The way our Brains work & Its relation to “Stereotyping”
#CognitiveScience #NeuroScience #Microsoft #MarketingStrategy #ArtificialIntelligence
The way human brain works is by building “model”s of how the world works.
[See: Short Review of “How to create a Mind” by Ray Kurzweil and “On Intelligence” by Jeff Hawkins [TahsinVersion2.com] ]
Each concept that we learn, we build an internal model of that concept. There is a “summarized model” of each concept we learn – that comes to our mind just as we think of that concept.
So, for example, thinking of “Microsoft” could remind you of Bill Gates or the Windows Operating System you have on your laptop. But Microsoft is not just Bill Gates or not just Windows. Gates or Windows are only the “summarized model or representation” of Microsoft in your brain.
The problem with this is that it could make us fall into the trap of “stereotyping” the world and not reflect the totality of a concept but only a part of it.
As an instance, it might happen that you have read the famous novel “Godfather” by Mario Puzo and from that point on, whenever you hear of Italy or Italians, you are reminded of Italian Mafia. But that’s stereotyping. Not all Italians are part of a Mafia gang.
How do we build these models?
We build these models as we learn concepts, possibly in a social context.
This applies to every domain.
Let me give you an example from Marketing.
A few days back I wrote:
Microsoft has lost it’s “Brand Appeal” in the past few years that it once enjoyed. Google and Apple lead Microsoft in terms of “Brand Appeal”.
When you think of Google or Apple products you think of them as being “cool”, “awesome”, “wonderful”, and so on.
That’s how you learned about Google or Apple. You heard your friends say, “Apple products are so cool” and that’s how the model of “Apple products” in your mind got represented, as being something “cool”.
In Marketing jargon, it’s called “word of mouth” – advertising through the mouth of satisfied customers.
“Brand Appeal” depends more on what people “think” of products than the products themselves.
It might be the case that Microsoft products are better, but people are not doing enough of those “Wow”s –
“Windows is so cool!”
“Surface is simply sensational!”
In other words, “Brand Appeal” could fall victim to human stereotyping.
The effect is not just on customers and consumers, but also on job seekers – when you look for jobs, you certainly want to work for the “coolest” company around.
More on “Model”s and Intelligence