In his latest book, Pre-Suasion, Robert Cialdini, explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message.
Pre-suasion is built around the ideas of anchoring and priming.
Anchoring, also known as the focusing effect, is an attentional bias that means we systematically rely too heavily on the first piece of information offered (the “anchor”) when making decisions.
Priming refers to how our attention and responses are systematically biased by what we’ve just been exposed to (exposure to one stimulus influences the response to another stimulus).
Together priming and anchoring mean that whatever first captures our attention is seen as important, causal and directs our response.
Interested in learning more? Check out this 8-minute clip that aired on PBS:
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