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In one experiment, the researchers asked people to pick between two models of digital camera. Model A, the subjects were told, took sharper photos, and model B took ones that were more vivid. They were shown examples of photos taken with each camera, and told they'd never print a...

Author: /time Magazine | Title: Swaying Shoppers: The Power of Product Specs | 12/22/2008 | See Source »

It's not just specs printed on a box we need to be cautious of. Our own, self-generated quantifications can unduly influence us as well. In another experiment, subjects were given two towels. Towel A was softer and towel B was better-looking. Not surprisingly, 57% of people said...

Author: /time Magazine | Title: Swaying Shoppers: The Power of Product Specs | 12/22/2008 | See Source »

The Gist: Chances are you underestimate your capacity for cruelty. Stanley Milgram's famous obedience experiments in the 1960s and '70s demonstrated that we're conditioned to inflict pain on complete strangers when impelled to do so by an authority figure. Milgram's experiments - linchpins of any freshman psych class...

Author: /time Magazine | Title: Why We're OK With Hurting Strangers | 12/19/2008 | See Source »

The participants: Burger recruited 29 men and 41 women using newspaper ads, online classifieds, and fliers distributed at libraries, farmer's markets, coffee shops and community centers. The participants, whose average age was 43, were predominantly white (54%) and educated (40% held bachelor's degrees, while 20% held a master...

Author: /time Magazine | Title: Why We're OK With Hurting Strangers | 12/19/2008 | See Source »

The results: In Burger's experiment, 70% of participants were willing to proceed past the maximum 150-volt jolt level; in the corresponding Milgram experiment, 83% continued. The variance, Burger explains, is not statistically significant.

Author: /time Magazine | Title: Why We're OK With Hurting Strangers | 12/19/2008 | See Source »

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