Video: Persuasion Triggers (TEDx Atlanta Presentation)
One of the things that bugs me when folks start talking about engagement is the mention of Gagne's Instructional events. While I think these events are great heuristic considerations, too often these events are presented as a shopping list. Like I said, I don't dislike Gagne's assertions. It's not a shopping list.
The common interpretations of each of these considerations tends to give me pause (a nice way to say "drives me crazy"). Take for example, (1) Gain attention [captivation]. How often do we see a musical score attached to a series of images that terminates 30 to 60 seconds later with a call to action? How captivating is that? I've built plenty of these "commercials for something nobody wants". Expectation bias. How often do you think these are worth the effort? How often do we build these because it's what we've seen before, not what we think will actually work? Nobody's fault we see a common misapplication of heuristics like Gagne's. Seems to me these are considerations, not instructions.
Maybe some better tools would help folks sort out the dimensions and factors that contribute the most to benefit of an application of media. OK. I'll get to my point... Take a look at this video:
http://youtu.be/nG0WiP5ux1Q (Grr... tried 3 different methods to embed right in page, none of which worked)
I love this concept in supporting decisions made during the consideration of (1) Gain attention.Sally outlines seven triggers of persuasion / fascination and provides some illustrations of personas that possess pairings of these.
- Power | Take Command
- Passion | Attract with Emotion
- Mystique | Arousal of Curiosity
- Prestige | Increases Respect
- Alarm | Create Urgency
- Vice | Change the Game (Inspiration through surprise or deviation from norms)
- Trust | Builds Loyalty (Trust / connection through consistency and stability)
I see no reason the same breakdown of triggers couldn't apply anywhere you need to (1) Gain attention. Potentially neat stuff. One more tool to consider to extend rudimentary heuristics like Gagne's 9 Instructional events. Can it hurt?