Issue 85: July 2008

Dr. Robert Cialdini,

President of INFLUENCE AT WORK

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How Effective Framing Can Make Your Message More Persuasive

By Noah Goldstein, Ph.D.

Imagine that you are Doc, a well-respected medical practitioner and the unofficial leader of a group of seven close friends. Suppose that one of your friends never covers his nose or mouth when he sneezes, and that another of your friends is afraid of catching his germs, but is too Bashful to confront the sneezer directly with his concerns. Considering your medical background, you are motivated to persuade the sneezer to curb his microbe-disseminating behavior. But how? Would you stress to Sneezy the positive aspects of those who cover their faces when they sneeze, or would you emphasize the negative aspects of those don’t? Full Article

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Dr. Cialdini autographing Influence: Science & Practice and Yes! at the recent Berkshire Hathaway Stockholders meeting in Omaha, Nebraska.