And then many more persuasion findings:
Two simple concepts of avoiding pain and moving toward pleasure have expanded into broader more elegant categories and thus we know how to motivate and influence this person.
a) Behavioral Approach is basically about rewarding behaviors that are positive and proactive and the person feels good about the reward and behavior. Someone who feels good about smoking will seek it out and feel good about it creating a cycle of “positive reward.”There are 3 simple categories of behavioral approach.- people who know what they want and go get it. (drive)- people who act in the spur of the moment, willing to try something new just because it might be fun (fun seeking)- people when doing something they love tend to keep at it. When they get something they want they feel energized. When they see an opportunity that might be good for them they get excited. This person gets excited when they win a contest. (reward)b) Behavioral Inhibition is basically avoiding a threat and having that cycle generalize into the future. (You fell down the stairs and now you don’t want to take the stairs any more. This guy has anxiety. People who are high in avoid punishment/get away are less likely to drink alcohol.)- people who avoid don’t get too concerned when something bad is about to happen. people with high levels of BI are very hurt by criticism and tend to worry if they think someone is angry with them. they tend to feel bad if they do something they believe others will judge them on. They have fewer fears than their friends but worry about making mistakes.
- Those low in sensitivity of behavioral approach are NOT driven to meet goals fueled by sexual cues.This person doesn’t seek rewards or resists them intentionally and are thus less susceptible to sexual cues. “Sex” (I see a sexy woman for example) doesn’t generate motivation or drive in this person.
- Those high in sensitivity of behavioral approach ARE driven by sexual cues.This person can hold that piece of underwear or see the sexy woman and be motivated.
- Sexual cues lead to monetary craving.This is a cross over effect. One kind of approach can trigger feelings and motivations/drives in other approach areas.
- Delaying any reward reduces it’s value. (Delay discounting)This is true in general. Obviously wealthy people are more immune to DD than others because they recognize that a reward doesn’t have to come today for their motivation to be bumped up.
- KEY: After exposure to sexual cues, “sensitive men” in BA have a heightened preference for nearby and quick rewards.Touch the underwear, see the woman, they’ll go for a tacos or give themselves some other kind of reward.
- When exposed to lingerie (no women included) men discounted money more steeply than when they were exposed to women’s t-shirts.Sex cues for this sensitivity in BA are going to be willing to part with money for rewards (stuff) they want.
- Sexual cues lead to steeper discounting of money. (Take a lot less now than more tomorrow.)So the person with this trigger not only craves money but spends it much easier!
- FASCINATING: The discounting is not related to the attractiveness of the models as the exposure to the lingerie itself accomplishes the same result.
- INTERESTING side bar: After exposure to a “sexy commercial”, men were likely to be more creative!In retrospect this became predictable because many men are driven by sex cues and creativity is one outlet for those cues. Most great musical artists, artists in general, designers, singers, actors, creators of stuff in general are motivated here, though even in general, men are more creative after that commercial. It pays to keep the TV onto an old Baywatch episode with the sound down, if the guy can avoid getting wrapped up in the show.
- When some appetite (sex, drugs, money) is satiated, delayed gratification becomes easier for sensitive men.Solve ONE appetite and the feeling maps over to other appetites NOT needing to be fulfilled.
- Touching a bra (no model included) leads to steeper discounting of candy bars, money and soft drinks (among sensitive men) BUT NOT AFTER SATIATION. Give a man his favorite drink and the candy bar becomes less interesting. The opposite is also true of course.Read that again.
- FINDING: Sexual appetite CAUSES monetary CRAVING.
[Seeing the girl in the cocktail dress at the casino makes the desire to win money increase]…and oh…
- AMONG WOMEN: Desire for FOOD causes monetary craving!
And who did all of this cool research which I just readers digested for you?
Bram Van Den Bergh, Siegfried Dewitte, Luk Warlop, Journal Consumer Research among others, over the last decade.
Better than cool and instantly useful in your business.
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