Archives for category: Marketing

Best seller #1 on amazon in the category Consumer Behavior. Robert B. Cialdini shares with us some different situation where people are persuasive. I guess this book could save potentially some dollars if you are going to buy a car.

The different chapters are :

  • Reciprocation
  • Commitment and consistency
  • Social Proof
  • Authority
  • Scarcity

 

 

COMMITMENT AND CONSISTENCY :

A STUDY DONE BY A PAIR OF CANADIAN PSYCHOLOGISTS UNCOVERED something fascinating about people at the racetrack: Just after placing a bet, they are much more confident of their horse’s chances of winning than they are immediately before laying down that bet.

 

Elliot Aronson and Judson Mills, decided to test their observation that “persons who go through a great deal of trouble or pain to attain something tend to value it more highly than persons who attain the same thing with a minimum of effort.”

 

one study of fifty-four tribal cultures found that those with the most dramatic and stringent initiation ceremonies were those with the greatest group solidarity.  Given Aronson and Mills’s demonstration that the severity of an initiation ceremony significantly heightens the newcomer’s commitment to the group, it is hardly surprising that groups will oppose all attempts to eliminate this crucial link to their future strength. 

 

And I have discovered a way to handle people who try to use the consistency principle on me. I just tell them exactly what they are doing.

 

Based on the research findings we have seen, my advice would be to isolate one individual from the crowd: Stare, speak, and point directly at that person and no one else: “You, sir, in the blue jacket, I need help. Call an ambulance.”

It’s the story, published in 1986 of Franck Bettger. He shared his life-story in sales, his personal mistakes, his principles he built during his business life.

 

 

Finding out what people want, and helping them get it.

 

 

Aarron Walter is the lead user experience designer for MailChimp, and in this book published in 2011, the author share the concept of how creating emotion on a webpage. First having a webpage functional / reliable / usable, then think about the emotion and the pleasure of the user.

 

Keep in mind that ignoring human needs is not a history we are doomed to repeat. Through our designs, we can see and connect with other human beings.

 

Adding stuff pushes the human brain to its limits. Have you ever been to a party where everyone is yelling to speak to the person next to them? (…)  Design works in the same way.

 

There is no formula for emotional design, only principles of psychology and human nature to guide you.