2min chapter

Thinkers & Ideas cover image

The Human Element with Loran Nordgren and David Schonthal

Thinkers & Ideas

CHAPTER

The Importance of Context in Adoption of Ideas

There are two types of fuel: progressive and aversive. Progressive fuel is what we think about when we're trying to make an idea more attractive. Aversive fuel motivates people to change, but playing up the negatives of a situation. For example, if you're booking a hotel room online or a plane ticket online and the website triggers you with these little nudges, that's an aversive fuel.

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