ADVERTISING - PART II

In this part I would like to discuss basic tricks that has long been studied by psychologists and proved to be successful tools in encouraging people to buy. As we buy, but not always the things we need, but rather those that we want. And we want them because something or someone persuaded us that they are inevitable for our wellbeing and good self-perception.
Let’s begin with Reciprocity. Have you ever felt obliged to return a favour or be nice to someone mutually? Advertisers know that people are prone to reciprocate kindness. That is why we are offered free samples/ trial versions of goods or shop clerks will assist us for considerable time, till you feel “you have to buy something”. It works for some of us more , for some less, but it does.
Principle of Scarcity is another to name. Have you ever encountered offers limited in time? Sales, end of collections, last items, “offer valid till the depletion of stock” or “till 30th of May”. Although they might not have seriously considered such a purchase before, customers feel they need to hurry, because the shop might run out of the product. If it is scarce, then it is good, valuable and everyone wants to have it, it seems to be communicating.
Using an image of some in Authority is also a good strategy. People seems to believe that people who hold some authority , are knowledgeable or famous are good sources of information and recommendation. Especially those wearing uniforms (doctors, policeman, dentists or elegant suits like brokers) are more prone to influence us than ordinary people. What’s more, Paris Hilton will sell much more shampoo than Mrs Kowalski, no matter how pretty and convincing she is -placing a celebrity in an ad will bring considerable increase in gains.
Consensus is about making people believe that everyone else does it- and yes, we want to behave like majority, as it affirms our choices. “It's the new sensation crossing the country” or” It’s a bestseller” are common for this method. We are all familiar with Media Markt ads “Nie dla idiotów”. So, all the clever people buy in Media Markt! Hmm, let me think, I’m not and idiot.. I should buy where the clever people do... Of course that is a simplified example, but it works more or less like this.
Commitment is getting people “invest” a little (commit) and then they are more likely to make another step ,which is consistent to the previous. For example, often sales people ask “ Do you Madam/Sir consider yourself a frugal person”, you say yes, “then you will surely be interested in our offer”. Or you agree to fill in a survey and that already makes your first step toward buying agiven product without even being aware. If we invest our time to go through a long printed ad, we will feel more committed to buy.
Additionally, we can talk about Greed. That is why we often subscribe to chain ad programmes that are send via emails, because we think there is a way to go through a shortcut, pay less or even win.
Last, but not least is simply Liking. We Prefer to buy what we like (that is obvious), and we like what is familiar! That is why we are under constant repetition of same songs in the radio or the same ads with catchy slogans. And aswe become familiar, we start to like something and then purchase it. I’m sure some of you heard a song for the first time and hated it, but after a repetitory listening thought it was quite catchy. We also prefer to to buy from people we know(therefore like)- again well known celebrities’ images will serve their purpose.
Have a look at Dr Cialdini observations from his research:






Q:
Can you uncover this methods in the ads you know?
Does it seem familiar?