说服拒绝者相信您的报价价值的三种方法

Summary of Strategies to Persuade the Unwilling

Brands typically target audiences predisposed to their services, focusing on customers most easily persuaded due to limited resources. However, occasions arise when it's necessary to engage with rejecters, such as convincing smokers to quit or encouraging people to break old habits in new market categories. This article explores using behavioral science to win over the resistant.

Understanding Confirmation Bias

Persuading the unreceptive is challenging because people interpret information through the lens of their feelings toward the communicator. For example, during the 2015 elections, Richard Shotton's study showed voters' opinions on a fictional policy were heavily influenced by their political affiliation, highlighting how personal feelings shape political information processing.

Overcoming Confirmation Bias

Behavioral scientists offer solutions to encourage significant behavior changes among the resistant:

1. Foot-in-the-door Technique: Start with a minor change that requires minimal effort but is significant enough to alter the audience's self-identity. A study where homeowners were initially asked to display a small sticker, and later a large sign, demonstrated this method's effectiveness, multiplying compliance rates.
2. Distracted Moments Approach: Leon Festinger's research suggests that when the brain is distracted, its capacity to create counterarguments is hindered. Applying this, target people when they are distracted, such as through background radio, to reduce the likelihood of them rejecting the message.
3. Indirect Communication: The best way to change rejecters' minds is through indirect, rather than direct, communication. An example is British Airways' rebranding in the 1990s, where the use of memorable classical music in ads subtly suggested luxury without direct claims, thus avoiding triggering counterarguments.

While changing deep-seated beliefs is difficult, if targeting rejecters is necessary, behavioral science presents potential solutions through small initial commitments, capitalizing on moments of distraction, and employing subtle communication. Nevertheless, it may be prudent to consider if focusing on a more agreeable audience is more appropriate before embarking on such a challenging task.

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