Michael Aaron Flicker

And then another group says, how effective would eating tomatoes be at two goals, preventing cancer and helping stop eye degeneration?

People rate eating tomatoes as 12% more effective at preventing cancer when it was given as the only benefit compared to when it was listed with other goals.

benefits.

It's not logical, but we as humans are more confident when we're presented with just one advantage.

And of course, this has lots of insights and effects, not just for brand marketers, but for us as buyers and for us as humans that communicate with one another.

Apple has done an encyclopedia's worth of things right to make its brand so successful.

When you think about some of the most creative uses of behavioral science that Apple has ever taken advantage of, there's a very clear moment when they first launched the iPod.

When Steve Jobs got up on stage, he stood there, he looked out at the crowd,

And he pulled the iPod out of his pocket and he said, imagine a thousand songs in your pocket.

And that was revolutionary in that moment because other companies had MP3 players.

But the predominant way you spoke about them was five megabytes of storage, high fidelity audio.

How many hours of battery life?

And what Steve Jobs and Apple took advantage of in that moment was this idea of concreteness.

And we become more graspable, more emotionally resident

when we use concrete phrases rather than abstract ones.

And the behavioral science behind this is really quite interesting.

It's 1972, Ian Begg at the University of Western Ontario recruits students and he reads them two-word phrases.

He reads them 20.

I'll just give you a few examples, Mike.

Impossible amount.