Lately kind of interested in when and why "human focused" language backfires, e.g., urging people to be more meritocratic, urging people to be more empathic, urging people to consider others

What avoids backfire? General themes across studies I'm reading match basic intervention theory. You have to get three things right: the when (message comes at the right time), the who (it's toward a person with the right preconditions to respond), the what (message itself isn't noisy, is well designed)