You can stimulate group identity just by the way you have people talk about themselves or the way you phrase a question. For example, Gregory Walton’s research shows that if people say “I am a chocolate eater” versus “I eat chocolate a lot,” it affects the strength of their preference for chocolate. “Eater” is a noun. “Eat” is a verb. People who say “I am a chocolate eater,” who use the noun instead of the verb, show a stronger preference for chocolate.
In a survey about voting, Walton’s experimenters asked, “How important is it to you to be a voter in tomorrow’s election?” versus “How important is it to you to vote in tomorrow’s election?” When the noun (voter) was used instead of the verb (vote), more people actually voted the following day. Feeling that you belong to a specific group affects your behavior.
When you ask people to do stuff, use nouns rather than verbs. Invoke a sense of belonging to a group and people are much more likely to comply with your request.
Excerpt from: 100 Things Every Designer Needs to Know About People (Voices That Matter) by Susan Weinschenk
