The psychology of persuasion, as told by an Ivy League professor | Jonah Berger for Big Think+

Summary

In this insightful video, Jonah Berger from the Wharton School explores the subtleties of language that can significantly influence people's behavior. By transforming actions into identities, such as shifting from 'help' to 'helper,' he demonstrates how this can boost compliance rates. Berger also emphasizes the power of confidence in communication, highlighting how linguistic certainty, as exemplified by figures like Trump, can make one more persuasive. He advises on reducing conversational fillers for a more impactful speech and encourages the use of recording and transcription to enhance one's language skills, asserting that effective communication is a learnable science.

Takeaways

• 🗣️ The science of language can significantly enhance communication effectiveness, whether in sales, management, or personal interactions.
• 🔄 Subtle changes in language, like adding 'er' to a word, can increase the likelihood of compliance by up to 50%.
• 👥 Reframing requests by assigning an identity ('helper', 'leader') rather than just asking for an action can make people more responsive.
• 💡 People are more inclined to embrace actions when they align with their perceived identity, making identity-related language powerful.
• 🗳️ A single letter difference, like 'vote' vs. 'voter', can increase voter turnout by 15%, highlighting the impact of identity in language.
• 📈 Confidence in communication, demonstrated through linguistic certainty, makes a speaker more persuasive.
• 🔑 Using definitive language ('It's obvious', 'everyone agrees') can convey confidence and increase the persuasiveness of a message.
• 🚫 Filler words like 'um' and 'uh' can undermine credibility; effective speakers often pause instead.
• 🎥 Recording and transcribing one's speech can be a painful but effective way to improve communication by identifying and reducing fillers.
• 🧠 Effective communication is not innate; it's based on learnable science and techniques that can be mastered.

Q & A

What is the main focus of the research discussed in the transcript?

The research focuses on understanding the science of language and how subtle shifts in wording can significantly impact people's willingness to comply with requests.

Who is Jonah Berger and what is his role in the context of the transcript?

Jonah Berger is a professor at The Wharton School, University of Pennsylvania, and a bestselling author of 'Magic Words.' He discusses the impact of language on persuasion and communication effectiveness.

What was the experiment conducted in a local preschool as mentioned in the transcript?

The experiment involved asking children to clean up a messy classroom. Half of the kids were asked for help, while the other half were asked to be 'helpers.' The slight change in wording led to a 50% increase in compliance.

How does the transcript explain the difference between 'help' and 'helper' in terms of persuasion?

The transcript explains that turning actions into identities, such as asking someone to be a 'helper' instead of just asking for 'help,' can make people more likely to engage in the desired action because it appeals to their sense of identity.

What is the significance of the word 'voter' compared to 'vote' as discussed in the transcript?

The transcript suggests that using the word 'voter' instead of 'vote' can increase the likelihood of people turning out at the polls by 15% because it frames the action as part of someone's identity.

According to the transcript, what is the role of confidence in effective communication?

Confidence, particularly conveyed through linguistic certainty, makes a speaker more persuasive. It signals to the audience that the speaker is assured of their message, which can lead to increased compliance.

How does the transcript describe the use of fillers like 'um' and 'uh' in speech?

The transcript indicates that using fillers can make a speaker seem uncertain or unprepared, which may cause the audience to be less likely to listen or take the speaker seriously.

What advice does the transcript give for overcoming the use of fillers in speech?

The transcript suggests two methods: pausing instead of using fillers, and recording and transcribing one's speech to become aware of and reduce filler usage.

What is the transcript's stance on whether effective communication is an innate ability?

The transcript suggests that effective communication is not an innate ability but rather something that can be learned and improved through understanding the science behind language.

How does the transcript use the example of a recent U.S. President to illustrate linguistic certainty?

The transcript uses the example of a recent U.S. President, who speaks with confidence and certainty, using definitive language to persuade his audience, as a demonstration of the power of linguistic certainty in communication.

Outlines

00:00

🗣️ The Power of Language in Persuasion

This paragraph introduces the concept of using language effectively to persuade others, whether in sales, leadership, or personal interactions. Jonah Berger, a professor at Wharton School and author of 'Magic Words,' explains that subtle changes in language can significantly impact people's willingness to comply. He cites a study where preschool children were more likely to help clean up when asked to 'be a helper' rather than just 'help.' Berger emphasizes turning actions into identities to make people more likely to engage in desired behaviors. Additionally, he discusses the importance of confidence in communication, using examples like charismatic individuals and political figures who use linguistic certainty to be persuasive.

05:01

🎤 Enhancing Communication Skills

This paragraph focuses on improving communication skills by avoiding fillers like 'um' and 'uh' and instead using pauses to gather thoughts. It suggests recording and transcribing one's speech to identify and reduce the use of fillers. The paragraph also touches on the idea that effective communication is not innate but can be learned through understanding the science behind language. It encourages the practice of pausing and self-assessment to enhance persuasiveness and memorability in speech.

Keywords

💡Persuasion

Persuasion refers to the art of influencing people's behavior or beliefs through effective communication. In the video, persuasion is central to the theme as it discusses various linguistic strategies that can make requests more compelling. For instance, the video mentions how adding 'helper' to a request can increase the likelihood of people complying, illustrating the power of language in persuasion.

💡Identity

Identity in the context of the video relates to how individuals perceive themselves and the traits they associate with their self-image. The video suggests that framing requests in a way that aligns with someone's identity, such as asking someone to 'be a helper' rather than just 'help,' can make them more likely to act. This taps into the desire to uphold a positive self-image and aligns with the concept of identity.

💡Linguistic Certainty

Linguistic certainty is the use of language that conveys confidence and certainty, which can enhance the persuasiveness of a message. The video cites examples of charismatic individuals, like a former U.S. President, who use definitive language to assert their points, making their audience more likely to listen and act. This strategy is contrasted with the use of fillers, which can undermine confidence and persuasiveness.

💡Fillers

Fillers are words or sounds such as 'um,' 'uh,' and 'like' that people use to buy time while speaking. The video points out that excessive use of fillers can make a speaker seem uncertain or unprepared, which can decrease the persuasiveness of their message. It suggests that pausing instead of using fillers can improve communication effectiveness.

💡Charisma

Charisma, as discussed in the video, is a personal quality that makes someone naturally attractive, persuasive, and able to influence others. The video uses the example of a charismatic leader who can command attention and inspire action, suggesting that charisma is closely tied to effective communication and persuasion.

💡Transformational Leadership

Transformational leadership is a leadership style that inspires and motivates followers to exceed their own self-interests for the good of the group. The video implies that transformational leaders, like the mentioned U.S. President, use confident language to inspire and persuade, which is a key aspect of their leadership style.

💡Science of Language

The science of language in the video refers to the systematic study of how language works and how it can be used to influence behavior. The video emphasizes that understanding this science can help people communicate more effectively, whether in sales, leadership, or personal interactions.

💡Actions vs. Identities

The video discusses the difference between asking someone to perform an action and asking them to embody an identity. By asking someone to 'be a helper' instead of just 'help,' the request becomes more about their identity as a helpful person, which can increase the likelihood of compliance. This concept is central to the video's exploration of persuasive language.

💡Confidence

Confidence in communication is the assurance and belief in one's own ideas or abilities, which the video suggests can significantly impact the persuasiveness of a message. The video provides examples of how confident language, such as using definites and assertive statements, can make a speaker more convincing.

💡Record and Reflect

The video suggests that recording and reflecting on one's own speech can be a powerful tool for improving communication skills. By analyzing one's use of language, including fillers and the overall message, individuals can identify areas for improvement and work towards becoming more persuasive communicators.

Highlights

Understanding the science of language can make communication more effective.

Subtle shifts in language can significantly impact people's responses.

Adding 'er' to a word can increase the likelihood of compliance by 50%.

The difference between 'help' and 'helper' is minimal but impactful.

Describing actions as identities can make traits seem more persistent.

Charismatic individuals often speak with confidence, which makes them persuasive.

Linguistic certainty, such as using definites, can increase persuasiveness.

Using fillers like 'um' and 'uh' can make speakers seem less certain.

Pausing instead of using fillers can improve the effectiveness of communication.

Recording and transcribing one's speech can help identify and reduce fillers.

Effective communication is not just innate; it can be learned and improved.

The science behind language can be applied to enhance its effectiveness.

Turning actions into identities can increase the likelihood of desired behaviors.

Asking someone to 'be' something rather than 'do' something can be more effective.

Confidence in speech, demonstrated through linguistic certainty, is key to persuasion.

Fillers can undermine the persuasiveness of a speaker.

Great speakers often use pauses to gather thoughts instead of fillers.

Self-awareness of language use is crucial for becoming a more persuasive communicator.

Transcripts

- A number of years ago, some researchers were interested

in what gets people to say, yes,

- [Actor] Yes. - [Actress] Yes.

- [Actor] Yes, drill sergeant!

- Whether we're salespeople, whether we're bosses,

or even in our own personal lives,

we're trying to get other people to do something.

And so, how can we be more effective at doing that?

If you understand the science of language,

you can communicate much more effectively.

I'm Jonah Berger, I'm a professor at The Wharton School

at the University of Pennsylvania

and bestselling author of "Magic Words."

(typewriter clicking)

(upbeat piano music)

The most fascinating thing I've found

from the work that we and others have done

is that subtle shifts can have such a big impact.

Adding a couple letters to the end of a word

can increase the likelihood

that other people do what you ask them.

So, some researchers a couple years ago

went to a local preschool,

and they asked four or five-year-old kids

to clean up a messy classroom.

The floor was covered in crayons and toys and books,

and they asked the kids for help cleaning up.

For some of the kids,

they used a normal approach we might use.

They said, "Hey, can you help clean up?"

But for the second half of the kids,

they tried a slightly different strategy.

They asked them, "Would you mind being a helper

and cleaning up the classroom?"

Now, the difference between asking for help

and asking for someone to be a helper

is infinitesimally small.

It's adding two letters at the end of the word help.

Yet, those two letters led to about a 50% increase

in people's likelihood of helping.

Again, the difference between vote and voter

is infinitesimally small, just one letter in this case.

Yet, that one letter led to about a 15% increase

in people's likelihood of turning out at the polls.

What's the difference between help and helper

and vote and voter?

Why might one be more effective than the other?

It turns out it comes down

to the difference between actions and identities.

We all want to see ourselves as smart and competent

and intelligent in a variety of different things.

So, rather than describing someone as hardworking,

describing them as a hard worker,

will make that trait seem more persistent

and more likely to last.

Rather than asking people to lead more,

telling them, "Can you be a leader?"

Rather than ask them to innovate, "Can you be an innovator?"

By turning actions into identities,

we can make people much more likely

to engage in those desired actions.

Another way to get people to listen

is by showing confidence.

All of us know someone in our lives

that's particularly charismatic.

When they open their mouths, whether to tell stories

or make presentations, everybody listens.

(suspenseful music)

How do they do it?

How are they so charismatic?

What makes them so effective as communicators?

It turns out some insight into that question

can come from a recent President of the United States.

He's done a great job, whether you like him or hate him,

of convincing his audience to listen and take action on it.

- [Trump] We're going to win in Iowa.

We're going to win these caucuses at levels

that people haven't seen before.

You know, we set the record last time.

We're going to set it again, bigger and better.

And next November, we're going to

very simply make America great again, right?

- The thing that he's doing is the same thing

that transformational leaders do.

Is the same thing that great salespeople do.

Is the same thing that noteworthy entrepreneurs do.

Trump speaks with a great deal of confidence.

One way he communicates that confidence

is what's called linguistic certainty.

He communicates using certain language.

He speaks in fact, with a lot of

what some people might call definites -

"It's obvious," "everyone agrees," "the answer is clear" -

regardless of whether it's true.

- [Trump] We can build any city at any time,

and we can build it better than anyone.

You know it, I know it, everybody knows it.

- Not surprisingly, this certainty

makes him more persuasive.

And so, the language of confidence

can increase the likelihood

that other people do what you ask them.

A couple years ago, I was working with a coaching client

that was trying to become a more effective salesperson.

What they were saying when they were pitching their ideas,

were full of ums and uhs,

and even likes from time to time -

what people might call fillers.

- [Musk] Um, like free speech used to be

uh, a left or liberal value.

And, and, and yet we, we see uh from, you know,

the in quotes left uh a desire to actually censor

um and uh that, that seems crazy.

- We use fillers all the time.

Even the best of us use fillers.

We use them to essentially buy conversational time.

But if we're saying, um and uh all the time,

it makes us seem like we don't know what we want to say,

which leads our audience to be less likely to listen to us.

And so, what do we do about this?

How do we overcome these fillers?

First, just try pausing instead.

We all need time to think, but great speakers often pause

rather than filling in those blanks with ums or uhs.

- [Obama] I'm here today because

this is one of those pivotal moments when

every one of us

as citizens of the United States

need to determine

just who it is that we are.

Just what it is that we stand for.

- The second thing I would say - it's really painful to do,

but I've done it and it's worth trying -

just record yourself talking.

Record that audio, get it transcribed,

and look at what you're saying.

It's going to be painful.

It's painful listening to ourselves,

even more painful reading.

But by seeing how we use language,

we can be more persuasive and more memorable.

While we might think that some people

are just naturally good at this, and others aren't,

it's actually not something you're born with.

The good news is it's not random,

it's not luck, and it's not chance.

There's a science behind how language works

and how we can use it more effectively.