The Law of Expectations–The Impact of Suggestion
If I accept you as you are, I will make you worse; however if I treat you as though you are what you are capable of becoming, I help you become that.
—JOHANN WOLFGANG VON GOETHE
The law of expectations uses expectations to influence reality and create results. Individuals tend to make decisions based on how others expect them to perform. As a result, people fulfill those expectations whether positive or negative. Expectations have a powerful impact on those we trust and respect, but, interestingly, an even greater impact on perfect strangers. When we know someone expects something from us, we will try to satisfy him or her in order to gain respect and likability.
You have probably heard the saying, ‘‘What gets measured, gets done.’’ The same is true for expectations. That which is expected is what actually happens. People rise to meet your expectations of them. This is a powerful force that can lead to the improvement or destruction of a person. You can express an expectation of doubt, lack of confidence, and skepticism, and you will see the results. If you believe in someone, show confidence in them, and expect them to succeed, you will see different results. Author John H. Spalding expressed the thought this way: ‘‘Those who believe in our ability do more than stimulate us. They create for us an atmosphere in which it becomes easier to succeed.’’[1] When you create expectations, you change people’s behavior. Whenever you label specific behaviors or characteristics, the action is expected. When those expectations are not met, you can see anger, disgust, surprise, or dissatisfaction.
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Expectations as Assumptions: Expect with Confidence
Often our expectations are based on the assumptions we have about people or groups of people. The same is true of us. Have you ever noticed how your expectations become reality in your personal life? Expectation is literally a self-fulfilling prophecy. We do this consciously and subconsciously. Remember the kid in grade school who was always really rowdy and disruptive? Sometimes if people already assume they are perceived a certain way, then that is indeed exactly how they will act, even if they don’t mean to. The rowdy kid in grade school knew everyone perceived him as disruptive, and so he was. The teacher expected bad behavior, and the expectations were fulfilled.
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Expectations of Others Affect Behavior
The expectations we create for others often become reality. This can have interesting effects when applied out in the real world. This section contains multiple examples of how expectations have changed the lives and persuaded the behavior of other individuals.
School Teachers
Under the umbrella of expectations, teachers can be the greatest asset or the greatest negative influence in a child’s life. We know what happens when a teacher labels a student a ‘‘troublemaker’’ because it creates certain expectations for the student’s actions. We have seen the labels ‘‘slow learner,’’ ‘‘stupid,’’ and ‘‘ADD’’ become projections for a student’s future academic success. There is the story of the substitute teacher who came to class and found a note from the regular teacher labeling one of her students as a troublemaker and another as helpful. The substitute teacher began the class looking for these two students. When she found them, she treated them accordingly. However, when the teacher returned, she was amazed when she discovered the substitute felt the troublemaker was helpful and the helper was trouble. She had gotten them mixed up! The children’s behavior was based on the substitute’s expectations. This is often called social labeling. People tend to live up to the positive or negative label bestowed on them.[3]
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Presupposition: Assuming the Sale
Using expectations, we can create immediate reactions to stimuli so the subject doesn’t even have to think—they just perform the action. Discounts, closeouts, going out of business sales, and coupons are used to draw traffic to stores. Consumers assume they will receive a reduced purchase price by presenting the coupon or by going to a ‘‘going out of business sale.’’ One tire company made an error in printing their coupon and the misprinted coupon offered no savings to recipients. However, this coupon produced just as much customer response as did the error-free coupon.[7]
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The Placebo Effect: Persuasive Suggestions
One form that expectations can take is in the shape of a placebo. A placebo is a nonmedicinal substance that is given to patients so they believe they are receiving medicine. Placebos were used during the Korean War when MASH units ran out of morphine. When medical workers gave wounded soldiers placebos, 25 percent of the soldiers reported a reduction in pain. The placebo works because the expectation that the ‘‘medicine’’ will help is so strong that our brains actually translate it into reality. In some studies, placebos worked 25 percent to 40 percent of the time![9]
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Time Expectations
In our modern world, we are bound by time. This being the case, we have certain expectations about how time works and how long it will take us to accomplish something. Often, time becomes distorted through our perceptions and expectations. Why do some afternoons speed by faster than others? And why do we finish projects one minute before our deadline?
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Reputation Expectations
The most effective psychological tool for getting someone to follow through is to let him know that you believe he is the type of person who will follow through. Using phrases such as ‘‘You’re the kind of person who . . .’’ or ‘‘You’ve always impressed me with your ability to . . .’’ or ‘‘I’ve always liked the fact that you . . .’’ invoke the powerful psychological law of internal consistency. Winston Churchill, one of the greatest masters in dealing with people, said, ‘‘I have found that the best way to get another to acquire a virtue, is to impute it to him.’’
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First Impression Expectations
Have you ever noticed how the people you assume are going to be jerks turn out to be just that? And if there is someone you’re especially excited to meet, then you meet her and she seems great! Often our assumptions and expectations about someone we’re about to meet for the first time play out exactly as we’ve already mentally conceived them. Once again, even when first meeting someone, you will send subconscious messages about how they are to respond and behave.
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Embedded Commands
An embedded command is a technique used to communicate to the conscious mind while also sending a message to the subconscious mind. The idea is to actually bypass the conscious mind and communicate directly to the subconscious mind. Embedded commands are commonly used in marketing and advertising. Embedded commands are hidden suggestions within written or spoken language. The conscious mind is unaware of their existence. Embedded commands create expectations without creating inner resistance. For example, Pepsi used to have the slogan ‘‘Have a Pepsi Day.” The embedded command was ‘‘Have a Pepsi.”The most effective embedded commands are short and concise; they should be no longer than two to four words. It is much easier to use these commands in persuasive writing because you can visually highlight the command. When using this technique, first determine what exactly you are trying to say to your audience. Then, create the sentences where the embedded words and phrase will logically and contextually fit. Finally, set the embedded commands apart in some visual way: italicize, bold, underline, highlight, or use a different color.
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Environment
Your environment and the expectations of that environment should be persuasive. In a theory they call the Broken Window Theory, criminologists James Wilson and George Kelling suggest that a building full of broken windows will cause people to assume that no one cares for the building or its appearance. This in turn will spur more vandalism. In other words, the environment’s condition gives suggestions that lead people to hold certain assumptions, and people then act on those assumptions. The broken window invites greater vandalism and crime.[14] (more…)
