The first letter of your name. The average climate of your country. The presence of the color pink. These so-called "context effects" have an enormous influence over the way we think and behave, and Adam Alter, Assistant Professor of Marketing at New York University Stern School of Business compiles these and other fascinating insights from recent psychological research in his book Drunk Tank Pink: And Other Unexpected Forces That Shape Our Thoughts, Feelings, and Behaviors

In a lesson on Big Think Edge, the only forum on YouTube designed to help you get the skills you need to be successful in a rapidly changing world, Alter explains how you can use these context effects to your advantage, whether you are naming your company or choosing the color of an everyday product. 

Consider the color red. If you are filling out an application, whether it is for a job or a loan, stay away from red. On the other hand, if you are trying to attract someone, or let's say you have a great idea to promote, red is your friend. 

"Understanding what these colors do in different context is important for everyone," Alter says, "because colors are ubiquitous. They’re absolutely everywhere and they do different things for us in different contexts."

Sign up for a free trial to Big Think Edge and watch Alter's lesson here


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