Glossary
Salience of consequences
What is salience of consequences?
Salience of consequences means emphasizing the results of a behavior so they are easier to remember. The technique goes beyond simply telling someone what could happen.
How it works
A driver-training program might use a vivid simulation of a crash to bring the consequences closer to home. Pictures, personal examples, and other presentation choices can serve the same purpose.
Why it matters
An abstract consequence can be easy to overlook. Making it vivid is one way to draw attention to it, but the story still needs to be accurate. A memorable message also needs testing before you can say it changes behavior.
The BCT Taxonomy lists this as technique 5.2.