00:27:07,160 And so they're just diverting that fast thinking brain to say, yeah, this is awful. 547 00:27:07,160 --> 00:27:09,240 But like, all men kind of talk like this. 548 00:27:09,240 --> 00:27:11,000 Like this is how men act. 549 00:27:11,000 --> 00:27:12,400 Boys will be boys. 550 00:27:12,400 --> 00:27:19,720 You know, like it is that kind of mentality that people are like, okay, doesn't affect 551 00:27:19,720 --> 00:27:25,920 my moral compass because men are dogs and they just, I've heard a lot worse in my day. 552 00:27:25,920 --> 00:27:27,120 It's just fact. 553 00:27:27,120 --> 00:27:28,120 Men are dogs. 554 00:27:28,120 --> 00:27:29,120 Fact. 555 00:27:29,120 --> 00:27:30,120 Okay, move on. 556 00:27:30,120 --> 00:27:31,720 Like we're not going to change that. 557 00:27:31,720 --> 00:27:33,560 Yeah, I see what you're saying. 558 00:27:33,560 --> 00:27:42,120 Yeah, so I think for, I agree with you, like morally deplorable, but it's, it's for some 559 00:27:42,120 --> 00:27:46,000 people it's just, they're fed, but they rely on that fast thinking brain. 560 00:27:46,000 --> 00:27:49,360 They're like, oh yeah, they're not really thinking about it and saying, okay, what does 561 00:27:49,360 --> 00:27:52,760 this mean as a president to think of women this way? 562 00:27:52,760 --> 00:27:58,040 How will that trickle down because he's governing all of us, you know, men and their fast thinking 563 00:27:58,040 --> 00:28:00,680 brain just says, oh yeah, don't care. 564 00:28:00,680 --> 00:28:02,280 Like I've heard that before. 565 00:28:02,280 --> 00:28:03,280 Boom, done. 566 00:28:03,280 --> 00:28:05,360 Category, file that away in your brain. 567 00:28:05,360 --> 00:28:06,360 Right. 568 00:28:06,360 --> 00:28:08,400 And so that goes to your point of like engaging and disengaging. 569 00:28:08,400 --> 00:28:13,680 If we're able to easily just fast think, file it into a category in our brains. 570 00:28:13,680 --> 00:28:15,560 We don't think about it much. 571 00:28:15,560 --> 00:28:16,560 Okay. 572 00:28:16,560 --> 00:28:20,560 So the, with the last, you know, a couple of minutes here, I do want to talk about how 573 00:28:20,560 --> 00:28:27,920 we can counteract, how we can understand when our fast thinking brain clocks in and when 574 00:28:27,920 --> 00:28:32,840 our slow thinking brain clocks in and how we can tell when politicians are trying to 575 00:28:32,840 --> 00:28:35,400 prey on that fast thinking brain. 576 00:28:35,400 --> 00:28:40,800 So I think if you can pinpoint it in messaging as a listener and see when they're trying 577 00:28:40,800 --> 00:28:47,120 to do it, you can actively stop yourself, pause, think really thoroughly about what 578 00:28:47,120 --> 00:28:49,280 they're saying and see on both sides. 579 00:28:49,280 --> 00:28:53,200 See if it resonates with you or see if it doesn't resonate with you. 580 00:28:53,200 --> 00:28:55,600 So I'm going to give you an example, Caitlin. 581 00:28:55,600 --> 00:29:00,680 They did a study of parole petitions in prisons. 582 00:29:00,680 --> 00:29:04,560 So three judges typically sit on a parole board. 583 00:29:04,560 --> 00:29:10,320 They have all day, they sit there and different parolees, people up for parole in prison, go 584 00:29:10,320 --> 00:29:16,200 plead their case, give them information, and then these three judges determine if they're 585 00:29:16,200 --> 00:29:21,720 viable for parole or if they need to go back to prison and parole is not granted. 586 00:29:21,720 --> 00:29:26,640 It's a very big decision, a very heavy decision and important decision for a lot of lives, 587 00:29:26,640 --> 00:29:27,640 right? 588 00:29:27,640 --> 00:29:34,640 So they did this study and what they found was the quality of these parole petitions didn't 589 00:29:34,640 --> 00:29:36,040 matter at all. 590 00:29:36,040 --> 00:29:39,960 Good behavior, what they've done did not matter. 591 00:29:39,960 --> 00:29:44,700 What did matter was the time of day that they saw the judges. 592 00:29:44,700 --> 00:29:49,600 So this goes back to your point of like your fast and slow thinking brain, right? 593 00:29:49,600 --> 00:29:54,200 On average, when the judges started their day, so they start their day at 9 o'clock, 594 00:29:54,200 --> 00:29:59,800 they start hearing petitions, approval rate was 35%, right? 595 00:29:59,800 --> 00:30:03,240 So about one in every three people would get parole. 596 00:30:03,240 --> 00:30:11,400 As the morning approach to lunch, 10 a.m., 11 a.m., 12 p.m., like around that time, that 597 00:30:11,400 --> 00:30:12,920 number dropped to 12%. 598 00:30:12,920 --> 00:30:13,920 Wow. 599 00:30:13,920 --> 00:30:19,760 So they would start at 35, lunch time they're at 12, break for lunch for an hour. 600 00:30:19,760 --> 00:30:25,320 When they come back from lunch after they've had a break, their approval rate jumps to 601 00:30:25,320 --> 00:30:28,000 65%. 602 00:30:28,000 --> 00:30:33,200 So it's clear difference, like right after lunch and this is an example of how our slow 603 00:30:33,200 --> 00:30:37,280 thinking brain kind of weighs on us and why it's hard for people to do it because they're 604 00:30:37,280 --> 00:30:42,160 really considering these parole, it's not like they're doing a bad job, they're just 605 00:30:42,160 --> 00:30:49,040 mental dexterity is being reduced and reduced and reduced until they can break, give their 606 00:30:49,040 --> 00:30:53,240 brain a break and now they're coming back and they're feeling like they can start over 607 00:30:53,240 --> 00:30:54,240 again. 608 00:30:54,240 --> 00:30:57,400 Does that, do those numbers surprise you at all? 609 00:30:57,400 --> 00:31:02,920 Well, yes, they surprise me, but they also make sense to me when I reflect on my own 610 00:31:02,920 --> 00:31:04,720 energy zones. 611 00:31:04,720 --> 00:31:10,560 Like to me, first thing in the morning is usually when I'm firing at all cylinders. 612 00:31:10,560 --> 00:31:18,520 Today seems to be the exception, but in the mornings, I'm usually, and I'm paying extra 613 00:31:18,520 --> 00:31:20,360 close attention to what I'm doing. 614 00:31:20,360 --> 00:31:27,240 This is when I usually do like my larger thinking bigger projects and I block myself out. 615 00:31:27,240 --> 00:31:32,640 And then in, yeah, lunch, obviously you're wearing yourself down and then when you think 616 00:31:32,640 --> 00:31:37,560 of after lunch, it's almost like you're kind of excited that it's going towards, it's 617 00:31:37,560 --> 00:31:42,720 like the end of the day, you're almost, you get to see your family, you're refueled and 618 00:31:42,720 --> 00:31:44,680 you're just kind of maybe a little extra happy. 619 00:31:44,680 --> 00:31:47,200 You have that extra shot of endorphins. 620 00:31:47,200 --> 00:31:54,160 So I can see the morning being extra critical, but still fair. 621 00:31:54,160 --> 00:31:58,680 And then right after lunch is I'm just fucking excited to be done. 622 00:31:58,680 --> 00:32:01,400 I'm feeling extra good. 623 00:32:01,400 --> 00:32:03,800 Everyone, parole for everyone. 624 00:32:03,800 --> 00:32:04,800 Yes. 625 00:32:04,800 --> 00:32:06,320 Yes, I'm with you. 626 00:32:06,320 --> 00:32:11,040 And so I think, I mean, for the listeners out there, that's a great little note. 627 00:32:11,040 --> 00:32:15,840 When you're asking for a raise is sketch, think about the time of day that you're going 628 00:32:15,840 --> 00:32:17,200 to meet and ask for a raise. 629 00:32:17,200 --> 00:32:20,040 They're probably going to be more agreeable right after lunch, right? 630 00:32:20,040 --> 00:32:21,920 You can use this to your advantage a little bit. 631 00:32:21,920 --> 00:32:25,720 If you have something to ask, schedule it right after lunch. 632 00:32:25,720 --> 00:32:29,720 Make sure that your boss eats lunch first. 633 00:32:29,720 --> 00:32:30,720 Take some breaks. 634 00:32:30,720 --> 00:32:31,720 There you go. 635 00:32:31,720 --> 00:32:32,720 Good point. 636 00:32:32,720 --> 00:32:33,720 Good point. 637 00:32:33,720 --> 00:32:39,960 I do want to apply this timeline over the span of a political campaign because this 638 00:32:39,960 --> 00:32:45,920 is why the decisions near this October surprise that we talked about works as well because 639 00:32:45,920 --> 00:32:50,760 we've been processing every day in the news cycle is hitting us with new things and new 640 00:32:50,760 --> 00:32:52,120 things and new things. 641 00:32:52,120 --> 00:32:55,440 And especially in this modern age, it is so rapid fire. 642 00:32:55,440 --> 00:32:57,760 We don't really get to dissect what's going on. 643 00:32:57,760 --> 00:33:03,280 I mean, there was, there literally, I don't remember when the tax fraud case against the 644 00:33:03,280 --> 00:33:09,400 Trump campaign started, but it ended a few weeks ago, like to like last week. 645 00:33:09,400 --> 00:33:11,360 And this was in like 2015. 646 00:33:11,360 --> 00:33:14,440 It's been like, I don't know how many years, right? 647 00:33:14,440 --> 00:33:16,760 And this thing is just running in the background. 648 00:33:16,760 --> 00:33:20,560 And like by the end of it, you're just mentally exhausted. 649 00:33:20,560 --> 00:33:23,840 You're going to go with your fast thinking brain by the time. 650 00:33:23,840 --> 00:33:28,160 And that's why the October surprise works because we are just drained of our processing 651 00:33:28,160 --> 00:33:30,880 power by the end of these elections. 652 00:33:30,880 --> 00:33:32,200 They're exhausting. 653 00:33:32,200 --> 00:33:37,800 So work your best, save up your processing power for that last little week. 654 00:33:37,800 --> 00:33:45,480 I also use my spa analogy where I get, they get you to the counter and you have to make 655 00:33:45,480 --> 00:33:47,760 your decision right then and there. 656 00:33:47,760 --> 00:33:52,000 So October is the counter in this example. 657 00:33:52,000 --> 00:34:00,240 And you have to say, yes, I will drop another thousand dollars or no, I'm poor. 658 00:34:00,240 --> 00:34:02,000 Nobody wants to be poor. 659 00:34:02,000 --> 00:34:07,560 So people are willing to drop that thousand dollars just to, you know, make that decision 660 00:34:07,560 --> 00:34:09,160 easier. 661 00:34:09,160 --> 00:34:10,720 I completely agree. 662 00:34:10,720 --> 00:34:11,720 Okay. 663 00:34:11,720 --> 00:34:17,880 And then the piece that I do want to keep in mind is during the campaigns, keep in mind 664 00:34:17,880 --> 00:34:23,960 when politicians are using specific messaging to prey on your fast thinking decision making. 665 00:34:23,960 --> 00:34:26,840 So let me give you a specific example. 666 00:34:26,840 --> 00:34:30,920 You are now Dr. McMillan, PhD. 667 00:34:30,920 --> 00:34:33,920 You've worked in a hospital, a very high end hospital. 668 00:34:33,920 --> 00:34:36,880 You have a patient in a lot of pain, Caitlin. 669 00:34:36,880 --> 00:34:39,520 There's a lot of pain. 670 00:34:39,520 --> 00:34:43,720 Though it's not dire, it's not like fatal, they're just in a lot of pain and you're looking 671 00:34:43,720 --> 00:34:44,720 for options. 672 00:34:44,720 --> 00:34:49,960 I come to you, I'm nurse Zach, you know, let's fight the gender stereotypes here. 673 00:34:49,960 --> 00:34:51,840 You're the doctor, I'm the nurse. 674 00:34:51,840 --> 00:34:55,640 And I suggest a procedure to you. 675 00:34:55,640 --> 00:35:01,480 But I say, hey, you can do this procedure, but there's a 10% chance of death. 676 00:35:01,480 --> 00:35:02,680 Do you do it? 677 00:35:02,680 --> 00:35:03,680 Do you pull the trigger? 678 00:35:03,680 --> 00:35:04,680 10% chance. 679 00:35:04,680 --> 00:35:06,160 Now the person's not fatal. 680 00:35:06,160 --> 00:35:10,760 Yeah, the person's not in fatal condition, but this procedure can help their pain. 681 00:35:10,760 --> 00:35:13,280 And I say there's a 10% chance of death. 682 00:35:13,280 --> 00:35:16,400 Do you pull the trigger and do the process? 683 00:35:16,400 --> 00:35:23,160 I am, again, I might be an anomaly, but my personality is high risk, high reward. 684 00:35:23,160 --> 00:35:28,600 So I'm always going to veer towards more of the high risk, high reward scenario. 685 00:35:28,600 --> 00:35:31,800 Fuck, I mean, this is why I'm not a doctor. 686 00:35:31,800 --> 00:35:34,000 This is why I have my job and they have theirs. 687 00:35:34,000 --> 00:35:38,000 Because I'm tossing lives around, like it's no big deal. 688 00:35:38,000 --> 00:35:40,840 It's like a chess game. 689 00:35:40,840 --> 00:35:41,840 It's a chess game. 690 00:35:41,840 --> 00:35:47,280 So to me personally, 10% seems like not that much. 691 00:35:47,280 --> 00:35:50,200 Doesn't seem like a high enough risk. 692 00:35:50,200 --> 00:35:52,240 Then I'm like, yeah, let's do it. 693 00:35:52,240 --> 00:35:54,080 What are the chances? 694 00:35:54,080 --> 00:35:55,480 The chances are 10%? 695 00:35:55,480 --> 00:35:58,280 Yeah, that's what I'm saying. 696 00:35:58,280 --> 00:36:01,520 Like, it's one in out and every 10 of these are going to go horribly wrong. 697 00:36:01,520 --> 00:36:03,760 Okay, well, you are the anomaly. 698 00:36:03,760 --> 00:36:09,680 So they actually did this study across a bunch of hospitals. 699 00:36:09,680 --> 00:36:15,880 Only 12% of doctors said they would do the procedure if there was a 10% chance of death. 700 00:36:15,880 --> 00:36:16,880 Only 12%. 701 00:36:16,880 --> 00:36:17,880 Really? 702 00:36:17,880 --> 00:36:18,880 Right? 703 00:36:18,880 --> 00:36:26,240 Yeah, but then, so they switched it and they, now what if I told you there was a 90% success 704 00:36:26,240 --> 00:36:29,880 rate that it works 90% of the time? 705 00:36:29,880 --> 00:36:30,880 Sounds nice. 706 00:36:30,880 --> 00:36:31,880 Right? 707 00:36:31,880 --> 00:36:34,000 It's the same thing. 708 00:36:34,000 --> 00:36:39,480 And that changed when they asked doctors that 94% said that they would do the procedure. 709 00:36:39,480 --> 00:36:41,280 So they were saying the same thing. 710 00:36:41,280 --> 00:36:48,120 There's a 10% death rate or a 90% success rate and only 12% said they would do the death. 711 00:36:48,120 --> 00:36:53,680 And 94% said they would pull the trigger on the 90% success rate. 712 00:36:53,680 --> 00:36:55,480 And it is a framing. 713 00:36:55,480 --> 00:37:02,480 It is the messaging that marketing companies like us use and politicians use. 714 00:37:02,480 --> 00:37:12,480 So especially when they use examples of the economy of politicians, you know, be very, 715 00:37:12,480 --> 00:37:19,600 very careful about how they're portraying numbers, how they're portraying statistics 716 00:37:19,600 --> 00:37:25,480 in their campaigns to back up their point because it's going to be a framing issue, 717 00:37:25,480 --> 00:37:31,200 not really an indicator of how good they are at their job. 718 00:37:31,200 --> 00:37:36,920 That surprised you that so many of us are swayed by just little tweaks and messaging? 719 00:37:36,920 --> 00:37:38,080 Yes, yes, yes. 720 00:37:38,080 --> 00:37:44,840 I would think the percentages would have been closer together. 721 00:37:44,840 --> 00:37:53,360 Like 94% seems crazy versus a 12%. 722 00:37:53,360 --> 00:37:57,680 I want to say approval. 723 00:37:57,680 --> 00:38:01,080 I would think that they would be closer to the middle. 724 00:38:01,080 --> 00:38:07,280 So you know, 10% of doctors say that they would take that risk while 30% of doctors 725 00:38:07,280 --> 00:38:12,040 say that they would take the 90% success rate. 726 00:38:12,040 --> 00:38:14,240 Those numbers seem drastic to me. 727 00:38:14,240 --> 00:38:20,680 Yeah, well, I think what it speaks to, if we're putting on our marketing hat, is putting 728 00:38:20,680 --> 00:38:26,160 yourself in the position of the doctor because as a doctor, you are making the decision to 729 00:38:26,160 --> 00:38:29,800 do the procedure and you are in charge of the outcome. 730 00:38:29,800 --> 00:38:33,720 And if death is in the word of the outcome, you're going to avoid it, right? 731 00:38:33,720 --> 00:38:34,720 You don't want that. 732 00:38:34,720 --> 00:38:40,040 But if success is in the word of the outcome, then you're like, yeah, I will be a successful 733 00:38:40,040 --> 00:38:41,040 doctor. 734 00:38:41,040 --> 00:38:42,040 I will make that. 735 00:38:42,040 --> 00:38:45,120 And it is, we do this with marketing all the time, right? 736 00:38:45,120 --> 00:38:49,280 Put the user in the position, show live action shots, right? 737 00:38:49,280 --> 00:38:51,880 Clear skin, you will have clear skin. 738 00:38:51,880 --> 00:38:59,360 You know, rather than curing acne, put clear skin in the messaging because then you're 739 00:38:59,360 --> 00:39:02,680 thinking about clear skin, not about your acne, right? 740 00:39:02,680 --> 00:39:08,240 Glass half full, not glass and deep. 741 00:39:08,240 --> 00:39:12,520 So I see this particularly being used, my last point here is I see this particularly 742 00:39:12,520 --> 00:39:18,880 being used when talking about the future of America, you know? 743 00:39:18,880 --> 00:39:25,760 They talk about grim prospects that America is going to die, it's going to be taken over, 744 00:39:25,760 --> 00:39:27,840 our culture is going to fall. 745 00:39:27,840 --> 00:39:28,840 I don't know. 746 00:39:28,840 --> 00:39:35,640 But it's a very grim outlook and then there's a very positive outlook of like America, hope, 747 00:39:35,640 --> 00:39:38,800 bring America together, you know? 748 00:39:38,800 --> 00:39:45,760 And both of these things are, the reality is going to be somewhere in the middle, right? 749 00:39:45,760 --> 00:39:52,080 We're not going to be a perfect union, but we're not going to go up in flames and completely 750 00:39:52,080 --> 00:39:53,080 be annihilated. 751 00:39:53,080 --> 00:39:59,040 So there is somewhere in the middle and politicians use that phrasing to make you feel a certain 752 00:39:59,040 --> 00:40:04,000 way about voting for them in your fast thinking brain. 753 00:40:04,000 --> 00:40:05,800 And that records it. 754 00:40:05,800 --> 00:40:09,440 Okay, so we'll be coming back next week. 755 00:40:09,440 --> 00:40:12,280 We're going to start to get into morality. 756 00:40:12,280 --> 00:40:18,160 So Caitlin's going to pull some different political situations. 757 00:40:18,160 --> 00:40:20,160 News to me. 758 00:40:20,160 --> 00:40:21,800 Yeah, news to you. 759 00:40:21,800 --> 00:40:25,920 And then there's going to be some political situations or political stories that have happened 760 00:40:25,920 --> 00:40:32,880 in the last year that pull on our moral strings and why we're divided over them. 761 00:40:32,880 --> 00:40:35,000 So we're going to be doing that. 762 00:40:35,000 --> 00:40:40,120 Please give us a follow on Facebook, manipulating the masses podcast. 763 00:40:40,120 --> 00:40:44,640 Give us a follow on Instagram, McMillan Phillips.agency. 764 00:40:44,640 --> 00:40:48,040 See what we're up to on the business end too, you know? 765 00:40:48,040 --> 00:40:50,720 And see some awesome memes because like we're a meme company. 766 00:40:50,720 --> 00:40:52,400 So it's awesome. 767 00:40:52,400 --> 00:40:55,560 And am I missing one? 768 00:40:55,560 --> 00:40:56,560 YouTube? 769 00:40:56,560 --> 00:40:58,820 If our YouTube's going to be up and running. 770 00:40:58,820 --> 00:40:59,820 YouTube. 771 00:40:59,820 --> 00:41:00,820 You too. 772 00:41:00,820 --> 00:41:01,820 Watch this episode on YouTube. 773 00:41:01,820 --> 00:41:05,400 Give us a follow, subscribe, hit the like button, blah, blah, blah, blah, blah, blah, 774 00:41:05,400 --> 00:41:06,400 blah, blah, blah, blah. 775 00:41:06,400 --> 00:41:07,400 All right. 776 00:41:07,400 --> 00:41:08,400 Any last words, Caitlin? 777 00:41:08,400 --> 00:41:09,400 Nope. 778 00:41:09,400 --> 00:41:10,400 Let's get to it. 779 00:41:10,400 --> 00:41:11,400 Have a great week. 780 00:41:11,400 --> 00:41:12,400 We'll read it back next week, everybody. 781 00:41:12,400 --> 00:41:13,400 Bye. 782 00:41:13,400 --> 00:41:20,400 Bye.