Book Preview: How Consumers’ Decisions Get Influenced

7. Hope. Create a positive expectation to help deliver agreement, Granger says. Learn what people hope for, as we’re easily persuaded by those who understand our hopes, wishes, dreams and those who can help us achieve them. Once people perceive an opportunity to satisfy their hopes, they seldom rely on rational cognitive thought, on logic, before they act, Granger says. Here are certain areas that can be explored to activate the hope trigger: happiness, independence, profit, health, fears and success.