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414: Jonah Berger | How to Change Anyone's Mind
The Jordan Harbinger Show
Campaign Highlights Gap Between Smokers' Attitudes and Actions
A campaign uses a clever tactic to highlight the inconsistency between smokers' actions and their stated concerns about health. An 8-year-old approaches smokers on the street, asking for a light. When the smokers refuse, citing health risks, the child hands them a note suggesting they call a quit line. This campaign goes viral and leads to a 40% increase in quit line calls. The tactic leverages the principle of highlighting a gap to create cognitive dissonance and motivate behavior change.
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