The power of acting ‘As If’

Love the use of visuals to tell quick simple facts and stories

Richard Wiseman

My new book, Rip It Up, is based on a psychological idea known as the As If Principle.  I recently teamed up with the lovely and talented folk over at Cognitive Media to produce this great clip about the idea.

We also used the clip to run a fun experiment, examining the impact of this type of animation-based video compared to a standard talking head clip.  We had 2000 people come online (thanks to everyone who took part), and randomly assigned them to one of two groups.  One group watched a clip of me talking about the principle, whilst the other group saw the animation clip.

The results were fascinating and suggest that there is a 15% increase in the retention of information after watching the animation vs the talking head video.  There was also an impressive 66% increase in the amount of participants willing to share the animation.


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