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{{a| | {{a|psychology|[[File:wear a mask.jpg|450px|thumb|center|You are deplorable freak and I only let you into my shop with great reluctance]]}}It doesn’t take much time listening to {{author|Dale Carnegie}}, {{author|Robert Cialdini}} or {{author|Rory Sutherland}} to grasp that ''how'' you say something can be just as important as ''what'' you say. This is hardly news: {{br|How to Win Friends and Influence People}} is 85 years old. | ||
But nor does it take much time reading modern commercial contracts to know how resistant they are to the charms of persuasion. Legal drafting is habitually fastidious, over-particularised and ''logical'' at the expense of being what Sutherland calls ''psycho''-logical. | But nor does it take much time reading modern commercial contracts to know how resistant they are to the charms of persuasion. Legal drafting is habitually fastidious, over-particularised and ''logical'' at the expense of being what Sutherland calls ''psycho''-logical. | ||
By way of illustration: signage. | By way of illustration: [[signage]]. | ||
===The [[Coronavirus]] mask example=== | ===The [[Coronavirus]] mask example=== | ||
Say you want to ensure all your customers to wear face masks in your shop, by means of a sign.<ref>All this notwithstanding the [[JC]]’s aversion to [[signs]], which are by their nature cowardly, [[passive-aggressive]] and hectoring means of influencing behaviour, but still.</ref> | Say you want to ensure all your customers to wear face masks in your shop, by means of a sign.<ref>All this notwithstanding the [[JC]]’s aversion to [[signage|signs]], which are by their nature cowardly, [[passive-aggressive]] and hectoring means of influencing behaviour, but still.</ref> | ||
Now, firstly, your object here is ''not'' “to prevent bare-faced customers coming into your shop”. You could achieve ''that'' by locking the door. If ''no-one'' comes in your shop there is no point having a door or, for that matter, a shop at ''all''. Your object remains as it ever was, and always will be, twofold: | Now, firstly, your object here is ''not'' “to prevent bare-faced customers coming into your shop”. You could achieve ''that'' by locking the door. If ''no-one'' comes in your shop there is no point having a door or, for that matter, a shop at ''all''. Your object remains as it ever was, and always will be, twofold: | ||
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{{sa}} | {{sa}} | ||
*[[Behavioural psychology]] | *[[Behavioural psychology]] | ||
{{ref}} | {{ref}} | ||