Basically the way things work in this world is that if this man (Don Draper) were to ever just, I don't know, find me in the middle of the street and ask me for my underwear because he needs it for his advertising empire I would comply and give it to him in a heartbeat because he's Don Draper and that's how the world works. Laws of gravity = giving Don Draper my underwear.
Thousands upon thousands of people each day in the marketing industry are trying to find ways to get you (and I) to consume, consume, consume, and buy, buy, buy. Otherwise, how would their Fortune 500 companies sustain themselves if they weren't constantly making profit? Thus, a great part of their industry is dedicated to the question, "Well, how do we make profit?" Amongst all of the soft drinks in the world, how has Coca-Cola (again and again) become the leading provider of carbonated soft drinks (and all other sugar laced waters, teas, ect..)? Advertising. Money spent by the companies to create ads that tell the consumers of (their and others') products that their product IS the product to buy. However, how can they get YOU to buy THEIR product (over any other one available on the market)? This is the fundamental question.
Fortunately for marketers (but I find most unfortunate for us and our wallets), there are ways to tap into the inner strings and tendons of human behavior that draw us into making a purchase.
One strategy used by marketers and advertising gurus is to tap into a powerful rule of social behavior, the norm of reciprocity (Gouldner, 1960). This norm says that (on average) people have an outlook that we should treat one another the way we would like to be treated. Therefore, if someone hurts us or harms us, we may feel this drive to hurt or harm back. However, the way marketers have tapped into this gold mine of human behavior is that because we feel the need to equally pay back what has been given to us, when we receive gifts (and other goodies) our norm of reciprocity drives us to feel like we need to return the favor (which usually becomes), "I need to buy their product to return the favor".
An example of where I have experienced this very strategy used to reel me into making a purchase is at makeup counters. At MAC Cosmetics, one curious little stroll can turn into taking home a goodie bag of sample foundations, concealers and a sit down lesson on how to properly apply bronzer. However, these MAC Artists who are just treating me like your homegirl next door just giving you THE hook-up, they're not exactly oblivious to what they're actually trying to do. Using the norm of reciprocity, if they give me gifts (aka free swag) and offer valuable services to me (make-up lessons) then I am going to feel like they have GIVEN me something and therefore I will feel the drive to equally GIVE back. You start feeling that guilt, "Man, they just invested ALL of this TIME into me and I'm surrounded by all these other girls (or guys, they need oil based eye liner for their waterline too you know) making purchases and I am going to be that ONE person who just takes ADVANTAGE of all these free gifts and DOESN'T give back? What kind of sick…HORRIBLE monster am I?"
GUYS THESE BRIGHT LIGHTS THEY USE AT ALL OF THEIR COUNTERS AND STORES, THEY'RE SHINING THE SPOTLIGHT ON ME, EVERYONE IS GOING TO NOTICE THAT I AM NOT PURCHASING THEIR PRODUCT AFTER THEY HAVE SO WILLINGLY JUST TREATED ME WITH THE UPMOST CARE, DEVOTION, AND PATIENCE. HOW COULD I EVER LIVE WITH MYSELF?
So, how do I give back? I buy their products.
I become one more successful sale of the day. And gain some conturing skills.
n = 643
0 comments:
Post a Comment