Concrete / Abstract
We were lucky enough to have Richard Shotton come in and talk to the agency last week. He spoke about the EAST framework which provides people with a route into applying behaviour change thinking in a simple and manageable way.
During the session he conducted a small experiment to try and demonstrate some of the principles of behaviour change. Specifically he was keen to show that no matter who we are we are susceptible to the same biases as everyone else, even if we are familiar with the theories of behavioural economics.
His experiment sought to recreate a 1972 study that focussed on the differences between Concrete and Abstract language. The test shows that the human brain is predisposed to remembering specific, concrete uses of languages whilst finding other, abstract phrases harder to remember.
A few weeks ago I wrote about the rise of ‘bold, yet oblique’ language within advertising campaigns. This experiment starts to add a bit more shape around the problem - and why a certain set of words, whilst sounding good, might not be particularly effective vehicles for brand communication. The brain doesn’t naturally warm to them - and finds them hard to retain. Particularly problematic when we don’t commit to creative ideas over the long-term.
By the same token, we can apply the same principle to our strategic thinking, as Richard highlights in the linked Tweet above. The words we use as a means to communicate our ideas and thinking are our most valuable tool. Perhaps too often we too slip into the warm blanket of abstraction. Words that sound smart, but ultimately fail to land the true intention of our thinking.
Shotton told us about Daniel Oppenheimer and his 2005 paper in the Journal of Applied Psychology… there are consequences to the use and misuse of erudite vernacular utilised irrespective of application. Focussing on concrete language would ensure greater efficacy in our communication but also help ensure greater memorability too. Our clients and colleagues would be able to recall what we say for longer, with greater clarity and fidelity.
