Tag: Catalyst

💎 Five pronged model for encouraging behaviour change (reduce)

REACTANCE

When pushed, people push back. So rather than telling people what to do, or trying to persuade, catalysts allow for agency and encourage people to convince themselves.

ENDOWMENT

People are attached to the status quo. To ease endowment, catalysts surface the costs of inaction and help people realize that doing nothing isn’t as costless as it seems.

DISTANCE
Too far from their backyard, people tend to disregard. Perspectives that are too far away fall in the region of rejection and get discounted, so catalysts shrink distance, asking for less and switching the field.

UNCERTAINTY

Seeds of doubt slow the winds of change. To get people to un-pause, catalysts alleviate uncertainty. Easier to try means more likely to buy.

CORROBORATING EVIDENCE

Some things need more proof. Catalysts find corroborating evidence, using multiple sources to help overcome the translation problem.

Excerpt from: Catalyst by Jonah Berger

💎 How ‘take control’ morphed into ‘take back control’ (the language of Brexit)

The slogan started as just two words: “Take control.” Cummings loved its simplicity but felt something was missing. So he played around with different variations.

Cummings was well versed in loss aversion and the statue quo bias. He knew that people prefer to stick with things they’re already doing rather than do something new. And while “Take control” was fine, it implicitly agreed to the premise that leaving the EU was action and staying was inaction. Which played right into his opponents’ hands.

If only he could flip things around … make it seem like leaving was the status quo…

So, in a stroke of insight, he changed the slogan. It wasn’t much: just an extra word in between “Take” and “control.” But it completely changed the reference point. He added the word “back.” As in “Take back control.”

“’Back,’” Cummings wrote in his blog, “plays into a strong evolved instinct—we hate losing things, especially control.” “Back” triggered loss aversion. It made it seem like something had been lost, and that leaving the EU was a way to regain that.

When the British Election Study surveyed voters,four times as many people preferred the “Let’s take back control” language.

Excerpt from: Catalyst by Jonah Berger

💎 Our tendency to set different burdens of proof according to whether evidence agrees with our existing viewpoint or not (Must I believe this?)

As psychologist Thomas Gilovich noted, “When examining evidence relevant to a given belief, people are inclined to see what they expect to see, and conclude what they expect to conclude… For desired conclusions … we ask ourselves, ‘Can I believe this?, but for unpalatable conclusions we ask, “Must I believe this?””

Excerpt from: Catalyst by Jonah Berger

💎 Exposure to different views doesn’t make people more moderate (they become more extreme)

To test this possibility, Bail set up a clever experiment. He recruited more than 1,500 Twitter users and had them low accounts that exposed them to opposing viewpoints. For a month they saw messages and information from elected officials, organizations, and opinion leaders from the other side. A liberal might see tweets from Fox News or Donald Trump. A conservative might see posts from Hillary Clinton or Planned Parenthood.

It was a digital version of reaching across the aisle. A simple intervention that could have big effects for social policy.

Then, at the end of the month, Bail and his team measured users’ attitudes. How they felt about various political and social issues. Things like whether government regulation is beneficial, whether homosexuality should be accepted by society, and whether the best way to ensure peace is through military strength.

It was a huge undertaking. Years of preparation and thousands of hours of work. The hope was that, as thousands of pundits, columnists, and other talking heads have argued, connecting with the other side would bring people closer together.
But that’s not what happened. Exposure to the other side didn’t make people more moderate.

In fact, just the opposite. Exposure to opposing views did change minds, but in the opposite direction. Rather than becoming more liberal, Republicans exposed to liberal information became more conservative, developing more extreme attitudes toward social policies. Liberals showed similar effects.

Excerpt from: Catalyst by Jonah Berger

💎 On the illusion of progress being a motivating factor to continue (a diet)

One place to start is to highlight ways people already agree or are already moving on in the desired direction. One diet and exercise book cleverly leverages this idea. Rather than starting off by trying to convince people to be healthier, the author points out that this is something they already want: “Congratulations! Whether you realize it or not, simply by picking up this book you have taken the first of what I hope will be many steps, both large and small, simple and challenging, toward the most rewarding journey of all—the road to reclaiming your physical health, well-being, and happiness.” By pointing out ways people are already on board, the author encourages readers to see their position on the field as closer to the end goal. Which makes them likely to stick around for the next phase of the journey (Greene, 2002, p. 9).

Excerpt from: Catalyst by Jonah Berger