The power of using nouns (being a voter) over verbs

Behaviour Change

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.

By lunchtime, everyone using the app has a grand title. Buy lentils: Wellness Pioneer. Finish one lesson: Language Warrior. Put a bottle in a bin: Planet Guardian. Calm down. Calling somebody “a voter” can shift a small act into the category of identity, but people accept the label only when it feels credible.

The useful move is modest. Give a real action a social meaning the person already values. “Be a reviewer” may encourage care because reviewer describes a recognisable role. “Join other local donors” can make participation feel normal. Apply the label after the behaviour and keep the compliment credible. People use identity in both directions. Tell a beginner that proper runners train five times a week and you have explained why they do not belong. Add a moral charge and refusal begins to feel like an accusation. That may gain one click and lose the relationship.

The next screen offers both versions: “Become a saver” and “Save £5 today”. Some people choose the identity. Others choose the clearer verb and get on with the action. Keep the completion numbers separate. Run the comparison for two weeks, with the same audience, placement and action. Keep the noun only if more people complete the action.