One simple word makes children 30% more likely to cooperate. It works on adults, too.
No, it's not 'please.'
Jonah Berger explains how appealing to someone's identity makes them more likely to agree to a request.
Human psychology really isn't that complicated, if you think about it. Everybody wants to see themselves in a positive light. That’s the key to understanding Jonah Berger’s simple tactic that makes people 30% more likely to do what you ask. Berger is a marketing professor at the Wharton School of the University of Pennsylvania and the bestselling author of “Magic Words: What to Say to Get Your Way.”
Berger explained the technique using a Stanford University study involving preschoolers. The researchers messed up a classroom and made two similar requests to groups of 5-year-olds to help clean up.
One group was asked, "Can you help clean?" The other was asked, “Can you be a helper and clean up?" The kids who were asked if they wanted to be a “helper” were 30% more likely to want to clean the classroom. The children weren’t interested in cleaning but wanted to be known as “helpers.”
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Berger calls the reframing of the question as turning actions into identities.
"It comes down to the difference between actions and identities. We all want to see ourselves as smart and competent and intelligent in a variety of different things,” Berger told Big Think. “But rather than describing someone as hardworking, describing them as a hard worker will make that trait seem more persistent and more likely to last. Rather than asking people to lead more, tell them, 'Can you be a leader?' Rather than asking them to innovate, can you ask them to 'Be an innovator'? By turning actions into identities, you can make people a lot more likely to engage in those desired actions.”
Berger says that learning to reframe requests to appeal to people’s identities will make you more persuasive.
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“Framing actions as opportunities to claim desired identities will make people more likely to do them,” Berger tells CNBC Make It. “If voting becomes an opportunity to show myself and others that I am a voter, I’m more likely to do it.”
This technique doesn’t just work because people want to see themselves in a positive light. It also works for the opposite. People also want to avoid seeing themselves being portrayed negatively.
“Cheating is bad, but being a cheater is worse. Losing is bad, being a loser is worse,” Berger says.
The same tactic can also be used to persuade ourselves to change our self-concept. Saying you like to cook is one thing, but calling yourself a chef is an identity. “I’m a runner. I’m a straight-A student. We tell little kids, ‘You don’t just read, you’re a reader,’” Berger says. “You do these things because that’s the identity you hold.”
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Berger’s work shows how important it is to hone our communication skills. By simply changing one word, we can get people to comply with our requests more effectively. But, as Berger says, words are magic and we have to use them skillfully. “We think individual words don’t really matter that much. That’s a mistake,” says Berger. “You could have excellent ideas, but excellent ideas aren’t necessarily going to get people to listen to you.”
This article originally appeared last year. It has since been updated.
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Original Wonder Woman Lynda Carter becomes a superhero for the LGBTQ+ community
The actress recently defended the character as a gay icon.
Once a superhero, always a superhero.
For many, Lynda Carter is the definitive live action Wonder Woman. The actress first brought the comic book heroine to life in the '70s, and even makes an iconic cameo appearance in the modern-day films starring Gal Gadot. She’s got Wonder Woman action figures made in her likeness, for crying out loud.
All that to say, I think we can feel confident in dubbing Carter a Wonder Woman expert. She’s certainly poured a lot of heart and passion into the role over the years, and fans love her for it.
To kick off Pride Month for 2022, Carter tweeted a variant Wonder Woman comic book cover created by artist Paulina Ganucheau, which was released the previous year. The cover depicts the Amazon warrior smiling while brandishing her signature golden Lasso of Truth in front of a vibrant rainbow backdrop.
The sweet moment was cut rather short after someone commented, in all caps no less, that “Wonder Woman IS NOT A SUPER HERO FOR GAYS.”
In true Wonder Woman fashion, Carter was quick with a defensive comeback.
Carter replied, “You’re right. She’s a superhero for bisexuals!”
She attached a 2016 Polygon article where Greg Rucka, a major writer for the contemporary Wonder Woman comics, confirmed that Diana is, without a doubt, canonically queer. He added that considering the entire island of Themyscira where Diana lives was filled with only other Amazons for centuries upon centuries, “it makes no logical sense otherwise.”
Objectively, even the original conception of Wonder Woman had LGBTQ+ roots. When William Moulton Marston created her in 1941, she was inspired by both his wife Elizabeth and their polyamorous partner Olivia Byrne. Their story was depicted in the 2017 film “Professor Marston and the Wonder Women,” starring Luke Evans, Rebecca Hall and Bella Heathcote.
Carter later posted: 'I didn't write Wonder Woman, but if you want to argue that she is somehow not a queer or trans icon, then you're not paying attention.”
She also shared the the importance of keeping the character a queer icon so that others can be empowered to express themselves authentically. “Every time someone comes up to me and says that WW helped them while they were closeted, it reminds me how special the role is,” she wrote.
She then posted a photo from her Wonder Woman TV show days along with the caption: “Love seeing all the love from LGBTQ+ fans today! Now here’s one I’d like to call the ‘ready to fight your homophobic relatives’ pose. Just kidding. (Or am I)?”
This was followed by encouraging others to support LGBTQ organizations such as Trans Lifeline, the Sylvia Rivera Law Project and PFLAG, which is geared specifically toward parents and families.
You know what they say … not all heroes wear capes. But they do all fight for humanity in their own way. Carter might have retired her magical tiara, but she’s still a queen.