X

Thank you for sharing!

Your article was successfully shared with the contacts you provided.

It’s heartbreaking to see a hero crossover from the land of purity and innocence to the dark side. Behavioral finance, like the Force, has both a good side and a dark side. We can use behavioral studies to at least explain why people make bad decisions if not to help them make better decisions (the good side). Unfortunately, we can use those same studies to learn how to manipulate people (the dark side).

I don’t know if it’s the low pay of the academic research profession or what, but it’s not unusual to see a researcher known for using his work to defend the masses suddenly switch to using his work for the benefit of those intent on taking advantage of the masses. If you want to see how this happens, just read this review of Robert Cialdini’s Yes! 50 Scientifically Proven Ways to Be Persuasive and contrast it to this review of Cialdini’s earlier book, Influence: The Psychology of Persuasion. Cialdini’s Influence, published in 1984, emphasizes how the reader can defend against behavioral trickery, while Yes! shows the reader how to use behavioral techniques to attack the unsuspecting.

Complete your profile to continue reading and get FREE access to BenefitsPRO.com, part of your ALM digital membership.

Your access to unlimited BenefitsPRO.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical BenefitsPRO.com information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events.
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com

Already have an account?

BenefitsPRO

Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join BenefitsPRO.com now!

  • Unlimited access to BenefitsPRO.com - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
  • Exclusive discounts on BenefitsPRO.com and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2021 ALM Media Properties, LLC. All Rights Reserved.