Understanding the Audience Craig Fox.pptx

1、Mobilizing Your Audience Using Insights From Behavioral ScienceCraig R.FoxUCLAInnovating for the Public Good:R&D for DemocracyNovember 15,2023Messaging to Mobilize Your Audience1)Key Emotions2)Message Framing3)The Mobilization JourneyKey EmotionsEmotions that mobilize the base:Anger:Our goals are be

2、ing thwarted!Enthusiasm:Our side is doing something exciting!Hope:Success is Imminent!1.Anger,Enthusiasm,and Hope Can Mobilize the BaseKey EmotionsQ:What emotion gets non-supporters to pay attention?InattentionConfirmatory biasesA:Fear:watch out for something dangerous!2022 Megastudy:(Voelkel et al.

3、)reduced support for undemocratic practices using video of instability/violence in other countries Jan 62.Fear Makes Persaudable Voters Pay AttentionMessage FramingWe are more motivated to reverse losses than achieve gainsVote leave,get change!Reverse lossesConfers certainty“We have an anti-MAGA maj

4、ority because Americans have learned the hard way what MAGAs story is really about:taking away our freedoms.”-Michael Podhorzer3.Losses Loom Larger than GainsMessage FramingWe are more motivated when goals are imminent“Working toward Brexit”?4.Imminent Goals Are Especially MotivatingMessage FramingS

5、pecific words can evoke powerful semantic associations“Estate tax”vs.“Death tax”(Frank Luntz,1990s)“Carbon tax”vs.“Carbon offset”(Hardisty,Johnson&Weber,2010)“Freedom”(Schuman&Presser,1981;Krosnick&colleagues,2022)There are some people who are against all churches and religion.If such a person wante

6、d to make a speech in your(city/town/community)against churches and religion,should he be allowed to speak,or not?There are some people who are against all churches and religion.If such a person wanted to make a speech in your(city/town/community)against churches and religion,sho