The way a message is framed can greatly influence its impact from "summary" of Influence by Robert B. Cialdini, PhD
To illustrate, consider a study in which researchers sought to increase the number of participants in a program by emphasizing the benefits of participation instead of the costs of nonparticipation. Initially, the researchers framed their message in terms of the potential losses that nonparticipants might suffer if they did not join the program. Despite the compelling logic of this approach, the results were disappointing – only a small percentage of individuals signed up.
In a stroke of inspiration, the researchers decided to reframe their message to highlight the gains that participants could enjoy by joining the program. This time, the response was dramatically different – a significantly higher number of individuals chose to participate. The researchers had discovered that the way a message is framed can greatly influence its impact on the audience.
This phenomenon can...
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