Knowing Is NOT Half the Battle: G.I. Joe Paradox
Children who grew up in the 80s might remember the end of every G.I. Joe episode, where the heroic soldiers would say, "Now you know. And knowing is half the battle." However, researchers Ariella S. Kristal and Laurie R. Santos have found that the G.I. Joes might have been overly optimistic about our ability to overcome biases simply by being aware of them.

The G.I. Joe fallacy is the notion that once informed about our mental biases, we can willfully correct them. Kristal and Santos assert that this belief is flawed; knowing about a bias does not automatically equip an individual to circumvent it.
Take the example of price perception—the so-called "left-digit effect" makes $19.99 seem like a much better deal than $20, despite their near equivalence. Or consider the issue of gender bias in hiring processes. Research has shown that even when individuals are aware of potential gender biases, they may still subconsciously favour one gender over another in their hiring decisions (Zhao et al., 2019). To counteract this, some organizations have implemented 'blind' recruitment practices that remove identifying information from applications. This structural change addresses encapsulated gender biases by preventing them from being activated during the review of candidates.
The researchers classify biases into two types: encapsulated and attentional. Encapsulated biases are deeply embedded in the mind's structure and are largely impervious to conscious influence. They are informationally isolated, unaffected by one's understanding or intentions. For instance, statistical illusions like the gambler's fallacy persist even when one is educated about randomness and probability.
While encapsulated biases remain locked away from the reach of awareness, attentional biases, according to Prof. Kristal and Santos, are susceptible to conscious influence but still often succumb to external pressures. These biases are subject to change when an individual's attentional resources are directed appropriately. However, they fall short when the situation calls for rapid decision-making, or when one's attention is compromised by emotional or cognitive load. A common experience might be impulsive buying, despite an awareness of the need for financial saving.
The distinction between encapsulated and attentional biases has significant implications for how we approach behavioural change. The research suggests that rather than relying solely on increasing awareness, interventions need to be tailor-made for the type of bias being addressed. For encapsulated biases, structural and environmental changes may offer a more effective debiasing strategy. For attentional biases, techniques such as mindfulness training, prompts, or checklists that reinforce conscious attention could be more beneficial.
So the next time you're indulging in a doughnut instead of hitting the gym, or For example, let's say you're trying to come up with a new marketing campaign for your company. remember that your brain could be pulling a G.I. Joe on you.
Now you know... but don't forget that's not even half the battle!
The Google Ad dilemma: Can another party benefit by using your trademark?
In Dec 2020 the Delhi High Court ruled that using trademarks on Google Ads, an online advertising platform, does not amount to trademark infringement under the Trade Marks Act, 1999. The ruling came after MakeMyTrip (MMT), an online travel agency, claimed that its trademarks, "Makemytrip" and "MMT", were being used as keywords in Google Ads to display ads and links of its competitor, Booking.com.
MakeMyTrip accused Google of infringing its trademark by displaying Booking.com's advertisements when its name was searched via the Google search bar. The Supreme Court dismissed the appeal filed by MakeMyTrip India, stating that there was no likelihood of confusion and no possibility of any confusion between the services offered by MakeMyTrip and Booking Netherlands and Booking India. Google and Booking.com had also opposed MakeMyTrip's appeal, stating that no preference was being given as Google Ads were being auctioned.
The test to determine infringement in Indian trademark law is to see whether an average consumer is likely to get confused between two entities and to the extent that the consumer visits a website thinking that it is the one they had intended to visit. The Delhi High Court had earlier in the case observed that Booking.com is a popular website, and the chances of confusion between MakeMyTrip and Booking.com were low. The ruling implies that a person or entity can pay a price to be linked with a popular brand, but such an action will not be considered trademark infringement.
The order indicates that a third-party trademark can be used in AdWords, Google's advertising system, bidding if it doesn't result in any confusion or misleading users about sponsored links and displayed ads. However, the judgment should not be interpreted as a blanket approval for businesses to indiscriminately use competitors' trademarks as keywords. The court's decision is context-specific and based on the premise that internet users are aware of the difference between sponsored and organic search results.

Beyond BS
Weather forecasts have become much more accurate; we now need to make them available to everyone
Weather forecasts have become much more accurate now - a four-day forecast today is as accurate as a one-day forecast 30 years ago. Although its accuracy can still vary depending on where you live.

The history of weather forecasting is fascinating, with Vice-Admiral Robert FitzRoy, captain of the HMS Beagle, making accurate daily predictions and establishing the Met Office in 1854. Over time, forecasts have improved significantly, with faster speeds and smaller grids allowing for high-resolution maps. Communication of forecasts has also evolved, from daily newspaper updates to minute-by-minute online or smartphone access. Now the only problem is that not everyone has equal access to reliable forecasts, particularly poor agricultural workers in low-income countries.
And, guess what can help? A recent paper published in Nature on an AI system called Pangu-Weather has been developed, capable of providing highly accurate forecasts up to 10,000 times faster than leading meteorological agencies. This could offer more affordable and improved results for countries with limited budgets. Read more at Our World in Numbers Blog.
What does it take for Indians to adopt a new app store?

If you're heading to the airport, you have a choice: take a cab or catch the airport bus. The cab is pricier but more convenient, while the bus is cheaper but time-consuming. But if both options cost the same, most people would opt for the cab, unless they prioritize the environment or are required by the government to use public transport.
So why would someone download an app from an external store when they already have Google Play on their phones? This question led Dharmesh Ba, a Behavioural Researcher to explore the newly launched Indus app store by PhonePe.
The Indus app store is a fresh face in the Android app market, aiming to challenge Google's monopoly. It offers app developers lower commissions and allows users to browse in 12 Indian languages. The store provides better app discovery and language localization, enhancing the browsing experience. However, there are challenges such as multiple warning windows and a lack of high-quality reviews.
But does the patriotism narrative work? While the Indus app store is developed by PhonePe, a subsidiary of Walmart in the US, the perception of it being an Indian app store is what matters. However, patriotism alone isn't enough to drive success. User incentives and value propositions are key in the business world.
So, if you were a PM at the Indus app store, what growth hack would you use to increase adoption?
Read the insightful article on Dharmesh Ba's Blog
"Barbie Problem" - the phenomenon of purchasing goods that we wish didn't exist
Ever found yourself at a party, uncomfortably donning a tie or teetering on high heels, wishing these items didn't exist? Or perhaps you've reluctantly bought the latest iPhone just to keep up with societal expectations?
That's the Barbie Problem in action!

Prof. Cass Sunstein in his new paper, 'Barbies, Ties, and High Heels: Goods That People Buy But Wish Did Not Exist', explores this phenomenon. Despite the blockbuster success of the 2023 Barbie movie, it's speculated that a significant number of children, and even more parents, secretly wish Barbie didn't exist. Yet, paradoxically, they continue to buy and play with Barbie dolls.
Prof. Sunstein proposes collective action as the solution to eliminate such unwanted goods. This can be achieved by making conscious decisions as consumers or even considering legal responses. The "Barbie Problem" highlights the power of societal pressures and the importance of collective action in overcoming them.
So, next time you're at a party, consider ditching the tie or the heels and see what happens!
Thank you for reading!
Contributions by Farheen and Shivani