Pants are on Fire: When Customers Lie to Marketers
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What is the opening premise about customers lying to marketers?
Hi, this is Jeff Devine, Audio Engineer for the Apostrophe Podcast Network. And this is Marg.
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You're not you when you're hungry. Okay.
You're under the influence of Terry O'Reilly.
He was born in the backwoods of Kentucky in the early 1800s. His family was dirt poor. His mother died when he was nine, and he had a difficult relationship with his father. He went to school now and then, and it's said his entire schooling amounted to less than one year's attendance. As a result, he was mostly self-educated and loved to read. Neighbors said he would walk for miles just to borrow a book. Reading became a great pastime for him. He wasn't able to find many books, but fully absorbed every one he could get his hands on. By the time he turned 21, he stood six foot four. He was lanky, but muscular and powerful. He was noted for the skill and strength with which he could wield an axe. He was a rough and tumble frontier man.
He moved to Illinois and became a rail splitter, allowing him to earn some money clearing land and building farm fences. About that time he settled in a town called New Salem. There he got a job as a storekeeper. On the side, this strapping young man liked to wrestle, and he was good at it. He would wrestle in county fairs and look for matches wherever the opportunity arose. By some accounts, he wrestled for a dozen years, from his early twenties to his early thirties, and only lost one single match. But maybe his most famous match happened as the result of a bet. His boss boasted that his young employee was not only the smartest guy in town, but also the toughest. That comment riled a gang of tufts called the Clary's Grove Boys.
His boss bet another man that his employee could beat the toughest member of that gang, a man named Jack Armstrong. Armstrong was the roughest and most feared member of the Clary's Grove Boys. So a date was set, and on the day the entire town gathered to watch the wrestling match. The two men stripped to the waist and the wrestling began. The two were well matched and the fight went on and on and got rougher and rougher. Then, well into the fight, Armstrong used a painful illegal move. That infuriated his young opponent, who then picked Armstrong up and threw him to the ground, knocking him out. That wrestler, the powerful fighter who beat Jack Armstrong that day, was Abraham Lincoln. That's why Abraham Лінкен із інфейм.
Question. Is that story true? Or is it a lie that
That story is true. A huge mural of that fight hangs on the wall inside the Wrestling Hall of Fame. These days, it's getting more and more difficult to tell the truth from a lie. Over the decades, advertisers have often been accused of lying. But there is another side to that particular coin. In focus groups, in surveys, and in polls, customers lie to marketers. Advertisers use that research to make important marketing decisions. So, what happens if the information advertisers use to produce products and create advertising campaigns? is false.
You're under the influence.
One of the trickiest surveys researchers undertake is when they try to determine how often people lie. The problem, of course, is that people lie about how much they lie, even on anonymous surveys. A recent study on this very subject, done by the University of Wisconsin, followed 632 people around for 91 days. Those 632 people told 116,366 lies during that period. The study concluded that most people lie a maximum of twice a day, which doesn't seem like much until you realize it adds up to nearly 60 lies a month. 90% of those are what we call little white lies, more like fibs, like telling someone a meal was delicious when it wasn't. But another 11% were categorized as big lies. The top one percent of the participants were prolific liars, telling over seventeen lies per day.
The demographic that lies the most? Millennials. Everybody fibs now and then. We often tell tiny lies to avoid hurting people's feelings.
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Chapters
6 chapters
1
What is the opening premise about customers lying to marketers?
0:03–7:14
2
How does the Abraham Lincoln wrestling story illustrate false historical narratives?
7:14–13:11
3
What research reveals how often people lie in surveys and polls?
13:11–16:32
4
Why are millennials identified as the most frequent liars in studies?
16:32–20:10
5
How can Google search data serve as a truth serum for marketers?
20:10–25:05
6
What insights do hypnosis‑based focus groups provide that traditional groups miss?
25:05–27:26