Interruptions Change Decisions
Liu conducted four different studies where participants made
purchase choices for high-priced luxuries, high-risk
investments, or hikes.
She discovered that people who are interrupted
in a decision-making process shift their focus from a
bottom-up, detail-oriented, and price-conscious process to
one that is more top-down, goal-oriented, and price-INsensitive.
After interruptions, people focus more on quality, satisfaction, and
desirability than on feasibility and price.
"By taking a break from processing a decision, when the person
resumes he/she is able to attend to information in a more
selective and organized manner. Consequently, the person focuses
on his/her primary goals in the decision," writes Liu.
In today's low-attention-span world, interruptions are a way of
life. Liu's study has implications for consumers and the
companies that market to them. "Whether you choose to have an
exotic vacation, invest in high-risk stocks, or buy that big
plasma TV may depend on whether you were interrupted when making
the decision," writes Liu.
[Liu et al. Focusing on Desirability: The Effect of Decision
Interruption and Suspension on Preferences. Journal of Consumer
Write this down:
Pre-Interruption people most often think Bottom Up, Detail Oriented, and Price
Conscious. They are thinking price feasibility.
Post-Interruption people think Top Down, They become Goal
Oriented. Desires become the key. Price feasability is NOT
what people are thinking about.
Interruption: Understanding How Covert Influence is Used - The Big Picture
Let's begin with the big picture.
The fact is that if everyone's website were white, then there would
be no way to distinguish one X from another.
- What color should your website be to optimize sales?
- What color should you wear to be seen as attractive?
- What's the best hand gesture to use to build rapport?
If everyone wore the same color, we'd all be in prison or private school. (No jokes....)
If we all used the same gestures, we'd all be seen as identical.
What causes influence is rarely a specific sequence of words.
To be sure, there are certain words that in the English language
have proven to be more influential than others. Words like "because,"
"now," "don't," or a person's own name.
But when everyone starts using the same words, clothes, lipstick,
broker, religion - the potency of that choice is reduced.
You must INTERRUPT what everyone else is doing and be the change.
Want an example? ...
Here's how you change it around!: Page | 1 | 2 | 3 | 4 | 5 |
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
Photos appear under license with Stockexpert.