The IKEA Effect is when the brain perceives that it is making an investment in something. The most effective way of persuading people is for the person you want to persuade, persuades himself or herself. If you present a polished prototype, others will only find flaws; if you present a rough prototypes, others will see potential.
In one of our most popular episodes, professor of Marketing Baba Shiv shares his research on how emotions affect decision making. Knowing this, and applying techniques to help guide our audience through information and emotion, can help us make our messages stick. In this best-of episode we've included extra footage from Matt Abrahams's conversation with Shiv from November of 2020 that touches on how to best approach writing emails.
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