Apes prefer the glass half full, susceptible to marketing spin
Apes prefer the glass half full, susceptible to marketing spin
February 12, 2015 | ScienceBlog.com
Humans aren’t the only species to be influenced by spin. Our closest primate relatives are susceptible, too.
For example, people are known to rate a burger as more tasty when it is described as “75 percent lean” than when it is described as “25 percent fat,” even though that’s the same thing. And they’re more willing to recommend a medical procedure when they are told it has a 50 percent success rate than when they are told it has a 50 percent chance of failure — again, exactly the same thing.
A Duke University study has found that positive and negative framing make a big difference for chimpanzees and bonobos too.
In experiments conducted at Tchimpounga Chimpanzee Sanctuary in the Republic of Congo and Lola ya Bonobo Sanctuary in the Democratic Republic of Congo, researchers presented 23 chimpanzees and 17 bonobos with a choice between two snacks — a handful of nuts and some fruit.
In one series of trials, the researchers framed the fruit option positively — by offering one piece of fruit, with a 50 percent chance of a surprise bonus piece.
In another series of trials, the researchers framed the fruit option negatively. This time they offered two pieces of fruit rather than one, but if the apes chose the fruit, half the time they were shortchanged and received only one piece instead.
Read more at http://scienceblog.com/76987/apes-prefer-glass-half-full-susceptible-marketing-spin/#9i0vb43cfaoLr0WA.99
