How we change what others think, feel, believe and do

Snowing

Techniques > General persuasion > Creating Cognitive Load > Snowing

Description | Example | Discussion | See also

Description

When people need persuading and particularly when they demand more information, give them lots.

Cover them with information. Give them lots of data, knowledge, articles, papers, reports and so on. In conversation, quote statistics, reference authorities and wander way off the subject into interesting side topics.

Give them little time to absorb all of this, returning to them soon with your key request, such as agreement with a specific point.

Example

The Williams report covers this in detail. I'll send you a copy. You will probably also want background reading. I'll add previous reports for the last year or so. There's some important points in there. Then we can meet on Thursday to agree final details. Right?

Well, June said she'd come though only if Celia is there -- I'm sure I can get her if you can tell Mike about the thing last week. Can you?  

Discussion

The conscious mind thinks serially, processing one thing at a time. It can also only work at a certain speed and cope with information of a limited complexity. This means it is very easy for it to become overloaded when it is given a lot to process.

When we are overloaded in this way, we feel increasingly stressed as we contemplate an increasing amount of difficult thought ahead. At some point as the stress increases we look for a way out. This is the time where we are more open to suggestion, especially if agreement will result in the thinking load being relieved.

See also

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