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Decision Making is Emotional
Good Insights
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Emotion is essential in decision making
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Three brains in one
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The extent is individual
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Blink
Thin slicing
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Post-rationalisation
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Two types of emotion
Positive Negative
Happiness
Love
Hope
Fear
Anger
Disgust
Sadness
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Emotion in decision making
Incidental Integral
The feelings that you happen to have at the time you need to make a decision
The feelings about the specific issue /
decision
Expected
Much less important
Cognitive analysis of these leads to
less post-decision satisfaction
Source:
The role of emotions in foreign policy decision making, Renshon, J.B. & Lerner, J. S.
Wilson et al, 1993
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Do emotions evoke responses?
Emotions that evoke responses Emotions that don’t evoke responses
Anger: Typically involves attempts to redress injustice
Hope: Creates optimism which is important if encouraging risk taking
Happiness: Happy people are most likely to help other people
Disgust: Causes disengagement, although it can trigger attempts to cleanse oneself of offending objects / ideas
Sadness: Causes disengagement, and sometimes efforts to change one’s circumstances
Contentment: Appraised with low effort and inactivity
Source:
Do positive and negative emotions have opposing influences on hope? Jennifer S Lerner and Deborah Small, 2002
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What does this mean for us?
Fundraising, campaigning and behaviourchange are not about being rational
Relationship Action
Consistency
Their values, your needs
Cause / Issue
Your supporters
What you want them to
do
Brand
Our emotions must create actions
What emotion is right for you?
Our emotions need to overcome incidental emotions
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Fundraising skills are key to inspiring action
• ReachReach = the right audience and channel
• RelevanceRelevance = connection to their world
• ResonanceResonance = emotionally moving
• Realism Realism = confidence it makes a differencei.e. clear need, clear solution, a clear role for our supporters,
clear ask for the task
• RewardReward = thanks feedback, appreciation (before you start again ...)
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Social psychology and public campaigning
Influence and persuasion – the importance of the big six…
• Reciprocation• Commitment and consistency• Scarcity• Liking• Authority• Social proof
Influence – the psychology of persuasionInfluence – the psychology of persuasionRobert CialdiniRobert Cialdini
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Herd
• More on psychology to really freak out those who believe we are independent thinkers….
HerdHerdMark EarlsMark Earls
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Social psychology and public campaigning – why Dove?
• ReciprocationReciprocation – We didn’t do this one (but I’ll come back to it later…)
• Commitment and consistencyCommitment and consistency – Initial easy action for our supporters against the Chair of the Round Table on sustainable Palm Oil
• ScarcityScarcity – disappearing forest• LikingLiking – Oang-utan (not Greenpeace!!), and their
favorite brand good here too• AuthorityAuthority – 3-year investigation• Social proofSocial proof – well this is where Flickr and the ad
agencies came in…
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