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Kevin Hogan
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How Chatty, Boring People Persuade when Smart People Fail

by Kevin Hogan


Page 4

Pay close attention...

In another experiment, yielding similar results, the priming information was given as verbal inserts attached to ads that accompanied the financial information.

Priming with Words and Influencing Behavior In this setup, the experimental group received verbal comments advocating risk-seeking behavior, while the control group received the same ads, but with neutral verbal comments.

The risk-advocating (comments) inserts were, for example, "Do you have the courage, vision, daring, to get to the top?", and "Adventurousness, daring, vision, are the materials success is made of".

The corresponding risk-neutral inserts: "Come invest with us" and "Coordination and timing is everything."

Priming influences everyone a lot more than we once believed.

What is Priming?

Priming is a known psychological phenomenon, influencing memory retrieval processes by exposure to different stimuli.

Dr. Kliger explains priming: "Consider, for example, a situation where you have returned home after watching a horror movie. While climbing the stairs, you hear the garden gate creaking. A common fear under such circumstances might be that there is a burglar outside.

Hearing the same sound after returning from a tedious workday at the office, if noticing it at all, one would probably interpret it in a banal way - 'Woops, forgot the cat outside again'. In this example, the horror movie is the priming substance, affecting subsequent behavior."

The fact that priming takes a role in decision making manifests the existence of two systems: a rational, cognitive one, and a subconscious, 'gut feeling'," Dr. Kliger added.

Who's in Charge Here?

These processes play parallel roles in the modern information jungle, as they probably did tens of thousands years ago, Dr. Kliger explains.

The much faster, subconscious system takes charge whenever there is a need to make fast decisions, such as deciding whether to attack or to run away when confronted with a wild animal - or whether to buy or sell your investment portfolio when something irregular happens, such as a market crash.

The lesson?

Key Point: Whatever happens immediately before you engage in what you THINK is the beginning of the persuasion process will influence the ultimate determination.

[University of Haifa. Reading Reports Involving Risk-taking Affects Financial Decision Making. www.haifa.ac.il ]

So what do you want the person you are talking to, to be primed... to do...feel...think....?





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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

Article photo appears under license with istockphoto/marekuliasz.






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