Captology Notebook - Stanford University: Timing is important in persuasion

April 27, 2004

Timing is important in persuasion

When was the last time something happened to you at the perfect time? Maybe...

-Your waiter knew just when to refill your glass?
-Your boss told you how great you were, just when you were feeling bad about your performance?
-You were going back and forth in a negotiation, about to give up, and the other side finally agreed with your terms?

Each of the parties in these examples knew the importance of timing. In persuasion, it's a critically important factor to consider.

Traffic engineers know this--they use interactive signs, usually placed just off the highway, to slow you down at the just the right place. (See an interactive example here; above graphic from the Newton Police Department.)

I use timing myself, too. I set Outlook to remind me about certain tasks when I know I'll be free. I never ask for something important when the other person is frazzled, busy, or surrounded by other people. And when I was a kid, I knew the best time to ask my mom for something was when she was on the phone with someone else...

Sorry, Mom.

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Anonymous Noncoward writes, "For my Economics 101 class, I have to pretend
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