Illusory Superiority

It seemingly does not matter what trait is studied: driving, intelligence, teaching ability, most people will consistently rate themselves above average. This is even more true in Western cultures where we have spent decades fostering a rather rabid sense of individualism. This effect is so pervasive that it has a name in social psychology: illusory superiority.

Ken demonstrates competency in kick turning

In our everyday world, where most risk is heavily modified and social media allows us to promulgate images of ourselves that are not completely congruent with reality, illusory superiority flourishes. If, however, you engage in some kind of sport with real consequences, like backcountry skiing in avalanche terrain, mountaineering, or rock climbing, illusory superiority can be quashed pretty quickly. A serious avalanche incident, a fall, gear pulling, all these things have major consequences and most people, if they survive, will recalibrate their sense of competency.

Reality in the modern world, however, is that increasingly few people are exposed to accurate feedback as to their abilities and illusory superiority is widespread.

The results of a failure of competency

I recently had a discussion with family where everyone assured me that they were essentially "above average" and not influenced by advertising. Now I always find this an interesting position because virtually everyone I have discussed this topic with has told me the same, advertising influences other people, but not them.

So, we live in a world where just about everyone is impervious to advertising and yet in the USA alone, $223.7 billion was spent on advertising in 2018. That is a big spend on roughly the 20% of the population that admits that advertising influences their behaviour. Clearly something is going on. Either all the people that claim they are impervious to advertising are mistaken or highly successful businesses have wasted something in the order of 10% of their profits year after year on ineffective advertising. I know which one my money is on.

One of my most eccentric friends who is almost impervious to advertising

Interestingly, if you look at many of the truisms that are perpetuated in our society most are built upon sophisticated advertising claims that have converted specious ideas into inalienable facts. This covers such diverse themes as the importance of breakfast, diamond engagement rings, and, probably the greatest con of all time, the cholesterol myth.

The insidiousness of advertising is that it not only convinces humans that wants are needs, but it creates necessities out of nothing at all. To thrive as humans we need relatively little: clean air and water, access to shelter, nutritious food, and connections to nature and other humans. Remarkably, most of us in the civilised world - particularly those domiciled in large and congested cities - live without easy access to many of these basic needs. Perhaps that is why we fill our lives with wants.

I abhor advertising and have written about it on this blog many times in the past, go here, and here, and here.