Suchergebnisse

You think that your choices and behaviors are driven by your individual, personal tastes, and opinions. Our own personal thoughts and opinions is patently obvious. Right? Wrong. Other people's behavior has a huge influence on everything we do, from the mundane to the momentous. Berger integrates research and thinking from business, psychology, and social science to focus on the subtle, invisible influences behind our choices as individuals

Communication plays an integral role in service interactions and language shapes how service agents talk to customers, salespeople talk to prospects, and chatbots talk to consumers. But as Danaher, Berry, Howard, Moore, and Attai (2023) note, given healthcare's impact on quality of life, it's a particularly important domain to study effective communication. Their useful review and framework should help medical professionals improve patient interactions and encourage future research. That said, one paper can only cover so much ground, and there are several additional areas that deserve further attention. Building on their framework, we offer some additional areas for future work, including how to use language to better understand patients, how communication mediums (e.g., writing vs. speaking or online portals vs. email) shape what gets communicated, and how effective communication depends on the interaction's goals (e.g., persuasion vs. medical adherence).

Abstract
We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity (e.g., music or hairstyles, rather than backpacks or stereos). In identity domains, participants avoided options preferred by majorities and abandoned preferences shared with majorities. The social group associated with a product influenced choice more in identity domains and when a given product was framed as identity relevant. People diverge, in part, to avoid communicating undesired identities.

Abstract
"Companies are relying more and more on online communication to reach consumers. While some viral campaigns are tremendously successful, others remain far below expectations. But why are certain pieces of online content more viral than others?
An analysis conducted on the New York Times' most-emailed list, along with further experimental evidence, showed that positive content is more viral than negative content. However, the relationship between emotion and social transmission is more complex than valence alone. Virality is driven, in part, by activation and arousal. Content that evokes either high-arousal positive emotions (awe) or negative emotions (anger or anxiety) tends to be more viral. Content that evokes low arousal or deactivating emotions (e.g., sadness) tends to be less viral. These results were also true when examining how surprising, interesting, or practically useful content is (all of which are positively linked to virality), as well as external drivers of attention (e.g., how prominently content is featured). Taking the effect of emotions into account helps to design effective viral marketing campaigns.
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