the one granted, as well as when on the web we offer a discount or a free
download in exchange for data that will serve us to better profile the user.
Commitment and CoherenceHaving taken a commitment, our beliefs (and motivations in case someone
asks us) align themselves consistently with that choice.
The voters feel closer and more certain to the party chosen immediately after
the vote: no one would admit they were wrong. And so even when we rely on
a brand: first of all, we are not defending that product, but our choice. This
leverage is fundamental in social campaigns, where we must try to get the
user to confirm their consent on different channels.
Getting SocialThe more people share an idea, the more likely it is that it is valid, that is:
without a reference model or specific knowledge acquired, the majority is
followed yes exactly, it is the basis of collective indifference for which
nobody moves a finger to help a person so many more people are around.
Think of fake laughter or audience applause in TV studios. So, if a product
page has good reviews, we will rely more on buying.
SympathySympathy and contrast are psychological levers well known to anthropology.
Often it is sufficient to name the friend of the person to whom a product is
sold to lead the negotiation to succeed. Factors that inspire sympathy are
similarity, beauty, success, compliments, and in general, all positive
associations but not always true.
As is known, beautiful and established testimonials have more potential in
creating consensus and following.
ContrastAny person who enters a real estate agent already knows that the first
proposal will be the worst. To channel the buyer's decision towards the
desired solution, it will be advisable to subject the person first to very
demanding or exaggerated action, or one that is definitely to be discarded.
However, subsequent proposals will be more favorable.
Authority