A Day at the Races
Posted Nov 01 in Opinion tagged Gambling, lara Bingle, Melbourne Cup, variable positive reinforcement
Yesterday I went to the races. I (along with most of Melbourne it seemed) was lucky enough to be watching from The Birdcage. There were a number of celebrities there – including Lara Bingle. Now I’ve commented on Lara’s fashion elsewhere, however nothing prepared me for the striking number she was wearing yesterday. As someone said “You could almost see her religion”. None-the-less she was very sparky and pleasant. And it was nice of her to pose for a photo with someone so odd looking.
Tortured link to marketing following.
I’ve written about gambling before – and in particular the concept of variable positive reinforcement. That is rewarding the desired behaviour (in this case gambling) at random times, and with random amounts. It still amazes me that marketers don’t use this concept more often. It feels the only time marketers use it is during ‘promotions’ (something like ’1 in every 7 wins’). However, if it’s the strongest conditioner of human behavior shouldn’t marketers be trying to understand it, and applying it’s principles in a slightly more sophisticated way.
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
Anonymous
Nov 1st, 2009Who cares about her religion.
jemster
Nov 1st, 2009sorry mate, didn't read a word
Marius
Nov 6th, 2009Hi Fritz,
Just a quick response to your post
http://post.ly/BefZabout
Anonymous
Nov 18th, 2009Yep, Skinner knew it and so do the makers of Pokie machines.
Pokie dens always look to me like Skinner boxes lined up, full of pigeons taping their lives away.
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