Persuasion is Not Enough

Approaching Communication from a Behavioral Science Lens

As marketers and insights professionals, we are firmly grounded in the art of persuasion. We’ve been trained to think in terms of creative approaches and convincing arguments.

Thus, we naturally assume that our job is to create awareness and to persuade people. But realistically, that’s not the case; as marketers, our end goal is to change people’s behavior. Indeed, behavioral science teaches us that the connection between messaging, persuasion and behavior change is far from direct or absolute. There are two primary reasons for this…

Read the full article on The Marketing Society blog.

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