Dr. Polymeros Chrysochou is a professor of marketing and consumer studies at Aarhus University in Denmark. He studies how to persuade consumers to adopt healthy behaviours. Today, we talk about how to use something called 'normative statements' to be persuasive!
To learn more about Dr. Chrysochou's work, visit: https://scholar.google.com/citations?user=10OpsRcAAAAJ
Timeline:
00:00 Introduction
01:09 Intro to Psychological Reactance
03:08 Descriptions vs. Orders
06:45 Reacting to Regulations
09:46 Practical Lessons
13:41 Neglected Areas of Work
P.S. Some fancy words Dr. Chrysochou used:
- Affect: How negative vs. positive an emotion is
- Normative statements: In an oversimplified way, statements about social proof / peer pressure.
- Descriptive norms: Describing social proof (what others think)
- Injunctive norms: Telling you what you should do based on what others think
- Reactance: A psychological theory that says we resist challenges to our freedom.
