Transcription
Social cues to which we're highly attuned emotionally, of which we're not consciously aware. I'll give you an example.
If you go to a restaurant and you order wine, what nobody will notice is that there's a contextual social cue that restaurants create to make sure that you do order wine. There are a variety of things. They already have wine glasses on the table. That sets an expectation. In fact, if you decide not to order wine, they take them away with a bit of a hug.
Then they do something very clever. They bring you a drinks list, which isn't called a drinks list. It's called the wine list and it has about 57 different types of wine and then there's a really sad page at the back with all the beers and spirits.
But they do something much cleverer still, which is they only give the wine list to one person. Now, that one person has to choose for the whole table, which means he's going to choose wine because there's only one alcoholic drink, if you exclude pins and tequila slammers. There's only one alcoholic drink you can order for a group, which is wine. So the man with a single wine list will always do the same thing, which is he turns to the rest of the table and says, "Red or..."