What buttons when pressed, make your part with your hard earned cash??
Amazon “recommends” is now over 15 years old – presenting us with recommendations based on buying patterns of like-minded people. Love it or hate it (does this actually narrow our choice rather than broadening our horizons) using empirical data to try and second guess the most opportune moment to interrupt, recommend or “tip” us to a point of purchase is now common place across multiple media channels.
At this point of purchase we as the consumer consider other aspects that have precluded this journey. We take into account peer recommendations (“Liked”, word of mouth) , customers’ reviews, discounts or authority recommendations from respected experts in our decision to purchase (specifically for items which are at the top of products and services which fulfil the upper tiers of Maslow’s hierarchy of needs)
Marketers understand the importance of these factors, however as demonstrated on nearly all commerce sites they are all employed as tactics, rather than those which are relevant being emphasised and leveraged.
Recommending the same book with the message “6 of your friends purchased this in the past 24 hours” VS “30% discount for the next 5 minutes” will have varying degrees of success depending on the user.
So not only personalising the products that are recommended to us, but tailor how they are pitched to us.
It is also true that once the code to your ‘buttons’ is unlocked, they can be used other across other domains – i.e figure out how to sell you books and these persuasion techniques can be used to sell you clothes, music.
Understanding which of these factors really influences makes for a powerful tool in the war for our attention, however raises an ethical responsibility not to use these persuasion profiles irresponsibly…… “we know you’re depressed, buy chocolate”
source :
http://www.persuasion-profiling.com/wp-content/uploads/2010/04/EffectiveMeans.pdf
http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
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