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Why the
to Be Persuasive liberals tried to cut down on unnecessary
energy usage, the conservatives, finding out
1. Inconvenience the audience by creating they’re way below average, suddenly became
an impression of product scarcity. It’s the way more liberal with their energy usage,
famous change from “Call now, the which actually increased the amount of energy
operators are standing by” to “If the line is used by the neighborhood. Proposed solution
busy, call again”, that greatly improved the that worked? Sending a smiley face card to
call volume by creating the impression that conservatives with a request to keep doing
everybody else is trying to buy the same what they were doing, instead of pointing out
product. they were at the right end of the bell curve.
2. Introduce herd effect in highly 5. Too many options necessitate selection, and
personalized form. The hotel sign in the hence frustration, when brain decides it’s
bathroom informed the guests that many unnecessary work. The example here is given
prior guests chose to be environmentally by a company that manages retirement funds
friendly by recycling their towels. However, for other companies, and hence has access to
when the message mentioned that majority retirement information of 800,000 employees.
of the guests who stayed in this specific When employees were offered a choice of 2
room chose to be more environmentally funds, roughly 75% signed up for a retirement
conscious and reused their towels, towel program. When the number of funds was
recycling jumped 33%, even though the increased to 59%, even though qualitatively
message was largely the same. this was a better deal for employees, only 60%
decided to sign up. When Head & Shoulders
3. Ads quoting negative behavior en masse brand killed off 11 flavors of the shampoo,
reinforces negative behavior. Petrified leaving only 15 on the market, the sales rose
Forest National Park A/B tested two 10%.
versions of a sign imploring people not to
steal pieces of petrified forest from the park. 6. Giving away the product makes it less
One mentioned large amounts of petrified desirable. Researchers gave one group of
forest taken away on an annual basis, the people a picture of a pearl bracelet and asked
other one simply asked the visitors not to to evaluate its desirability. Another group of
remove petrified wood. The first one people was given the same task, but prior to
actually tripled the theft ratio as it showed that was shown an ad, where the same bracelet
stealing petrified wood as something was given away for free, if you bought a bottle
commonplace. Same effect was observed of expensive liqueur. Second group
after airing an ad that implored women to considered the bracelet much less desirable,
vote, but mentioned that 22 million single since mentally a lot of potential buyers (35%
women did not vote last year. That kind of of them to be exact) shuffled the bracelet onto
information actually portrays not voting as “trinkets they give away for free” shelf in their
more socially acceptable. brain.