As human beings, the idea of having control and making our own choices has always been important to one’s individuality and autonomy. The ability to make choices based on our free will is an important way to express oneself and for one to achieve a sense of accomplishment and fulfillment. Being able to decide the things that are important to one helps to facilitate a sense of fairness and empowerment. In many ways,the ability to choose is seen as a basic human right and respect. Through the years, various fields like psychology, sociology, and economics have understood the importance of choices to an individual. A concept that many organisations have known for a long time. Hence, rather than limiting people’s choices, the focus has been to create an illusion of choice.
Often seen in fields like consumerism, the illusion choice gives consumers the satisfaction of choosing while allowing companies to easily create the illusion of diversity in their products. Furthermore, with deliberate construction of one’s environment and the options that they are presented with, one’s decision can be influenced without them being conscious of it. Think about the many snacks and small nick nacks that you decided to buy as you check out. In this article, we look at how one’s choice can be subtly influenced and what happens if one becomes aware of this illusion.
As we all know, one’s perception and beliefs are shaped by their experiences and environment. In many ways, the exposure that we have contributed greatly to our preferences and our moral compass. In this day and age where social media has become a primary platform consuming facts and opinions, it has an even greater impact on us than what we may think. The following are common inconspicuous influence by our social media consumption on our perception and preferences:
Echo chamber effects. It is a well-known fact that these platforms use complex algorithms to tailor each user’s experience. In doing so, one would often be repeatedly exposed to content that is aligned with their existing interest and beliefs. As such, it limits their opportunities to understand other perspectives to gain a more diverse or holistic view.
Confirmation bias. Users tend to consume opinions that are like theirs. As such, it creates a domino effect where their social media platforms would present them with even more content that is aligned with their views. With repeated exposure, it creates the illusion that it is the views of the majority. Hence, reinforcing the belief of the individual.
Influencer effect. Some opinions are louder than others. When people who have a larger following endorses certain products or opinions, it can create the illusion that what they have shared was more desirable or popular. As such, the illusion may lead one to align their views or buy products endorsed by these influencers.
Manipulated narratives. Fake news has been an ongoing topic for the last couple of years. It remains to be a prevalent issue in the world today. Without getting information from various credible sources, it is possible for one to be misled or manipulated into believing ‘facts’ that may not be true. Commonly, clickbait titles and sensationalising news have become a commonly used strategy to gain more likes and views. As such, when someone does not read the full content, they could also be consuming wrong information.
When one takes on a more inquisitive approach, they may recognise that their options are limited and the appearance of choice is deceptive, one may try to regain control by retaliating against the choices that they are given or look for alternatives. Below are some common responses when one is utterly disillusioned.
Reduced trust. The realisation that one was given an illusion of choice rather than real options can cause mistrust towards companies and institutions. It may lead to increased skepticism and reluctance to engage with them. Depending on the industry, the lack of trust from the general public may possibly result in severe consequences. For example, in the field of politics, the lack of trust in the leaders of the country can cause increased levels of uncertainty, political instability, and possibly driving its people out of the country.
Backlash. For some, feelings of betrayal and resentment can result from the disillusion. They may show their frustration by boycotting the entity. In some instances, people may choose to use social media to voice their unhappiness. At the extreme, a ‘cancel culture’ wave may be triggered and the entity would be forced to change or even shut down.
Educated choice. On the upside, people may then choose to educate themselves further and be more informed before they make choices in the future. The increase in knowledge can help one make a more well-informed choice.
Although these responses are common, it is not to say that everyone would respond in the same manner. At the crux of it, it still boils down to the individual’s preferences, cognitive biases, and possibly social pressures. For some, despite knowing that their choices could have been influenced, it is not significant enough for them to want to have a change. Therefore, although the illusion of choice is pervasive in many industries when the decision is significant enough, it is important to gather more information to make a choice that you truly believe in. If you find yourself in a place where you question the origin of your beliefs and possibly want change, reach out today.