We often recoil from the new and unknown. However, by just being in its presence makes us warm up to it. Companies launching new products can benefit greatly from this.
If-Thens have been successfully used to increase consumer’s direct experience with a new product, an increased liking for it and higher purchasing intention (Kardes, Cronley, and Posavac 2005).
For instance, in a pizza restaurant, IF a customer orders the bread and dips as a starter, THEN add the new dip to this selection for them to try.
Through repeated exposure, If-Thens change a person's attitudes towards a product by increasing familiarity and lowering risk, freeing them to focus on its best aspects (i.e., persuasion by our own actions; Higgins & Rholes, 1979; Janis 1968).
How can you reduce the reluctance of trying a new product with if-thens? Where are the consistent behavioural 'IF' patterns in your experiences that you can use to bolt on and de-risk new, unfamiliar 'THEN' ideas.
Sudden, unexpected change can feel difficult to stomach. How can you use 'change exposures' to reduce discomfort?
New chapters in our lives mean creating new versions of ourselves. How can you make it easy for people to take the leap?
Unexpected change creates confusion and discomfort. How can you more delicately manage this process?
We stick to what we know, even when there are better things available. How can you offset this with a low risk sample?
We're evolutionarily hardwired to avoid change where we can. But how can you give people some reassuring control over it?
Our past efforts can often get the better of us. How might you test out a different direction in a lean way?
We're averse to what we don't know, slowing down progress. How might you avoid this with small info drips spread over time?
A fresh week, month or year offers a convenient opportunity to let go of sunk costs. Where can you use time to get closure?
With loss, perception is everything. As long as we've gained something, we can let go. How can you reframe past efforts?
If a better path to reach our goals has been found, letting go of our efforts will be less uncomfortable.
In times of change, we seek out leaders to help us move forward. How can you create reassuring clarity through your people?
As social creatures, we're greatly reassured by the actions of others. How can you use this to reduce aversion to change?