People either use heuristics and short-cuts in
decision-making or they systematically process the merits and demerits of a
given argument.
Heuristics include our own emotions as we ask ‘How do I
feel about this?’ although this can cause a problem where we mix up the cause
and effect of our emotions.
Systematic processing is more likely when:
- Careful thought is likely to generate judgment confidence.
- The message is uncertain or unexpected and more thought is needed to work out what it means.
- The message is particularly relevant to the person, such as when it is about them personally or about their goals or interests.
- The person does not agree with the message or feels threatened, and is seeking to resist any persuasive attempts.
Example
When asked to donate to a charity I will quickly dig into my pocket. If asked to help more actively, I will think about it more carefully.
Use it
Embed heuristics and trite statements in a peripherally-aimed speech and there’s a good chance they will get through.
When things are important do not use short-cut decision-making, especially if others are encouraging you to do so.
TJ
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