“The President-elect, it turned out, had a gift for the behavioral arts. He intuitively grasped “loss aversion” (our tendency to give more weight to the threat of losses than to potential gains), and perpetually maximized “nostalgia bias” (our tendency to remember the past as being better than it was). He made frequent subconscious appeals to “cultural tightness” (whereby groups that have experienced threats to their safety tend to desire strong rules and the punishment of deviance), and, perhaps most striking, his approach tapped into what psychologists call “cognitive fluency” (the more easily we can mentally process an idea, such as “Make America great again” or “Lock her up!,” the more we’re prone to retain it). Even his Twitter game was sticky: “Crooked Hillary!” “build the wall.” (…[R]epetition works.)” —Sarah Stillman
Human beings don’t like change, and we are not particularly rational about it.
That means that fear and anger and even hope can trump evidence and logic (pun intended).
Which means we are more easily manipulated by demagogues than we would like to believe.
It also means that if we seek to influence others it is important to understand that reason alone seldom produces lasting change.
If “reason” isn’t sufficient, what works?
1. Research and other forms of evidence provide a rationale for change and are essential to some people before they will consider the change.
2. Well-selected anecdotes (preferably based on personal experience) and testimonials from individuals respected by group members can be very persuasive. So, too, are images and video (think back on photographs and video clips that have changed public perception related to important problems).
3. Remember that the emotional response change evokes in others is not necessarily about us (although it may feel that way) nor about the ideas or practices we promote.
Being forearmed with an awareness of the emotional dimensions of change can increase our resilience during this present moment of heightened national anxiety and fear.
It can also enable us to remain deeply engaged over the many years and decades required to bring about meaningful and lasting change in any important field of endeavor.