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Have you ever seen a sign that says, \u201cPlease do not touch the art,\u201d and you touched it anyway? This motivational reaction to rules that takes away specific behavioral freedoms is called “reactance.\u201d This occurs when someone is heavily pressured to accept a certain view, attitude, or behavior and can increase resistance to persuasion. If you push someone towards not touching the art, they will want to push back.<\/p>\n
Here\u2019s another example: Would you buy a yogurt that\u2019s advertised as 80 percent fat free or would you buy the one that\u2019s 20 percent fat? This concept is a part of \u201cframing.\u201d Taking identical information and presenting it in different ways to change people\u2019s preferences is just one of the concepts of neuropsychology that the foundation explored at our recent research workshop.<\/p>\n
Last month, the SMPS Foundation held its first-ever research workshop to kick off our latest project: Understanding the Neuroscience (Neuropsychology) in Client Decision-Making. <\/em>JonRobert Tartaglione, founder and CEO of Influence 51, led the discussion. He\u2019ll continue working with us to develop a more robust and scientifically informed understanding of client decision-making behavior and its application to marketing and business development.<\/p>\n I came away from this session completely fascinated with my brain after our exploration of the Five Principles of Influence, which is outlined below. Coming into this session, each of the participants introduced themselves and shared how they hoped the knowledge would help them. My hopes were that the concepts learned from each principal of influence would help me in three areas:<\/p>\n Our research will dive into the Five Principals of Influence, their associated key concepts, and how they can be utilized when communicating as well as delivering services to clients internally and externally. The Five Principles of Influence include:<\/p>\n Principle 1: The human brain is not a computer If you\u2019re attending Build Business in San Diego, you\u2019ll learn more about our research project, which will be presented at a high-level during one of the sessions. If you\u2019re unable to attend Build Business, the SMPS Foundation will continue to update members on the project\u2019s progress and when the report will become available.Of course, your support<\/a> of the foundation is greatly appreciated and needed to continue this work. Please consider making a donation today.<\/p>\n\n
\nPrinciple 2: Our social nature matters
\nPrinciple 3: Our political sensibilities matter
\nPrinciple 4: Timing and priming matter
\nPrinciple 5: Structure of presentation matters<\/p>\n