When we’re challenged to find flaws in a product — and come up empty-handed — our opinion of that product soars.
This phenomenon was put to the test in 2002 by Derek Rucker and Richard Petty at Ohio State University. Test subjects were split into two groups, both of whom were shown the same information about Aspirin:
Then, subjects were asked how they felt about Aspirin.
You might think that those who were asked to focus on the negative aspects of Aspirin would end up with a lower opinion of it. But you’d only be partially right:
The experimenters argued that people who tried to find fault but failed were more cognizant of the fact that the aspirin had no faults than were people who simply processed the message objectively.
Specific applications include:
Naturally, you can’t do these things if your product isn’t truly superior. But if you truly do have a great product, challenging customers to find fault with it can be extremely persuasive.
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