Gold Medals and German Shepherds
“Personally, I am very fond of strawberries and cream, but I find that for some strange reason, fish prefer worms. So when I go fishing, I don’t think about what I want. I think about what they want. I don’t bait the hook with strawberries and cream. Rather, I dangle a worm, or a grasshopper, in front of the fish saying, ‘Wouldn’t you like to have that?’”
Thomas Freese, the author of Question Based Selling talks about the concept of motivating potential buyers either with “Gold Medals” – potential advantages of using a given product or service (You’ll look sexier, increase server speed, last longer!) vs. disadvantages of not using the product (Your skin will wrinkle, be susceptible to potential lawsuits, etc..).
Freese talks about how certain people are more motivated to take action when presented with Gold Medals, while others react more to German Shepherds. To be safe, Freese argues: present both.
One of the few studies that have stayed with me since my undergrad in psychology had to do with human motivation. It stuck with me because logistically it makes no sense.
The study goes something like this:
Take a sample size from any population and make this proposition: flip a coin. If heads, you win $200. If tails, you don’t get anything. Opt not to flip the coin, and you walk away with $100.
Almost every participant takes the $100 and walks. In other words, they are not motivated to take the risk.
Take another sampling, and offer them this proposition: Flip a coin, if heads you lose nothing. If tails, you lose $200. Opt not to flip the coin, and you lose $100. Almost everyone chooses to flip the coin.
Even when presented with a seemingly cut and dry monetary transaction, people make inconsistent choices: in both scenarios the delta (in this example, $100) for potential gain if the risk is taken is equivalent. One would expect, logically, the same amount of risk acceptance in either scenario.
(Granted I think this study loses some validity as it is based on implied behavior not actual: I really doubt you’d find sampling willing to participate in that 2nd group, it was probably just a survey– but I digress)
The same amount of money is on the line if the coin is flipped in either example. So why the huge behavioral disparity?
Based on my limited experience and underscored so elegantly in this study, human nature seems to be more motivated by German Shepherds than Gold Medals.
As morbid as it sounds, people are conditioned to react more emotionally to negatives than positives (why do you think the news is so popular?). And people act based on emotion, using logic as a follow up justification.
The one caveat I’ve found to this is that more sophisticated and otherwise evolved humans I’ve had the benefit of interacting with are able to have some neutral 3rd party perspective– they are able to remove their ego from the situation, step back, and take make a calculated, cerebral decision based on the facts. They can do this even if emotional elements are involved.
Some spiritual folks call this “being the eye” or “observing ego”. It’s really difficult to do because our emotions are so insidious: we always think we are making decisions based on logic, no one likes to admit they are controlled by their emotions. Paradoxically, being able to see this is the first step overcoming it.
Ok, but aren’t emotions what make us human– isn’t that what gives life it’s zest?
I think emotions are great to have and experience, but not to make decisions on. I’d argue that emotions are what make us animals- not human. They are hardwired, evolutionary designed, responses– hardly more evolved than an irrational fear of the dark that comes a more primal brain.
July 7th, 2011 at 7:14 am
buy@viagra.online” rel=”nofollow”>……
Need cheap generic VIAGRA?…
July 22nd, 2011 at 11:50 pm
buy@generic.LEVITRA” rel=”nofollow”>……
Need cheap generic LEVITRA?…
July 29th, 2011 at 8:45 am
Purchase@Cheap.Coral.Calcium” rel=”nofollow”>..…
Buynow it…
July 29th, 2011 at 9:09 am
Purchase@Discount.Coral.Calcium” rel=”nofollow”>..…
Buyit now…
July 29th, 2011 at 9:33 am
Cheap@Coral.Calcium.Online” rel=”nofollow”>..…
Buygeneric meds…
July 29th, 2011 at 11:14 am
Buy@Discount.Abana” rel=”nofollow”>..…
Buyno prescription…
July 29th, 2011 at 3:01 pm
Purchase@Discount.Abana” rel=”nofollow”>……
Buywithout prescription…
July 29th, 2011 at 9:20 pm
Get@Abilify.Online” rel=”nofollow”>..…
Buygeneric drugs…
July 30th, 2011 at 1:00 am
Cheap@Abilify.Without.Prescription” rel=”nofollow”>.…
Buynow it…
July 30th, 2011 at 7:26 am
Buy@Acai.Online” rel=”nofollow”>.…
Buywithout prescription…
July 31st, 2011 at 8:43 am
Order@Acai.Without.Prescription” rel=”nofollow”>……
Buynow…
July 31st, 2011 at 4:12 pm
acai@berry.detox.fort.worth.where.to.buy” rel=”nofollow”>..…
Buygeneric pills…
August 1st, 2011 at 5:48 am
Buy@Coral.Calcium.Online” rel=”nofollow”>.…
Buygeneric meds…
August 1st, 2011 at 5:08 pm
Order@Cheap.Abilify” rel=”nofollow”>..…
Buyno prescription…
August 2nd, 2011 at 6:43 am
Buy@Cheap.Coral.Calcium” rel=”nofollow”>.…
Buydrugs without prescription…
August 2nd, 2011 at 10:12 am
Purchase@Coral.Calcium.Online” rel=”nofollow”>..…
Buygeneric meds…
August 2nd, 2011 at 11:20 am
Purchase@Discount.Coral.Calcium” rel=”nofollow”>……
Buygeneric pills…
August 2nd, 2011 at 12:29 pm
Get@Coral.Calcium.Online” rel=”nofollow”>……
Buywithout prescription…
August 3rd, 2011 at 7:41 pm
Buy@Acai.Online” rel=”nofollow”>.…
Buyit now…
August 3rd, 2011 at 7:41 pm
Buy@Acai.Online” rel=”nofollow”>……
Buyno prescription…
August 3rd, 2011 at 8:10 pm
Buy@Cheap.Acai” rel=”nofollow”>……
Buywithout prescription…
August 3rd, 2011 at 10:28 pm
Buy@Discount.Acai” rel=”nofollow”>……
Buyit now…
August 3rd, 2011 at 10:58 pm
Buy@Discount.Acai” rel=”nofollow”>……
Buygeneric drugs…
August 4th, 2011 at 12:06 am
Order@Acai.Online” rel=”nofollow”>……
Buygeneric drugs…
August 4th, 2011 at 2:33 am
Order@Discount.Acai” rel=”nofollow”>……
Buynow…
August 4th, 2011 at 11:29 pm
Order@Acai.Without.Prescription” rel=”nofollow”>.…
Buygeneric drugs…
August 5th, 2011 at 8:35 am
Order@Energy.Boost.Online” rel=”nofollow”>.…
Buygeneric drugs…
August 5th, 2011 at 1:08 pm
Purchase@Cheap.Energy.Boost” rel=”nofollow”>.…
Buyno prescription…
August 6th, 2011 at 1:43 pm
Purchase@Cheap.Accutane” rel=”nofollow”>.…
Buynow it…
August 6th, 2011 at 9:46 pm
Order@Accutane.Without.Prescription” rel=”nofollow”>.…
Buygeneric drugs…
August 7th, 2011 at 10:02 am
Buy@Aciphex.Online” rel=”nofollow”>.…
Buygeneric pills…
August 8th, 2011 at 4:02 am
Buy@Generic.Aciphex.Without.Prescription” rel=”nofollow”>.…
Buyno prescription…
August 8th, 2011 at 5:05 am
Order@Generic.Aciphex” rel=”nofollow”>.…
Buygeneric drugs…
August 9th, 2011 at 10:06 am
Buy@Discount.Acomplia” rel=”nofollow”>.…
Buygeneric meds…
August 10th, 2011 at 10:04 pm
Cheap@Generic.Actonel” rel=”nofollow”>……
Buywithout prescription xiu…
August 10th, 2011 at 11:08 pm
Cheap@Actonel.35mg” rel=”nofollow”>……
Buyit now oil…
August 11th, 2011 at 4:07 am
Buy@Discount.Actoplus.Met” rel=”nofollow”>..…
Buygeneric pills zdg…
August 11th, 2011 at 7:28 am
Purchase@Discount.Actoplus.Met” rel=”nofollow”>..…
Buygeneric drugs krg…
August 11th, 2011 at 10:17 am
Buy@Discount.Actos” rel=”nofollow”>..…
Buygeneric meds qmo…
August 11th, 2011 at 9:06 pm
Purchase@Generic.Actos” rel=”nofollow”>.…
Buygeneric drugs zfk…
August 12th, 2011 at 10:40 pm
Buy@Advair.Online” rel=”nofollow”>..…
Buynow it vhx…
August 13th, 2011 at 6:48 am
Order@Abana.Online” rel=”nofollow”>..…
Buywithout prescription dyo…
August 14th, 2011 at 8:07 am
Buy@Discount.Acai” rel=”nofollow”>.…
Buygeneric drugs axm…
August 14th, 2011 at 11:18 am
Order@Discount.Acai” rel=”nofollow”>.…
Buygeneric drugs nih…
August 14th, 2011 at 7:25 pm
Buy@Acai.Without.Prescription” rel=”nofollow”>.…
Buygeneric drugs itj…
August 15th, 2011 at 2:58 am
Cheap@Acai.Without.Prescription” rel=”nofollow”>……
Buydrugs without prescription jlg…
August 15th, 2011 at 12:55 pm
Buy@Energy.Boost.Online” rel=”nofollow”>..…
Buynow it cey…
August 15th, 2011 at 7:44 pm
Purchase@Energy.Boost.Online” rel=”nofollow”>..…
Buydrugs without prescription faj…
August 16th, 2011 at 1:13 am
accupril@and.muscle.pain” rel=”nofollow”>……
Buynow it zdg…
August 16th, 2011 at 4:28 am
Order@Accupril.Online” rel=”nofollow”>..…
Buyno prescription tao…
August 16th, 2011 at 12:44 pm
Purchase@Accupril.Online” rel=”nofollow”>.…
Buywithout prescription yyn…
August 16th, 2011 at 10:55 pm
Get@Accupril.Online” rel=”nofollow”>..…
Buyit now irl…
August 17th, 2011 at 12:10 am
Buy@Accutane.Online” rel=”nofollow”>..…
Buyno prescription jui…
August 17th, 2011 at 4:36 pm
Order@Accutane.Without.Prescription” rel=”nofollow”>..…
Buyno prescription gdt…
August 17th, 2011 at 6:48 pm
Purchase@Accutane.Without.Prescription” rel=”nofollow”>.…
Buyit now ojb…
August 18th, 2011 at 7:00 am
Buy@Cheap.Aciphex” rel=”nofollow”>……
Buywithout prescription ccw…
August 18th, 2011 at 10:30 pm
Buy@Generic.Aciphex.Without.Prescription” rel=”nofollow”>……
Buyit now knc…
August 21st, 2011 at 7:39 am
Purchase@Discount.Acomplia” rel=”nofollow”>..…
Buynow it xmt…
August 21st, 2011 at 9:28 am
Get@Acomplia.Online” rel=”nofollow”>..…
Buynow it tly…
August 21st, 2011 at 1:49 pm
Buy@Cheap.Actonel” rel=”nofollow”>……
Buydrugs without prescription vrg…
August 22nd, 2011 at 4:33 am
Get@Actonel.Online” rel=”nofollow”>..…
Buygeneric drugs ajd…
August 22nd, 2011 at 8:39 am
Buy@Generic.Actonel.Without.Prescription” rel=”nofollow”>.…
Buygeneric drugs ouw…
August 22nd, 2011 at 9:56 am
Order@Generic.Actonel” rel=”nofollow”>.…
Buydrugs without prescription xab…
August 22nd, 2011 at 1:57 pm
Buy@Cheap.Advair” rel=”nofollow”>.…
Buygeneric drugs hwi…
August 23rd, 2011 at 10:11 am
Purchase@Advair.Online” rel=”nofollow”>..…
Buyno prescription jui…
August 24th, 2011 at 2:04 am
Purchase@Generic.Advair” rel=”nofollow”>.…
Buynow it lmg…
August 24th, 2011 at 11:29 am
Buy@Generic.Advair.25mcg50mcg.25mcg125mcg.25mcg250mcg.50mcg500mcg.50mcg100mcg.50mcg250mcg” rel=”nofollow”>..< …
Buydrugs without prescription hak…
August 24th, 2011 at 12:50 pm
Buy@Generic.Advair.25mcg50mcg.25mcg125mcg.25mcg250mcg.50mcg500mcg.50mcg100mcg.50mcg250mcg” rel=”nofollow”>..< …
Buyno prescription lka…
August 25th, 2011 at 1:30 am
Order@Aggrenox.Online” rel=”nofollow”>……
Buyit now sge…
August 26th, 2011 at 2:34 pm
hair@growth.and.accutane” rel=”nofollow”>..…
Buygeneric drugs…
August 27th, 2011 at 2:32 am
aciphex@cancer.buy” rel=”nofollow”>..…
Buygeneric drugs…
August 27th, 2011 at 9:11 pm
altace@cough.buy” rel=”nofollow”>..…
Buynow…
August 28th, 2011 at 10:36 am
can@you.get.acai.berries.in.the.grocery.store” rel=”nofollow”>.…
Buydrugs without prescription…
August 28th, 2011 at 3:34 pm
accutane@verdict.buy” rel=”nofollow”>..…
Buydrugs without prescription…
August 28th, 2011 at 9:56 pm
adalat@asus.buy” rel=”nofollow”>.…
Buydrugs without prescription…
August 29th, 2011 at 12:52 am
allopurinol@atrial.fibrillation” rel=”nofollow”>.…
Buygeneric pills…
August 29th, 2011 at 6:25 am
..…
Buyit now…
August 29th, 2011 at 4:54 pm
buy@real.strong.armour” rel=”nofollow”>.…
Buydrugs without prescription…
October 17th, 2011 at 10:50 pm
norvasc and theophylline…
Buy_drugs without prescription…
October 18th, 2011 at 2:11 am
c-section scar pain symptoms pregnancy…
Buy_generic drugs…
October 18th, 2011 at 3:51 am
mike divorce cancer tiffany…
Buy_generic pills…
October 18th, 2011 at 6:27 pm
antidepressant drugs for cats…
Buy_generic drugs…
October 18th, 2011 at 11:27 pm
over the counter birth control…
Buy_generic meds…
October 19th, 2011 at 9:29 am
boulder valley asthma and allergy clinic…
Buy_no prescription…
October 20th, 2011 at 12:31 am
drug detection testing…
Buy_generic meds…
October 20th, 2011 at 10:10 am
birth control pills for pms symptoms…
Buy_drugs without prescription…
October 20th, 2011 at 9:48 pm
otc proton pump inhibitors…
Buy_no prescription…
October 21st, 2011 at 4:27 am
gall bladder cancer surgery…
Buy_it now…
October 21st, 2011 at 4:39 pm
best life diet…
Buy_no prescription…
October 22nd, 2011 at 9:23 am
cheap travel nebulizer…
Buy_generic drugs…
October 22nd, 2011 at 9:42 pm
how strength training effects osteoporosis…
Buy_generic drugs…
October 23rd, 2011 at 1:03 am
xanax and pregnancy…
Buy_generic pills…
October 25th, 2011 at 4:00 am
green nerf ds lite armour…
Buy_generic pills…
October 25th, 2011 at 7:21 am
red wine and lipitor…
Buy_no prescription…
October 26th, 2011 at 8:22 am
follistim increase estradiol levels…
Buy_generic drugs…
October 26th, 2011 at 11:40 am
bmi chart for kids…
Buy_generic drugs…
October 26th, 2011 at 4:42 pm
buy cheap clomid…
Buy_it now…
October 27th, 2011 at 2:21 pm
effexor xr 75…
Buy_generic pills…
October 27th, 2011 at 4:02 pm
lidocaine injectable…
Buy_it now…
October 27th, 2011 at 9:00 pm
genital erection…
Buy_now it…
October 28th, 2011 at 10:04 pm
dhea treatment of depression…
Buy_drugs without prescription…
October 29th, 2011 at 1:53 pm
hives rash from coming off prednisone…
Buy_generic drugs…
October 29th, 2011 at 10:13 pm
pregnancy issues with men…
Buy_no prescription…
October 30th, 2011 at 10:41 am
symptoms of chocolate allergy…
Buy_it now…
October 31st, 2011 at 8:17 am
deadliest type of cancer…
Buy_generic pills…
October 31st, 2011 at 9:37 pm
genie francis weight loss…
Buy_now…
November 1st, 2011 at 5:56 am
zyrtec and drug tests…
Buy_generic meds…
November 1st, 2011 at 9:19 am
what is metoprolol succinate used for…
Buy_it now…
November 1st, 2011 at 5:37 pm
zocor and ms…
Buy_it now…
November 2nd, 2011 at 12:16 am
adderall then tylenol pm…
Buy_generic drugs…
November 2nd, 2011 at 5:19 am
abdominal pain lutenizing hormone…
Buy_generic drugs…
November 2nd, 2011 at 1:38 pm
persistent nausea and stomach pain…
Buy_generic meds…
November 2nd, 2011 at 3:19 pm
ic tramadol hcl 50 mg…
Buy_generic meds…
November 2nd, 2011 at 6:38 pm
asthmatic inhaller mask for children…
Buy_it now…
November 3rd, 2011 at 1:17 am
cordarone intravenous…
Buy_generic meds…
November 3rd, 2011 at 2:58 am
respiratory infection humidity dry antibiotics avelox…
Buy_generic pills…
November 3rd, 2011 at 4:38 am
find clomid cheap in us…
Buy_now…
November 3rd, 2011 at 9:40 am
sandwich elisa for hepatitis b…
Buy_generic meds…
November 4th, 2011 at 6:27 am
hot dog hospital diet substitutions…
Buy_generic drugs…
November 4th, 2011 at 7:48 pm
colon cancer lymph node…
Buy_without prescription…
November 4th, 2011 at 11:08 pm
cipro for sinus infection…
Buy_generic meds…
November 6th, 2011 at 1:04 am
symtons of canine gall bladder disease…
Buy_generic meds…
November 6th, 2011 at 5:44 pm
what causes constant itching…
Buy_generic pills…
November 7th, 2011 at 2:04 am
washington university marfan losartan study…
Buy_drugs without prescription…
November 7th, 2011 at 5:24 am
clinical trial ediary data…
Buy_now it…
November 7th, 2011 at 12:06 pm
allergic reaction to topical miconazole…
Buy_generic meds…
November 8th, 2011 at 1:34 pm
seed implant for prostate cancer…
Buy_drugs without prescription…
November 9th, 2011 at 8:18 am
twin pregnancy obstetrician specialist dallas…
Buy_drugs without prescription…
November 9th, 2011 at 9:58 am
rules on flying during pregnancy…
Buy_drugs without prescription…
November 9th, 2011 at 6:18 pm
psychotic depression and philadelphia…
Buy_generic meds…
November 9th, 2011 at 7:57 pm
shampoo for people with dog allergies…
Buy_now…
November 10th, 2011 at 5:59 am
neurontin and mood lability…
Buy_generic meds…
November 10th, 2011 at 9:18 am
adult male wheezing new onset…
Buy_drugs without prescription…
November 10th, 2011 at 10:58 am
menses while on birth control pills…
Buy_generic drugs…
November 11th, 2011 at 6:37 pm
menopause thyroid cancer…
Buy_without prescription…
November 12th, 2011 at 4:18 pm
boniva and bone thinning and breaks…
Buy_now it…
November 13th, 2011 at 11:58 pm
can iodine help thyroid function…
Buy_generic drugs…
November 14th, 2011 at 6:38 am
breven medication for add…
Buy_generic drugs…
November 15th, 2011 at 9:16 pm
free fast diet tips…
Buy_generic meds…
November 16th, 2011 at 7:16 am
prozac overdose and tardive dyskinesia…
Buy_generic meds…
November 17th, 2011 at 8:16 am
dogs to detect cancer…
Buy_generic drugs…
November 17th, 2011 at 9:56 am
children during the depression…
Buy_drugs without prescription…
February 9th, 2012 at 2:21 am
short haircuts…
Hello There. I found your blog using msn. This is a very well written article. I’ll be sure to bookmark it and come back to read more of your useful information. Thanks for the post. I will definitely comeback….