{"id":102506,"date":"2023-05-17T11:08:00","date_gmt":"2023-05-17T15:08:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=102506"},"modified":"2023-05-17T11:26:30","modified_gmt":"2023-05-17T15:26:30","slug":"attribute-substitution-2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/attribute-substitution-2\/","title":{"rendered":"How to Use Attribute Substitution to Influence People"},"content":{"rendered":"\n

Do you want to be more persuasive when you speak? How much would it help if you could understand the way people think and feel?<\/p>\n\n\n\n

Peter D. Andrei says that attribute substitution<\/a> is behind a variety of cognitive biases<\/a> and can be used to influence your audience in subtle yet powerful ways. He explains how you can do this by using emotions as replacement attributes, providing abundant evidence, and presenting social proof<\/a>.<\/p>\n\n\n\n

Read more to learn how to use attribute substitution to influence people.<\/p>\n\n\n\n\n\n\n\n

Attribute Substitution<\/h2>\n\n\n\n

Attribute substitution is the tendency for people to replace a complex judgment or problem with an easier one. In other words, they substitute an attribute that\u2019s difficult to measure with a simpler one. For example, deciding whom to vote for in a democratic election can be a difficult decision. Many people, instead of reviewing the policies of every person on a ballot, simply vote for the candidates who represent their chosen political party. They substitute a complex judgment with a much easier one. <\/p>\n\n\n\n

(Shortform note: Some researchers argue that attribute substitution is a form of unintentional intellectual laziness\u2014we tend to take the easier intellectual route when making decisions. But, one study found that although people intuitively avoid thinking about hard questions and instead think about easy ones, most people are aware of when they do this<\/a>, suggesting we at least acknowledge that we\u2019re taking mental shortcuts<\/a> when making many decisions.)<\/p>\n\n\n\n

Use Emotions as Replacement Attributes<\/h3>\n\n\n\n

Andrei contends that appealing to your audience\u2019s emotions\u2014one of the most common and effective persuasive techniques\u2014is a form of attribute substitution<\/strong>. Instead of asking ourselves, \u201cIs this message true?\u201d or \u201cIs it in my best interest to buy this product?\u201d audiences ask, \u201cHow does this message or product make me feel?\u201d If it makes them feel good, they\u2019re more likely to approve of a message or purchase a product. If the idea of attracting a romantic partner makes them feel good, they\u2019ll be motivated to buy an electric toothbrush described as a tool to increase their attractiveness.<\/p>\n\n\n\n

Pathos, Storytelling, and Tribalism<\/strong>

Appealing to emotions, or pathos<\/em>, is one of the three Aristotelian modes of persuasion<\/a>, along with logos<\/em> (appealing to logic) and ethos<\/em> (appealing to ethics). In Thank You For Arguing<\/em><\/a>, rhetoric expert Jay Heinrichs writes that because our emotions are stronger than our logical or ethical rationale, using pathos<\/em> is the most effective way to move an audience into action<\/a>. 

Like Andrei, Heinrichs argues that telling a vivid story is a great way to move your audience emotionally. You can appeal to emotions without storytelling, however. For instance, Heinrichs argues that one of the best ways to evoke strong emotions is to appeal to our tribalistic tendencies<\/a>. People feel loyalty to the group they\u2019re in, whether it be their country, city, school, or any other community they\u2019re a part of. If your communication can make the audience feel like they\u2019re part of a group, or that their group is being negatively affected in some way, they will have strong emotional reactions and be more willing to act on your words. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Provide Abundant Evidence<\/h3>\n\n\n\n

Andrei argues that people strongly prefer to see evidence supporting a claim, and you can use this preference to make your argument more convincing\u2014even if the evidence doesn\u2019t actually prove your point. This is because people conflate the <\/strong>existence<\/em><\/strong> of evidence with the <\/strong>strength<\/em><\/strong> of evidence<\/strong>. Of course, it\u2019s best if your evidence is <\/em>strong and accurate, but simply providing evidence is often enough to seem convincing. Further, if you can provide abundant <\/em>evidence, it will make the argument seem even more valid. For example, if you provide four sources rather than one supporting your claim that lower corporate taxes are good for the economy, the audience will be more likely to believe it. <\/p>\n\n\n\n

Statistical vs. Anecdotal Evidence<\/strong>

Rhetoricians point out that every argument is based on some <\/em>kind of evidence<\/a>, so it\u2019s only natural that people are drawn to arguments that present this evidence explicitly. Though Andrei seems to be pointing to statistica<\/em>l evidence in this section, the use of storytelling to prove a point or back a claim is also a form of evidence, namely anecdotal<\/em> evidence. 

So, which form of evidence is more persuasive? A 2020 study<\/a> tried to answer this question and found that it depends on the emotional weight of the topic or situation<\/a>. If a claim resonates emotionally (if it involves a serious threat, is health-related, or affects one personally), people are more likely to be persuaded by anecdotal evidence. If the situation doesn\u2019t personally affect someone or trigger strong emotions, they\u2019re more likely to find statistical evidence more persuasive. 

An example is the public response to the Covid-19 pandemic, a situation that was threatening, health-related, and personally affected virtually everyone on the planet. Though there were mountains of statistical evidence surrounding the pandemic, many people\u2019s opinions on Covid-19 were impacted most by their personal experience<\/a>.  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Present Social Proof<\/h3>\n\n\n\n

Another common cognitive bias<\/a> Andrei points out is our overreliance on the actions and opinions of others to dictate our own. When we rely on <\/strong>social proof<\/em><\/strong>, we substitute how others think or behave with how we should think or behave.<\/strong> An ad that claims \u201cnine out of 10 dentists recommend this product\u201d is using social proof, as is a politician who says \u201c80% of Americans support this bill.\u201d Presenting social proof like this will validate your argument in your audience\u2019s eyes.<\/p>\n\n\n\n

(Shortform note: In Influence<\/em><\/a>, Robert Cialdini, who coined the term \u201csocial proof,\u201d delves further into this cognitive bias. He states that relying on others to dictate thoughts and behaviors generally serves us pretty well<\/a>\u2014usually, it leads to appropriate decisions and saves us a lot of time and effort. However, this instinct to rely on social proof can lead to harmful consequences, such as when we act on deceptive or manufactured social proof<\/a> or when the actions of a group go against the standards of the individual<\/a>. To avoid these negative consequences of social proof, Cialdini recommends taking the time to assess group behavior<\/a> and to apply individual judgment when necessary.)<\/p>\n","protected":false},"excerpt":{"rendered":"

Do you want to be more persuasive when you speak? How much would it help if you could understand the way people think and feel? Peter D. Andrei says that attribute substitution is behind a variety of cognitive biases and can be used to influence your audience in subtle yet powerful ways. He explains how you can do this by using emotions as replacement attributes, providing abundant evidence, and presenting social proof. Read more to learn how to use attribute substitution to influence people.<\/p>\n","protected":false},"author":9,"featured_media":88738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,104,9],"tags":[1026],"class_list":["post-102506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-marketing","category-psychology","tag-how-highly-effective-people-speak","","tg-column-two"],"yoast_head":"\nHow to Use Attribute Substitution to Influence People - Shortform Books<\/title>\n<meta name=\"description\" content=\"Attribute substitution is behind a variety of cognitive biases and can be used to influence people in subtle yet powerful ways. 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