PrimingOpen Access

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Images, words and even smells open up memory pathways that are then used as mental shortcuts, influencing any decision we then make.

Bargh, Chen & Burrows (1996). Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action. Journal of Personality and Social Psychology, 71(2), 230.

The study

Setup

Setup

34 people were split into 3 groups and each told to unscramble a list of either rude, polite or neutral words. After, they were told to see the researcher, who was engaged in a fake discussion with a peer. They were then timed with how long it took before they interrupted.

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A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

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Results

Results

63% of those primed with rude words interrupted within 10 minutes, compared to only 18% of the polite group.

Study graph
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Bargh, Chen & Burrows (1996). Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action. Journal of Personality and Social Psychology, 71(2), 230.

Key Takeaways

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Prime with words that highlight the positive emotional effect of using your goods or services. For example, Spotify could prime users of its Discover Weekly playlist by using words that highlight its uniqueness or repeat gift-giving benefits.

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Combine with images Coca Cola created an advert in Italy called ‘Open the happy can’ that primed potential buyers with a simple smile that was revealed upon opening. This was done in order to create an associative link between happiness and drink consumption, as well as providing a means of positive feedback for the consumer. 

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 Keep it subtle. Prime too aggressively and the effect will weaken, or even lead to an unwanted Contrast Effect, where we’ll subconsciously reject and seek out opposites to the prime.

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Priming

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Images, words and even smells open up memory pathways that are then used as mental shortcuts, influencing any decision we then make.

The study

Setup

34 people were split into 3 groups and each told to unscramble a list of either rude, polite or neutral words. After, they were told to see the researcher, who was engaged in a fake discussion with a peer. They were then timed with how long it took before they interrupted.

Results

63% of those primed with rude words interrupted within 10 minutes, compared to only 18% of the polite group.

study graph
np_read_2490885_000000

In detail

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Certainty Effect
We crave clarity over chance and make costly sacrifices to get it

Like it or not, we're all hard-wired to seek out information that helps us reduce uncertainty over the future. We'll explore:

• How Certainty works as a behavioural concept

• Examples from the wild that use it well

• How you can use certainty in your work to improve experiences!

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Certainty Effect
We crave clarity over chance and make costly sacrifices to get it
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