The next time you have time, try this social experiment with some friends. You will notice if you casually stop and look up at the sky you may find the people walking beside you don’t care, however, If a group of your friends walk and suddenly stop looking upwards, you will notice many people around you also will stop and start looking up to see what’s happening. This is a fun experiment and clearly shows how peer pressure subconsciously gets you.
Another such example in terms of obeying is one where you see a recycling trash bin beside the regular one the chances are you would probably ignore it. However, if you notice a sign that says several people are recycling to save our planet, you are more likely to follow. Think of this example in terms of an online menu. Let’s say you are ordering a lunch item and you have no clue which dish is good at the restaurant. You happen to glance and find one that says the best seller or most ordered dish. Even though the review or star rating is given by strangers you are still likely to trust their judgment.
The concept of influence is used wisely to make important decisions whether you are planning a travel trip with family based on recommendations or buying a home appliance product based on users’ testimonials. If a business can identify and understand social behavior it can easily help follow the right path to influence buyers’ decision.
A famous author, Robert Cialdini, wrote in his best-selling book, ‘Influence: The Psychology of Persuasion’ where Cialdini offers an impressive example: Both Waiters and waitresses generally leave a small gift with the bill like a peppermint or a fortune cookie. In return, diners would increase their tip by 3%. “One would see an increase by 23% using the principle of reciprocity is to be the first to give and to ensure that what you give is personalized and unexpected.” – says Cialdini
The Factors
Scarcity: This is a tactic you may have noticed others use such as limited offer, last two left, running out of stock, fast selling, etc. This sense of urgency is a psychological ploy for decades. Better known as ‘Hurry, Hurry, Hurry!!!’.
Authority: Some businesses use a rather authoritative approach with the help of social media influencers promoting a must-have, or you don’t know what you are missing, peer pressure to own a branded product or you are uncool, etc.
Consistency: People do not like to change their minds does not adapt to new, even if new is better. This is because the mind and body are used to limited change. Studies have shown that people would expect others to make changes but refuse to accept changes in their lifestyle. Many businesses have now applied a different attractive concept to offer services or products better than what they currently are facing to get them out of their comfort zone.
Liking: When it comes to social media likes, shares, and subscriptions four important factors are scientifically verified
- People like, subscribe to, and share things that are similar to their lifestyle, expectations, dreams, and preferences
- People stay loyal to business products with rewards, customer experience, and compliments
- People love to cooperate toward objectives or goals that are aligned
- People make buying decisions with 80%emotion and 20%Logic while businesses make judgments using 80%logic and 20%emotion
In conclusion, there is a deeper meaning to every choice a customer makes. This requires good observation, surveying, monitoring, evaluation, testing, re-engineering, and then a strategic approach. We at Stratton Blue understand that every business is different and needs a different approach to convince a customer and influence their decision. We hope these tips help you in your business initiative. For further assistance in designing your social media mapping and presence through a scientific method you can get in touch with us at info@strattonblue.com for a free discussion and then decide if you wish to proceed only if it makes sense to you.
