Questões de Concurso

THE SCIENCE OF PERSUASION

Persuasion is key to business and to much more besides. In many walks of life and in many situations, persuading people to do what you want them to do is the key to success. Is persuasion a science with rules that can be taught and learnt, or is it simply a matter of instinct and personal experience? Researchers have looked into different aspects of persuasion and come up with some interesting results. 

     One advertising copywriter, for example, came up with an approach to selling a product on a TV shopping channel via phones sales that differed from the norm for such advertising. Instead of being instructed: ‘Operators are waiting, please call now’, viewers were told ‘If operators are busy, please call again’. This might appear to have been a risky tactic, putting potential buyers off by suggesting that they would have to waste their time calling repeatedly until they finally got through to someone to take their order. But the results were extraordinary and an unprecedented number of sales resulted. The advert suggested that instead of there being lots of operators sitting there and hoping people would call, there were so many people who wanted the product that people might have to wait until they could get it. This showed just how desirable the product was. Potential customers decided that, if so many other people wanted it, they definitely wanted it too.

     What role does choice have in persuading people to buy or get something? One study looked at the choices employees made when offered different retirement programmes. This showed that the more choices people were given, the less likely they were to choose anything at all. Another study in a supermarket revealed a similar effect of choice. A particular supermarket displayed either 6 or 24 different kinds of jam. When there were 24 jams to choose from, 3% of customers went to the display and bought one of the jams. When there were 6 jams on display, 30% of customers did so. […]

English Language Day

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CRIMINALS HAVE SMALLER BRAIN SIZE, SAYS STUDY

        A new study has found that antisocial people are more likely to have smaller areas of their brain. Researchers said criminals' brains had a different structure to the brains of people who followed the law. The study is published in the journal "Lancet Psychiatry". Researchers used data from 672 people born in 1972-73. They looked at records of the people's antisocial behaviour between the ages of seven and 26. At the age of 45, the researchers scanned the people's brains. Eighty of the people had a history of criminal and antisocial behaviour from being early teenagers. Researchers found that the areas of the brain linked to emotions, motivation and behaviour control were smaller in the long-term criminals' brains. 

        Professor Terrie Moffitt, a co-author of the research, said the research could help doctors understand what is behind long-term antisocial behaviour. She said the antisocial people in the study may have behaved badly because of their brain structure. She said: "They are actually operating under some [disability] at the level of the brain." She added that because of this, we needed to care for these people in a kinder way. Lead author Dr Christina Carlisi said: "Differences in brain structure might make it difficult for people to develop social skills. This may prevent them from engaging in antisocial behaviour. These people could benefit from more support throughout their lives." 

Available on: https://breakingnewsenglish.com/2002/200221-brain-size.html Accessed on: March, 20th 2020.