Covert Influence...
Tapping into Human Desires and Emotions
(Part 3 of a multi-part series)
Kevin Hogan
Page 6
KEYPOINT: If you want people to change in general,
you want to consider utilizing the outgroup tactic.
Researchers Jonah Berger (University of Pennsylvania) and Lindsay
Rand (Stanford University) found that linking a risky behavior
with an "outgroup" (a group that the targeted audience doesn't
want to be confused with) caused participants to reduce
unhealthy behaviors.
If you want people to stop using iPods and you want them
to start using your brand, part of your campaign in sales
and marketing MUST be to show that your demographic's
OUTGROUP uses the iPod. Period.
So if the druggies are using iPods and your jocks don't like the
druggies and you want the jocks to use YOUR BRAND, simply
show that the druggies use the iPod's.
Make sense?
THAT GROUP doesn't want to REMOTELY BE LIKE THE
OTHER GROUP.
KEYPOINT: Behavior of ANY kind are markers or signals
of IDENTITY.
Quickie academic research that's easy to understand and apply:
Studies began by identifying groups of people who study
participants liked, but with whom the participants would not
want to be confused-"outgroups." In the first study, the
participants were undergraduates and the "outgroup" was graduate
students. When participants were led to believe that graduate
students consumed more junk food, they chose 28% fewer junk-food
items than participants who thought their group ate more junk
food.
In another study, researchers placed flyers in freshman
dormitories on a college campus. In one dorm, the flyers
emphasized the health risks of binge drinking. In another dorm,
the flyers linked binge drinking to graduate students.
Participants in the dorm with the second flyer consumed at least
50 percent less alcohol than those who saw the health risk flyers.
In a third study, students on their way to a campus eatery were
surveyed about perceptions of the media. A control group read an
article about politics and pop culture, and a second group read
an article associating junk-food eating with online gamers (an
"outgroup"). When research assistants observed the two groups
ordering food, they found that the group who had read the
article about online gamers made healthier choices.
It's about IDENTITY.
If you're thinking about "overcoming objections" or hard selling,
you are working in 1909.
Think in terms of Hidden Influence.
Decisions in part are made based upon what the new behavior/choice
SIGNALS to the GROUP....what it IDENTIFIES the person as....
Now, who do you want users of your product/service/you to identify
with. Who is the OUTGROUP?
Now you get it....
Covert Influence...
Berger et al. Shifting Signals to Help Health: Using Identity
Signaling to Reduce Risky Health Behaviors. Journal of Consumer
Research, 2008; 0 (0): 080324102158216 DOI: 10.1086/587632
Adapted from materials provided by University of Chicago Press
Journals.
Where can you get more of the most innovative and cutting-edge covert influence and persuasion strategies and tactics?
New! Just Released on CD....
Covert Influence: Hidden Persuaders They (Your Competition) Don't Want You to Have
I want to show you one of the most surprising and perhaps one of the most uncomfortable....and powerful phenomenon in Covert Influence.
In fact, I want to share with you all the latest research available (well, almost all…!)
Influence Without Resistance. What’s the Key Factor? You’ll have most amazing, truly stunning tactics in predicting what and how your client (spouse, child, customer, read: anyone) will choose. Thus, you are a step ahead of anyone else in implementing the most powerful phenomena in consumer research today. Find out with this program!
Creating Irresistible Impulse. The button is there (for everyone); it just needs to be pushed. What are some of the irresistible impulses marketers are using on you? How can you take advantage of these tactics yourself? It’s all here in this section. Kevin details the marketing phenomenon that pushes the buttons...all the way to irresistible.
Tapping into Human Desires & Emotions. With just ONE change in strategy, a non-profit organization can get 5 times the donations. What can this strategy do for you? You can’t afford NOT to implement this tactic now.
Desires and Emotions… That Influence. You’ve heard some rumors, I’m sure about negative emotions and positive emotions in the influence process. But do you know what actually works, and what to emphasize in the process, and when? Find out once and for all!
Tribes. You’ve heard the term. What does it describe? How does it come into play in the influence process? Most important, how do you utilize the concept of the Tribe in order to make more sales? It’s all here… Kevin explains about subgroups and how to make appeals based on whether a group is “in” or “out”. This is cutting edge research that benefits you.
Covert Influence...to Control Behavior. You’ve seen the signs. Above the candy jar, tacked to the break room wall. Even posted on a fence, or highway. How do signs really influence? What elements should be used in signs to covertly control behavior? Fascinating new research uncovered for you!
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