But many times, information isn’t the problem. Jonah also points out that often times we think that if we just give people enough information, they will change. They don’t sit there go, ‘Oh, what else could I do to get someone to change?’ Instead, they take a simple step back and they say, ‘Well, why hasn’t this person changed already? What’s stopping them? what’s getting in the way? What are those barriers or those obstacles that are preventing them from doing what I want? And how can I mitigate them?’ And in doing so, the drive that person to change?” “What’s very clear is that great change agents, great catalysts, people that change minds and drive action, they do things a little differently. So what should we do instead? Again, here is what Jonah says, As humans, we tend to react poorly when we are told to do something. He states this eloquently when he said, “we think if we just give more facts, more reasons, more information, people come around, and often they don’t, often they do the exact opposite of what we want them to do.” It is this exact opposite that is the reactance part. Psychological reactance is defined as an “unpleasant motivational arousal (reaction) to offers, persons, rules, or regulations that threaten or eliminate specific behavioral freedoms.” Jonah focused on how trying to push more information or rational reasons to do a behavior can lead to this. In the interview, we focused on Reactance.
He calls these ways of lowering barriers the catalyst. In the book, Jonah suggests that the acronym of REDUCE – Reactance, Endowment, Distance, Uncertainty, and Corroborating Evidence – is really the foundation for how someone who’s really good at persuasion can get it done.
His most recent book, The Catalyst, looks at persuasion in a fresh and novel way, taking aim at the traditional idea of persuading people by pushing them with information or logic, and turns it on its head.
Jonah Berger, the marketing professor from the Wharton School at the University of Pennsylvania and the internationally best-selling author Contagious and Invisible Influence.
0 kommentar(er)
