A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

I'm a creative copywriter and not a scientist of any sort, but I seem to be attracted to scientific studies, especially when they relate to understanding how people think and feel. Recently, I read an article published in Scientific American Mind titled "The Science of Persuasion," written by Robert B. Cialdini. I think the information would be interesting to anyone who works in marketing and wants to understand what makes people respond. Here's a brief summary of the article.

Cialdini says social science has found that there are six principles that influence why people say "yes" to a request. We see these principles motivating action in advertising and marketing campaigns every day.

1. Reciprocation. "I scratch your back you scratch mine."
This principle is based on an essential rule of human conduct: the code of reciprocity. Apparently all human societies subscribe to a norm that obligates individuals to replay in kind what they have received. So when we receive a "free" gift", unsolicited and perhaps even unwanted, we are compelled to reciprocate. This explains the success of free address labels, free food samples, free gifts with purchase, free inspections, and free trials.
* Gifts
* Favors
* Concessions

2. Consistency. "My word is my bond."
Another rule of conduct is our human desire to be or appear to be consistent. If we say we'll do something, most of us are likely to do it. Our commitments, even minor ones, tend to have a powerful influence on our future action. Signing a petition, checking yes on a form asking if you agree with a position can increase contributions or orders.
* Dependable
* Reliable
* Walks the talk

3. Social Validation. "I'm part of a community."
One of the most fundamental ways we as humans decide what to do in any given situation is to look at what others do or have done. If many of our peers choose a particular brand or embrace a behavior, we are more likely to follow because we reason if it works for them, it will work for me. 5 million people can't be wrong? Can they? This explains why the #1 brand finds it easy to attract more customers. People reason that if most others choose it, it must be the best. "I choose that brand of cell phone or jeans because my friends do too."
* Majority rules
* Most popular; Number 1
* Everyone else is doing it

4. Liking. "You're smart and good looking!"
Yes, I'm talking to you! We prefer to say yes to those we like. And apparently we prefer to like people who are attractive, because physical attractiveness ensures more votes, more pay, more attention, and a better partner. Other qualities also trade on the "like" factor: people who are from our hometown, went to the same college, belong to the same fraternity or other social club. Flattery is another marketing tool that uses this factor: "More successful business people choose brand X!" (Hey, they just told me I'm successful!) Whether the flattery is true or untrue doesn't matter.
* Rapport
* Affection
* Connection

5. Authority "Four out of five doctors recommend..."
From birth, authority figures have had the power to guide a lot of our decisions. Parents. Bosses. Spouses. Doctors. Actors. Athletes. We harness the power of authority in marketing when we use celebrity endorsements or testimonials.
* Experience
* Expertise
* Credentials

6. Scarcity "You have been specially chosen."
We don't want to miss out on getting what we deserve...or what our neighbors or peers already have. Even the perception of scarcity can make items and opportunities more desirable to us as we believe that the thing we desire will become unavailable. Luxury products and services use this principle successfully.
* Limited time only
* Limited supply
* Exclusive

Conclusion:
While advertising isn't rocket science, it is reassuring (to me at least) that there is science behind what we do.

Why do these human factors apply so universally, influencing behavior across all cultures? Because in most cases it just makes sense to repay favors, behave consistently, follow the lead of others, favor the requests of those we like, heed legitimate authority, and value scarce resources.

Understanding these tendencies helps us influence others and to make better choices ourselves, whether it's deciding what to buy or who to vote for. These are universal factors among all human cultures, but cultural differences mean that a factor may have a stronger or weaker influence on behavior in that particular culture. We can even see how a culture changes from one generation to another-authority may have motivated our grandparents, it appears that the younger generation is more motivated by social validation.

If you would like to know more, about this topic, then you should read Influence: Science and Practice by Robert B. Cialdini. I first read this book many years ago. It is one of the most valuable books I have ever read. I've recommended it to others who also loved it both for the information and for the excellent writing. I recently read that in 1999, it was rated "best business book of the year" on Amazon.

Want a free copy of the book? I have new copy that I would be glad to pass along. (I bought it as a gift for someone who already had a copy.) Send me your mailing address and it's yours. I'll even pay the postage. All I ask is that you read it and then tell me what you thought of the book afterward. You can reach me at sarab@ovationmarketing.com.