cloud network hunting note: put your heart into something, the more we will think its value is higher; We are more likely to continue until the behavior; We will change their preference to avoid cognitive dissonance. Seize this three, the enterprise can be in a certain extent, our manipulation to get huge benefits; Master these, consumers can successfully avoid the catch.
every day in psychological factors affect our decision. , of course, most of us have influence on those we don’t know much about the psychological trend, while enterprises can take advantage of this to our manipulation, to obtain huge profits.
we pay from work, to form the habit of, to rationalize, seeking our behavior and mental state in unusual way affect our tastes and preferences, with seemingly trivial power prompted we invest in a product or service.
pay labor can bring more love
in a 2011 study, the researchers measured three work is how to affect the value of the goods.
they teach students how to fold paper cranes or frog, after some practice, these students are required to buy their own works, bid $1. At the same time, the other a separate group of students in the room, don’t know the identity of origami, also in the same way to bid these works. There’s a third group of independence, they were asked for bidding expert making origami works.
result shows that the people have made the origami for valuation of his work is five times as the second group, almost as high as the third group. That is to say, the origami into labor people think that they have more value, just because they paid the labor.
the study researchers Dan Ariely the phenomenon known as “the ikea effect”.
unlike rivals, ikea sells diy assembly of semi-finished furniture to customers. Proved to make the customer in the process of assembling products into labor benefits are hidden. Ariely believes that customers in the process of diy assembly furniture, can produce more love to these furniture, like origami experiment subjects.
customers who are good at using power enterprises can bring higher value products, the reason is that the customer has paid a labor, labor for customers on products is conducted by the investment.
continue past behavior preferences will affect the future behavior of
we past behaviour will be how much impact on the behavior of the future? We are more willing to believe that you can make a choice follow one’s inclinationsly, that is to say our judgment not troubled by past behavior. But research shows that our past can accurately predict our future.
the researchers asked two groups of people in suburban areas is placed in front of a big, ugly sign, it says “drive carefully.
the first set of only 17% of residents agreed to the request, while the second group, 76% agreed to put up the ugly marks. Why is there such a big difference? There is only one difference between the two groups of subjects.
the second group of residents in the two weeks ago is required on the Windows placed the size of a small, only 3 inches the sign reads “safe driving”, almost everyone agreed. When they come back after two weeks to let them in front of the house with the big signs, most of the residents were happy to.
in a little more willing to accept the big sign after sign the phenomenon reflects the preference of continuation of before action will bring us what kind of impact. A few small behavior, put a little sign in the window, for example, may cause huge change in the future.
we always avoid cognitive dissonance
there is a classic story in Aesop’s fable, a hungry fox saw hanging in the grapes on the vine, very want to eat, but how also can’t reach, the fox in the depression and frustration that grapes must be sour, don’t want to eat yourself.
in this story, the fox by changing the awareness of the grapes from my comfort, because want to accept the “sweet grapes are waiting for the man to pick but I can’t reach them” this fact is too difficult. To accept the idea, the fox had to change the understanding of grape, relieve the pain of this is known as “cognitive dissonance”.
this unreasonable behavior not only appear in the animals in the children’s books, will also appear in the us.
think for the first time to drink beer or try spicy food, do you think of taste? Estimate is not so good. Our bodies naturally repel alcohol and capsaicin, the taste our innate response is to refuse, but we are constantly trying to middle school like them. We see others like them, we will try to accept, adapt them in the end.
in order to avoid this kind of “doesn’t like to be like” cognitive dissonance, we slowly change the understanding of that you don’t like.
small investment, big returns
these three trends are affect consumer behavior in the future. First, we put your heart into something, the more it has the higher the value of our eyes. Second, we are more likely to continue until the behavior. Finally, we will change their preference to avoid cognitive dissonance.
all in all, these trends are in the lead a mental process, called “rationalization” in the process, we change our attitudes and beliefs in order to achieve psychological adaptation. Rationalization helps us to give themselves to find the right reason, even if sometimes the reason far-fetched.
enterprise can make use of the three psychological tendency to put some labor for products or services to customers. This kind of investment need certain data, content, time, money, fame, or skills, but the effect is considerable. By letting users of a product or service to make some efforts, the company can change their preferences, tastes and habits.
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