Consider the audience’s perceptions of social norms before characterizing the behaviors that deviate from that norm.
Following the crowd is not an action that is simply fueled by a need to keep up with the Joneses. It is more fundamental than that, striking at the heart of three simple, yet powerful, underlying huma...
In short, it is not information per se that leads people to make decisions, but the context in which that information is presented.
Successful influence is increasingly governed by context rather than cognition and by the psychological environment in which such information is presented.
Regardless of whether you’re trying to convince someone to support your favorite charity, eat healthier, switch their business from their current supplier to your firm, or just adopt a new way of work...
This insight offers an important lesson for communicators wishing to increase the persuasiveness of a message. It can be easy to conceal a small doubt, tiny niggle, or slight uncertainty in your argum...