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Should There Be Limits on Persuasive Technologies?

schneier.com

141–150 of 241 posts

Re: Should There Be Limits on Persuasive Technologies?

#141

Earlier quoted context omitted.

> We wouldn't lose much if advertising would just be forbidden. We would lose the current ad industry and just replace it with some other form of it. You can't get rid odd advertising, because the existence of the product itself is already advertising. Let's imagine that advertising were banned. How could a car manufacturer still advertise their cars? Put bigger logos on them and sell lots of cheaper models for a whi…

A lot would also switch to native ads. For example, if a concert promoter can't buy a 30 second spot on local radio to promote and upcoming show, they will instead pay for the band to be interviewed by a DJ where the interview is little more than the band talking about the upcoming show. I don't think that's an improvement.

In my experience they will do both, or however many ways they think work.

Re: Should There Be Limits on Persuasive Technologies?

#142

Earlier quoted context omitted.

Wouldn't that be a great outcome? Cheap cars or cheap cola? That's better than more expensive products (because of the cost of advertising that's turned into billboards and banner ads.)

Cheap cars that break down fast aren't good for anyone.

Cheap cola is not good for anyone either.

Re: Should There Be Limits on Persuasive Technologies?

#143
Re: can persuasive technology methods create tools/processes of radical neutrality.

I'm actively contributing to a tool called Pol.is[3]. It's designed to be consensus-building tech. It's part of some pretty rad democratic processes in Taiwan[1]. It basically just puts a more approachable visualization over some overwise intimidating (but basic) statistical methods of "dimensional reduction", like PCA or UMAP. This visualization lets any participant explore all the statements that each statistical group agrees and disagrees on together.

These "opinion groups" are just neutral statistical clusters. That feels important. It's just an integration of gut-feel statements that people perform a hot-take of: agree/disagree/pass. But it turns into this machine for everyone to independantly uncover the deep stories of each group. Once groups form, for complex but focussed issues, there are often 3-4 groups, even if you maybe thought it was just "us and them".

Light-hearted example: https://pol.is/3ntrtcehas

This tool does lots of interesting things psychologically.

One of my working theories of what makes it unique (I admit to having a few) is that it incentivizes the most passionate participants in a discussion to do the hard work of finding ever-more-nuanced "majority opinions" that everyone agree on under the differences. (These are elevated in the UI.) The nature of this incentive is up to the people who are designing the process in which the tool is embedded. For e.g., they might say that every "majority opinion" uncovered will shape an agenda item topic in a future livestreamed meeting of powerful people. So now you have the most passionate participants (who might otherwise shake apart concensus if their energy were directed otherwise), trying to craft clever statements to "manipulate" people in other groups to agree. But in essence, what this means is that those passionate people are exploring the consensus statements of opinion groups other than their own. They want to understand the group so that they can drop a statement into the opinion space between groups. But even if the intentions are not noble, and someone is just trying to "trick" others into agreeing, that participant is still doing deep work to delve into the theory of mind of the other groups, as evidenced through that groups consensus statements. Basically, the most active, passionate and potentially disruptive participants are encouraged to learn about their opponents in order to sway them, and in doing so, they accidentally indoctrinate themselves into empathic bridge positions. And these bridge positions are perhaps very important to stabilizing consensus and resolving conflict[2].

I'll admit that I wonder what a political or democratic system might look like if we used tools like this to elevate the voices of participants who straddle bridge positions between groups. Like what if we had democratic processes where instead of sending ambassadors from the center of opinion groups, we actually elevated those from the boundary spaces. (Maybe this was always the benefit of systems that use random sortition to elect leaders?) The selection of those people would be relatively politically neutral, as it's not a subjective choice, but a statistical one. Yes, one can probably "fake" being moderate, but to truly embody it, perhaps that changes you. And what effect would it have to send these bridge people (even transiently, for just one topic) into a position of power, to pass judgement?

[1]: https://www.wired.co.uk/article/taiwan-democracy-social-medi...

[2]: https://www.ted.com/talks/mariano_sigman_and_dan_ariely_how_...

[3]: https://github.com/pol-is/polis

Re: Should There Be Limits on Persuasive Technologies?

#144

Earlier quoted context omitted.

There is absolutely no limit to this. Putting on a suit for a financial job interview exploits the cognitive biases of interviewers. Tattoos exploit the cognitive biases of hipsters. Putting hockey-stick growth projections in pitch decks exploits the cognitive biases of VCs. Equity grants (pretty much always) exploit the cognitive biases of startup employees. Driving a fancy car exploits the cognitive biases of (a ve…

> You simply cannot ban emotional appeals in principle, because all appeals have an emotional component. This way lies a dystopia far more terrible than "grandpa shared some nonsense on facebook". True enough. But are you implying (not saying you are, just asking) that ~"nothing can be done"? "Banning emotional appeals....This way lies a dystopia..." is just one option - might there be other approaches that could imp…

Maybe but as of yet there doesn't appear to be any clearly net positive solutions (IMO) that can both curb emotional appeal and cognitive biases without introducing harms themselves.

Re: Should There Be Limits on Persuasive Technologies?

#145
The tech and the society around it are the problems, not the solutions. The solutions are cultural. If you want to re-establish a private sphere after its complete erosion in the last 25 years, you will have to take on the entire leviathan. IMO, the next wave of disruptive technologies are going to be about providing just that.

Re: Should There Be Limits on Persuasive Technologies?

#146

imagine an advertisement so effective that anyone who saw it would immediately buy the product at whatever price asked as long as they could afford it. Imagining this we can see that there is obviously some limit beyond which advertising must be curbed, and admitting this the question just becomes at what point must advertising actually be curbed? Of course one could argue that such an advertisement must be for a pro…

why limit to advertisement, it can also be used to manipulate you into voting for certain person or proposition that may not be in your best interest. Emerging technologies like AR, VR, Brain Computer Interface are ready for someone to abuse them.

Re: Should There Be Limits on Persuasive Technologies?

#147
post #114

Earlier quoted context omitted.

I studied "strategic communication" in college (a mix of PR, advertising, marketing, whatever) and I distinctly remember a mentor saying, "When you're selling a drill, you're not selling a drill. You're selling the hole." The point is, people don't buy things for their own sake. They buy them for what they think the thing can do for them. Any car will get you to point B, but some people will go for a cheap, utilitari…

Formal logic does not help with critical thinking that much. You need to teach Bayesian thinking, which seems a daunting task.

I think explicit instruction is quite ineffective either way. What you need is teaching by immersion, through examples. Science should not be taught as a series of facts and formulas but as riddles, arguments, why do we think this or that, what does this or that experiment tell us. How could one misinterpret it? Let's try and present this information to influence the reader's thinking: half of you to one direction, half of you in the opposite. Simiarly in history class, can we weave the narrative to make country X look good in this ancient war? What political slogan could country B come up with to counter that narrative? What facts would you emphasize regarding the Black Plague as a communist or as a Catholic?

In math, would you market a more fuel efficient car by telling the percentage difference in miles per gallon or liters per 100 km?

These are obviously just some examples, but the point is that critical thinking is a cross-cutting concern and cannot be segregated into one class. It should be constantly invoked. Instead of listing fact X, explain how people figured it out. Why did people not see it before and what did they think instead? Was it universally accepted immediately or what were the criticisms?

The thing is, though, this is extremely difficult to teach. You'd need extraordinary teachers with lots of background knowledge, since such debates and brainstorming can quickly go astray of the standard curriculum and quite easily end up in difficult and perhaps unknown territory. Perhaps you could do this with an Internet connected laptop and a projector, diving into Wikipedia rabbit holes in real time. But this would be different each year, and you'd have no way of ensuring a standard curriculum. If you don't make things required for the test, many students just won't listen, no matter how engaging the class may be.

Such teachers would demand higher salaries to be competitive with places that can also make great use of the limited supply of critical thinkers. Maybe it's offensive but teachers as a demographic aren't that smart in most countries,since the requirements are pretty low to graduate and the social reputation of the profession is also quite low.

But even if you find great teachers, it's even more difficult to test, as it's open ended, not objective and not standardizable.

Re: Should There Be Limits on Persuasive Technologies?

#148
post #52

Earlier quoted context omitted.

As an absurd example, if someone were to invent a ray-gun that reprograms people's brains with arbitrary beliefs it would be 100% unethical and illegal to use. However, ads or fake news article that takes many exposures to reprogram you (by using the cognitive bias back channels as you mention) are perfectly fine. ¯\_(ツ)_/¯

With the raygun there's a clear cause and effect. You can fairly easily prove that what changes beliefs is the raygun. You can't do that with ads and fake news articles. The other point is that with ads and articles you have to engage with them yourself. Something can grab your attention, but you can decide to ignore it anyway.

> Something can grab your attention, but you can decide to ignore it anyway.

I disagree. It's been shown[0] that repeatedly exposing people to information makes them more likely to believe it's true. As a further example, try to not think about your breathing after reading this sentence :)

[0] https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2958246

Re: Should There Be Limits on Persuasive Technologies?

#149

Earlier quoted context omitted.

There is absolutely no limit to this. Putting on a suit for a financial job interview exploits the cognitive biases of interviewers. Tattoos exploit the cognitive biases of hipsters. Putting hockey-stick growth projections in pitch decks exploits the cognitive biases of VCs. Equity grants (pretty much always) exploit the cognitive biases of startup employees. Driving a fancy car exploits the cognitive biases of (a ve…

Yes, the problem lies not with the technology, but with the gross asymmetries created by wealth and power imbalances. There is an enormous difference in the danger posed by an individual salesperson using cognitive bias on a personal level, and a multibillion-dollar conglomerate using it in an automated, industrial way to exploit millions of people. Those two situations should be regulated very differently.

But even with large corporations, how far would you go and what is considered a bias?I buy Apple laptops for the irrational reason that I find them pretty. I am biased towards spending money on items I find aesthetically pleasing. Should Apple be banned from making pretty laptops? Should they be legally restrained from overpricing their products because it creates a possibly unwarrented impression that they are "premium" to people susceptable to that bias.

Just about everything we do has some component of persuasion or an appeal to biases. It's a huge can of worms.

Re: Should There Be Limits on Persuasive Technologies?

#150

I wrote this for a related article yesterday: --- If we know that humans have all sorts of cognitive biases, how come it's ok to use that fact while at the same time we insist there's some kind of free market? Say you discover that putting good-looking women next to cars causes the sale of cars to increase. Why does nobody question whether it is legitimate to do so? It's as if there's a line between actively lying ("…

> It's as if there's a line between actively lying ("Studies show that men who buy this car will find many many women attracted to them") and just putting it there suggestively I doubt pretty girls in ads are actually supposed to mean the goods they advertise make a man more attractive. Who (except teens) would believe that, consciously or subconsciously? You just get attracted yourself and that's enough, simply seei…

Nobody would believe drinking Coke will make you live free and happily. Still their marketing messaging is about connecting Coke with a youthful, carefree, liberating experience, friends, fun.

You wouldn't think eating candy bars will make you athletic. But they market it with athletes and active people playing soccer etc.

They don't show some fat dude sitting in the dark in front of the computer shoving candy and chips and coke in his face and becoming diabetic.

The associations can be immediate if repeated often enough. When picking a product you don't reason "okay this will make my life X", but you feel a familiarity, a draw, a positive emotion. Not necessarily consciously. But especially after a stressful day, in the supermarket you will be more prone to emotional, autopilot handling.

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