Application of social influence techniques
The Automatic behavioral pattern in consumers is triggered by relevant information in a given situation. The information passed to the consumer may pose a given feature; that will be the most useful in influencing the decision of the consumer hence the consumer is allowed to make a decision in accordance with the feature. These features are the techniques used in social influence in marketing
Techniques Based on Reciprocation
Is a technique rooted in the fact that people feel indebted to those individuals who do something for them or give them gifts? The technique’s implication is that the marketer has to go first: give free samples, give information and a positive experience and the customers will want to give you something in return (Cialdini, 2001). Free or unexpected results would most likely secure an audience with a potential consumer, donation for a cause or a tip. The gifts can cut across the board I ncluding information and favors (Polanski, 2005). The samples are not usually free as they tend to enforce uninvited debts, unequal exchanges reciprocal concessions e.t.c. the technique involves several approaches
- Door-in-the-Face Technique. Involves making a major request but later rescinding and making a smaller request.
- That’s-Not-AII Technique. The marketer makes an inflated request but sweetens the deal before rejection.
APPLICATION OF RECIPROCATION
Reciprocation is well explored especially in the holiday seasons, with the major retailers and manufacturers inspiring indebted loyalty by giving gifts hampers and shopping vouchers. Companies like Coca-Cola have been on the prowl leading to the company owning Christmas (McKay, 2005). Coca-Cola has used the principle of reciprocation through its gift over the Christmas season which has won them the hearts of many and making coke the brand of the season. Most businesses have been using reciprocation to win loyalty from their customers; large retailers have been giving loyalty card….Continue Reading….