Choose Your Words Carefully….
One way to understand these associations is through what is known in psychology as ‘schema’, the pattern of thought that organizes categories of information and the relationships in our minds.
If I say to you the word ‘lemon’ and I then ask you to say what comes to mind, the likelihood is you will say things that sit in these three categories:
- It is a fruit (category)
- It is yellow (attribute)
- It tastes bitter (cause)
(Schema Categories: Thinking Fast and Slow, Daniel Kahneman)
(Effect of language: Pre-Suasion – A Revolutionary Way to Influence and Persuade, Robert Cialdini)