Content Salience Drives Communication Effectiveness
Table of Contents Introduction to the Role of Salience in Marketing Why You Already Care About Content Salience What Makes Something Salient to a Customer? How to Know if Your…
How Emotions Influence Thinking
Table of Contents Introduction Emotions as Discrete “Types” Why Would Emotions Influence Thought in the First Place? Illustrating How Emotions Shape the Way People Think Why Emotion-Cognition Dynamics Matter in…
Evoking Emotion to Set the Stage for Behavior Change
Table of Contents Introduction: Our Passion to Understand Customer Emotions A Personal Anecdote on the Power of Emotion Ways We Leverage Emotions Healthcare Disrupts the Emotion Cascade Taking Our Emotional…
Accepting the Limits of Self-Report in the Measurement of Emotions
Table of Contents Our Basic Contention on Self-Reported Emotions Important Terminology Some Things We Know from Emotion Science Research Limitations of Self-Reported Emotion Take-Home Points Our Basic Contention on Self-Reported…
Leveraging Customer Psychology for Powerful Communications – Part 2: Fear as a Lever for Behavior Change
Table of Contents Complex Views on Fear-Based Messaging What Kind of Reaction Can We Expect from Fear-Based Communication? Making Fear-Based Communications More Positive Can We Go Too Far With Fear?…
Leveraging Customer Psychology for Powerful Communications – Part 1: Communicating to Strengthen Self-Determination
Table of Contents Introduction Self-Determination is Central to Motivation Is Belief in Yourself Linked to Improved Health Behavior? Communicating to Increase Peoples’ Self-Determination Take-Home Points Introduction In a prior post,…
The Power of Tailoring to Customer Psychology
Table of Contents Introduction What is Communication-Tailoring? A Fun Example Is the Juice From Tailoring Worth the Squeeze? What About Tailoring to Demographics? Summing Up Introduction So far this series…
Are Some Health Behaviors Harder to Shape With Marketing?
Table of Contents Introduction Subtracting is Harder Than Adding Is There a Prevention-vs-Detection Distinction? Discomfort & Effort Effects Take-Home Points Introduction We devoted a number of posts to understanding the…
How Much Does Media & Channel Selection Matter in Healthcare Communications?
Table of Contents Quick Summary & Introduction Using Simple Print as a Benchmark How Much do we Buy with Rich Media? Creating an Immersive Environment “Just Text Me” The Power…
Persuasive Communications Can Shape Any Endpoint that Matters to Marketers
Table of Contents Introduction Marketing “Upstream” of Behavior Change How Effectively Do Communications Shape the Behavior Cascade? Take-Home Points Introduction We recently posted on the innate challenges of using persuasive…