You might have read the widely shared New York Times feature about how Uber uses psychological tricks in its app to influence its drivers’ behavior in order to get them to work exactly as needed.
If you have been following the developments in the tech sectory, this report won’t surprise you. Large parts of the consumer tech industry have been built based on learnings from evolutionary psychology and experiments in the booming field of behavioral economics. The success of the sector is also a success in exploiting loopholes in the human brain (scroll to the bottom for a reading list). Whether the goal is to make people constantly and almost unconsciously open an app, whether it is “nudging” you into choosing one price plan over another, whether it is to produce outrage in order to gain attention, or whether it is the targeted manipulation of an individual’s or a group’s political identity and world view through propaganda and fake news – in the digital age, the approach with which one can get there is always the same: Leveraging ancient evolutionary behavioral patterns and thinking processes that evolved in humans over hundreds of thousands of years – and that increasingly are becoming a burden for the individual. Simply put, the world we live in today is not the world our brain was built for.
After pondering on this problem for a long time, I have concluded that a crucial “skill” for thriving in such an environment is the enhanced ability to go against one’s nature and primal instincts. Continue Reading