Welcome to our March newsletter.

We see the potential benefits of being formal in today's increasingly informal world. As well as how to resonate with entrepreneurs.

Why closeness can be more important than emotion in social media.

And the overlooked psychological benefits of commuting.

And don't forget we're here to help. From improving your marketing with psychology and data to making your communications more persuasive. Tell us what you're trying to do and we'll show you how we can help.

Every so often we use our Monkey Business newsletter to share useful nuggets, opinions, and findings as food for thought. Sign up here.

When formality works better

New research has found that the use of formal language can increase the chances of receiving a response from the recipient. The study analyzed over 22,000 letters sent by local governments in the United States, and found that those using formal language were more likely to receive a response than those using informal language. 

But formality need not be impersonal. In fact, the study also found that letters that included a personal touch, such as addressing the recipient by name, were more likely to receive a response.

Perhaps this effect is amplified by the tendency of modern brands and communication in general to be more informal so that more formal language stands out.

Might you find opportunities to increase the effectiveness of communications by using this “formality effect” whilst retaining the personal touch?

Photo by The Lazy Artist Gallery

How to resonate with entrepreneurs

In this study, three researchers from Reichman University, examined the development of entrepreneurial traits.

They linked their research to “attachment”  - how security in relationships leads to exploration, growth and prosperity.

“Attachment-anxious people have a fear of being abandoned and generally perceive the world as threatening. Attachment-avoidant people prefer to act alone and tend to mistrust others. A low score on both scales reflects a secure attachment pattern, while a high score on at least one of the scales reflects an insecure attachment pattern. 

“Entrepreneurial tendencies were measured as a constellation of five traits that are important to possess as an entrepreneur: creativity, calculated risk-taking, internal locus of control, need for achievement, and need for autonomy.

“The research findings show that the more secure the attachment, that is, the less anxious and avoidant people are, the higher their entrepreneurial tendency. In other words, the findings suggest that the ability to explore, develop and initiate originates in early childhood and develops throughout life when significant relationships with others encourage healthy development and autonomy, and hence, entrepreneurial success.”

Helpful if you are targeting an entrepreneurial mindset.
 

Photo by Ketut Subiyanto

Why social value is in relationships, not just emotion

A study from the University of California, Riverside, found that people's relationships with one another, not just their emotional connection to a post, play a significant role in determining the amount of likes a post receives on Instagram. 

The study analyzed over 1 million Instagram posts and found that posts made by friends received more likes than posts made by acquaintances or strangers.

The study also found that people were more likely to like posts made by friends who they considered to be close, rather than just friends they had a general relationship with. 

This suggests that the strength of a relationship is more important than the overall number of friends a person has in determining the number of likes a post will receive. 
 

Photo by Oladimeji Ajegbile

The psychological benefits of commuting

In this article, Steven Vass explores the psychological benefits of commuting that are often overlooked.

It shares various “hidden” benefits, for instance - commuting serves as a transition between work and home life, helping individuals to mentally separate themselves from work and shift their focus to personal and family matters. 

Commuting also provides a sense of routine and structure, helping individuals to feel more in control of their lives. Additionally, commuting provides an opportunity for social interaction and can lead to increased feelings of connectedness and community. 

While convenient, remote work cannot provide these same psychological benefits and can even lead to feelings of isolation and burnout. 

Valuable insights for those targeting business audiences (and also for ourselves).
 

Photo by Life Of Pix

As ever, if there's anything we can help with, do get in touch.

James, Patrick and Dan

capuchin.cc

We practically apply the science of the human mind for hard, commercial results 

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