Defoes Lifestyle Travel Team

Blog featuring travel tips, packing guides, videos and photography from around the world.

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The Power of Words: How a Single Word Can Influence Decision-Making

In the world of communication, the choice of words can be a powerful tool, and according to Jonah Berger, a marketing professor at the Wharton School of the University of Pennsylvania, a single word can sometimes be all it takes to change someone’s mind. Berger has compiled a list of “magic words” that can significantly impact how people respond and make decisions.

One such magic word, according to Berger, is “because.” Drawing on a nearly 50-year-old study from Harvard University, he highlights a scenario in a library where individuals were asked if they could cut in line to use the copy machine. The researchers tested three different phrasings:

“May I use the Xerox machine?”
“May I use the Xerox machine to make copies?”
“May I use the Xerox machine because I’m in a rush?”

The requests using the word “because” resulted in over a 50% increase in compliance from the participants, even when the reason provided was not particularly compelling. The mere inclusion of the word “because” had a persuasive effect.

Berger emphasises that the power of persuasion isn’t solely driven by the reason itself but rather by the influence of the chosen word. Companies also leverage the power of “because” in their advertising to make their messages more convincing. For instance, L’Oréal’s enduring slogan “Because you’re worth it” has been effective for over five decades.

However, “because” is not the only magic word with communication superpowers. Berger notes that subtle shifts in language can have a significant impact. For example, “recommend” instead of “like” increases the likelihood of people following suggestions by nearly a third. Similarly, swapping out verbs for nouns, such as asking for “helpers” instead of “help” or “voters” instead of “votes,” makes individuals up to 30% more likely to comply with requests.

Berger encourages individuals to pay attention to the words others use in conversations and respond in kind. Crafting responses that resonate with the language of others can enhance the chances of reaching agreements, finding solutions, or building connections. According to Berger, understanding the nuances of language in various contexts, including email communication in the office, provides valuable insights into people’s behaviours and future actions.