Precision Decision

I know it is April but this article is about March. James March, to be precise!

He is a professor of political science at Stanford University. He said people make choices and decisions using one of two ways: Consequence Model or Identity Model.

Students of economics know about the Consequence Model. When we have a decision to make, we weigh the costs and benefits of our options and make the choice that maximizes our satisfaction. It is a rational and analytical approach to decision-making.

In the identity model of decision making, we make choices that align with our own perceived identity. The costs and benefits don’t really factor in our decision. We ask ourselves three questions when we have a decision to make.

1.?????Who am I?

2.?????What kind of situation is this?

3.?????What would someone like me do in this situation?

Identity encompasses not only traits like religion, region, caste or creed but also identities that we aspire to, like being a faithful spouse, loving parent, dear friend, patriotic citizen, hard-working staff, caring boss etc.

As we develop and grow in that identity, it becomes an increasingly important part of our self-image and triggers the kind of decision making that March describes.

If you consider yourself patriotic and someone gives you a flag on Independence Day, no matter how new your shirt is, you don’t mind pinning the flag on it. You just ask yourself, ‘What would a patriotic guy like me do in this situation’?

It also explains the way most Indians vote, for instance.

So, if you wish to make someone do something, a smart way is to make that change a matter of identity rather than a matter of consequence!

A classic study in psychology shows how you can begin with simple steps. Two Stanford University psychologists went door-to-door in an upscale neighbourhood, claiming to be from an NGO and asked homeowners to display a big and ugly signboard in their lawn advising passer-by to drive safely. 17% agreed. It’s surprising anyone even agreed to put up such a lousy-looking board in their lawn.

The researchers then repeated the experiment but this this time with a difference. They went around first asking people to display a 3-inch sticker carrying the same message. Almost all homeowners agreed.

A few weeks later the researchers returned and asked the homeowners to have the big and ugly signboard in their lawn. This time 76% of them agreed to have the lousy-looking signboards in their lawns.

Researchers call this strategy ‘foot in the door’ technique. Accepting the tiny driver-safety sign greatly increased the likelihood that the home owners would accept the big driver-safety sign!

The third part of the experiment offered even stranger results. Researchers met a third group of home owners with a different request. They were asked to sign a petition - ‘Keep California Beautiful’. Almost everyone complied.

Two weeks later, the petition-signers were approached about hosting the big and ugly signboard. Guess what happened?

Half of them said YES and put up those eyesore signboards in their lawns!

Even a simple activity like petition-signing had sparked a shift in the home owner’s own sense of identity. When a bigger request was made, they asked themselves the three identity questions. It made them feel they were concerned citizens and thus they felt obligated to put up the board in their lawn.

Next time you want someone to do something, just cultivate the relevant identity in them. And watch them happily wag their tails and heed to your request!