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The Pessimist’s Guide to Persuasion

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retochet[Changing attitudes is hard.  This piece written several years ago confronts the strong likelihood that a persuasive message will trigger unanticipated effects.  I like to think of this as realism rather than pessimism.  But either way, guiding others to where we want to take them is never easy]

A number of years of writing and teaching persuasion have forced me to be a student of the unexpected ricochet.  That’s pretty much the whole game if you are playing racquetball, and it has a lot of relevance to communication.

The actual court for the game is simply a room-sized shoe box that functions as a playing surface for a hard rubber ball and several players.  It’s typically smashed so hard against the playing wall that it comes back at speeds and angles even a supercomputer couldn’t predict.  Those who have escaped the sting of that small missile can be thankful.  It hurts.  the word“ricochet” must have been coined by a bruised French player. But it also evokes the unanticipated associations, meanings, slights, and bogus significations possible every time we open our mouths. More than most kinds of human endeavor, persuasion is fraught with effects that are unforeseen. No wonder it is so difficult.

Try the different analogy of competitive running. Our inability to anticipate effects usually means that a person’s resistance to change is pretty much on its last lap before the possibility of personal transformation has even left the blocks. From a number of meta-studies we know that the odds of getting someone to alter their attitudes even after a flurry of good reasons have been presented is—on the best days—no better than one in ten.  After explaining this theory of “minimal effects” in a recent class, a student glumly asked, “What’s the point?  Why bother? The challenge hardly seems worth the effort.”

The short answer is that we have no choice.  Gaining assent from others is why we are mostly social rather than isolated creatures.  We are hard-wired to connect.  And, by the way, who says that convincing another person to give up an attitude or a cherished behavior should be easy?  We’ve worked hard to put our lives together in some sort of coherent way.

The point is how functional it actually is to be ready for the worst.

In persuasion theory, unexpected effects are called “boomerangs.”  Even well-planned campaigns to change others’ behaviors can easily veer off course. I teach this logic, and encourage my students to wear their newly acquired skepticism as a badge of honor. Having a healthy level of doubt about predicted effects is a life skill.

Consider some cases, all mostly true:

  • You show up to give an invited presentation to a group and (a) there is no screen for the PowerPoints you counted on, (b) there is nowhere to plug in your video projector, (c) there is no podium for your notes and (d) and a crew of ten men and nine machines are busy re-paving the parking lot next door.  Under these circumstances, how effective do you think will can be?
  • Your advertising agency has prepared a gay-friendly ad campaign that tested well and is now running in three national media outlets. Everyone on the creative team basks in their certain rewards of their progressive messages. But a respected leader in the LGBT community condemns the ads for “promoting old stereotypes.”  Condemnation of the ads is getting more attention than the ads themselves.
  • At a business lunch with a potential client you innocently praise the good service you once got from a large national retailer, only to be chided for supporting a chain whose owners are “political reactionaries.”
  • You meet a new set of Michigan in-laws for the first time, not realizing that for this family of General Motors employees, your new Ford visible to all in their front driveway might as well be a load of manure.
  • You are Bridget Jones at a literary party in the midst of introducing the work of a hack you oversell as the author of “the greatest book of our time.”  This happens just as you catch a look of dismay cross the faces of Jeffrey Archer and Salman Rushdie, just a few feet away.
    See the clip here.

    When it comes to communication, some of us are natural pessimists who are certain that life will not work out as planned.

 

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The Costs of the Din Add Up

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We’ve turned the ‘soundtrack of our lives’ into one long visit to the land of auditory commotion.

As readers of this blog will know, sound is a current preoccupation.  I’m not sure if its a curse or blessing, but once a writer starts down the path of a new project, its hard to stop. Everything is seen through the lens of the work.

A new book on the noise in our lives by David Owen (Volume Control: Hearing in a Deafening World) is a timely reminder of how much racket we tolerate. The modern frenetic existence isn’t just a function of being busy.  It’s also an effect of living full time in a din of disruptive noise. We turned the soundtrack of our lives into one long visit to the land of auditory commotion. It’s the kind of effect you expect entering a busy pre-school or sharing the street with a group of motorcyclists out for a Sunday ride. The areas  surrounding busy airports are especially hazardous to one’s ears and mental health.  Huge amounts of fuel are thrown into a jet engine that compresses and then explodes it.  Even the ostensibly quiet ones are noise demons. It’s din easily passes the 85 db threshold that can cause permanent ear damage over just a few hours.  And the pummeling of the air by helicopter blades overhead is even more brutal: the rough equivalent of watering orchids with a fire hose.  As Owen notes, virtually all of us arrive at adulthood having done some irreparable damage to our hearing.

Below the obvious case of airports, what are the sources of ambient noise that most of us experience on a daily basis?  The list is long: hair dryers, leaf blowers, snow blowers, tree cutters, high aircraft on approach to a distant airport, helicopter traffic, heaters, refrigerators, microwave ovens, mixers, radios and televisions that are often left on to become aural wallpaper, auto and motorcycle mufflers—some tuned  to be loud, vacuums, car alarms, emergency vehicles, general traffic, internal combustion engines, truck pick-ups and deliveries, copying machines, nearby construction equipment, exhaust fans, truck ‘engine braking,’ Muzak, cooling fans, microwave ovens, video games, bars and restaurants, live concerts and sporting events, domestic pumps, clothes and dish washers, lawn mowers and garden equipment, elevators, subway and truck brakes, the impossible-to-block long waves from a bass speaker, nearby foot traffic, portable generators, barking dogs, phone rings, cooling systems for server centers and industrial plants, garages for auto repairs and more.

Of course we don’t confront these sources at once.  But a good guess is that a city resident will experience most of this noise in the short time frame of a few days. And some of this noise pollution—traffic, appliances, planes, lawn equipment—is ubiquitous. Their sounds almost never go away.  That is, until we are old.  Then, creeping deafness and tinnitus leave the marks.  Deafness is one of the great and mostly undiagnosed causes of depression and withdrawal in older Americans.

You can audit your own environment with a simple test.  Turn off the master switch in the electrical panel where you live. You’ve eliminated most of your own noise sources at that point.  But how much still seeps in from your neighbors and the proximate environment?  I live in the country on a one-lane road surrounded by woods. By all accounts the noise level in my home should be below 20 db.  But 30 db is about as low as the sound levels go: a function of distant air traffic, a noisy fan in a cable controller box that can’t be turned off, the noise of a heater, and a new “quiet” refrigerator in a distant room that carries the sound of its motor vibrations through the wood structure of the building.  100 years ago, that 20 db mark would have been easier to achieve.