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The Ethical Frames Blog

The next generation of emotional research


Persuade, Don't Preach

The alternative to brands preaching is to persuade. As I have said earlier, I got a grounding in persuasion when I was at O&M in the 1980s.  But reading The Righteous Mind by Jonathan Haidt (and a paper by Robb Willer and Matt Feinberg*) led me to a new level of understanding of how to persuade…

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The Brand Adoption Cycle Is Wrong

Or at the very least, incomplete.   … We all know the brand adoption cycle. It starts with innovators, moves to early adopters, followed by the early majority and—if the brand’s successful—finally attracts the late majority. It may never get to the laggards, but that’s ok. A brand can thrive even…

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It doesn't matter

When thinking about this issue, the Aesop fable about the contest between the sun and the wind to determine which is strongest is a great illustration. The contest between the wind and the sun was to see who could get the traveler to take off his cloak first. The wind went first, blowing as hard as…

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Why Focus on Social and Political Issues? Part 2

The trend in advertising is to take a stand on social or political issues. Last week, I talked about how overall societal trends are leading those in the marketing profession to feel like they’re doing good by taking a stand on a social issue. But there has been a specific movement within the…

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Is Persuasion Dead?

When I joined Ogilvy in the 1980s, the agency prided itself on using persuasion as a method for evaluating advertising success. We had to educate new clients who came from agencies that lived and died by Burke recall scores that recall was “necessary but not sufficient.” The emphasis on recall had…

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How to Really Listen - Part 6

What are the top causes of disagreements and how do they affect how you listen? People vary on a continuum on the following psychological factors: • Tolerance for ambiguity … • Sensitivity to disgust … • Safe vs. unsafe worldview …   … When people fall on different points of these spectrums of…

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How to Really Listen - Part 5

In the last month, I’ve been blogging about how to really listen and destroying some myths about listening. Today we’ll talk about the myths that people in the advertising and marketing fields are special in certain ways.  … The first way we think we might be special is in having a special capacity…

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