The Psychology of the Word "Because" to Get Customers to Accept Your Word as Final
Research at Harvard showed us the power of the word “Because.” The experiment had people ask to cut in a line of people waiting to use a copy machine.
Researchers had the people use three different, specifically worded requests to cut in line:
“Excuse me; I have five pages. May I use the Xerox machine?”
“Excuse me; I have five pages. May I use the Xerox machine because I have to make copies?”
“Excuse me; I have five pages. May I use the Xerox machine because I’m in a rush?”
Here’s how the wording impacted getting in line:
“Excuse me; I have five pages. May I use the Xerox machine?”: 60% compliance.
“Excuse me; I have five pages. May I use the Xerox machine because I have to make copies?”: 93% compliance.
“Excuse me; I have five pages. May I use the Xerox machine because I’m in a rush?”: 94% compliance.
Using the word “because” and then giving a reason resulted in significantly more compliance. This was true even when the reason was baseless – (“because I have to make copies”).
Give customers a reason when you have to say ‘no.’ And throw in the word “because.”
One of my clients is in the waste management industry. Sometimes a driver misses a stop. Customers call demanding the truck return the next day, which can’t be done. Here’s how I helped my client explain.
While it seems making an unplanned stop is a simple thing, it’s quite complicated. “Because” the UTC regulates us, we must abide by planned routes.
I helped my optometrist client use “because” when customers call upset that they can’t just order contacts for an expired prescription.
“We can’t refill an expired prescription because the FDA mandates we see patients in our office for an eye exam. This is so we can check not only your vision but also for glaucoma and other diseases.”
When you have to say ‘no,’ give a reason, and use the word “because” to increase the chance that your customers don’t escalate.
THIS LESSON IS FROM MY DE-ESCALATION ACADEMY.
Myra Golden's De-escalation Academy
A psychology-based system that helps professionals stay calm, redirect difficult conversations, and confidently resolve interactions—even when the answer is no.
Used by teams at Fortune 500 companies and NFL guest experience organizations.
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