In real life, everyone is eager to be consistent with existing behaviors, commitments, and self-images, because doing so can achieve a corresponding social return and status.
Editor’s note: This article is from the WeChat public account “Escape the virtual sub-” (ID :taoxuzi23), the author escaped the virtual son. The original title “Three Commitment Strategies Effectively Affecting User Decisions”
In real life, everyone is eager to be consistent with existing behaviors, commitments, and self-images, because doing so can achieve a corresponding social return and status.
So many people in different situations often get a simple “bait” of the request, and eventually their own behavior changes.
It’s easy for users to ignore that even seemingly insignificant promises can lead to large behavioral changes. These details are exactly what the marketers need to design.
For example, there are experiments that allow people to answer a blood donation questionnaire with several questions, which will increase their willingness to become blood donors.
So, what are the commitment strategies that can effectively influence user decisions and behavioral changes through design?
1. Initiate a commitment
2. Utilize existing commitments
3. Proactive commitment and public commitment
I. Initiating a commitment
1, door-to-door technology
There is the possibility to get a special request by first obtaining a small request. This is the technology of the door.
The researchers went to an apartment block in the local area and knocked on the door of half of the apartment occupants, asking the residents to sign an application to support the construction of an entertainment center for the mentally handicapped.
Because this motivation is good and the requirements are small, almost everyone agrees to sign. The households in the other half of the apartment were not visited by the door, and of course there was no commitment to people with intellectual disabilities. Two weeks later, in the days when the nation raised funds for people with intellectual disabilities, all the residents in the community received a donation request.
About half of the households who were not required to sign an application before (53%) donated money, and almost (92%) signed the two weeks ago donated money.
When some boys want to meet their favorite girls, they often use this technology. For example, first ask a girl to have a WeChat, then wait a while before the girls come out to have a meal, each time only mention a small request. Then ask to start getting bigger and bigger, this is the trick that is used by the technology.
In the marketing of some health care products, smart sales staff will invite some elderly people to participate in some health knowledge lectures free of charge and issue one free of charge.Some small gifts, some free clinics, etc., when the old people agree to these seemingly reasonable little requirements, the sales staff will slowly start to ask for some products to let the user buy the product.
In other industries as well, car salesmen often invite users to test drive first, and real estate salesmen often invite users to see the house first.
2. Lowball technology
People who use low-ball technology will first provide a cost-effective deal to get the promises of others, and then increase the cost of executing the deal after getting promises. This strategy is incredibly effective.
For example, French smokers were asked to participate in a study and fill out a short questionnaire. After determining the time and making a commitment, they were told not to smoke for the first 18 hours before the start of the experiment.
Although they still have the opportunity to withdraw from the agreement after being asked to ban smoking, it is surprising that 85% of the participants agreed to participate in the study even if they could not smoke. Be aware that if you tell them that you can’t smoke before the promises, only 12% will agree to participate in the experiment.
This trick is often used in marketing, such as the one-dollar transaction we know, the one-dollar auction, the one-yuan draw, and so on.
3. Bait-drop technology
Sales staff often use a technology similar to low-ball technology called bait-drop technology. At the beginning, sellers will advertise a product at a very low price to attract users.
For example, some car dealers, real estate developers, electrical appliances and furniture stores often use this set of roads to attract users through low-cost advertising. When users confirm the transaction and make a promise, when the user goes to the purchase, the sale The staff will explain that the products in the advertisements are just sold out or the users find that the quality is not good. In most cases, the user’s needs cannot be satisfied.
However, many users have taken the initiative to buy a product from the other party, they may have more time to visit in the physical store, under the guidance of the sales staff, and even buy more expensive products.
In order to attract more users, some car dealers and real estate developers often launch “Buy It Now” products. What effect will this method have? This requires everyone to think for themselves.
4. Marking Technology
Another way to induce people to commit to an action is to give people a label that is consistent with the action. This process is called markup technology.
For example, parents will say to elementary school students: “I think you are the kind of child who knows how to write correctly.” In the next 3 to 9 days, these children are more likely to write training in private.
In real campus scenes, when some students are often praised by teachers for their hard work and good academic performance, students tend to study harder, and some students are often poorly taught by their teachers. At the time, these students often really take the initiative to give up learning, which leads to worse and worse results.
Experimental research has been conducted on how marker technology can be used to motivate people to vote. They interviewed 162 voters and randomly posted to half of them. According to interview feedback, they were “more willing to participate in voting and political activities than ordinary citizens” and the other half were told about their performance and average in these activities. The same level. As a result, those who are labeled “better than average” believe that they are good citizens compared to those who are labeled “average” and that they will vote more in local elections a week later. .
This kind of routine is also indispensable in marketing. Sales people often put some labels on users. For example, praise users for keeping promises. Every time the company organizes activities, they will come to participate, so users are really only I can participate in the event every time.
For example, inviting users to join the club, becoming a premium member, and labeling users with a higher identity, makes it easier for users to pay for higher-priced products.
Second, use existing commitments
Sometimes people are affected to implement this behavior because they are aware that an action is consistent with a value they already have or want to have.
This is also why, within many companies, companies value values and even refuse to join people who are inconsistent with company values.
Many companies continue to promote their values to users, such as our common “customer-oriented”, “user is God” and so on.
Similar to making such a promise, as long as it is used properly, it will obviously pay off a lot.
Proactive commitment and public commitment
1. Proactive commitment
A lot of popular rock concert ads often lack an important piece of information – fares. Why do concert organizers want to hide fares from music fans? Even if the price is high, people just need to make a phone call or go to the ticket sales office to know immediately, is this the case?
Yes, but the organizer realized that potential concert listeners were more likely to buy tickets after doing these actions than calling or going to the sales office. Even calling a fare can lead to an individual’s active commitment to the concert, which in turn makes the caller more willing to attend.
Proactive commitments provide us with information to shape our self-image, and this information is clearly a social reward.
In public relations, when some companies make mistakes and are spit out by users, they often take the initiative to admit mistakes and proactively promise some services in the future, indicating attitudes to regain user support.
In the sales of many products, some companies will proactively promise some things to eliminate user concerns and obtain higher support.
2. Public commitment
Public commitments tend to be the most resilient to change. When people commit in public, they tend to work harder and keep their promises. This is why weddings must be committed to keeping love under the eyes of the eye.
In some smoking cessation activities, quitters are usually declared to quit smoking in public, and such public commitments can often make changes more effective.
In some companies’ brainwashing and product sales activities, this is also very common, and the host often asks the audience to go to the audience
Moderator: Each of us should follow the regular three meals a day, do not agree?
User: Agree
Moderator: Should each of us honor our parents and disagree?
User: Agree
Moderator: No matter how busy you are, how much success do you have, the health of your parents is very important, and do not agree?
User: Agree
Moderator: It is worthwhile to exchange the 5,000 yuan for the health of the parents. Do you agree?
User:Agree
Moderator: Now you can line up with them, buy our products, honor your parents, and disagree?
User: Agree
……
In some product launches, we often meet the company’s founder’s platform to make a commitment to the user.
So in Xiaomi’s press conference, we often see that Rebs will come on stage to make a public commitment.
In the right context, these three commitment strategies are designed to influence users’ decisions and behavioral changes, because everyone is eager to maintain with existing behaviors, commitments and self-images. Consistent.