Recommended preface to "The Fly Effect": Put on the glasses of behavioral science and see the world more clearly
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You may know the “Butterfly Effect” and the “Bee Effect”, but have you heard of the “Fly Effect” (Housefly Effect)?
Eva from the Netherlands. Vandenbroucke and Tim. Den Heier co-hosts a podcast called “Het Bromvliegeffect” to guide listeners to identify, avoid and apply various behavioral phenomena that affect everyone’s daily life. The two hosts are not only golden partners, but also an interesting combination, because the former is a behavioral scientist and the latter is an advertising creative. They joined forces to compile the wonderful program content into a book and published the good book “Fly Effect”.
Maybe you heard [book title](https://www.books.com.tw/exep/assp.php/vista/products/0010963423?utm_source=vista&utm_medium=ap-books& utm_content=recommend&utm_campaign=ap-202308), thinking unconsciously: “Ah, flies? How disgusting!” Maybe you will frown deeply at this time, and then silently put it back on the bookshelf… But, dear friend, please don’t give up so quickly! If you are interested in relevant issues in the social sciences, this is indeed a good book that is both humorous and thought-provoking. The two authors start from the perspective of daily life and use a large number of cases to explain, and explore the behavioral science that changes our daily behaviors in a simple and easy-to-understand manner.
I believe that after you read this book and think about the scenes you have seen in the workplace or daily life, you will feel a sense of enlightenment. Through the two authors’ extensive explanations, you will be able to better understand the operating logic of this world, and at the same time, you will be able to skillfully apply human behavioral science to many different areas.
Speaking of [behavioral science](https://zh.wikipedia.org/zh-tw/ behavioral science), it can be said to be one of the prominent sciences in the new century. It explores various causes of human behavior, including psychological, social and biological factors. Nowadays, people pay more and more attention to behavioral science because it can help everyone better understand and predict human behavior, and use this knowledge to solve practical problems. For example, behavioral science can help us design more effective public policies, improve the effectiveness of education for all, improve overall health care, and even help people gain a deeper and more comprehensive understanding of their own behavior and motivations.
For example, there is an interesting case mentioned in the book: Why do many institutions draw a fly on the urinals in men’s toilets? The purpose of this design is to use a “guidance design” strategy in behavioral science, hoping to guide or induce people to adopt specific behaviors.
The study found that male users’ accuracy improved when there was a target on the urinal, in this case a fly pattern, which reduced urine splash around the urinal, thereby improving public health and saving on cleaning costs. This design was inspired by an observation in behavioral science that people’s behavior will be more focused and accurate if they have a goal to follow when performing certain activities (such as peeing).
The book also mentions many interesting behavioral science theories, such as “Priming Effect” (Priming Effect) which is also impressive.
The “priming effect” means that when people’s brains receive stimulation from an external environment, which may be language, numbers, images, music, or even smell, taste, etc., this will stimulate us to make an immediate connection with previous memories and experiences. The subconscious mind affects people’s feelings, judgments, and actions. This psychological phenomenon is called the “priming effect.”
When it comes to human behavior, many people spend a lot of time comparing prices before shopping. They feel that their shopping decision-making process is very rational and will not be easily affected by discounts and offers. However, in fact, your free will may not be as strong as you think.
New Yorker magazine contributor and best-selling author Malcolm Timothy Gravel Gladwell) in his book “[Decision in 2 Seconds: Capture key information and exert the power without thinking]” (https://www.books.com.tw/exep/assp.php/vista/products/0010865768?ut m_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202308)” mentioned: Most of what we think of as free will is actually just an illusion. Most of the time, we operate in autopilot mode; in other words, the autonomous thinking and actions we are proud of are actually affected by countless external signals.
When it comes to shopping behavior, Randall Rose, a marketing professor at the University of Southern California, and his colleagues published a ground-breaking paper in the Journal of Consumer Research in 2011. As mentioned above, when consumers begin to evaluate the use of credit cards to purchase new products, these experimenters tend to focus on the advantages of the product, such as good design and functionality, rather than price, shipping, warranty or installation costs, etc.
Scholars theorize that because the ease of paying with a credit card makes spending money less painful, it reduces the feeling of actual spending. Therefore, consumers who use credit cards are more likely to purchase expensive product models; but on the contrary, taking out cash from their wallets will make consumers focus on actual expenditures, so there will be a painful feeling of actual loss, so people will be less willing to spend a lot of money to buy high-priced goods.
The results of this study are interesting, but a question worth exploring is: What elements can we design to make consumers focus more on the benefits and benefits of the product rather than the price itself?
When I finished reading “[Fly Effect](https://www.books.com.tw/exep/assp.php/vista/products/0010963423?utm_source=vista&utm_medium =ap-books&utm_content=recommend&utm_campaign=ap-202308)” This book really makes me feel happy in my heart, as if I have been given a pair of higher-grade glasses to see the world more clearly and transparently.
The two authors also remind everyone: There cannot be only one pattern of human behavior, so don’t regard the effects of this book as a formula that guarantees success. They are just things that help you get closer to the facts and allow us to see things, and even our own behavior or the behavior of those around us, from a different perspective.
The two authors modestly stated: “If this is the case, then in our opinion this book has achieved its goal.”
Well, if you have read all the way from the beginning to this point, I guess you will be reluctant to put down this book, right?
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Further reading
- Recommended Preface to “Simon Learning Method”: Learn to be old, live to be old
- [Recommended Preface to “The Realm That Only “Reading” Can Achieve: To Strengthen Experience and Promote Thinking, Start by Reading] (/blog/recommended-preface-to-the-realm-that)
- Recommended Preface to “McKinsey Thinking Techniques Now Learned and Used”: From presentations, logical expressions to writing, apply immediately
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