We know that in conditions of some uncertainty (in this case the modification of behaviour or adoption of new-ish behaviours), biases in judgement, and in particular those influenced by the availablity too much or too little information, can lead to less than desirable outcomes.
So, while the execution here, in the current campaign for Blackmore's, seems straight-forward and simple there's a real depth of understanding that makes it so sweet.
Habits are important.
'Little Less Little More' is all about describing how easy to establish new, better habits.
Because habits are more easily established than we believe. Sometimes with only one or two goes.
People are motivated to ‘do the right thing’.
Again, make it easy and fun to adopt and DO the desired behaviour and it will be more likely to happen. You will never think yerself fitter.
We are loss-averse, so the dislike of losses almost always outweighs the liking of gains.
This is compounded by the Endowment effect - whereby people disproportionately value what’s already theirs, so the appearance of taking away perceived 'benefits' or punishing behaviours often causes resistance and can be counter effective. Little less of this is balanced by a little more of that. And most of the little more 'thats' are ones that you actually like.
Most importantly, people need to feel involved and effective to make a changes.
This one is straight out of the psychology of persuasion.
The commitment and consistency effect.
People want to be consistent with what they have previously said or done, so ssk for small commitments first then bigger ones Even better, get them in writing.
The web extension of the campaign does exactly this.
The line goes 'At Blackmores we’re encouraging you to make small positive changes that are achievable and sustainable Choose what you want to do a little LESS and a little MORE of and make your commitment today.'
Finally, the behaviour of other people matters.
Let's have a look at what everyone else is doing then.
Like we said the other day...science AND creativity. What a concept.