Or am I the only user researcher who likes to play with the emotions of designers, programmers and marketeers? Generally speaking, we don’t mind the rest of the world knowing which group we belong to. Ethnic background, religion, nationality or the political party you belong to: these are all groups that tie people together through common characteristics. Even though parents of teenagers may experience this differently, it is nevertheless true: as a family member you have lots more influence on someone than an outsider does.Īlthough family perhaps illustrates the concept of “unity” best, there are numerous other groups that appeal to a strong sense of identity. Just think about how that works between family members. If we consider someone to be “one of us”, this person will be able to exert more influence on us. Unity is a shared identity between people. If an identity like this is genuine and recognizable, you will have a greater chance of receiving a positive response to proposals or recommendations.’ What is the principle of unity exactly? To persuade people, you can appeal to a number of common characteristics with regard to identity. (…) Unity means that we want to say “yes” to people with whom we share an identity more often than to people who are not part of this group. ‘I did not see it earlier, because it was concealed beneath the other six. In an interview with psychologist and journalist Luca Mazzuchelli, Cialdini tells us why the concept of unity only came to him many years after he had developed his other insights: ![]() Over three decades later, Cialdini added a 7th principle to this list: unity. So, if you give something first, you will get something back more often. If someone does us a service, we want to be able to reciprocate. These allow companies to show their target audiences the people behind their brands. This brings to mind the many “about us” pages and videos on websites. The more we like someone, the greater this person’s chances are of persuading us. And we like that! If you sign a petition, you will be inclined to “like” it on social media – and vice versa. Once we openly express our loyalty to a product or our commitment to an idea, we want to turn our words into concrete actions. If we think that something is about to run out, we want it more: “Yes, you can still buy a fluorescent orange bodywarmer. Someone with a thorough understanding of their profession says so too: “Sensodyne, the first choice of dentists”. Even Elvis Presley knew this: ‘’50,000,000 Elvis fans can’t be wrong”. The power of the masses, or in other words: everybody’s doing it. ![]() In his groundbreaking book ‘Influence’ Cialdini explains the 6 principles on which his influencing strategies are based. Because you’ll be able to persuade your visitors even more. We’ll tell you what this principle is all about.Īnd what’s more: we’ll give you 6 surprising ways to make more money with this new principle. In his latest work, Pre-Suasion, psychologist and best-selling author Robert Cialdini presents a 7th principle of influence: unity.
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