Using Lay Epistemology to Analyze Influential

Communications

How People and Organizations Make Decisions

Using Lay Epistemology to Analyze Influential

Communications

How People and Organizations Make Decisions

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What’s Ahead

• Classic Communications Rubrics.

• At Least One Really New Macro Take on How Beliefs Get Established.

• Examples of How You Might Use This.

• Prizes Barely Worth the Effort.

The Path

• Introductions

• Why Theories?

• Rubrics and Theories

• You: Does This Connect To Your Work?

Please Say Hello

• What are you doing?

• What guidelines do you dig?

• What beliefs do you need to change?

Hi, I’m Dave

By Day: Interactive Strategist

for a tiny part of Thomson Reuters

I Also Write About Online Law

www.UsefulArts.us.

Geek Check

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#1 - Is Theory Useful?

We love theories and rules

http://www.wired.com/wired/

Stever Robbins – Big Brains

We Do Start and End With Data

63% increase in total CTR

First issue

Next issue

Guidelines Are Good

Seth Says

Blogs work when they are based on: – Candor – Urgency – Timeliness – Pithiness– Controversy

This Leads to Some RubricsAbout What Works

Avoid the decision entirely

Phycho-Kinesthetic Flow

• LEARN – SEE – ACTJoseph Carrabis, NextStage Evolution

Select One Point of High Ground• Innovation Leader (product leader)• Operational Efficiency (value leader)• Customer Experience (service leader)

Meet Arie Kruglanski

Distinguished University Professor at the University of Maryland, College Park

National Institute of Mental Health Research Scientist Award (Career Award)

NAS panels on counterterrorism, and educational paradigms in homeland security

What’s The Theory?

<good theory attributes complexity=“minimal” durability=“high” limitation=“low” proprietary=“no”

“Lay Epistemology”

Context

1. We never have total access to all relevant information.

2. So, we’re never fully certain of things.

3. That’s life.

4. We make constructs anyway.

5. And regard them as definite when we assume their propositions are valid.

Knowing How People Make Constructs Helps Us Change Them.

The Need for Certainty

Risk, Vertical Targeting

Certainty

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The Need for Closure

Closure is Also Desire

Certainty

Closure ?

The Need for Consistency

The Need for Consistency

What do YOU believe?

On brand, repeated

Consistency

Certainty

Closure

Beliefs

Safety

Desires

Consistency

Certainty

Closure

When these don’t align it causes stress

Do These Play in Social Media?

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Questions, Ideas?

Email: Strategy2.0 at Gmail.comBlog: www.UsefulArts.us