Persuasion: When to Use Thoughts or Emotions

Key findings:

  • If you want to persuade someone, then it’s useful to know whether they are a thinker or a feeler and target your message accordingly
  • People who thought about the world in cognitive terms were more persuaded to give blood when the message was framed in terms of ‘thinking’
  • On the other hand the group that used emotional words was more persuaded when ‘feel’ was used.women were more persuaded by an ad for a new movie when it quoted reviews beginning with ‘I feel.’ 
  • Men, however, were more persuaded by the same basic ad when it quoted reviews beginning with ‘I think

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