The Effort Illusion

​Read online​

In 2003, two researchers¹ proved the illusion of effort.

It means we value things more if we believe it took a lot of time to create.

Chinander and Schweitzer had groups watch identical presentations.

Groups were told one of two things:

• "This presentation took 8 hours and 34 minutes to prepare."
• "This presentation took 37 minutes to prepare."

Those told the presentation took longer to prep rated it significantly higher.

​

Can I prove this works?

On Nudge, I like to run my own tests.

I gathered participants (pictured below) and showed them the same video.

However, my groups were told one of two things:

• "My video took 10 minutes to create."
• "My video took 3 weeks to create."

Turns out, participants thought the video was significantly better if told it took 3 weeks to create.

​

But does it work in B2B?

Richard Shotton² showed 500 B2B buyers the same ad for a fictitious cybersecurity company.

This group was told. either:

1. The ad was made in 10 minutes by AI.
2. The ad was made in a week by a specialist agency.
3. The ad was made in three months by a specialist agency and a Japanese origami artist.

Does it work in B2B?

Absolutely.

B2B buyers were much more likely to trust the brand after seeing the supposedly high-effort ad.

They also thought the brand was more creative, more innovative and found the ad more appealing.

​

Of course behavioural science works in B2B. We're all human after all. — Phill​

P.S. I'm interviewing Richard and Michael Aaron on his latest book soon. That episode will be out at the end of September.