Influencing Others: Using the psychology of persuasion to improve animal advocacy

Transcription

1 Sheryl Fink and Res Krebs, IFAW. NAWC 2017 Influencing Others: Using the psychology of persuasion to improve animal advocacy

2 We are influencers How people think and feel about animals Improving policy, inspiring action, fundraising Scientifically-tested principles that can help influence behaviour

3 Overview What are the principles? How do they work? How are they currently being used for animal advocacy? How can we - ethically - improve our use of the principles?

4 The Principles of Persuasion Trigger powerful, automatic responses that guide human decision making Not magic Not sleazy or unethical Not complicated

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6 The 6 Principles Liking Reciprocity Scarcity Authority Social proof Consistency and Commitment

7 Liking Physical attractiveness Similarity Compliments Contact and Cooperation Conditioning and Association

8 Attractiveness We automatically and unconsciously assign traits to good looking people such as honesty, humour, intelligence, talent, and trustworthiness. Most of us refuse to believe we are influenced by appearances. Since most of us are average, how else can we increase likability?

9 Similarity We like those similar to us in terms of interests, opinions, personality, background, lifestyle and dress Can be random similar sounding name Can be deliberate - mirroring body posture, mood and style Mutual friends and aquaintances

10 Compliments We love to receive praise and like those who give it. Even when we know it is false! Find areas for genuine compliments. Allgraphics123.com

11 Contact and Cooperation Familiarity plays a role in decision making, attitudes determined by the number of times exposed to an idea in the past. Cooperation, not just contact, is the cause of liking. Working with our supporters as a team.

12 Conditioning and Association Brands are associated with the values we want to communicate and posses Can be negative we dislike those who bring negative information (blame the messenger / weatherman)

13 Attractiveness Example Using Influence and Persuasion to Improve AnimalAdvocacy

14 Similarity Example Using Influence and Persuasion to Improve AnimalAdvocacy

15 Compliments Examples Using Influence and Persuasion to Improve AnimalAdvocacy

16 Contact and Cooperation Examples

17 Conditioning and Association Examples.

18 Conditioning and Association Examples.

19 Reciprocation Social obligation to return favours offered Extremely powerful Not tied to value of gift, but how it is given Think beyond Direct Mail freebies: How can we give service, information, experiences, concessions?

20 Offer something first allow them to feel indebted to you Offer something exclusive allow them to feel special Personalize the offer make sure they know it s from you We need to offer GENUINE reciprocation

21 No sticky note: 34% response Blank sticky note: 43% Hand written sticky note: 69 % Mints left with bill increased tips 3-23%

22 Reciprocity Examples Using Influence and Persuasion to Improve AnimalAdvocacy

23 Scarcity We are more influenced by potential losses than potential gains Newly experienced scarcity more powerful than constant scarcity Emphasize potential for losing out

24 Scarcity Limited number Limited time One of a Kind Competition Genuine scarcity Unique features Exclusive information

25 Scarcity Information: exclusive information is more desired, valued, and more believed... Even if it hasn t been received!

26 Scarcity - Freedom 2016 French study, 640 men and women You are probably interestsed in organizations that help children, would you consider donating? 25% donated You are probably interested in organizations that help children, you will probably refuse, I wonder if you would help us by donating? 39% donated

27 Telling people they are free, simply saying the word freedom, increases compliance. Phrases such as you are free do not feel obliged, but You may refuse or accept, but Do as you wish, but found to be associated with greater compliance.

28 Scarcity Example - Urgency Using Influence and Persuasion to Improve AnimalAdvocacy

29 Scarcity Example - Information Exploit censorship Access to Information

30 Scarcity Example - Freedom Focus groups in NL (2016) suggest that individuals more concerned about loss of freedom to purchase/ wear seal products, rather than loss of sealing industry itself. Potential to accept Inuit seal products - to be explored

31 Authority Titles, Clothes, Trappings, Size Gives credibility and increases compliance...even when illegitimate

32 Showing our Knowing Highlight our: Professionalism Industry knowledge Credentials Admitting any weaknesses first

33 Authority Example Using Influence and Persuasion to Improve AnimalAdvocacy

34 Social Proof We view a behaviour as correct to the extent that we see others acting in a certain way. Triggered by uncertainty (not sure what to do) and likeness (people like us are acting in a certain way).

35 Laugh tracks on comedy shows Claquing at operas Works even though obviously fake *but fakes get called out don t do it! Social Proof

36 Social proof seeks approval from: Experts credible experts in the relevant field Celebrities Approval or endorsements from celebrities (paid or unpaid) Supporters current/past supporters or donors (testimonials) Wisdom of crowds large groups of other people Peers From friends and people you know

37 We can use social proof by highlighting: Responses of many others Others past successes Testimonials from similar others But. consider your audience; don t fake it!

38 Social Proof Using Influence and Persuasion to Improve AnimalAdvocacy

39 Consistency We like to be viewed as consistent. Automatic response, avoids work and consequences of thinking. Can cause us to act in ways that are not in our best interest. Becomes more valued with age.

40 Consistency and Commitment Start with small actions. Encourage public commitments. Get it in writing. Reward / reinforce behaviour

41 Asked to put large, unsightly billboard on front yard. 17% agreed. Asked first to display small window sticker with same message - almost all agreed. 76% agreed to billboard 2 weeks later! Repeated with sticker with totally unrelated message 50% agreed to billboard

42 Consistency and Commitment Changing self-image through words or actions leads to selfreinforcing behaviour change. What can we do to improve self-identity as someone who is active for animals?

43 Danger: publicizing a commitment results in future action consistent with this commitment Using Influence and Persuasion to Improve AnimalAdvocacy

44 Consistency Examples Using Influence and Persuasion to Improve AnimalAdvocacy

45 Liking, Reciprocity, Scarcity, Authority, Social Proof, and Consistency are well studied principles that can be used to increase compliance and change behaviour. Relationships are based on TRUST! Influence tactics should always be used ethically. Seek honesty, authenticity, and genuine reciprocity. Using Influence and Persuasion to Improve AnimalAdvocacy

46 To consider: How can we consciously use the techniques in an ethical manner to be better advocates? Read the literature and test things for yourself. Experiment with each of the principles. But be sure to do A/B tests This is an art and a science and remember, when you re communicating with supporters, it s really all about storytelling. Let s keep this discussion going at: facebook.com/groups/animalinfluence/

47 facebook.com/groups/animalinfluence/ Sheryl Fink Wildlife Campaigns Director IFAW Canada facebook.com/sherylfink Res Krebs Campaigns and Communications Specialist IFAW Canada facebook.com/reskrebs

48 Thank You!.