a celebrity try out a new product or service for free in exchange for social
media exposure) is a viable alternative. The mere association can do wonders
for the product or service in question.Psychological Trigger #6: Authority.
This concept is somewhat similar to the preceding one, liking. Whereas liking
works because individuals are more likely to do what someone they like says
or does, authority works because people are more likely to heed the advice of
someone they respect. In a sense, authority functions as social proof, an
attestation as to the credibility or effectivity of a particular product or service.
That said, when a person of authority says or prescribes something, people
are more likely to take an interest and to take action.
How the concept of authority plays out in sales and marketing psychology is
interesting. After all, actual authority is not always necessary as the mere
semblance of it typically works already. Case in point would be commercials
on antibacterial soap, toothpaste, or even shampoo which features actors
wearing lab gowns talking about the merits of the products being endorsed.
These individuals are not really doctoring or scientists, but because they are
being presented in a way that is akin to authority, the target buyers become
keener to listen to them and, hence, more likely to buy whatever product they
are advertising.Psychological Trigger #7: Reciprocity.
Another powerful concept which sellers and marketers can make use of in
improving their sales is reciprocity. The concept of reciprocity is quite
simple. It sends to the potential buyers this particular message: if I gave you
something for free, then now it is your turn to buy something. This is why
whenever new food products or items are being introduced, the sellers would
typically provide free samples. This is not only to convince their target
buyers that their product is of high standards, but also to get them to feel
compelled to make a purchase.
The concept of reciprocity is no longer only applicable to in-person sales.
Quite the contrary, it works just as well for online websites, particularly those
offering particular services. For example, fitness websites that earn money by
selling and making workout and meal plans often provide subscribers with a