There are some things in this world that just make me happy for some reason.
Today’s example is the ability of humans to not take themselves too seriously while indulging in serious questions of our world. There is a group that awards the “Ig Nobel” prizes that “honor achievements that first make people laugh, and then make them think.”
Honored are people who studied things like if rats can distinguish between Dutch spoken backwards and Japanese spoken backwards.
And then there’s the woman who researched the word “the” and how it affects people when they are trying to alphabetize things. Where do you put “The pill,” “The Beatles,” or “The Hague” in an index? Important research.
The best part of the Ig Nobels is that they have an awards ceremony where the “honorees” pay their own way to take part in the tongue-in-cheek look at their “groundbreaking” work.
They’re all in on the joke and don’t care. They stand behind their research, give a light-hearted speech that explains it, and just have a good time.
I listened to this year’s ceremony on an NPR podcast, but the organization has the full video on their website if you want an extremely enjoyable time.
My favorite portion is where researchers describe their fields in what is called 24/7. They give a technical jargon-filled description in 24 seconds, followed by one anybody can understand in just 7 words. Just brilliant.
My Ig-inspired research would definitely be the behavior of mall shoppers towards kiosks and their salespeople. The interactions are fascinating to watch.
I recommend getting a job at the mall so you can watch and make it seem like you have a reason to be there, not just some creepy dude who sits on the same bench day after day and never buys anything but a Cinnabon.
During my mall career, I had the pleasure of observing a little stand called The Dead Sea. Luckily for those of you playing at home, I have seen the same or similar kiosk in malls in New Jersey and now Florida.
The beautiful thing is the sales pitch. When you’re walking through a mall, the last thing you want is to be interrupted by one of these kiosk salespeople. If it was something you wanted to buy, it would be good enough to show up in a real store.
A lot of them know you don’t care, and thus just stand silently as you go past or stare off into an imaginary sunset.
But at The Dead Sea, they’ve figured out a great system that taps into human nature. I’m not sure if it’s our natural feeling to want to help, or an egotistical need to feel like we know things, but they’ve got something going on.
It’s very simple: “Excuse me, can I ask you a question? Have you heard of the Dead Sea?”
If they get that far, the target is 90 percent hooked into a minimum 1-minute conversation. The answer is always “Well sure I’ve heard of the Dead Sea, what you think I’m an idiot or something?” Or at least that’s the sentiment.
They know you’ve heard of the Dead Sea, or at least you’ll stop because it’s an attractive woman. The targets are almost always men.
They ask to see your hands, put some sort of lotion on there and start to rub it in. What are you going to do, walk away with half-rubbed lotion all over your hands? Not a chance. At the same time, they’re talking to you, asking if your mother/wife/girlfriend would like something like this. You’ve practically already bought the $50 gift pack. There’s nothing you can do.
I can’t even begin to count how many people I’ve seen sucked in by the pitch. It’s retailistically brilliant. And if retailistically is not a word, it should be. They all walk away with the same look on their face. They have no idea what just happened or how they are going to explain the $50 gift pack if they someone they know. God forbid they do actually have a mother/wife/girlfriend who will see them walk in the door on a random Tuesday in September with a gift of lotion.
The only savior is the shopping buddy. He brings in another fascinating part of human nature–peer pressure.
The Dead Sea woman picks off a guy like a weak Gazelle from the herd. She does the lotion thing and is halfway to a sale. That’s when the guy who just stepped in to FYE to see if the Bob Dylan greatest hits album was out yet returns to look for his friend.
He’s laughing before he even gets to the kiosk. He asks what’s going on. The woman tries to grab his hands and get the lotion going for a double sale. The second guy always has some sense. I think he just tries to preserve his chance to make fun of the stray Gazelle for many years to come. In this situation, the sale never happens. The Gazelle’s face starts to turn red, and all of a sudden he “has to meet someone.”
The two men walk away from the kiosk, both laughing, but for different reasons. The Gazelle is trying to play off the situation like he didn’t just get totally suckered by an attractive woman asking if he’d heard of a well-known body of water. The other guy can’t believe it actually happened, and how lucky he was to stumble up on this goldmine hazing opportunity.
See, working in the mall can be interesting.