Uncertainty principle

Principles > Uncertainty principle

Principle | How it works | So what?

Principle

When a person is not sure about something, they will move towards certainty.

How it works

We all have a need for a sense of control and certainty. When we are not sure, when we cannot predict, we will grasp at straws that seem to be more certain, even if they might have a longer-term cost.

Availability uncertainty

A sale in a shop works by suggesting that availability of a product in the future is not certain. Other people hovering over the last available item make you want to grab it quickly!

Price uncertainty

A sales person might indicate that prices are going up next month, but not say exactly by how much ('It's the exchange rate on imports, and things are not looking good').

Behavioral uncertainty

When a person behaves erratically, then others cannot predict what they will do and so become nervous around them. This can range from inconsistent parenting to bad management or fairweather friends.

Knowledge uncertainty

If you say that something is unknown, then if the other person knows they may fill that gap for you, or if they do not know, they (now also unknowing) will seek to find out. This can be useful both in teaching and in getting others to discover things, either for your information or to get them engaged.

Threats and opportunities

A threat is often seen in terms of uncertain harm. It thus becomes a focus of attention and people will act to reduce uncertainty around it.

Opportunities are the opposite and people will move towards the uncertain gain, seeking to secure it.

So what?

So create situations of uncertainty where the other person has to act in the ways you want to reduce the uncertainty.

For example if you say 'I don't know if John is coming', the other person may well be persuaded to go and ask John (saving you the bother of doing so, and particularly if John is more likely to come if the other person asks him).