potential voters were asked a series of carefully constructed questions:
"What do you think you'll be doing before you head to the polls on Tuesday?" recipients of the call were asked. "Where do you think you'll be coming from that day?"
These questions were designed by a Harvard professor named Todd Rogers. Rogers, among other things, is a behavioral psychologist, and he says he chose those questions for a very particular reason.
"We borrowed that from cognitive psychology," he says, "There's a lot of research showing that thinking through the actual moment when you will do something makes it more likely that the behavior will pop into your mind at the appropriate time."
Essentially, the questions plant a cognitive seed deep in your brain that sits there, mostly forgotten, until you arrive at the moment you talked about during the call. And then, says Rogers, "It pops into my head! 'Oh! I said I was going to vote now!' "