Resource Type: Behavior Tendencies: Related Tools: Domains:

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When designing a message, regardless of the media used, if you want to increase the impact an information or element has on an agent, then try to increase its Concreteness.
In practice, that usually means, among other things:

  • using pictures or representations
  • using details to improve how people are able to represent elements
  • try to use concrete and salient examples of elements rather than abstract generalizations (or use both)

Some relevant case studies (if any):


About the Author:

Julien Le Nestour
Applied behavioral scientist & international consultant — I am using the results and latest advances from the behavioral sciences—specifically behavioral economics—to help companies solve strategic issues. I am working with both start-ups and Fortune 500 groups, and across industries, though I have specific domain knowledge in banking, asset management, B2B and consumer IT, SAAS and e-commerce industries.

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