The Science of Persuasion

Saki’s story “Filboid Studge” noted how advertisers could use an understanding of human psychology to sell an unappealing product. Today, advertisers leverage behavioural science — a field that studies human action and decision-making — to influence consumer activity. Marketeers analyse the vast amounts of data generated from our interactions with screens to create highly personalized ads that target individual fears, values, and identities. As digital advertising becomes more immersive, the potential for emotionally manipulative targeting grows. Without regulation, this trend towards hyper-personalized advertising could intensify, shaping our choices as consumers and as citizens in a democracy.