"Not surprisingly, almost everyone is relying on the standard approach to drive change: Tell people what to do. Issue demands like: “Don’t go out,” “Stay six feet apart,” Wash your hands,” and “Wear face masks.”
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Directives aren’t particularly effective in driving sustained behavior change because we all like to feel as if we are in control of our choices. Why did I buy that product, use that service, or take that action? Because I wanted to. So when others try to influence our decisions, we don’t just go along, we push back against the persuasive attempt. ... We avoid doing what they suggested because we don’t want to feel like someone else is controlling us.
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So if telling people what to do doesn’t work, what does? Rather than trying to persuade people, getting them to persuade themselves is often more effective. Here are three ways to do that.
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1. Highlight a gap.
You can increase people’s sense of freedom and control by pointing out a disconnect between their thoughts and actions, or between what they might recommend for others versus do themselves.
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People strive for internal consistency. They want their attitudes and actions to line up. Highlighting misalignment encourages them to resolve the disconnect.
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2. Pose questions.
Another way to allow for agency is to ask questions rather than make statements.
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By encouraging them to articulate their opinion, they’ve had to put a stake in the ground — to admit that those things aren’t good for them. And once they’ve done that, it becomes harder to justify the bad behaviors.
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3. Ask for less.
The third approach is to reduce the size of the ask.
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A better approach is to dial down the initial request. Ask for less initially, and then ask for more. Take a big ask and break it down into smaller, more manageable chunks."
Trechos retirados de "How to Persuade People to Change Their Behavior"
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