Communication techniques from the world of advertising that can convince people to buy a product also work well for people with dementia. For example, to encourage them to move or eat. Communications scholar Kasper Bormans describes these techniques in his recent book, Making Time for People with Dementia, and highlights three of them.
- Midas touch: “This is a popular concept from the world of commerce, one that salespeople use a lot. With the Midas touch, the seller subtly touches the customer, for example on the shoulder or forearm. Because of this touch, the brain produces the happy substance oxytocin. It’s hard to stop, it just happens. This substance ensures that a person instantly feels more confident. You can use this technique if you are at risk of losing contact with a client with dementia. So if you subtly touch someone with dementia, for example, if you suggest taking a walk in the yard, there is a greater chance that the client will. Visualize the threshold as less high. Experience doing so, as he trusts you more, thanks to Midas’ touch.
- yes roomResearch shows that when someone says “yes” to a question multiple times, there is a greater chance that they will also say “yes” to a follow-up question. We put someone in a yes room, so to speak. For example, when the sun is shining: “The sun is shining, can you feel it?” , Yes. “Do you hear birds chirping like that?” Yes. “Shall we go out for a moment?” Yes. Why? Always saying yes puts us in a positive mindset, so you keep saying yes automatically. Bonus tip: If you ask a question, and you nod yes—so add nonverbal information—the chance is even higher that the other person will say yes, too. Useful, for example if someone refuses to take their medication.
- Wrap the question as a statementPeople with dementia are often more sensitive to the way you say something: intonation, your voice, and how confidently you say something. When you ask someone a question, your tone will likely rise at the end. This high pitch betrays uncertainty, increasing the chance that a client with dementia will dig in their heels. While the monotonous phrase sounds like an absolute truth. So it might be an idea to tone down the uncertain sound of your question, so that it sounds more like a statement in terms of tone.
Read more tips and techniques here in an extensive interview with Kasper Bormans >>
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