Resistance
Nudging people is a good way to change individual’s behaviour. But pushing people too hard may make them go the opposite way of the initial outcome.
How does resistance work?
- We have certain behavioural freedoms, where we can browse through a site with no stress/ uncertainty.
- Resistance is triggered when these behavioural freedoms are triggered.
- Having too many instances of being nudged will make the user want to push back. And the user may even leave the site and close the tab.
- In conjunction to this experience, the user may tell others of their bad experience and describe how their behavioural freedoms were threatened.
A study showing the effectiveness of not being too assertive.
The study shows how the tone of voice is key for making clicks and sales – especially with their most loyal customers.
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