Pre-suade our food choices?
— August 13, 2023 —
I’m obsessed with Robert Cialdini’s new book, Pre-Suasion: A Revolutionary Way to Influence and Persuade. Cialdini, a renowned psychologist, introduces the concept of pre-suasion, which is the idea that the moment before delivering a message can be just as important as the message itself in terms of its persuasive impact. In other words, pre-suasion is the art of priming people to be receptive to a particular message or idea, which can significantly increase the chances of them accepting it.
He uses the example of people buying a couch. When they are exposed to an ad with a picture of a couch with clouds in the background, they say that their priority is a soft comfortable couch. In contrast, when they see an ad with pennies in the background, they declare that their priority is an economical couch. These people have no idea what influenced their decision. We are constantly exposed to influencers in our life—sometimes intentional, such as the multiple advertisements we see daily and sometimes subconscious, like the guy you just passed walking down the street holding a Pepsi. We know these influences impact our decisions and actions, so how can we use them to our advantage? How can we, as consumers, take control and use these same techniques to “pre-suade” ourselves? And of course, how can we use them to influence us to make healthy food choices? I’ve applied some of the concepts in Cialdini’s book to healthy eating.
Identity: Establishing a sense of identity is one of the key principles he discusses. If we associate eating healthy with our identity, it becomes a part of who we are. A health-conscious person is more likely to make healthy choices than someone who is not. Think about the difference between a smoker who is quitting and a non-smoker—neither are smoking but the non-smoker isn’t sacrificing, or trying not to smoke, they just don’t smoke. The quitting smoker has a lot more struggle. Likewise, a person who doesn’t eat sugar, has no problem skipping the office cupcakes while a person dieting, or cutting down on sugar, may feel deprived. It’s subtle, but see how you can shift your identity to foster healthy choices. If you walk into a compromising dining situation with your identity intact, you’re less likely to falter.
Social Proof: There is an old proverb that says, “If you tell me who your friends are, I’ll tell you who you are.” When it comes to diet, it’s true. We are more likely to overeat or indulge in unhealthy foods if the people around us do. So, let’s turn it around. If eating healthy is the norm among your friends or family, you are more likely to be pre-suaded to eat healthy with them. Obviously, we can’t control other people’s actions, but you can consciously choose to surround yourself with healthy eaters or even find a buddy to join you on your journey.
Positive Framing: Highlighting the benefits of healthy choices and emphasizing the positive impact they can have on one's health, energy levels, and overall well-being, is likely to encourage healthier food choices. Focusing on the pros of healthy choices, as opposed to the cons of eating unhealthy foods—such as weight gain or disease—frames the message so the association is pleasant and appealing and increases the motivation to make healthy choices.
Commitment and Consistency: People are more likely to stick to a behavior if they have made a commitment to it. In terms of eating, this could mean making a commitment to eating healthy foods or eliminating sugar and processed foods. If you have made a commitment, you are likely to plan ahead, walk into meals prepared, and be in the mindset to stick with your plan. When you’re not committed or consistent, it is more likely that you won’t follow through with your goals. You can even strengthen your drive by joining forces and making a commitment to a partner to stick to a healthy plan together.
Visibility: Studies have shown that individuals are more likely to choose healthy snacks like fruit over unhealthy options like candy when they are placed in a visible location, such as on a desk or countertop. By strategically placing healthy foods in prominent locations, you can prime yourself to think about them and increase the likelihood of reaching for a nutritious snack.
Pre-suasion can be a powerful tool for influencing behavior when it comes to diet and eating. By using environmental cues, positive framing, and social proof, we can prime ourselves to think about healthy eating and increase our motivation to make positive choices.
Let me know how it goes—what works? What’s your biggest challenge?