Cognitive Biases: How Manipulators Use Them Against Us

The human brain is a mysterious and fascinating organ that scientists continue to study with great interest. Sometimes, their findings are quite unexpected. Profiler Alexey Filatov has compiled some well-known cognitive biases and explained how manipulators use them to influence us.

It’s said that Arthur Conan Doyle became a believer in spiritualism after a medium arranged a séance to communicate with his deceased son. His friend Harry Houdini later demonstrated that it was just a trick. Yet, after the demonstration, Doyle drew a paradoxical conclusion: Houdini must also be a medium!

What happened to Conan Doyle is what scientists call a cognitive bias: the detective writer was convinced of the existence of the “other world” and found confirmation of this belief in new information. Biases arise because the brain makes decisions under conditions of limited time, knowledge, or, conversely, when there’s too much information.

Below are just a few of the nearly 200 described cognitive biases, knowledge of which is actively used not only by “psychics” but also by all kinds of manipulators.

We’re Surrounded by Too Much Information

We constantly have to filter information, and we rarely take the easy way out. It’s easier to perceive what’s already in our memory or what is repeated often. This mental laziness is a goldmine for manipulators. Scientists have described at least 12 phenomena related to this principle. People tend to trust and like what they know more about. That’s why even companies that don’t need advertising still advertise. The downside is that any lie repeated often enough can become “truth” in a person’s mind—whether it’s about a new smartphone, liquid soap, or a presidential candidate.

Strange and Funny Things Are Easier to Remember

The brain tends to overestimate the importance of surprising events and, conversely, overlooks expected or ordinary information. That’s why images in presentations, ads with odd characters, and products of unusual size or shape stick in our memory better.

New Information Is Judged in the Context of Past Experience

This is the basis for phenomena like anchoring, the contrast effect, and framing. They make us perceive information depending on the context. For example, if you’re told prices will rise by 15%, but then the increase is only 5%, the change seems insignificant. City authorities use this trick by first scaring residents with sky-high parking fees, then “lowering” them to the level they intended all along. What do citizens think? “They listened to us!”

We Only Notice What Confirms Our Beliefs

This is one of the most dangerous manipulations. By default, ignoring opposing opinions only strengthens our own, even if it’s wrong. It’s hard to imagine a Republican suddenly switching to the Democrats, or a die-hard homeopathy supporter accepting arguments about its ineffectiveness. Brands use this too, starting to manipulate when their audience is uncritical. Even if a consumer starts to doubt their choice, the brain will “calm” them by finding arguments in favor of their decision after the fact.

The reverse is also true. If something once turned people against something, any denials will be useless. For example, if you once got food poisoning at your favorite restaurant, you’ll never go back. This bias is explained by confirmation bias, consistency bias, selective perception, and other effects.

How Do We Compensate for Lack of Knowledge?

We only have access to a fraction of the world’s knowledge, but we still try to make logical sense of it. So what does the brain do?

Gaps in Information Are Filled with Stereotypes, Generalizations, and Assumptions

When information is lacking, the brain starts making guesses or turns to what it’s learned from “trusted sources,” like the opinions of the “majority” or authorities. This is evident in American elections, where primaries stretch over many months. Residents of the last states see how Americans across the country have voted, and the chance they’ll side with the winning candidates is very high.

Even the most rational among us fall for the magic of phrases like “number 1 in the USA” or “chosen by top dentists.” And if a famous actor or blogger uses a product (the authority bias), we’re fully convinced it’s a good product.

Another example is the cheerleader effect, where people in a group seem more attractive. That’s why co-branding projects are so successful. An extreme sports athlete may not always drink Red Bull, but mentioning the brand brings to mind images of sports events and active young people. More brands mean more trust.

Memories Are Edited

This is a huge field for manipulation, as others can help create false memories in us. Manipulators amplify this with the “rosy retrospection” effect, using old photos, nostalgic stories, and products “like in childhood.” Rosy retrospection smooths out the negatives of the past, leaving only the best memories.

We Feel the Need to Act Quickly

The urge to act immediately under time pressure is strong. We act fast, and cognitive biases let us think we’re influencing events. Under the “present bias,” we don’t want to delay pleasure or benefit and are ready to accept less attractive terms just to get something “right now.” That’s why a 50% discount today is so tempting, even if it will be 70% next week.

We Prioritize Finishing What We’ve Started

This helps us complete tasks, even when new reasons to quit appear. Project managers may keep working on a hopeless project, not realizing they’re wasting time. In marketing, the “IKEA effect” is a prime example: we value furniture we assembled ourselves much more than ready-made pieces.

When Choosing, We Prefer the Least Risky Option

This is illustrated by the “decoy effect.” Manipulators use it to give “choices without a choice” to rational-minded people. Itamar Simonson described this in an experiment where participants chose between two shredders. Model “A” cost $56.95 and could handle 7 sheets at a time. Model “B” cost $74.54 and could handle 10 sheets. Only 21% chose model “B.” In another version, a third model “C” was added—more expensive and efficient than “A,” but more expensive and less efficient than “B.” With the third option, the share choosing “B” rose to 36.2%. That’s why in McDonald’s or Starbucks, the “standard” drink size is large—most people wouldn’t finish it otherwise, but companies redefine the standard in our minds.

In Conclusion

Thanks to cognitive biases, our brains protect us from overload, help us make quick decisions, and highlight what’s important. But it’s crucial to remember the flaws in these decisions. Our conclusions based on perception can be unfair or unhelpful; we might ignore important things or focus too much on negative experiences. Nearly two hundred effects and phenomena describe this faulty perception and information processing—and everyone is susceptible. By understanding how the brain works, you’re more likely to spot and stop those trying to manipulate you.