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How to Change People’s Attitudes
Guy Kawasaki of How to Change the World | November 4th, 2008 - 08:21 PM
(37) found this useful. Do you? 
Rap Reiplinger, a famous comedian from Hawaii, created a popular radio sketch involving a room service attendant who repeatedly confirms a hotel guest’s dinner order: “You sure? Positive? You sure you sure?” It turns out, we’re not sure we’re sure according to the classic 1973 study by Goethals and Reckman.In the study, researchers invited high schoolers to discuss their opinions on an issue—in this case, school segregation and whether bussing would help racial integration. Some time later, study participants returned for another discussion. This time, however, they were divided into pro and con groups. Inside each separated groups, Goethals and Reckman placed a “confederate,” a person armed with arguments for the opposing viewpoint. The goal was to reverse the groups’ outlook.In the end, both confederates successfully reversed the groups’ opinions. What’s more, the people in the groups couldn’t accurately recall their original position. Many claimed their previous beliefs were less definite than researchers originally observed. Bussing supporters even thought they were against the issue from the beginning—this was not true at all.An article called “Our Secret Attitude Changes” provides several explanations if this phenomenon.
- Participants didn’t anticipate being persuaded, thus they weren’t aware that they were changing their own positions. When asked about their old beliefs, they simply thought of their current ones.
- In order to ease the conflict between their old and new perspectives, study subjects unconsciously integrated the two, so that it made sense.
- The high school participants may not have been emotionally invested in the bussing issue.
Creating a successful business requires effective persuasion. This study shows that great persuasion sometimes occurs when people don’t expect it. This means that you should always be selling—you may persuade people when you least expect it. This is also a good argument for the potential power of tools such as Twitter and blogs. These new approaches can open doors for people who haven’t thought about a new concept.
Here are four more interesting stories to read about this subject:
- “The Hidden Workings of Our Minds”
- “What We Don’t Know About Shopping, Reading, Watching TV and Judging People”
- “When We Are Fools to Ourselves”
- “At the Heart of Attraction Lies Confusion: Choice Blindness”
For more interesting postings about pychology, click here.
JC Duarte | November 6th, 2008 at 5:16 am
I think this to be a case more of people who didn’t have a firm grasp on what their core values, principles and purpose, and therefore were persuading by a strong and convincing apposing argument. Without access to the argument, it’s difficult to say.
Unless you’re aligned and anchored in your personal & professional life, then these types of examples of “conflict of interest” will readily arise!
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Aidan Nulman - Two Notes Ahead | November 6th, 2008 at 8:13 am
Guy, these findings are very interesting, especially (as you mention) for businesses. Meanwhile, I don’t think they necessarily support the conclusion to “always be selling”. After all, if you have a reputation for “selling, all the time,” won’t listeners anticipate being persuaded?
I think that there are two equally valid ways to read into these findings:
1) You will never be able to identify the opportunities for selling when people aren’t anticipating it, so sell all the time.
2) People are anticipating the “sell” when it’s coming, so it’s time to look for other, less expected opportunities.
I’m looking forward to research supporting one or the other of the two scenarios I outlined!
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The Drive-Thru Marketer | November 6th, 2008 at 10:45 am
This is right on. As someone who has launched companies, products and services in the marketplace, I can tell you that it always comes down to trust when your selling. To me persuasion is the tactic used to open the door to building a trust-worthy relationhip.
About a month ago, my daughter and I where at 4 year olds birthday party and I was speaking with semi-retired marketer…aka a Mom. One of the very interesting take aways was about the art of shelf promotion. “To be shy, does not sell anything to anyone” is my take -away from the conversation.
The Drive-Thru Marketer
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colleen | November 6th, 2008 at 11:23 am
Not at all useful. when the title is HOW TO, I want a step by step recipe for convincing a client to sign a contract with me explain exactly what the resistance mechanism is and how to break it down.
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oliver | November 6th, 2008 at 11:29 am
you should really proofread before you publish…
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cliff | November 6th, 2008 at 6:41 pm
Nothing says persuasion like cash!
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Michelle | November 7th, 2008 at 10:37 am
Did the researchers take into account social desirability bias when they first asked students’ opinions? That could have severely affected the significance of the results.
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Mitch Weisburgh | November 7th, 2008 at 2:09 pm
If you really want to see how malleable the mind and memories are, watch some Derren Brown videos such as http://www.youtube.com/watch?v=befugtgikMg.
Also, if you want to read some stories and techniques, go to http://academicbiz.typepad.com/piloted/2008/03/mindgames.html
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Bruce Brown | November 9th, 2008 at 5:53 am
Taken as intended. And I agree. A presented opinion is the tip of a wave. Adding to the ocean changes the wave and it may not take much; just enough to pass the “Tipping Point”. A high vibrating personality presenting a single position clearly can have dramatic results.
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Mark | November 15th, 2008 at 12:30 pm
Of course, there is the point of view that opinions change after behaviour change and not before (as a causal condition of the behaviour change). Well-evidenced in marketing (e.g. Ehrenberg) and the cognitive sciences also
If this is true then you might be shooting for the wrong thing in trying to change people’s minds…
They will persuade themselves after the behaviour change you encourage
On top of that it seems that most of what we do is shaped by what those around us are doing (often without us realising it). Harnessing this might be a better focus for your business
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Tim Raleigh | November 17th, 2008 at 10:00 am
Are you kidding me? High school students…if you have ever had one or several in your home you will understand that while they are passionate and know what they know and will tell you so, they haven’t fully formed any opinions on any issues as complex as those profiled in this study.
Of course, my attitude might be changed if the sample group was more representative of the population as a whole.
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kelly | November 28th, 2008 at 5:12 pm
@Tim Raleigh Students haven’t fully formed any opinions on any issues? I don’t think so, they do form opinions even if impractical opinions, and their attitudes and opinions change as their experiences in life alters.
There are many ways to conduct “psychological” tests but the results are more or less the same, because humans do not change, technology does.
Good article there, Guy!
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