Dennis Regan's Response Experiment
It is based on a simple idea: after receiving something, a person wants to give something in return. Social psychologist Robert Cialdini noted this feeling among six key principles of influence.
In 1971, a professor at Cornell University showed the power of mutual exchange in his experiment. He led the subjects to believe that they were participating in the evaluation of works of art, along with a partner who was actually Regan’s assistant. At some point, the assistant left the room for a couple of minutes, and then returned with soda in his hands. In another group, he did not bring anything. At the end of the experiment, the assistants asked the subjects to provide them with a service - to buy a lottery ticket. As expected, those who received soda were much more disposed to fulfill the request, despite the fact that the tickets were much more expensive. Moreover, in subsequent experiments, Regan showed that the personality of the assistant did not matter, as well as the fact that the soda (a favor they did) was not needed by the subjects.
If you provide simple services to your colleagues or clients, they are more likely to help in return. In fact, all business relationships are built on mutual exchange.
Friedman and Fraser turn-based experiment
Scientists have proven: if you first offer to do something small, and then expand the conditions and requirements, a person would rather agree to do this than if you immediately offer him something complicated.
The explanation for this phenomenon lies in the field of cognitive dissonance. When you make a commitment and agree to something, it will be difficult to refuse: it puts pressure on your principles and reputation. You will need to enter into a dissonance with yourself in order to abandon the previously adopted decision. Later in business, this fact began to be called the "foot-in-the-door-technique".
One of the first studies that reflected the principle was conducted by Jonathan Friedman and Scott Fraser in 1966. Researchers called Californian housewives and asked them to answer a few questions about the product they used. Three days later, they called again and asked if they could go to their house for a couple of hours to see how they deal with cleaning products. Friedman and Fraser found that those women who had already agreed to answer questions by telephone earlier were twice as likely to meet.
Do not try to immediately attack the client or partner with a big offer. Provide information in parts. Ensure that the person first agrees to something less.
The effect of the perception of a friend Robert Zayonts
In 1968, a Polish psychologist decided to test the hypothesis that people experience positive emotions when they meet something familiar. He divided the subjects into two groups, showed them a series of meaningless Chinese characters and asked them to guess their meaning. The longer people looked at the hieroglyphs, the more positive their perception became. Moreover, in the future, the members of the group, where the familiar characters repeatedly appeared, improved their mood.
The more connections a consumer has with a brand, the more loyalty he feels for him. That is why advertising that often catches your eye through associations can encourage people to buy.
Asha Conformance Experiment
In the famous psychological experiment of 1951, Solomon Ash showed that the pressure of the majority opinion can affect even the most obvious facts.
The control group included university students and specially invited students who knew about the experiment. They were all shown a card with a line, followed by a card with three lines on it - A, B and C. Then the subjects were asked to say which of the three lines was equal to the length shown on the first card. The answer was obvious, but the researchers persuaded these students to insist on the wrong option. At first, the subjects called the correct option, but soon they began to agree with the majority. Many in the group changed their minds.
If public opinion has such an impact on people, even in the most obvious things, imagine what impact it can have on business perceptions. Create a community of brand fans and maintain the loyalty of people who care about you.
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