Psychology-of-Body-Language

Influence: Don't Let Them Wonder or Leave ANYTHING to the Imagination
Kevin Hogan

To see the first part of this article, go to Don't Let Them Wonder, Part 1

And watch what happens here:

A bucket is packed with the same exact amount of black and red balls. The top layer of balls was poured in last and you will be picking from the top layer. Which color do you choose?

Write your answer down.

Now that top layer of balls contains black or red balls just like the rest of the bucket contains black or red balls and the entire bucket is filled with half black and half red. So it doesn't matter what color you choose, but it takes MUCH longer to decide what to do in this case. Ambiguity.

People will favor options that have no benefit over the other for no logical reason.

But there is more...

...participants are faced with two buckets. One bucket has balls numbered from 1-1000. The other bucket has 1000 numbers from 1-1000 randomly printed on the balls. Obviously many balls will have the same number...some numbers will not appear.

...a ball is pulled out of the second bucket. The number is 687.

Now, you have a chance to win money if you correctly guess the next number pulled out of one of the buckets. Which bucket do you choose to draw from?

The vast majority of people choose the bucket where they saw the number six eighty-seven pulled out of. There is no logical reason to favor this bucket over the other one. BUT the participants have SEEN a numbered ball out of this bucket. They choose this bucket.

In this case the second bucket is the MOST ambiguous. And indeed when the chances of a positive outcome are remote, people do choose the most ambiguous!!!

Finally check this out: Participants in a research project were asked to fill out a questionnaire for which they would be paid $1.50. Before the money was awarded they were offered a pen worth $2 instead of the money. 75% chose the nice pen.

Makes sense.

But when the experimenters added a third option of two plastic pens to the above two choices, 53% of the people took the money.

KEY! Do not leave ambiguous choices available to your client. Define clear cut differences between your service/product/self than the other available option. (If you choose more than one other competitor or feature, you might just as well slit your throat.) People don't want choices and they don't want a choice where they have to figure something out.

"The Power of persuasion transforms from art to science."
Kevin Hogan, Psy.D.

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