Some people like change – but most people don’t. This is the central barrier of persuasion. And overcoming this barrier is the most important task when engaging an audience through a user interface. The secret? Make your product the consumer’s status quo.
Most decisions come with a status-quo alternative. We can change our ideas, attitudes, and behavior – or we can change nothing, choosing to accept things as they are.
A phenomenon called the Status … Read the rest
Have you ever found a specific product after an endless search, only to realize you have to first enter the litany of personal information necessary to create the ‘membership’ required to purchase it?
The answer is most likely a resounding yes.
The online purchasing process has become exceedingly complicated, causing even the most Internet-savvy online shoppers to struggle, or often give up altogether.
This poses substantial loss for companies with B2C websites. The popularity of … Read the rest
What’s the best way to make an audience remember your product?
Make it about them.
This may seem fairly obvious – after all, it’s common knowledge that marketing a product in ways that relate to a target audience is certainly effective marketing practice.
But why?
The explanation lies in the Self-Reference Effect. The Self–Reference Effect is the tendency for people to remember information about themselves more than information that does not pertain to their needs, … Read the rest
Ever wonder if testimonials really work? Are they merely traditional components of a website, or is there really power behind their words? Research indicates that testimonials are indeed impressively effective, and that the timeless art of storytelling lies at the heart of their persuasive power.
Researchers Melanie Green and Timothy Brock from Ohio State University conducted a study to determine the effectiveness of narratives in persuasive advertising.
They asked participants to read several short stories, … Read the rest
Think about the last time you tried to make a first impression.
Did you gauge the reaction of the person or people with whom you were speaking? Did you monitor their body language and gestures and react accordingly? Did you act in accordance to the social context (e.g. work setting vs. social setting)?
Thinking back, you can probably see how you adapted your conversation approach to the reactions you received from your audience. For example, … Read the rest
