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Dmytry comments on Feed the spinoff heuristic! - Less Wrong
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If psychology worked, I would expect marketing firms to use it to make millions of people buy tons of shit that they don't need and that won't make them happy.
Well I think to large extent marketing firms rely on their own know-how, which I imagine is rather scientific. I have first hand experience with this (I am selling a computer game through Steam). Various statistics is used to see what does better. Their marketing people are really great at e.g. picking the most-clickable banner design, versus the one that I thought would be the most clickable (I did my own stats and confirmed their choice).