How we change what others think, feel, believe and do
Emotion and Investment
Investment is an important principle in emotion, especially if you want to change minds and get people to act in desired ways.
Emotional 'investment' in a subject is the degree to which emotions are evoked when the subject is encountered.
Things in which we can invest include:
Examples of emotional investment include:
In relationships, investment is often a reciprocal arrangement, where there is a joint decision to invest in one another.
Investment leads to deep commitment and there may well be a spiral of actions and further investment that serves to progressively deepen investment.
Typical effects of emotional investment include:
Examples of these effects of investment include:
Once a person is invested, then they will not only act in ways supportive of the investment, they will also seek to justify the investment to themselves, typically by becoming more invested and possibly seeking to get others invested also.
Investment leads to higher levels of emotion, including delight, frustration and anger. In contrast, lower investment leads to neutral emotions. For example, consider a scenario where a local football team beats a national football team. The local team supporters would be delighted, and the national team supporters disgusted. Others, who are less invested in their teams would merely be surprised.
In relationships a certain degree of investment is expected by each party. If the actual investment is below the desired investment, then this will cause tension. There may also be an upper limit on expected investment and when one person over-invests relative to the expectation of the other person, then this also can cause problems.
If you want a person to take something seriously, work to get them emotionally invested in the subject. There are two key stages to this: (a) Getting sufficient initial investment to get them committed, and (b) Sustaining the investment to keep them operationally active.
Gaining initial investment
Was to get people emotionally invested include:
Ways to sustain investment include: