Personal Identification - Thinking Without Thinking
Consumers often abandon products when other social groups adopt them.
Teens want
to distinguish themselves from their parents.
Jocks want to separate themselves
from geeks.
Rich Brits stopped buying Burberry once it became the brand of
choice for soccer hooligans.
Shanghai urbanites avoid the Volkswagen model
that is preferred by the suburban nouveau riche.
Yet, the same teens who
wouldn't be caught dead wearing the same jeans as their parents have no problem
using the same brand of detergent!
A new study by Stanford researchers explores
why some products are used by people to differentiate themselves from certain
social groups.
"Prior work on individual drives for differentiation tells us a lot about who is more likely to prefer unique products or when people might be more likely to prefer them," write Jonah Berger and Chip Heath (Stanford University) in the August issue of the Journal of Consumer Research. "But these approaches have less to say about where people diverge, or why people diverge more in certain domains."
In a series of experiments, the researchers explored the differences between
products that convey identity information and products that do not tend to be
identified with a certain group.
For example, in the pilot study, the
researchers had undergraduates choose options in 19 difference product areas
(e.g., power tools, hairstyles, soap, and favorite CD).
In each area, they were
told that 65 percent of other students preferred Option A, 25 percent preferred
Option B, and 10 percent preferred Option C. They were then asked which option
they would choose.
Option C establishes the greatest desire for divergence from the majority. While
67 percent of undergraduates chose Option C for the category of favorite CD,
only 6 percent chose it when asked about dish soap.
In a national, web-based
survey that expanded on the pilot study (median age 38), the results were
similar. A different group of respondents was asked to rate products either on
self-expression ("how much it contributes to self-expression") or identity
inference-making ("how much people use it to make inferences about others").
Thirty-one percent of participants in the national survey chose Option C
(preferred by 10 percent of the population) for products that were ranked as
highly identity-relevant. For products that were less identity-relevant, only 16
percent of participants chose Option C.
"Consistent with our focus on the social nature of identity-signaling, even
though our internet sample came from a range of demographic backgrounds,
participants exhibited strong agreement about which domains were
identity-relevant," the researchers write. "The results underscore the social
nature of divergence; individuals don't establish difference from majorities in
every domain or any random domain -- they do so more in domains where others
look for signals about their identity."
Article: Jonah Berger and Chip Heath. "Where Consumers Diverge from Others:
Identity-Signaling and Product Domains" Journal of Consumer Research: August
2007.
OK, NOW you have a ton of information to go forward and reinvent yourself and
your products.
And just think...all this for the price of a cup of Coffee with Kevin Hogan.....
Become More Aware of the Triggers of Influence!
What Makes a Person Decide? Find out!
NEWEST RELEASE! The Science of Influence, Part V
Volumes 49-60
Kevin Hogan
Released January 14, 2007!
New Program!
It's here!
I'm very excited.
I wanted THIS to be the one everyone remembers.
12 HOURS of new information and we have some fun along the way.
The one area I've left open for speculation in the first 48 CD's,
I've closed in Science of Influence 49-60.
Impulse Activation moves your hand from their pocket to the shelf holding
the magazines, candy bars and nail clippers when you're in line waiting to
check out your stuff at the store.
Impulse Activation is what causes you to push "Buy Now" instead of surf
away to a different web page.
Impulse Activation is what causes you to give a meaningful contribution
to a charity even when you considered to not do so.
And almost no one is able to INTENTIONALLY cause Impulse Activation.
Except You.
I've taken a decade of research and put it all to the task of Impulse Activation.
I show you the Covert Psychological Triggers that are the most likely to succeed
and then I show you HOW to use them.
Then I take you into the world of women. No one has ever written about
the Covert Psychological Triggers that CAUSE women to act or decide in your favor.
I have.
I take you through step-by-step and itemize those Triggers, then, I show
you the EXACT WORDS and PHRASES that work when communicating
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And there is a lot more.
In the last year there has been a LOT of research
done in what persuades people...in what unspoken (covert) factors CAUSE
people to spend more money, come back more often, buy more products
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You are the first to have this incredible program and I am proud that you will.
Because as you come to understand the mind of the other person;
you'll also be learning :
How to create the "gotta have it" feeling in consumers
How to melt away sales resistance
How to tap into the "primal" buying emotions
How to literally and instantly establish rapport
How to 'cause' consumers to obey your hidden 'sales push'
How to infuse "proof power" into your sales letters
How to arouse your prospect's inner buying drives
How to influence your prospect’s mind to trust you
How to bypass your prospect's conscious mind
In a nutshell, you'll learn how to create influential messages that hold customers captive from the first words you say to the signing of the check.
In Science of Influence 49-60 you will learn how to:
Cause Them to Identify with You
Combine Two Key Drivers that Will Cause Compulsion to Comply
Form Questions that Will Cause Compliance When Asked
Never Have That "Phoney Feeling" Inside Again...and Instantly Watch Your Income Increase
Use the Power of the Invisibility Intensifier
Take Advantage of Kevin's Full Christmas Tree Technique
Optimize the Use of Their Feeling of Fear
AND...
Determine Which of the Five Basic Fears to Utilize in Your Presentation or Copy
Adopt Key Characteristics of God that Make You More Persuasive (even if you are Agnostic!)
Use Features instead of Benefits to Close The Deal
Send The Energy of Being THE Problem Solver to Those You Influence
Use Sex and Sensuality to Sell. Clear and Simple
Modify Old Sales Strategies to Become Influential in 2007
Be THE Person That Imbues Them With Good Feelings...They Won't Want You to Leave!
Link Good Feelings with Buying Now
PLUS...
* Take Advantage of The Impulse to Instant Gratification With You,
Your Product and Service
The Science of Influence 49-60: Triggering Compliance in the Buying Sequence
is UTTERLY UNIQUE among all programs about persuasion and selling.
Because, for the first time, you will find out EXACTLY how to influence women.
(Whether you are a man or a woman doesn't matter. What matters is how you
will use what you discover here!)
Women react and respond VERY DIFFERENTLY than men to influence attempts.
The chances are very good that your business is HEAVILY WEIGHTED with
either 80% male or 80% female clients and customers.
I'm going to show you how to gain compliance from the women you've been
missing out on.
I'll give you THE EXACT WORDS that are REQUIRED to influence and
sell women.
I will show you the PRECISE ATTITUDE that is REQUIRED to market
effectively to women.