We are manipulated by 'priming' and suggestion

Reinventing marketing: Alan Mitchell explores how to predict irrational consumer behaviour - Marketing news - Marketing magazine:

There are now thousands of experiments demonstrating just how open to influence human beings are. We are manipulated by examples of 'priming' and suggestion, such as those above. We fall prey to 'anchoring' and 'availability' (being more influenced by fresh or easily remembered information than by relevant facts). We are strongly swayed by the blandishments of authority, of social pressure (conformity, fashion) and by instincts of reciprocity (giving, trusting and liking). We are too quick to accept shoddy explanations without further investigation, so long as they make superficial sense.

Our perceptions also make a mockery of much of our decision-making. Our judgements about others are routinely confounded by emotional projection and transference. We give value in the hand disproportionately more weight than value we might have in the future; we feel losses disproportionately more than gains; we consistently overestimate our own abilities (including our ability to make good judgements); we are often strangers to our own selves, unable to predict what we will feel like when we are angry, hungry, drunk and so on.

Led by the superficial
We are also acutely sensitive to small changes in conditions, but very quick to adjust to these changes (leaving us without an 'objective' benchmark for decision-making), and we routinely make decisions based on superficial comparisons rather than objective facts. [...]

The more we learn about human beings' predictable irrationalities, the greater the premium that society - consumers included - will place on those institutions, services, frame-works and methodologies that help us adjust, avoid and counter-balance their negative effects. Far from delivering marketers the elusive secret of effective influence and persuasion, ongoing discoveries in human psychology will actually expose advantage-taking, value-destroying marketing ploys to word-of-mouth revenge and punishment, and underline ancient (boring) marketing wisdom. Alan Mitchell is a respected author and a founder of Ctrl-Shift and Mydex. Alan.Mitchell@ctrl-shift.co.uk - visit Alan's blog at marketingmagazine.co.uk/reinventingmarketing

No torture

The Universal Declaration of Human Rights: Article 5

No one shall be subjected to torture or to cruel, inhuman or degrading treatment or punishment.

(other language versions Human Rights Day 10 December 60th Anniversary of the Universal Declaration of Human Rights) Adopted and proclaimed by General Assembly resolution 217 A (III) of 10 December 1948

Laws governing religious doctrine cannot be equated with the law of the land

Top Article: There's Space For All At The Party Milind Deora Times of India -5 September 2009

Decriminalising homosexuality marks a critical point of departure in the lives of many across the nation; young and old, gay and straight, rich and poor. And while full emancipation may yet be an unfulfilled desire, it is an important first step in a legitimate struggle along that long arc of justice. To be sure, there will always be a blinkered few who will opt for an over-simplistic "us versus them" dualism but this is where rational argument and nuanced analysis can and should take centre stage in mainstream Indian politics. Moral prescriptions aside, the issue here is less an examination of sexual peccadilloes than about ensuring a vulnerable minority's unfettered access to fundamental human rights enshrined in our Constitution and guaranteed to every Indian citizen. [...]

Self-appointed custodians of Indian culture and the extreme right will always harbour archaic prejudices about anyone not like them but they never did merit serious attention in a free-thinking democracy like ours. Let us recognise that there are sections of Hindu, Muslim and Christian groups that have misgivings about homosexuality but also agree that it should not be criminalised. They would be the first to acknowledge that laws governing religious doctrine cannot be equated with the law of the land in a secular democracy. I find it disingenuous on the part of those who use selective text and inference to condemn someone's sexual preference while ignoring some of the proscriptions in their own teachings. Rather than pontificate on virtue and vice, we really ought to leave all value judgements to a higher power.

In the final analysis, policy and perception feed off each other and a paradigm shift in both is needed for real progress to take place. If my campaign experience across the socio-economic divide has taught me anything, it is that young India is not just a barometer of social change but a determining factor in shaping it. Indians of my generation are not afraid to speak the truth to power. That gives me hope. More so about the poor and less privileged sections of the gay community in both urban and rural India who have neither the financial nor political clout to counter the persecution, blackmail and incarceration they are constantly subjected to. For them, decriminalisation and its proper implementation could be life-altering.

So the next time you see your gay friend, relative or neighbour, think about the rights you were born into and the rights of others for which you've fought. Ask yourself if you can step out of your comfort zone to advocate for the rights of all, regardless of gender, caste, sexuality, ability, or religion, to pursue your freedom and happiness. After all, our convictions mean the most when they include those beyond ourselves. And when push comes to shove, we may still find there is place for us all in Cesaire's rendezvous of victory. The writer is a member of Parliament.