Decoding the New Consumer Mind by Kit Yarrow

Author:Kit Yarrow
Language: eng
Format: epub, mobi
Publisher: Wiley
Published: 2014-03-15T00:00:00+00:00

Edgy and Anxious

Anxiety, the cousin of stress, is the self on high alert. Like stress, a little bit of anxiety serves a purpose. It heightens our senses, prepares us for action, and helps us avoid disaster. Anxiety in small doses is motivation’s little helper emotion—just the jolt needed to get us to try harder, make changes, stay alert, or be creative. Anxiety in larger or longer doses can often mean a heart attack—literally.

The antidote to anxiety is control. When people feel they have control—even if it’s just the control that comes from knowing when something disastrous will happen—they’ll feel less anxious. People who are anxious often don’t feel jumpy; they might instead be vexed by perfectionism, blaming, or obsessiveness. All three are psychological tricks our minds use to feel more in control.

Simply uttering a phrase that reinforces control results in happier, more confident consumers—who are then also twice as likely to accept a request. “It’s your decision,” “you’re free to choose,” “don’t feel obligated,” and so forth all work. This is much more effective in face-to-face communication, but still somewhat effective in email communication. Activating a person’s sense of control makes him or her more open to persuasion.h

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