Hit Makers: The Science of Popularity in an age of Distraction

 

Quote heavy review because it was a very quotable book.

We think we know why we like something. Hit Makers explores the various sciences dedicated to tricking the brain and setting preference before you even experience something.

According to Author Derek Thompson, nearly blind German scientist Gustav Fechner (Psychology grand parent) is a reasonable place to start in this story. Fechner ran tests on locals in an attempt to draw conclusions about the laws of attraction and beauty. Asking people about similar basic objects (rectangles) he requested they select the ‘most beautiful’ and then drew conclusions which could never be repeated again.

Sounds silly. But critical.. The basis lives here in the simplicity of showing the objects and eliciting feedback, along with the golden ratio (of course). Hit Makers follows the thread, recognizing work over the years which identify that beauty, preference, popularity, can almost be scripted. Percentage based popularity can be biased easily to whatever you might choose. Makes one question their personal tastes and personal favorite, as well as songs they sing along to in the car.

Preference leans toward familiarity, or “the mere exposure effect” can take this popular view past objects. Politics for example uses #messagingtactics which repeat and bring familiarity without actually informing. From the book, “In politics as in any industry, there is a product, a marketing strategy, and a buying opportunity ( a politician, a campaign, and a vote). Advertising is most powerful when the consumers are clueless.” 

Probably the most interesting concepts laid forth in Hit Makers

– MAYA: Most Advanced Yet Acceptable. People gravitate to products that are “Bold yet instantly comprehensible […] It is something new, challenging, or surprising that opens a door into a feeling of comfort, meaning, or familiarity. An aesthetic Ah-ha moment.”

– Vicarious Goal Fulfillment. “Merely considering something that’s good for you satisfies a goal and grants license to indulge.