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[https://www.guychampniss.com/blog/the-difference-between-doing-something-and-being-the-type-of-person-who-does-that-something] - - public:weinreich
behavior_change, health_communication, target_audience - 3 | id:243848 -

When it comes to motivating people to vote, identity theory is influential. Studies have shown us that how we refer to people ahead of a vote can influence their likelihood to vote. In short, if we use a noun (a ‘voter’) rather than a verb (‘to vote’), we can see double digit increases in voter turn-out. To be clear, this is one of the largest effects identified in a large-scale field experiment — an uptick of over 10%, simply as a result of reframing the request to use the vote. Identity theory tells us this happens because the noun version (‘a voter’) speaks to our self-concept; wanting to align with what society expects of us, increases the likelihood of us engaging in that behaviour. It’s an opportunity for positive distinctiveness.

[https://hbr.org/2016/09/the-elements-of-value] - - public:weinreich
behavior_change, marketing, target_audience, theory - 4 | id:76297 -

The amount and nature of value in a particular product or service always lie in the eye of the beholder, of course. Yet universal building blocks of value do exist, creating opportunities for companies to improve their performance in current markets or break into new ones. A rigorous model of consumer value allows a company to come up with new combinations of value that its products and services could deliver. The right combinations, our analysis shows, pay off in stronger customer loyalty, greater consumer willingness to try a particular brand, and sustained revenue growth. We have identified 30 “elements of value”—fundamental attributes in their most essential and discrete forms. These elements fall into four categories: functional, emotional, life changing, and social impact. Some elements are more inwardly focused, primarily addressing consumers’ personal needs. For example, the life-changing element motivation is at the core of Fitbit’s exercise-tracking products. Others are outwardly focused, helping customers interact in or navigate the external world. The functional element organizes is central to The Container Store and Intuit’s TurboTax, because both help consumers deal with complexities in their world.

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