Part I of the Cognitive Battlefield series looks at identifying important themes and priorities, then rank-orders these priorities and uses them to evaluate the favourability of an actor (e.g. a political candidate) or an object (e.g. Coca-Cola).
Part II looks at how to package those priorities in a way that makes the message “sticky” to influence people’s attitudes.
Confirmation of existing beliefs, source credibility, and hot cognition, are all strategies that can be used make messages compelling, the report found.
The packaging of the message can be used to unify people, or divide them. Authors Clifford Young and Katie Ziemer highlight this by looking at the messaging by the Republican and Democratic parties for strengthening the US economy.
[WEBINAR] The Forces of Customer Experience
Do you truly understand the Forces that are at play in your customers’ minds? This new webinar accompanies our brand new CX whitepaper, 'The Forces of Customer Experience: The science of strong relationships in challenging times'. Hear from the author of the paper and Ipsos' CX Chief Research Officer, Jean-Francois Damais,