Psychology: the study of behaviour and mind. To many, this offshoot of philosophy is akin to witchcraft. Others, it is just common sense. While for the majority: ''mumbo jumbo''.
The strange thing about psychology is that we know it works. There have been studies which show when you walk into a supermarket, we walk so many paces before stopping, turning, and look around. You've probably done it a thousand times and never thought about it. It's walking, you stopped, so what!
That's why someone had the brainwave of making sure the isles, offers or security guard (joke) are seemingly waiting at the right place to get you to buy.
It begs the question, how many other things work like that? It is worrying to some extent as you may find yourself buying things, saying yes to someone who five minutes ago gave you a free pen, or liking someone or something that in ways always repulsed you before. You just put it down to being Friday!
The power of psychology. Neuromarketing. Mumbo jumbo.
Have you ever watched a TV advert and thought 'what's that all about'. McDonald's with its catchy whistle. Tapping into all those difference senses so you when you want a burger, you find yourself in their queue ''Cheeseburger, please!''.
I guess we are a little fearful of the unknown. What's happening to me? I went to the shops to buy a packet of sweets and returned with a vacuum cleaner.
What are those bookmakers are doing with all this witchcraft?
If you open a new account, we will give you 10/1 that Chelsea beat Whatever United! I see it somewhere else 5/4.
But what about all those subtle things. You go in the bookies and someone asks if you want a cup of tea. Milk. Sugar. (How much did that cost me?)
I studied psychology and gained a degree a number of years ago. Social psychology is intriguing because it finds ways of tapping into the human condition to get you buying. Why is one salesman so much better than the rest of the team? If you studied this person you would identify how and why.
But how does this all related to an individual like you or me making psychology work for us to be a better gambler or win more money?
The key to finding winners is , in many ways, watching, taking note, and understanding winners. For instance, one aspect which often reveals bigger odds (value) is the contrast theory. Basically, if one horse beats another, many punters, bookmakers, layers will fancy the same result if they oppose each other at a later date. I know there may be changing variables such as weight, going, distance etc. However, it has been proven that people often assess the likelihood of the previous winner as having a greater chance of victory than it does. Meaning that the favourite is often under priced whereas the beaten horse is actually value at bigger odds.
Just stop for a moment, and consider how many other aspect of psychology could be at play when you bet.
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