The document discusses modern psychological strategies used in neuromarketing. It notes that making things easy, as described in nudging theory, has been adopted not just by psychologists but also by the government, designers, investors, and the military. While simplicity seems innocuous, the document warns that applying this concept takes it to a degree that allows taking advantage of and profiting off of people by making them nearly automatons guided by ease. It argues that ease should not be the sole measure and can be psychologically engineered to obscure complexity.

1. STOTLER, 2018
FUTURE TREATMENTS IN
NEUROMARKETING AND MODERN
PSYCHOLOGY
[MILITARY PSYCHOLOGICAL STRATEGIES].
I wanted to write about the psychological tool that was mentioned in the “nudge” podcast.
There was one blip within the podcast, relevant to the writings of Richard Thaler: “make it easy”. The
psychological theory and “underlying psychology” of “making something easy” sent chills through my
bones, and made me look at marketing, strategy, sales and life again. When the nudge theory of
“making something easy” was said to have been passed down by not only psychologists, but the
government, designers, investors, and the military, I felt as if I had inherited an ancient and taboo secret
that has held together trillions of dollars without many people’s recognition. No one who finds these
papers should be without the knowledge.
Yes, it is a simple concept, but as are many psychological concepts, it takes the degree and
manner of applying this theory, and going through the articulation of the psychology behind the theory,
before one realizes the actual significance the heuristic plays and means in social environments, and in
society. It sounds simple, though when applying the idea that this is a military secret, one is sent into a
world where it is true. People are taken advantage of, people are profited over, and people are nearly
automatons to the processes of things being “easy”. It is as a measure of life in general: “how easy?”
We can picture that colors can make things easier to buy, and make people feel certain ways,
music can nudge people into decision making, and making things easy can be interpreted also,

2. conceptually, to the idea that even when people witness something easy, at times this makes them
susceptible to deprioritizing complexity, psychologically.
One can essentially make someone susceptible to “forgetting about thinking any further” about
something, when simplicity is introduced. Making something easy or judging everything upon “how easy
it is” was a valued tool that we learn from previous psychological modules, yet, those who are exposed
to this psychological tool now, will use this tool further, to judge, to make decisions, and to counsel. It is
true, people will do easy things, and easy things may be more liable to be done. This being said, we must
rethink what “easy” means, as a contrivance for our own psychological justice; “easy” is a tool to
mastermind, and psychologically engineer / articulate complexity; it is not an exercise nor is it “easy” a
discipline or knowledge base.

3. Resources
Brannon L., Updegraff, J., Feist, J. (2017). Health Psychology: An introduction to Behavior and
Health Ninth Edition. Cengage Publishing, Boston, MA. ISBN: 978-1-337-09464-1 .