Lessons from Cialdini #2: How to persuade using the power of the negative

Pop psychology culture says focus on the positive. But if you do, you’re missing out on huge persuasive power.

In Yes: 50 secrets from the science of persuasion Robert Cialdini and his co-authors explore the concept of “loss aversion“. Loss aversion means that most people would rather avoid a loss than receive a benefit. You can use the power of loss aversion by thinking carefully about how you frame your messages.

This was demonstrated by researchers from the University of California. They told one group of homeowners that they could save 50 cents a day by carrying out energy efficiency improvements in their home. They told a second group of homeowners that they would continue to lose 50 cents a day if they did nothing. The second group were 300% more likely to carry out the improvements.

How can you use the psychology of loss aversion to persuade your audience: [Read more]