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AIDS transmission was the subject of some argument and disagreement as recently as a few years ago. People held pretty strong beliefs about how people acquired AIDS and how they didn’t.
167 adult participants agreed to participate in a study which would evaluate people’s beliefs about AIDS…and discover what kind of arguments would change those beliefs.
The participants were divided into four groups.
In one group, each person was given a booklet that detailed specifically how AIDS was not transmitted by casual contact.
In the second group, each person was given a booklet that detailed statistically that AIDS is not transmitted by casual contact.
In the third group, each person was given a booklet that combined both of the above approaches.
In the fourth group, each person was given a self assessment “test” that had nothing to do with AIDS.
Results?
The most effective way to change beliefs was with causal arguments. The second most effective way to change beliefs was the combined method. Least effective (not effective) was noncausal arguments. They didn’t work.
Slusher, Anderson, completed another more elaborate research project with more people and the extra variable that people could commit to take action on their new beliefs through volunteer work. Once again, those who read the causal arguments were changed the most. Those who committed to take action on their beliefs, had even greater long term change.
Now, I know you are wondering why it is that I use so many statistics and noncausal arguments in my promotional materials and writing style. The reason? I’m writing for YOU, not the average Joe.
Here’s a secret:
That study covered causal and noncausal arguments…two of dozens of ways I’m going to show you how to change beliefs.
