Overused words, phrases, and verbiage are likely to have a significant impact on perception and could influence others to act beyond the intended call-to-action. Residents that live in areas that are frequented by hurricanes are less likely to evacuate when a hurricane has a friendly and humanizing name, such as Katrina or Sandy. Choosing the most appropriately framed message could be challenging without behavioral insights on human decisions and perception.

This episode is recorded from Michael Barbera's talk, 'Words Matter,' at the 2018 Key 5 Conference in Charlotte, North Carolina.

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