![]() The study then focuses on the merging of the two traditions in the Middle Ages, as they gave rise to detailed discussions over the structure of human thought and its relations with signs and language. Panaccio identifies two important traditions: one philosophical, stemming from Plato and Aristotle, and the other theological, rooted in the Fathers of the Christian Church. Mental Language examines the background of Ockham's innovation by tracing the history of the mental language theme in ancient and medieval thought. Yet it is not a new idea: it was systematically explored in the fourteenth century by William of Ockham and became central in late medieval philosophy. While there are many ways to build trust, research shows an effective approach you can take is to speak simply.Īll in all, the language you use, the strategy and tactics you coordinate, and the steps you present to customers are critical to a successful messaging campaign that works to build trust.The notion that human thought is structured like a language, with a precise syntax and semantics, has been pivotal in recent philosophy of mind. Trust is without a doubt a factor that has proven to grow customer relationships over time. There are many factors that come into play when attracting and maintaining customers whether that’s in the private or public sector. When the consumer is unfamiliar with a product or service, simply communicated messages that reflect personal relevance can work to influence consumer perceptions of a brand’s trustworthiness. Alternatively, the higher the personal relevance of a message, the persuasiveness was more about the power of the message than the source. A classic study in psychology showed that when personal relevance for a message was minimal, its persuasiveness was based on the trustworthiness of the source. The easier a brand makes the purchase-decision journey, the higher its decision-simplicity score.”īrands that scored in the top quarter of the study were 9% more likely to purchase a product again in the future and 115% more likely to recommend it than the brands in the bottom quarter of the index.Ī core component of trusting a simple message is how people feel about its source. To demonstrate the idea of decision simplicity, the researchers conducted a study leveraging a ‘decision simplicity index’ – the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. The easier a brand makes the purchase-decision journey, the higher its decision-simplicity score.” The article explained how the second approach would be far more successful in today’s marketplace. The second firm, on the other hand, focuses on the user’s needs and directs the consumer to the best product based on how the user interacted with the website. One website provides visitors access to extensive information about each of its products, requiring users to walk through different parts of the website to get more information. This concept can be demonstrated by reviewing two approaches to selling cameras to web searchers. The HBR article mentioned earlier highlighted that one of the most important factors involving securing purchases is decision simplicity. Following a communications plan and using a spokesperson, it was revealed that water utilities should focus on simple messages that use basic terminology to demonstrate their reliability. AWWA hosted a webinar on how utilities can be a trusted source of information. This approach was used by the American Water Works Association in April 2020 early on during the COVID-19 pandemic. Research has shown that the human brain can effectively process no more than 27 words that can be spoken in 9 seconds and that have 3 (or fewer) pieces of information. An elegant example of this is the 27-9-3 rule. If the images used or the size of the font takes too long to process, you may lose consumers or an opportunity to communicate a message. People have a limited amount of attention and memory. The concept is known as “ cognitive load.” There’s a principle that discusses the use of simple tactics to communicate messages. “People ignore design that ignores people.”Īligned with this idea of presenting simple, trustworthy communications comes from the perspective of cognitive science. A fitting quote by UX designer Frank Chimero sums up the necessity of this tactical approach: “People ignore design that ignores people.” ![]() It provides consumers with a positive experience and helps them determine what brands they trust and return to overtime. If your design requires multiple steps to find general information, or the language isn’t presented in a logical sequence, this can undermine consumer confidence. One form of communication that supports the relationship between simplicity and trust is the user experience on a website.
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