Priming for Profits 

By Brett N. Steenbarger, Ph.D.

You've no doubt observed cola commercials that always seem to feature people having fun, especially amid scenes of splashing water.  We're more likely to buy beverages that we associate with good feelings and refreshment. 

Likewise, doctors' offices are filled with diplomas to support their credibility, and banks feature traditional furnishings and architecture to convey stability and security.  Soundtracks in movies prime us to feel fear or joy; a house for sale that has the smell of baking bread will prime buyers to think of it as home. 

Afterward, we will probably not recall the details of cola commercials, physicians' offices, bank furnishings or real estate offerings.  All that will be left are impressions. But those impressions count where it matters most: in determining our behavior. 

PRIMED BY WORDS

Consider the following situation: Two groups of subjects in a psychology experiment are asked to memorize words in a list. The words that begin with vowels are exactly the same for the two groups.  The consonant words given to the first group include such terms as "difficult,” "confusing" and "bad.”  The second group receives a different group of consonant words, such as "great,” "good" and "simple.”  After the experiment, the second group reports feeling in a much better mood than the first but cannot explain why.

This well-documented phenomenon, described by Malcolm Gladwell in his excellent book Blink!, is known as “priming”.  It turns out that many background phenomena play a role in what we think and how we feel.  From our reactions to movies to our real estate purchases, priming plays a greater role in our daily lives than we are even aware. So what does this have to do with trading?

It turns out that traders also do a lot of priming – self-priming.  Environments that traders create for themselves play an important role in how they feel and, most important, how they act.  Yet surprisingly few traders are aware of their own priming behavior.  We like to think that we make our decisions rationally, based upon objective analyses of market patterns.  But are trading decisions any more rational than our cola choices?

TALKING THE TRADE

In the course of working as a psychologist with market participants, I have directly observed dozens of traders (including myself!) while they are trading.  Initially, they feel a bit awkward having someone look over their shoulder, but they adapt quickly.  I become part of the office furnishings as traders focus on their screens, and their trading becomes more natural.  Eventually it’s as if I’m not even there.

That's when the self-priming begins.

To my surprise, almost every trader I have ever observed (again including myself!) talks to himself while he or she is trading.  I’m not just referring to occasional comments and outbursts.  Traders carry on dialogues during their work. 

Sometimes the talk is exuberant when the trade goes their way; other times it is anguished when stop-loss points are hit.  Traders talk their plans out loud, they curse markets and market participants, they comment on news, and they express hopes and fears for each trade.  All of this talk is background to the actual business of entering, managing and exiting trades.

Afterwards, traders recall little of what they said.  All that is left are impressions. But, as with colas and bank offices, those impressions count.

Over the years, I've developed an accurate sense for which traders are going to succeed in the markets and which will not.  I merely listen to their self-talk during trading and see how it makes me feel.  If, after a few minutes, I find the conversations to be distracting or upsetting, I have to assume that they would have even greater effects on someone experiencing them throughout the day.  Traders, I realized, prime themselves for success or failure on the basis of the realities they create in their offices. 

Think of advertisements as messages inserted between segments of television shows (or magazine articles) designed to influence people’s behavior.  Self-talk is our advertisement to ourselves.  Positioned between the segments of our lives, it primes us for feeling and action.  It matters not a bit whether the messages we receive are from an automobile manufacturer or from ourselves.  Those background messages leave indelible impressions.

“Education is an important first step, but after getting that foundation, it’s critical to be in the ‘right’ frame of mind to be a successful trader,” Darrell Jobman, editor-in-chief at www.TradingEducation.com, points out. “Developing a trading mentality has a lot to do with how you view yourself as a trader and how you regard price movement.”  But what if you’re not aware of how you’re viewing yourself?

PRIME TIME

Quite a few years ago, I was asked by psychiatry residents at my medical school in Syracuse, N.Y., how to determine whether depressed patients needed medication versus talk therapy.  I replied with my own question:  How many sessions would you need to make that decision yourself?  Some wanted several sessions to gather a full history before making the treatment recommendation. Others felt more confident that they could arrive at a decision after a single extended assessment session.

I suggested that they could make the discrimination within the few minutes it took to meet the patient in the waiting room and walk into the therapy office.  Medical students were my clients at the time, so I proceeded to demonstrate my point by having residents accompany me for the initial meeting.

My system was quite simple.  If the student was studying while waiting for me, I gave the student one point.  If the student was willing to chit-chat with me about school, the weather, upcoming vacations, etc. prior to talking about what brought them to therapy, I gave another point.  Two points meant that the student was unlikely to need medication; no points raised the likelihood that meds would be needed.

There was no magic to the system.  I knew that medical students are time-starved and would use any waiting period to study.  If a student wasn’t studying, it was a likely sign that their problems were so interfering with their mood and concentration that they couldn’t study. 

Similarly, if a student didn’t make conversation with me —in a social situation where one normally puts one’s best foot forward — it was probably because they couldn’t muster the energy and interest to engage in basic social interaction.  When students are that impaired academically and socially, it usually means that their problem is severe enough to warrant a consideration of medication.

Later, I found an even briefer assessment method.  I simply asked the student clients what they were thinking about in the waiting room.  The ones who were not so impaired thought about school, family, their emotional state . . . a whole host of things.  The students who required help beyond talk therapy pretty much only thought about one thing: their problems.  Indeed, how much therapy and medication someone needed was directly correlated to the degree to which they were focused on their problems.

PRIMED FOR UNHAPPINESS

That’s when it hit me. Maybe they’re not just thinking about their problems because they’re feeling sad.  Maybe they’re unhappy because all they think about are problems.  Perhaps, unwittingly, they are priming themselves for unhappiness.

So I tried other experiments.  I started using solution-focused talk in my first therapy sessions, asking unhappy clients to tell me about times they weren’t miserable, what they were thinking and doing at those times, etc.  I pointed out to them that sometimes they were down, but other times their moods were quite good.  Perhaps, I suggested, by figuring out what they do to be that non-depressed person, we might be able to do more of it and help them feel better.

Now that, of course, didn’t cure anyone of depression in and of itself, and serious cases of chronic depression still required significant therapy and medication.  Nonetheless, more often than not, the solution-focused talk led to a visible improvement in the client’s mood and an increase in his or her motivation to sustain therapy.  By talking about not being unhappy, the clients stopped experiencing themselves as depressed people.  They became normal people with depressed feelings.

Talking about strengths primed them to feel differently, more positively about themselves.  That, in turn, primed them to take positive actions, and those yielded further priming benefits.  Before you knew it, a vicious cycle had turned into a virtuous one.

PRIMED FOR TRADING

Once I realized the power of priming among traders, I began keeping a scorecard of trader self-talk whenever I first entered a trader's office, just as I had in the waiting room with the down-in-the-dumps students.  Here are a few of the key categories that I’ve refined:

Situation-focused talk vs. emotion-focused talk. Traders who talk trading situations out loud – shifts in prices, looming exits, etc. – perform much better than traders whose conversations are merely the venting of emotion (positive or negative).  From the vantage point of cognitive neuroscience, this makes sense. When we're problem-focused, we're activating frontal regions of the brain associated with the executive functions of planning, judgment and decision-making.  When we're in the throes of emotion, those same regions, key to trading behavior, are deactivated. 

In Blink!, Gladwell points out that our access to the brain’s frontal regions decreases dramatically as our heart rate elevates.  Emotion-focused talk sustains physiological arousal, which impairs cognitive functioning.

"I" talk vs. "me" talk. I'm convinced that this subtle measure may be the best gauge of trader self-priming of all.  Traders who are more likely to be successful talk about "I.”  Traders in trouble refer to "me".  The reason for this is that "I" reflects an active tense:  "I" do things in relationships, in markets, in life.  But things happen to "me.”  When I'm in the "me" mode, I'm the passive recipient of events; circumstances influence me. 

When I'm in first-person mode, I am the author of life's events.  Successful traders experience themselves as efficacious; they prime themselves to feel in control.  Unsuccessful traders exhibit an external locus of control.  They are primed to feel that situations control them.

On-task talk vs. off-task talk. Successful traders, I've found, display tenacity and a superior capacity for concentration.  They can focus on markets from opening bell to the close.  Unsuccessful traders lack this intense focus.  Much of their talk is off-task and has nothing to do with markets. 

During the trading day less successful traders surf the Web, chat with buddies on bulletin boards, e-mail and engage in a host of activities that take them away from the flow of market activity.  Successful traders talk the market - who is in the market, how the market is trading, how they’re adapting their strategy, etc.  They are primed for trading and competition; the less successful traders are primed for avoidance.

Imagine, if you will, purposely exposing a trader to negative messages.  Imagine repeatedly filling a trader's head with victim talk.  Imagine distracting traders with off-topic conversation just as markets are moving.  Now imagine doing all three, day after day.  That is the impact of negative priming, and it is an important reason why many traders cannot emerge from what would otherwise be normal slumps. 

OVERCOMING THE NEGATIVES

In a very important sense, we create our emotional realities.  But there is good news.  Research demonstrates that, once you inform people of priming effects, those effects vanish.  If you tell consumers they're being manipulated, they no longer fall for glitzy advertising.  If you help unhappy people recall their periods of joy, they no longer remain mired in negativity.  And if you make traders aware of their self-priming, they change their emotional realities. 

In my work with traders, it begins with a tape recorder, a journal and a willingness to rehearse solution-focused talk on a daily basis.  When traders hear how they talk to themselves and see how it affects their trading, they become aware of what they're doing and eventually catch themselves in the act.  They stop falling for the self-advertisements. 

Even more important, mental rehearsal of constructive, situation-focused talk helps traders not only feel in control but take control.  A particularly effective strategy is to use guided imagery to vividly invoke situations that trigger negative priming (see Figure 1) and, while in a state of frustration, actively practice solution talk.  Once these rehearsals become second nature via repetition, they help traders shift their processing of markets (and themselves) in real time.  That leads to some good trades, which further reinforces the positive self-talk.  The virtuous cycle, once again, replaces the vicious one.

Priming, Gladwell recognized, operates on the unconscious mind.  Changing our priming, Freud realized, means making the unconscious conscious.  The most powerful change technique of all is clear, consistent awareness.  If you wanted to address a relationship problem, you would change how you communicate with your partner.  To change your relationship with yourself, you need only do the same. 

Source:  VantagePoint Intermarket Analysis Software (www.TraderTech.com)

The triggers for much of the negative self-talk of active traders are unexpected market moves.  Such action leaves traders feeling out of control, elevating their arousal levels and impairing decision-making.  Of all the unfathomable moves markets make, among the most annoying is the “jab,” where the market clearly breaks through some obvious support or resistance point for a short time.  It stops you out of a position or causes you to take a new position in the opposite direction—only to then return to its longer-term course. Given the ability of large market participants to run stops, this frustrating event is inevitable; normalizing such situations and preparing for them with mental rehearsals will go a long way toward eliminating negative self-priming.

Brett N. Steenbarger, Ph.D., is associate clinical professor of psychiatry and behavioral sciences at SUNY Upstate Medical University in Syracuse, N.Y. and author of The Psychology of Trading (Wiley, 2003), which details a solution-focused approach to trading psychology. A contributor to www.TradingEducation.com and numerous trading publications and websites, Steenbarger has mentored numerous professional traders and coordinated a training program for new traders.  He maintains two daily blogs devoted to trader pychology and performance, and welcomes questions and comments at steenbab@aol.com.    

Reprinted from SFO Magazine
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