TED Talks Daily The counterintuitive way to be more persuasive | Niro Sivanathan
Jan 9, 2021
Niro Sivanathan, an organizational psychologist, dives into the intriguing "dilution effect," a cognitive bias that can weaken our strongest points during persuasion. He reveals how irrelevant details can cloud judgment and emphasizes the power of brevity. Through fascinating examples, Sivanathan illustrates that a few strong arguments can far outweigh many weak ones. He also presents unconventional strategies to enhance persuasive communication, guiding listeners towards more effective influence.
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The Dinnerware Set Experiment
- Shoppers were willing to pay more for a 24-piece dinnerware set than a 40-piece set with some broken items.
- This demonstrates the dilution effect, where irrelevant information decreases perceived value.
Tim vs. Tom
- Two students, Tim and Tom, study for the same amount of time, but Tom's description includes irrelevant details.
- People perceive Tim as having a higher GPA due to this dilution effect.
Pharmaceutical Ad Example
- Pharmaceutical ads list both major and minor side effects, diluting the perceived risk of major ones.
- Mentioning "itchy feet" alongside heart attack downplays the severity of the latter.