Harvard University Psychology Professor Ellen Langer recently published a very interesting study. The study was based on addressing a queue of people who were waiting at a copy shop to be able to make some photocopies. Langer’s assistants in the studio were asking the members of the queue if they would let them pass. THEY USED 3 DIFFERENT QUESTIONS:
- Excuse me, I must print 5 pages. May I use the photocopier?
- Excuse me, I must print 5 pages. Can I use the photocopier because I’m in a rush?
- Can I use the photocopier because I must make some copies?
THE RESULTS WERE THE FOLLOWING.
- 60% of the people who were asked first question agreed to let the person pass.
- 94% of people let the person pass when they received the second question.
- 93% of people let the person pass when they heard the third question.
The study discovered that by including the word “because” in the question, 55% more people were able to accept the proposal. Introducing the word because, and accompanying the request with reasons, helps to achieve a much greater influence. Explaining why you want to do something facilitates greater influence and helps you get it done.
But the study uncovered another, more fascinating idea. The reason that accompanies the word “because” is almost irrelevant. If you realize, in question number 2, “being in a rush” is an argument that can be considered valid. While in question number 3, the reason “I have to make some copies” can be considered invalid. The study showed that, if you use the word “because”, it almost doesn’t matter what reason you use or if the argument can be considered valid or not. The results are almost identical.
Therefore, THE RESEARCHERS ATTRIBUTED THE WORD “BECAUSE” TO A HIGH INFLUENCE CAPACITY. This word, by itself, exerts a remarkable influence on the achievement of the desired results.
And this study fully ties in with Robert Cialdini‘s wonderful book, Influence – The Psychology of Persuasion. Cialdini said that when we ask someone to do us a favor, we will be more successful if we accompany our request with a reason. Professor Cialdini stated that “people simply love having reasons for doing what they do”. Therefore, people want to act rationally, and if we include the magic word “because” we will help them to think that they are acting rationally and it will significantly increase your chances of succeeding in your request.
So now you know, WHEN YOU WANT TO ACHIEVE SOMETHING, DON’T FORGET TO ADD THE MAGIC WORD “BECAUSE”.