Any way you look at it, a human individual is a decision making machine.

When living in the bush, the decision making process was rather straightforward.
Information was available on a ‘what you see is what you get’ basis and bad decisions had the rather nasty habit of becoming obvious after a very short time.

Now, when living in a social context, things are a little more complicated.
Other people want from us.
Other people actually depend on convincing us to do various things and not to do other things.

‘Convincing us’ means influencing our decision making processes.
Which can be done using one, two or a combination of the following methods.

By ‘managing’ the information we have at our disposal when making a certain decision.
By altering the way in which we feel about the outcome of that decision being put in practice.

The A&B of the matter, for those familiar with the domain…

But there are two other things which are rarely discussed about these matters.

How ethical is it to manipulate other people?
Specially when the manipulated are not fully aware of what’s going on, which puts the manipulator in almost full control of the whole process.

What are the longer term consequences of the whole thing?
Is there any difference between manipulating people to ‘consume’ things which are more or less detrimental to their health and manipulating people into making far reaching political decisions?

As in ‘is there any difference between convincing people that smoking isn’t that bad for them (or at least pleasurable enough to balance the risk) and convincing them to vote for/against … (feel free to pick your own candidate/issue)?

“The researcher whose work is at the center of the Facebook-Cambridge Analytica data analysis and political advertising uproar has revealed that his method worked much like the one Netflix uses to recommend movies.”

Matthew Hindman,