26 May, 2019
FUD is an acronym for Fear, Uncertainty and Doubt. It is a psychological marketing tool that is used (and misused) to sway our minds from a reasonable alternative, whether that alternative is a competitor or an idea. The appeal is to our emotions not to our intellect.
It gained acceptance as a marketing tool in the 1970s. The concept is for a vendor to get potential clients to question the quality of a competitor’s products instead of selling the benefits of his own. It is the reverse of sales based on promoting a vendor’s product and service quality.
FUD is the basis of selling us on action to combat climate change. We are told that if we do not act, the planet is doomed, oceans will rise and swallow islands and coastal areas while a million species of plant and animal life will die out. Millions will die in droughts, wildfire infernos, floods, tornadoes and other weather incidents. The object is to instill fear which will make us compliant with whatever our governments tell us we have to do to avoid the horrors predicted.
Political parties are expert at it. They inundate us with messaging aimed at undermining trust in their competitors. They appeal to our emotions, claiming that an opposition political party will do things that harm various groups and demographics. They avoid direct comparison of their actions and policies which would appeal to our intellect and reason.
The main thrust of the 2015 election campaign was to cast doubt on Stephen Harper and the Conservatives. If we would only get rid of that deeply flawed person, sunny days, prosperity and a new way of government would emerge. Uncertainty and doubt undermined Harper’s conservatives and we got a different government; perhaps not what we expected – a PMO mired in cronyism, deceit and scandal.
The purpose of FUD marketing is to distract us from direct comparison of products and services and turn our attention to alleged flaws in a competitor’s products or services. Then we are not examining the vendors flaws so the comparison is unfair. The vendors products and services may be inferior, but we are distracted from examining that. It is insidious, but it works.
The latest FUD fad is a vegetable based substitute for beef. It is marketed as a healthier alternative to beef. There is no evidence that eating beef burgers is unhealthy, or that the swill of vegetable fibre, synthetic colours and chemicals used in the vegan burger is healthy. Direct comparison is avoided because there are no studies to support the claim that vegan burgers are healthier. We are distracted from making the obvious direct comparison. The campaign subliminally raises doubts respecting the health of eating beef burgers.
Social psychologists are hard at work establishing what motivates us and our penchant for accepting what we are told without critical examination. Think about ads for ‘over the counter’ medications that have someone dressed like a medical professional extolling the virtues of a product. They are actors but advertisers know we are more likely to accept claims by someone who looks like a professional.
The psychology underlying FUD marketing is to get us to make decisions based on emotion rather than examining and comparing facts. The antidote is healthy scepticism combined with common sense. We need that during the ongoing federal election campaign in Canada.
Political Consultant & Strategist
Editorial Addendum by RSS:
This where the incumbent Prime Minister is going to try to fool all the people all the time, again. (bold insertion by RSS).
Another example of this is 100 years ago when the tradition of confectional food called ‘cacao/chocolate’ had its guts (cacao mass, butter and liquor) ripped out of it and replaced by alternative ingredients.
These consisted of excessive amounts of ‘addictive industrial white beet sugar’ (instead of pure raw sugar cane which still contains all of its historic, nutrient properties); soya substituted for the raw cacao, trans fats, dollops of vanilla, chemicals, artificial colouring, preservatives and additional flavouring.
These were added to cover the bitter taste of poorly processed cacao beans from Africa known as ‘Forestero’, a genetically concocted hybrid seed not suited for either the nutritional or flavourful content of the bean. They simply grow fast and furious on Africa soil so as to end up in the soup of soya/sugar but are more likely to end up in Big Pharma products and body creams.
Like arabica coffee reduced to a powdered drink missing 99% of its nutritional content left out in the inferior robusta beans, cacao/cocoa powder is made from the residue of poorly cultivated, severely over-roasted and badly fermented, dried, cracked, conched and ground beans pulverized into a liquid mass and poured into bars that only appear to look like the 4,000 year old bars produced from Central America’s “Criollo” varieties.
Those original beans and bars were recorded as the first and best natural raw commodities defined as the world’s most nutritious foodstuff. They were a “Medicine of the Gods” that sustained life for the MesoAmerican indigenous peoples for millennia.
Today’s chocolate is nothing more than a toxic ball of addictive sugar, soya, milk powder and fractional cacao powder that reinforces the body’s insatiable addiction to die of obesity, diabetes and cardiovascular diseases.
FUD advertising, consisting of horrific lies pertaining to the ingredients as +70% real contents of a cacao bean and covers up the health hazards they impose on all who swallow the codswallop.
Those craft chocolate makers who grow their own Criollo/Triniterio beans in Costa Rica and support the indigenous farmers who assist in this process, are producing a nutritional gold bar that out-rivals 95% of industrial chocolate containing none of its mineral, vitamin, anti-oxidant or flavenol contents.
Thanks to FUD advertising and fraud, these fake chocolates are guaranteed to masquerade as the real thing while insuring the perpetuation of numerous crimes. Child slave labour in the Tropics, poor quality replacement parts, total destruction of the biodiversity of the Rain Forest and its canopy, are perpetrated and pursued by middlemen buyers, brokers and brokers who collude with industrial produce manufacturers in Europe and America.
They have concocted this fraud and will will try to continue to fool everyone at most confectionaries and super markets worldwide. A generation of wise eaters suffering from being severely overweight, contracting Diabetes II and repeated heart attacks have turned their focus on vastly improved content and quality of food.
This generation will overtake the rascals who got away with perpetrating the poverty of millions of people with industries who maintain their marketing and consumption lies which accompany these actions.