When companies predict (and manipulate) habits

Chapter 7 in Duhigg’s book begins by talking about Target, and how they infamously used their analytics to identify pregnant women before they had told their families. The seemingly incongruous example paired this time is the Outkast song Hey Ya, which software had predicted would be a huge hit.

In both cases, the initial result was failure. The Outkast song was too different from what listeners were used to, and the Target targeting through coupons was too creepy.

Duhigg shares the secret recipe for creating habits from an old U.S. government study when they were trying to get Americans to eat more offal: people will try something new when it is surrounded by what is familiar.

So Hey Ya was played in between mega hits, and Target started putting the baby coupons next to unrelated common consumer items, and both succeeded.

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