The attraction to the centre
February 17th, 2010Over Christmas I read an interesting little book. “Yes! 50 secrets from the science of persuasion” by Noah Goldstein.
The book describes a series of controlled psychological experiments to test out various views on how people are persuaded. As well as underpinning some apparently obvious ploys, there are some less predictable ones. One that struck me, particularly, has implications on the behavioural outcomes to benchmarking comparisons.
In the experiment, the researchers sought to encourage 300 householders to reduce their energy wastage use. They sold the idea on the basis of environmental arguments and cost savings and provided a service for measuring the individual householders baseline use of gas and electricity. The householders were then given advice on means of saving energy and the trial began. Over several weeks the researcher collected weekly data on use and the analysis provided back to the participants. Each householder was given a report on their own use and that of the average use. The trail was then repeated and over the next few weeks it was clear that those households which used more than the average had significantly improved - but, what about those who had been better than the average?
They had got significantly worse!
The results support a frequent psychological trait. People are most comfortable when they feel themselves not to be outside of what they consider to be normal.
There is a magnetic attraction to the middle ground.
That prompted a further trial in which those that were better than the average were given a small acknowledgement of their superior performance. Just a smiley on their results report! The results were equally dramatic in that those who were better improved still more.
Interesting!
Graham Jervis




