It is funny how society can stick to stupid, unsuccessful methods to fix important problems – in spite of Google and sound research available at their fingertips.
Take for instance the use of compulsory warnings on cigarette packets, telling smokers that they will either get cancer or die. Research has shown that warnings and threats have very limited effect, and that in some cases it could even boomerang. (I know a smoker who justifies his habit because his grandfather turned 94 in spite of his smoking. That the grandfather suffered from severe emphysema, he chooses to forget…)
Brain research has proven that the brain reacts faster to positive input than to negative threats. In practical terms, this implies that when people are given good and bad news, they prefer to cling to the good.
A good example is what happened on the internet during the worldwide economic crash in 2008. When markets were high, people logged in all the time; when it plummeted, they tended to dodge the bad news – until it was too late.
A hospital administrator tried to persuade medical staff – from nurses to doctors – to wash their hands during and after handling of patients. Visible cameras were installed at all wash hand basins, but only one out of ten practised good hygiene. A creative person came up with the clever idea of installing electronic boards, showing staff members how well they were performing. This improved the statistics by 90%!
Researchers claim that replacing warnings with incentives, is more successful because of three principles, triggered by a sensor in the emotional brain:
- People care what others do and want to do better.
- Immediate rewards rank higher than benefits or threats in the far-away future.
- Highlighting progress rather than decline, keeps the brain happier and results in a feeling of control.
Fear immobilises people whilst perceived gain motivates them into action. Keep this in mind when you have to motivate yourself, your children or your staff to change behaviour!
