Part 7/10:
This misuse of psychological principles reveals critical insight into the power of perception in shaping belief. Agnew discusses how visual representations of effort, even when largely fabricated, can lead to increased trust and investment, demonstrating that surface-level impressions often outweigh substantive evaluations.
The Watched Eyes Effect
Agnew also touches upon the watched eyes effect, where imagery depicting people looking directly at the camera engenders trust. Theranos’s marketing materials featured close-ups of staff members and patients, designed to invoke familiarity and empathy. This tactic capitalized on viewers' subconscious responses, making them more inclined to trust the brand and its promises.