Monday, August 04, 2008

bad 1 good 0

Am reading Fooled By Randomness and felt compelled to share a very simple but important insight:

It's scientifically proven (think white coats, crumbs in beards, that sort of thing) that we remember bad feelings more than we do good ones. Perhaps frighteningly for some brand managers, this means that your multi-million pound ad campaign can be wiped out by one bad call with customer services. Something to think about.

4 Comments:

Anonymous andrea said...

There was another bit of news from a Harvard research that said people complain about a bad experience to an average of 19 people. Which is a lot comparing to the number of people that they actually tell about a good one.

Bad > good when it comes to experience and talking about it even though you get over it and nothing very very bad seems to last for too long

9:40 am  
Blogger Andy Whitlock said...

I find this whole area fascinating. it ties into a lot of other stuff I've been reading.
While we (marketers) spend a disproportionate amount of our time rationalising a handful of decisions, many others get completely forgotten and undo the work.
We think that if we control the most public stuff it will drown out the other stuff. It won't.

10:10 am  
OpenID davidgillespie said...

I read another of his books late last year - The Black Swan. Lots of great ideas, but it seriously made my head hurt, and will require subsequent reads to really comprehend.

One of the best ideas though was summed up brilliantly by the next one I read, Made To Stick (http://www.madetostick.com/), which was simply we're all driven by narrative, and a memorable story (true or false) will trump common sense (and often facts) every time.

Let us know if you think it's worth reading when you're done. Black Swan is/was, but keep some xkcd handy for a bit of light relief.

2:58 am  
Blogger Andy Whitlock said...

haha - thanks david. Yes, there are a few parts where my economics-unfriendly brain struggles, but broadly Fooled By Randomness is very digestible.
will check out made to stick, thanks for the tip!

10:45 am  

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