I am precioussssss |
Do you want a healthier economy? Want
to sell your product? Want more equal rights? Getting large groups
of people to take action is a messaging problem. How can we best
motivate people to take action? It turns out that calls to
collective action are not the best. It turns out people respond
better to selfishness motivation.
John F. Kennedy's inaugural address got
the messaging wrong when he said “Ask not what your country can
do for you - ask what you can do for your country.” His desire may have been to do good. The cry
for self sacrificing service was not the best way to deliver the
idea. We citizens do not react well to calls to actions for the
society at our own expense.
To act together we must be motivated
alone. We get more done for the group when given messages of self
interest. This paradox is at the heart of our political debate
between social responsibility and individual freedom. A new approach to motivation may
contain solutions to our most difficult societal problem.
Individuals acting freely do best for the group.
Bad messaging? |
A new study shows that individual
people acting in self interest are more effective at positive social
change. Scientists at Stanford have done a series of experiments
showing interesting results. Appeals to care, act, and think for a
group sap motivation. The studies also show that when people
emphasize their independence to be free in their actions they will be
more motivated to do good for the group.
United States culture is a reflection
of all of us as a group. Often the message from society to
individuals is that we should act as a group. Messages like
“Everyone should go do <fill-in-the-blank>” act as
de-motivators to action and get less done.
A series of experiments were conducted
trying to figure out what inspired people to work the hardest at
solutions. It focused on the relationship between self action and
group action. One experiment tested the persistence of people while
another tested to see how motivation effected actions.
The first test examined how long people
would persist at a physical challenge when they were thinking about
independence versus interdependence. Those who thought about
independence (self) worked at the challenging task longer. When
primed to think about interdependence, the subjects gave up on the
task sooner. Thinking in terms of self interest makes us work
harder.
Good messaging! |
Another test was designed to have
people describe how descriptions of future actions affected their
desire to complete the action. In this experiment, when the future
tasks involved working together, understanding, and adapting to a
group, subjects predicted they would work at it less. When told that
the future effort would emphasize self discipline, being unique, and
understanding their own viewpoints better, subjects predicted they
would work harder. Thinking in terms of self interest makes us more
motivated.
The study is about desire, not goals.
The suggestion is that if we want effective change in behaviors we
need to motivate the individual as a free actor. It is better to
appeal to individual effort and self interest to cause changes in how
people act.
If we desire to have a better world
through politics, business, and morality then we must call on
individuals to seek self-interest. Cultural inspirations to better
'me' work better than calls to better 'us'. Call each and every
person to action, each to themselves. Mahatma Gandhi got the
messaging right when he said “Be
the change that you wish to see in the world.”