- The most basic way to make people care is to form an association between something they don't yet care about and something they do care about. We all naturally practice the tactic of association.
- GROUP INTEREST > SELF - INTEREST
- Self-interest
- Self-interest does seem to matter, quite a bit, when the effects of a public policy are significant, tangible & immediate
- Self-interest shapes what we pay attention to, even if it doesn't dictate our stance.
- Prof. James March. 2 basic models of decision-making
- 1. CALCULATING CONSEQUENCES
- 2. DECISIONS BASED ON IDENTITY (no analysis of outcomes)
- Sample ad campaign - FEAR TACTIC
- "Don't mess with Texas" If you litter, youre more likely to get caught and prosecuted.
- STRATEGIES TO MAKE PEOPLE CARE ABOUT OUR IDEAS
- USING ASSOCIATIONS PEOPLE CARE ABOUT (OR AVOIDING ASSOCIATIONS, AS THE CASE MAY BE)
- APPEALING TO SELF-INTEREST
- APPEALING TO IDENTITY
may 15 2012 ∞
may 16 2012 +
may 16 2012 +