Persuasion has a bad reputation because it’s associated with selling things to people, sometimes selling them things they don’t even want.
Improving customer service is about dealing with expectations and dealing with absolutely crucial points in the process more than just actually trying to improve everything evenly.
When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts.
Participation isn’t enough.
Having a more clear-sighted view on people’s real world buying behaviours and thus which consumers actually matter to the generation of revenue and profit begins to gives us a framework for thinking about participation.