Using Language to Increase Impact

Research shows that turning actions into identities can really help increase how persuasive we are. If an action is not just an action, but becomes an opportunity to claim a desired identity, we're much more likely to take that action. And so by telling people rather than saying don't cheat, tell them don't be a cheater, makes them less likely to cheat. Makes people less likely to litter because they don't want to see themselves as that way.