promotion

From Estate Tax to Death Tax: How to Change Public Opinion Overnight

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Frank Luntz, a Republican consultant, spearheaded the messaging change from “estate tax” to “death tax” in the 1990s. The term “death tax” had been used decades before, but it was used again at that time as Republicans sought support for its repeal. By shifting the frame from a tax on “estates,” (which sounds like it only affects very … Read more

The Mere Exposure Effect and Why “Marketers Ruin Everything”

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The Mere Exposure Effect is a pattern in human psychology where people develop preferences for things simply because they have been exposed over and over. Familiarity breeds preference. This is related to our tribal nature. Trust, familiarity, rapport, authority–these are all tied together. The more you are exposed to something or someone, the more comfortable you become with … Read more