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    414: Jonah Berger | How to Change Anyone's Mind

    en-usOctober 08, 2020
    How do possessions influence our achievements?
    What role does choice play in personal satisfaction?
    What is priming in the context of decision-making?
    How can understanding influence dynamics improve decision-making?
    What is optimal distinctiveness in marketing and advertising?

    • Owning advanced technology and luxurious possessions can inspire us to achieve exceptional thingsUnderstanding the dynamics of influence and recognizing its subtle signs can help us make informed decisions and build stronger, more authentic connections

      The things we own, whether it's a snowboard or a luxury vehicle, can inspire us to push beyond our limits and achieve exceptional things. In the case of the all-new Lexus GX, its advanced technology and luxurious interior offer capabilities that broaden horizons and make everyday experiences extraordinary. Similarly, tools like Canva can help us overcome obstacles and present effectively, even when the circumstances seem daunting. But the power of influence goes beyond material possessions. As Jonah Berger explains, humans have an anti-influence system that can blind us to persuasive efforts, making it crucial to be aware of our biases and the tactics used by marketers and influencers. By understanding the dynamics of influence and learning to recognize its subtle signs, we can make more informed decisions and build stronger, more authentic connections.

    • Help people persuade themselvesEncourage participation in decision-making to increase acceptance and openness to change, rather than trying to persuade directly.

      Instead of trying to persuade others to accept our ideas, it's more effective to help them persuade themselves. People have an inherent defense system that detects persuasion attempts, leading them to resist our suggestions. To get around this, we should involve the listener in the process and encourage them to participate in the decision-making. This makes them more likely to buy into the idea and be open to change. A parenting example was given, where a father helped his son earn more Legos by suggesting chores, which the son agreed to do willingly. However, there's a darker side to this, as manipulating someone's emotions to make them act against their best interests can also be a form of persuasion. It's crucial to use this knowledge ethically and respect people's autonomy.

    • Give people choices instead of pushing themProviding a menu of options engages people in decision-making, reducing resistance and increasing receptivity to suggested actions

      Instead of using a carrot-and-stick approach or pushing people to change their minds, it's more effective to give them choices and shift their focus. This technique, as explained in the discussion, works by engaging the audience or individual in a decision-making process, which in turn activates a different thought pattern and reduces the "anti-persuasion radar" that triggers defenses and resistance. By providing a menu of options, people are more likely to invest in the decision-making process and ultimately be more receptive to the suggested course of action. This approach can be applied to various situations, including persuading children or adults, and is particularly useful when trying to change someone's mind without triggering their defenses. In essence, it's about understanding that people are not like chairs that can be easily pushed, but rather complex beings who respond better to being given choices and a sense of control in the decision-making process.

    • Understanding resistance to change and the 'forbidden fruit effect'People are more likely to desire something when told not to have it, making public health messaging potentially ineffective. Instead, strategies for encouraging change should address underlying barriers and make the desired behavior appealing and attainable.

      Understanding the reasons behind people's resistance to change is crucial. The Tide Pods incident serves as a prime example. Tide aimed to make laundry easier with their Tide Pods, but the product's allure led to unintended consequences when people began eating them. Tide responded by warning against consumption, which paradoxically made the Tide Pods more appealing to some. This phenomenon, known as the "forbidden fruit effect," occurs when people are more likely to desire something when told not to have it. Public health messaging often falls into this trap by instructing people to do or avoid certain behaviors, which can diminish their sense of personal choice and potentially backfire. Instead, effective strategies for encouraging change involve addressing the underlying barriers and making the desired behavior seem appealing and attainable.

    • People resist when their autonomy is threatenedUnderstanding reactance can help create authentic messaging that resonates with consumers, while repeated manipulative tactics can lead to resistance and decreased effectiveness.

      People experience reactance when they feel their autonomy and freedom are being threatened, leading them to resist the suggested action. This reaction can be stronger than the intended impact of advertising, making it less effective over time. For instance, repeated use of persuasive advertising techniques like "9 out of 10 dentists recommend" can lead to reactance and decrease in effectiveness. Conversely, word-of-mouth recommendations from trusted sources have a more significant impact because people perceive them as genuine and not manipulative. Some campaigns, such as anti-smoking and alcohol campaigns, can even backfire and increase consumption due to reactance. Overall, understanding reactance can help marketers and advertisers create more effective and authentic messaging that resonates with consumers.

    • Highlighting a gap to change behaviorEffective campaigns create cognitive dissonance by pointing out inconsistencies between attitudes and actions, encouraging individuals to align their beliefs and behaviors.

      Effective campaigns often use the principle of highlighting a gap to change behavior. Instead of directly telling people what to do, these campaigns bring attention to the inconsistency between people's attitudes and actions, or what they say they care about and what they're doing. This creates cognitive dissonance, making people question their actions and motivating them to align their beliefs and behaviors. A famous example is the Thai smoking campaign where children asked smokers for lights, which led to a significant increase in quit line calls. This approach is more effective than forcefully imposing facts or rules, as it empowers individuals to make their own decisions and reconcile the gap.

    • The power of choice and controlPeople prefer making their own choices, even in complex situations, as it increases satisfaction and feelings of control, leading to better outcomes and greater contentment.

      Giving people the ability to make their own choices, even in complex situations, can increase their satisfaction and contentment, as it makes them feel in control of their decisions and destiny. This concept is linked to the idea that humans are hardwired to want choice and control. Studies have shown that people prefer making choices, even when the options are overwhelming or the choices are terrible, as long as they feel they are in the driver's seat. Allowing people to make choices for themselves, rather than having someone else make them, can help reduce reactance and increase agency, leading to better outcomes and greater satisfaction. Techniques for reducing reactance include providing a menu of options, allowing people to decide the order of tasks, and giving them control over their environment or decisions.

    • Ask questions instead of telling to engage listenersEncourage listeners to come up with their own ideas and solutions by asking questions instead of telling them what to do. Provide multiple options to compare and choose the best one, fostering collaboration and productivity.

      Effective communication involves shifting the role of the listener from being defensive to being engaged. Instead of telling people what to do or pointing out the flaws in their thinking, ask questions that encourage them to come up with their own ideas and solutions. This approach not only makes people feel more invested in the outcome, but it also helps them avoid focusing on what's wrong and instead focus on what's right. Additionally, providing multiple options instead of just one can help prevent people from poking holes in the single option and instead encourage them to compare and choose the best one. This not only saves time but also makes people feel valued and in control of the situation. This principle can be applied in various contexts, from office settings to sales presentations and even in personal relationships. By asking rather than telling and providing a menu of options, you can foster a more collaborative and productive conversation.

    • Understanding builds rapport and trustEffective communication and influence starts with understanding the person's situation and concerns to build rapport and trust, making it easier to influence their actions later on.

      Effective communication and influence, whether in a business setting or a crisis situation, starts with understanding. Hostage negotiators, for instance, don't jump right into trying to influence the person they're trying to reach. Instead, they start by asking questions and showing genuine interest in the person's situation and concerns. This approach builds rapport and trust, making it easier to influence the person's actions later on. The hostage negotiator's goal is not to impose their will but to guide the person towards a better outcome. This principle can be applied to various situations, from persuading a teenager to eat their vegetables to convincing a boss to adopt a new project. By starting with understanding, we can create a connection and build a foundation for effective communication and influence.

    • Understanding customer attachment to the status quoPeople value things more when they own them, making it hard to persuade them to switch, even for better options. Communicate benefits and address concerns to overcome this attachment.

      Understanding your customers' needs, barriers, and motivations is crucial for effective marketing and encouraging change. The concept of loss aversion, or people's tendency to value things more when they already have them, plays a significant role in this. A study using coffee mugs illustrates the endowment effect, which shows that people value things more when they own them. This attachment to the status quo can make it difficult to persuade people to switch, even when the new option may be better. Loss aversion and the endowment effect can increase over time, making it harder to make changes, as seen in long-term relationships. To overcome these challenges, it's essential to effectively communicate the benefits of the new option and address any concerns or perceived losses.

    • Understanding Loss Aversion: The Pain of Giving Up Old ThingsPeople resist change due to loss aversion, the fear of giving up familiar things, but highlighting hidden costs and creating commitment can encourage change.

      People are often resistant to change, even when faced with new and potentially better options, due to the psychological phenomenon of loss aversion. This means that the pain or loss of giving up an old thing can outweigh the potential gains of a new one. This can be seen in various aspects of life, from personal relationships to consumer choices. For instance, people may continue to put up with annoying behaviors from their tennis partners or hold onto old phones despite their limitations, because they value the familiarity and avoid the perceived loss. To encourage people to switch, it's important to help them understand the costs of inaction and the potential benefits of change. This can be done by surfacing the hidden costs of staying with the old thing and highlighting the advantages of the new one. Another approach is to create a sense of commitment or irrevocability, which is sometimes referred to as "burning the ships." This means making the decision to change irreversible, so that people are forced to fully commit to the new thing and leave the old one behind. For example, when Columbus reached the Americas, he ordered his ships to be burned, leaving his crew with no choice but to explore and adapt to their new environment. While this extreme measure may not be practical in most situations, the principle behind it can be applied in more subtle ways to help people overcome the inertia of loss aversion and embrace change.

    • Underestimating the Cost of Seemingly Insignificant TasksPeople often overlook the time and effort spent on minor tasks, leading to complacency and potential losses. Strive for improvement and be aware of the true costs.

      People often underestimate the time and effort spent on seemingly insignificant tasks, leading to complacency. This was discussed in the context of email signatures and investing. A minor injury, such as spending a few seconds on an email signature each time, can add up to a major cost when aggregated over time. Similarly, not investing one's money may seem like a safe option, but the opportunity cost of not investing in the stock market can result in significant losses. The concept of "good is the enemy of great" was introduced, suggesting that people tend to stick with what is good enough instead of striving for something better. This can impede progress and prevent us from reaching our full potential. Additionally, the influence of social norms and trends can go unnoticed, as illustrated by the examples of people naming their children with popular names without realizing it. By surfacing the true costs of our actions and making us aware of the potential losses, we can be encouraged to take action and make improvements.

    • The Power of Invisible InfluencesOur decisions can be shaped by external influences without us realizing it, such as popular culture, marketing, and past experiences. Understanding these influences can help us make more informed decisions and improve critical thinking skills.

      We all desire to be unique, but we often end up making the same choices without realizing it due to invisible influences. These influences can come from various sources such as popular culture, marketing, or even our own past experiences. The more we're exposed to something, the more we like it, a phenomenon known as the mere exposure effect. This can lead us to make decisions that we believe are our own, when in fact, they've been shaped by external influences. The challenge is that we're often not aware of these influences and their impact on our behavior. Additionally, there's a cultural stigma against being influenced, making it difficult for us to acknowledge and harness the power of influence. An example of this is priming, where exposure to certain stimuli can affect our perceptions and decisions without us even realizing it. Brands use priming techniques all the time, but it's not just limited to marketing. It's a part of our daily lives and can significantly impact our thoughts and actions. Understanding the role of influence in our lives can help us make more informed decisions and improve our critical thinking skills.

    • How our environment primes our thoughts and actionsThe environment influences our judgments and choices by shaping what we attend to or think about. Marketers and advertisers use priming to make their products or ideas more salient and accessible to consumers, striking a balance between familiarity and novelty.

      Our environment subtly shapes our behavior through the concept of priming. Priming refers to the influence of the surroundings on our thoughts, decisions, and actions. By shaping what people attend to or think about, we can influence their judgments and choices. For instance, a salesman or an ad can focus our attention on a specific attribute of a product, making it more significant in our decision-making process. The environment can also activate different thoughts and ideas in our minds. For example, voting in a church versus a school may influence how we perceive and vote on certain issues. These primes don't change our inherent feelings but rather guide our uncertain judgments. Advertisers and marketers use priming to make their products or ideas more salient and accessible to consumers. Repetition and consistency in messaging can bring a product to mind, making it more likely to be purchased. However, there's a balance to be struck between familiarity and novelty. While we're attracted to new things, we can also become tired of them. The key is to strike the optimal balance between fitting in and standing out, which is known as optimal distinctiveness. In summary, priming is a powerful concept that shows how our environment influences our thoughts, decisions, and actions. By understanding this concept, we can use it to our advantage in various aspects of life, from marketing and advertising to interpersonal relationships.

    • The balance between fitting in and standing outUnderstanding the intricate balance between similarity and difference, and the role repetition plays in our lives, can help us make informed decisions in various aspects, from fashion to marketing.

      People have a natural desire to both fit in and stand out. We strive for similarity to be part of a group, but also seek uniqueness to differentiate ourselves. This dynamic plays out in various aspects of life, from fashion and music to experiences and branding. The value of repetition also varies, depending on the complexity of the stimulus and the time elapsed between exposures. In fashion and branding, for instance, elite brands use subtle signals to differentiate their high-end products from mass-market items, while still signaling status. This subtlety allows consumers to both fit in and stand out, demonstrating the intricate balance between similarity and difference. Moreover, the concept of repetition and its impact on value is a fascinating area. Some stimuli, like a complex museum experience, can be repeated numerous times without losing value, while others, like a repetitive jingle, can quickly become frustrating. The key lies in the complexity of the stimulus and the amount of time that passes between exposures. Ultimately, understanding this balance between similarity and difference, and the role repetition plays in our lives, can help us make more informed decisions in various aspects of our lives, from fashion choices to marketing strategies.

    • Signaling elite status through subtle signals and exclusive itemsHigh-status individuals and those seeking exclusivity use rare or hard-to-find items as subtle signals of their identity within their communities, creating an exclusive club recognized only by insiders.

      High-status individuals and those looking to differentiate themselves use subtle signals and exclusive items as a form of communication within their respective communities. This can include rare or hard-to-use items, such as vintage sneakers or expensive, subtle luxury goods like Birkin bags. This "dog whistle fashion" is a way to signal an identity that sets them apart from the masses, creating an exclusive and elite club recognized only by insiders. It's a form of status signaling that is more tasteful and less in-your-face compared to traditional luxury goods with big logos. Additionally, there's a concept called reverse influencer marketing, where individuals are paid to not wear or use certain brands, further emphasizing the importance of exclusivity and the power of subtle signals.

    • Impact of Influence on BrandsCompanies paid individuals to avoid promoting their brands to protect against negative public image. This shows the power of influence and importance of managing public perception.

      The behavior of certain individuals, in this case, members of the reality TV show "Jersey Shore," became so notorious that companies paid them to avoid wearing or promoting their brands. This negative branding strategy was used to prevent the association of their brands with the negative public image of these individuals. This shows the power of influence and how it can impact brands, both positively and negatively. Companies were willing to pay to keep their brands away from these individuals, demonstrating the importance of managing public perception. This strategy of paying individuals to avoid promoting a brand is an unusual but effective way to protect a company's image. This discussion highlights the impact of influence and the importance of managing public perception for businesses.

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    Full show notes and resources can be found here: jordanharbinger.com/1044

    If you love listening to this show as much as we love making it, would you please peruse and reply to our Membership Survey here?

    And if you're still game to support us, please leave a review here — even one sentence helps! Consider including your Twitter handle so we can thank you personally!

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    Sign up for Six-Minute Networking — our free networking and relationship development mini course — at jordanharbinger.com/course!

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    1043: Andrew Gold | Unveiling the Psychology of Secrets

    1043: Andrew Gold | Unveiling the Psychology of Secrets

    Are secrets a burden or social glue? Psychology of Secrets author Andrew Gold delves into the evolutionary roots and modern impacts of hiding information.

    What We Discuss with Andrew Gold:

    • Keeping secrets can be physically and emotionally painful for humans. This evolved as a mechanism to encourage social cohesion and information sharing within tribal communities.
    • There's a difference between secrets and privacy. What is considered a secret versus private information often depends on societal norms and can change over time.
    • Technology is making it increasingly difficult to keep secrets, with devices like smartwatches and phones potentially revealing information we'd rather keep hidden.
    • Virtue signaling and victim signaling are common behaviors, especially on social media, where people may pretend to hold certain beliefs or experiences for status or attention.
    • Sharing appropriate secrets can increase intimacy and strengthen relationships. By thoughtfully opening up to others, we can build deeper connections and foster trust, leading to more meaningful interactions and a stronger support network.
    • And much more...

    Full show notes and resources can be found here: jordanharbinger.com/1043

    If you love listening to this show as much as we love making it, would you please peruse and reply to our Membership Survey here?

    And if you're still game to support us, please leave a review here — even one sentence helps! Consider including your Twitter handle so we can thank you personally!

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    Sign up for Six-Minute Networking — our free networking and relationship development mini course — at jordanharbinger.com/course!

    Subscribe to our once-a-week Wee Bit Wiser newsletter today and start filling your Wednesdays with wisdom!

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    1042: Sex Trafficking | Skeptical Sunday

    1042: Sex Trafficking | Skeptical Sunday

    Is sex trafficking really a global crisis or just an overblown conspiracy theory? Andrew Gold reveals truths and misconceptions on this Skeptical Sunday.

    Welcome to Skeptical Sunday, a special edition of The Jordan Harbinger Show where Jordan and a guest break down a topic that you may have never thought about, open things up, and debunk common misconceptions. This time around, we’re joined by On the Edge host Andrew Gold!

    On This Week's Skeptical Sunday, We Discuss:

    • Sex trafficking knows no borders, and the United States stands out as a particularly active region for this crime. It victimizes individuals regardless of age — notably, more than a fourth of those trafficked are minors.
    • The scale of sex trafficking is difficult to determine accurately, with estimates varying widely. This uncertainty stems from the underground nature of the crime and challenges in data collection.
    • Sex trafficking victims often suffer severe physical and mental health consequences, including STIs, injuries, PTSD, anxiety, depression, and substance abuse issues. The average lifespan of women in prostitution is tragically short at around 34 years.
    • The issue of sex trafficking is frequently politicized and weaponized, sometimes exaggerated for political gain. However, it remains a serious problem that ruins thousands of lives through organized crime networks and individual traffickers.
    • Education and awareness are key tools in combating sex trafficking. By learning about the issue, discussing it openly, and spreading accurate information, we can help inform potential victims about the dangers and contribute to prevention efforts. Everyone can play a role in this by staying informed and sharing knowledge with others.
    • Connect with Jordan on Twitter, Instagram, and YouTube. If you have something you'd like us to tackle here on Skeptical Sunday, drop Jordan a line at jordan@jordanharbinger.com and let him know!
    • Connect with Andrew Gold on Twitter and Instagram, and check out On the Edge with Andrew Gold here or wherever you enjoy listening to fine podcasts!

    Like this show? Please leave us a review here — even one sentence helps! Consider leaving your Twitter handle so we can thank you personally!

    Full show notes and resources can be found here: jordanharbinger.com/1042

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