DIRS.INFO The most relevant business & tech news

☆ Using this 1 word more often can make you 50% more influential, says Harvard study
▼ + stars: | 2024-02-15 | by ( Megan Sauer | ) www.cnbc.com time to read: +1 min

Berger points to nearly a 50-year-old study from Harvard University, wherein researchers sat in a university library and waited for someone to use the copy machine. They phrased their request in three different ways:"May I use the Xerox machine?" "May I use the Xerox machine because I have to make copies?" "May I use the Xerox machine because I'm in a rush?" "Persuasion wasn't driven by the reason itself," Berger wrote in a book on the topic, "Magic Words," which published last year.

Persons: Jonah Berger, Berger, — Organizations: Wharton School, University of Pennsylvania, CNBC, Harvard University, Xerox

☆ Here's a ‘really simple’ way to change people’s minds, says Wharton persuasion expert: It makes people 30% likelier to say yes
▼ + stars: | 2024-02-08 | by ( Megan Sauer | ) www.cnbc.com time to read: +1 min

Asking someone for help can feel like a burdensome request. Asking for a helper tells the other person that you respect their expertise, flattering them into agreement. That's just one example of turning "options into identities," says Jonah Berger, a marketing professor at the Wharton School of the University of Pennsylvania. "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 voter, I'm more likely to do it."

Persons: Jonah Berger, Berger, I'm Organizations: Wharton School, University of Pennsylvania, CNBC Locations: That's, It's

☆ The No. 1 mistake people make when trying to win arguments, according to a Wharton professor
▼ + stars: | 2024-02-01 | by ( Megan Sauer | ) www.cnbc.com time to read: +1 min

You might assume winning arguments — over politics, a work project, or even where to eat — requires hours of researching data and rehearsing well-informed points. Not necessarily, says Jonah Berger, a marketing professor at the University of Pennsylvania's Wharton School. That's because people often dilute their stronger claims by adding weaker, less relevant ones, Niro Sivanathan, an organizational behavior professor at London Business School, told CNBC Make It in November. So, instead of hearing your strongest points, the person you're hoping to convince may walk away with a shallower understanding of your argument. "If you have just one key argument, be confident and put that on the table, rather than feeling the need to list many others."

Persons: Jonah Berger, didn't, Niro, Sivanathan Organizations: University of Pennsylvania's Wharton, CNBC, London Business School

☆ The marketing failure that's going to kill us all
▼ + stars: | 2023-10-19 | by ( Jake Safane | ) www.businessinsider.com time to read: +12 min

A good example of bad climate marketing comes from the Irish budget airline Ryanair. Carbon offsets involve contributing money to a project that will help avoid, reduce, or remove carbon emissions from the atmosphere, such as planting trees or building wind farms. Some of the most successful corporate efforts at climate marketing place more emphasis on consumers' personal concerns. According to the International Energy Agency, global carbon emissions reached a record high last year. The more you focus on what everyday people care about, Berger said, the more effective your marketing campaign will be.

Persons: they've, —, Jonah Berger, that's, Jonathan Ernst, Biden, Jenna DiPaolo, DiPaolo, John Oliver, Oliver, Ben Forman, Ryanair, Forman, " Forman, Tesla, " Berger, Berger, Jake Safane Organizations: Keystone XL, Pew Research, Wharton School, University of Pennsylvania, REUTERS, National Petroleum Reserve, Greenpeace, Wildlife, Ryanair, International Monetary Fund, International Energy Agency, United Nations Locations: Canada, Alaska, Greenpeace USA, Ireland, Phoenix

☆ Finding the Words That Get Results
▼ + stars: | 2023-04-08 | by ( Jonah Berger | ) www.wsj.com time to read: 1 min

From emails and presentations, to phone calls and face-to-face conversations, almost everything we do involves words. But certain ways of using words have far more impact. Sometimes it’s just one word that makes a difference. Research that my colleague and I published in 2017, for example, found that saying you “recommend” rather than “like” something makes people 32% more likely to take your suggestion. Other words operate more like gateways: A study published in the Journal of Personality and Social Psychology found that adding the world “because” to a request, followed by the reason for it, increased compliance by 50%.

Search resuls for: "Jonah Berger"

5 mentions found