Jones Effect

WHAT: The ability to refer to others and make people feel part of a group and not singled out.

WHY: People put more stock in the buying decisions of the masses and those they know, more than in their own decision-making abilities.

HOW: Talk in the 3rd person, refer and relate to others who have been in a similar situation to the person, use the word "you" as little as possible.

eg. "Everyone's been getting involved", I'll show you what I've been doing with all your neighbours".

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