Financial decisions, hot ads and vaccination word choice

#2・
The Persuasion Report
21

issues

Financial decisions, hot ads and vaccination word choice
By Mark Tosczak • Issue #2 • View online
Welcome to Issue No. 2 of The Persuasion Report. If you missed last week’s TPR, you can read it here.
This week:
  1. How to get better at changing minds
  2. Vaccine vs. immunization? Word choice matters
  3. Help people make better financial decisions
  4. Pent-up demand heats up advertising
Questions or comments? Hit that reply button. I read every email from subscribers.

1. How to get better at changing minds
Adam Grant has a new book out about how we can all get better at changing our minds instead of clinging to outdated beliefs or incorrect facts.
One insight from Prof. Grant and other researchers: You can get more people to agree if you “complexify” an issue by presenting it with nuances and many perspectives, rather than using a binary framing that allows just two positions.
2. Vaccine vs. immunization? Word choice matters
Research finds that different ethnic groups have different reactions to words we might consider practically synonymous, such as “vaccine” and “immunization.”
Working to encourage people to get vaccinated, you might also want to make sure you don’t use the word “shot” (as in flu shot), as it has negative connotations.
3. Help people make better financial decisions
Many people make irrational decisions about money. The way we think and communicate has a big impact on our financial choices.
Bloomberg BusinessWeek’s Peter Coy cites behavioral finance and investing pro Daniel Egan:
“Quite often, dangerous options are described in positive terms, such as ‘Advanced,’ or ‘Pro,’ or ‘Power User,’” he writes. “These are almost exclusively terms people enjoy using to describe themselves.”
4. Pent-up demand heats up advertising
Expect a lot more sex in retail advertising. Companies say they’re seeing more people purchasing “going out” clothing as vaccinations increase the odds of public gatherings and in-person socialization.
Some of that pent-up demand is decidedly primal. For example:
Ads featuring people “making out” have seen a 165% increase in click-through rates — which measure customer engagement — so far in 2021, according to data from artificial intelligence ad company Pattern89.
Did you enjoy this issue?
Mark Tosczak

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