Theory
In which case can we not transform the active voice into passive voice?
When the verb is intransitive (there is no object)
Behavioural Economics is used for making good decisions.
Present Simple
Marketers use the yes-ladder technique to increase customer commitment.
The yes-ladder technique is used by marketers to increase customer commitment.
The costs and benefits of the new product were analyzed by the company before it was launched.
The company analyzed the costs and benefits of the new product before it launched it(the product)
The effect of present bias is studied by researchers to understand how it influences decision-making.
Focus on Process
What happens to the object in passive voice?
It becomes the subject
This marketing campaign was launched last year
Past Simple
Companies are creating a sense of urgency by using the scarcity principle.
A sense of urgency is being created by companies using the scarcity principle.
Irrational decisions are being made by people, continuing investments even when it no longer makes sense.
People are making irrational decisions, continuing investments even when it no longer makes sense.
It is believed that the sunk-cost fallacy leads people to continue investing in failing projects
Objectivity/General Opinion
What is the structure (formula) for passive voice?
to be + Past Participle
A new advertisement is being prepared for release next week
Present Continuous
Sales teams gave free samples to customers as part of the reciprocation principle.
Free samples were given to customers by sales teams as part of the reciprocation principle.
It has been found by researchers that there is no such thing as a free lunch.
Researchers have found that there is no such thing as a free lunch
Mistakes were made in the interpretation of the cost-benefit analysis.
Avoiding Blame/Personal Responsibility
Name 3 situations in which we can omit the agent
1) the agent is obvious 2) the agent is unknown 3) the agent is unimportant
The marketing report has been completed by the team
Present Perfect
Companies have used customer feedback to improve their products.
Customer feedback has been used by companies to improve their products.
The impact of present bias will be studied by economists, particularly when choosing between short-term rewards and long-term gains.
Economists will study the impact of present bias, particularly when choosing between short-term rewards and long-term gains.
A decision was made to implement the new policy based on the law of diminishing returns.
Agent Unknown/Irrelevant
Name 4 reasons for using the passive
1)we are more interested in the action 2)we want to sound more objective 3) to not to start a sentence with a long subject 4) we want to avoid personal responsibility or blame
By the end of the quarter, all reports will have been reviewed by the marketing manager
Future Perfect
Marketers will frame product prices to make them appear more affordable.
Product prices will be framed by marketers to make them appear more affordable.
Our decision-making ability can be dramatically improved by recognising when we may be falling prey to this fallacy
Recognising when we may be falling prey to this fallacy can dramatically change our decision-making ability
Our decision-making ability can be dramatically improved by recognising when we may be falling prey to this fallacy
Long, Complex Subject