How to Get People to Do Stuff: Master the art and science of persuasion and motivation by Weinschenk Susan

Author:Weinschenk, Susan [Weinschenk, Susan]
Language: eng
Format: epub, mobi, pdf, azw3
Publisher: Pearson Education
Published: 2013-03-06T14:00:00+00:00

Addicted to More

The dopamine system is most powerfully stimulated when it gets a little bit of information at a time. After we consume a little bit of information, then dopamine is released and makes us want more.

How can you use the dopamine system to encourage people to consume more information? Let’s start with an example.

Jesse works in the human resources department of a large company. He’s developed a video course on how to resolve conflict, and ensured that the videos are interesting, well produced, and of high quality. He wants the employees at the company to take the whole video course. What should he do to increase the likelihood of people taking the entire course?

a. Break up the course into small lessons of a few minutes each and package them so people are accessing only a few lessons at a time.

b. Present the course as a single, 90-minute video.

Jesse should use option a. By breaking up the lessons and making only a few available at a time, he’ll stimulate the employees’ dopamine system and they’ll want to continue on to the next lesson. People are more likely to take the course and be motivated to finish if Jesse provides the sections one at a time. This will maintain the desire for more information.

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