Sometimes it's not what you say but how you say it. That's especially true, researchers say, when it comes to New Year's resolutions. And it turns out, following a look at more than 100 studies, that the best way to get someone to follow their resolutions is to ask them about it.
"Will you exercise this year?" is a simple question that could be a game-changing technique for people who want to influence their own or others' behavior, according to the study, which spanned 40 years of research.
The research is the first comprehensive look at more than 100 studies examining the "question-behavior effect," a phenomenon in which asking people about performing a certain behavior influences whether they do it in the future. The effect has been shown to last more than six months after questioning.
Why it works
"If you question a person about performing a future behavior, the likelihood of that behavior happening will change," said Dave Sprott, a co-author of the study and senior associate dean of the Carson College of Business, Washington State University.
The basic idea is that when people are asked "Will you recycle?" it causes a psychological response that can influence their behavior when they get a chance to recycle. The question reminds them that recycling is good for the environment but may also make them feel uncomfortable if they are not recycling. Thus, they become motivated to recycle to alleviate their feelings of discomfort.
Overall, the researchers' findings suggest questioning is a relatively simple yet effective technique to produce consistent, significant changes across a wide domain of behaviors. The technique can sway people toward cheating less in college, exercising more, recycling, or reducing gender stereotyping.
The study was published in the Journal of Consumer Psychology by marketing researchers from the University of California, Irvine, the University at Albany, State University of New York, the University of Idaho, and Washington State University.
Benefits of using the technique
"We found the effect is strongest when questions are used to encourage behavior with personal and socially accepted norms, such as eating healthy foods or volunteering," said Eric R. Spangenberg, first author and dean of the Paul Merage School of Business, University of California, Irvine. "But it can be used effectively to even influence consumer purchases, such as a new computer."
"It is pretty easy to ask a question, and it can be done in a variety of means, such as ads, mailers, online media, and interpersonal communications," said Sprott.
The researchers found the question-behavior effect to be strongest when questions are administered via a computer or paper-and-pencil survey, and when questions are answered with a response of 'yes' or 'no.' They also found that those using the technique are better off not providing a specific time frame for the target behavior.