How to change minds and influence people’s behaviour

Our instinct when trying to influence others’ actions is to give orders. This approach often fails, because when people feel their independence has been limited, they get anxious and demotivated and are likely to retaliate. In contrast, expanding people’s sense of agency makes them happier, healthier, more productive, and more compliant. For example, giving people an opportunity to advise how their taxes should be allocated increased the likelihood that they would pay them in full. To produce impact, we often need to overcome our instinct and instead offer a choice.

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