Changing Attitudes as a Dynamic in brand development

Changing attitudes is the first step in persuasion

changing attitudesChanging attitudes, or more precisely, how to change attitudes is the first step in understanding human behavior and how to affect it. The brief video that follows helps explain how changing attitudes requires an understanding of human behaviors that find roots in the science of anthropology.

  1. What circumstances arise naturally that can incite changing attitudes towards an existing state?
  2. What are the braziers to that change?
  3. When is change most likely?
  4. How can we take advantage of those changes?
  5. What are the motivations that might facilitate changing attitudes?
  6. What happens after an attitude or belief changes?

 

 

Human Beings are subjected to what they believe to be true

Changing attitudes is difficult because human beings are captives of their own belief systems. The belief system is akin to software on a computer. The computer may be capable of running many tasks but spreadsheet software makes for a terrible word processor. To actually change behaviors, it is necessary to alter the software. In a way, it is about writing code.

Once you understand the power of beliefs (we call them precepts at Stealing Share) you can begin to rewrite the computer’s instructions and over-write the existing software.

We are all prisoners of our belief systems. What we believe to be true gives rise to our needs and wants (think marketing messages). But it is important to remember when embarked on facilitating changing attitudes that beliefs do not have to be true to be powerful. They simply need to be believed. It is also important to remember that because precepts are so fundamental to who we are, that telling someone that a belief they hold is not true is seen on an attack on the holder of that belief system itself.

So, you must have respect for precepts when changing attitudes because you must have empathy for the person. You must stand in their shoes and identify with their beliefs so that the path to persuasion becomes clear.

 

Read more on the model for human behavior here.

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