Part I: Examples
Robert Cialdini's Principles of persuasion
Avengers: Endgame - GEICO Commercial. (2019, April 18). Retrieved from https://www.youtube.com/watch?v=wwqt37UuWRA
Consistency - the movie Avengers uses the principle of consistency in their commercials to market their latest movie. According to Cialdini, the principle makes people do what they have done in the past. Using the concept marvel studios have persistently provided its audience with entertaining movies over time and therefore uses Avengers’ End Game Trailer which is yet to be released to provide consistency to their vast audience by assuring them that they will always offer the best to their viewers as they continue with the series. The movie trailer, therefore, shows consistency with what the audience expects and what they know the company will offer them.
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Coca-Cola campaign. Share a Coke Names | Marketing Campaign | Coca-Cola GB. (n.d.). Retrieved from https://www.coca-cola.co.uk/stories/share-a-coke
Likeability
Coca cola s a famous drink in all parts of the world. The company has continually produced a commercial with a direct impact on the market. They exploit social proof by using the power of the crowd where many people display their like for the product. As a result the market believes that the product is universally liked and shared and hence should be accepted and used. Coca Cola Company relies on people who like the product to market it to their friends and in the process influence crowds all over the world to like and share the product and increase its consumption.
Nike "Go Bigger" In Hilarious New Ad. (2019, March 8). Retrieved from https://thevideosuite.com/nike-go-bigger-in-hilarious-new-ad/
Social proof
Nike Company has effectively used the principle of social proof to market their products. The company understands peer influence where people rely on other social cues to think, feel and act (Cialdini, 2001). In their adverts, they use athlete’s reliable celebrities which people look up to market the products. People associate or believe they are similar to them and therefore use the products they have marked as reliable and genuine. The example set by the person who many look up to causes peers to follow suit and in the process.
iPhone XR. Color Flood. Apple. (2018, December 28). Retrieved from https://www.youtube.com/watch?v=d8LJXcQhD0k
Reciprocity
The Apple Company has embraced the principle of reciprocity where they have continued to do right to their target market so that they have remained committed to their products. Apple offers diverse products which are reliable, powerful and genuine which have caused people to feel respected and favored to experience such gifts in a world filled with fake and non-lasting products. The continued production of quality products and favors such as trade has kept the products in the market and have attracted many consumers who have pledged their loyalty to the products. The increase in purchases causes Apple to return the favor by offering more quality products such as the latest iPhone.
Scarcity: Tesla Is Betting On Scarcity, Not Luxury
Cialdini describes the principle of scarcity by examining people reaction to scarce products and services. Tesla introduced electric cars to the world which saw people who value scarce produce line up to acquire them using unique technology (Elsey & Harris, 2016). Tesla promotes its exclusive spot for environmental care. Tesla has incorporated technology that is future looking and the scarcity of the technology is used as its persuasion principle. The brand shows an exclusive focus on the progress that is not available in other brands which makes it stand out and attract its selected target market. The brand, therefore, uses its scarce development and futuristic control to persuade people of its significance.
Part II: A Social Psychological Analysis of the Coca Cola Company
An In-depth Explanation of how social psychological principles of persuasion are relevant is discussed through the social psychological principles of persuasion introduce by Robert Cialdini which include reciprocation, liking, authority, and scarcity have been useful in the coca cola campaigns for their products. Reciprocation has been effectively used in the creation of creating pressure with friends. The principle works through influence where a friend who gives another a coke creates the pressure to make the other friend return the favor. The analysis showed that social proof was the most significant principle in the coca cola campaign (Taillard, 2000) (Maxwell & Dickman, 2007). The principle was implemented through sharing of coke o through social media which spread the world rapidly to all corners of the world.
The other principle which was vital to the campaign was liking (Cialdini & Cialdini, 2007). Liking was demonstrated through the printing of people names on coke cans. Base on the sensitivity of people to their names or those of their friend’s people related the experience to liking which greatly influenced sales and marketing in the coca cola company. The company also used authority though without much emphasize. Authority can be seen through the use of Prince William and Kate as a toast of their willing which has some impact on the market. Scarcity as a principle is used in enhancing the thoughts that there were limited cans in the market with their names and those of their friends and hence the emphasis to purchase and can be labeled with their names which they come across
Plan to intentionally enhance persuasiveness
Coca-Cola an implement various strategies to intentionally enhance persuasiveness towards their brand. Through reciprocity, the company should offer customization process to the customer where a person can customize the name of their friends and in return get a discount or a free sample of a can with their own name. On liking the company can create pressure through the development of a trend that encourages continuous sharing. For example, when a friend buys a coke to a person they like, the person should be obliged to do the same for others creating an endless trend (Taillard, 2000) (Maxwell & Dickman, 2007). The principle of authority should have been more effectively used through the creation of commercial and appealing photographs of the royal family Prince William and Kate as the method they used in toasting to their wedding was fairly effective. Though the principle of scarcity was fairly effective, the company should have offered more information on availability and the notification that the sharing through labeled cans was only available during the summer.
Alternative techniques
Coca-Cola can be use various other techniques to achieve effectiveness in their campaign is the communication which is vital in connecting people in the physical and online world. The company should continue to offer its customers a sense of belonging as they have done in the past. The use of ordinary people in their diverse settings in their commercials and adverts (Cialdini & Cialdini, 2007). As a firm they should be in a position to understand the trends due to their impact in shaping their business, they should embrace techniques such as free sampling and gifting (Cialdini, 2001). Other principles that would effectively serve the customers are consistency, use of expertise and leadership in the organization and establishment of opportunities.
Conclusion
Cialdini emphasizes on the use of the principles to influence others. The practice should be genuine, authentic and should lead others to benefit as well as encourage self-benefit. Understanding the principles of influence is essential for the maximization of individual or company abilities to persuade others. However, Cialdini cautions against abuse of the principles as they can be used in the manipulation and control of others .
References
Cialdini, R. B. (2001). The science of persuasion. Scientific American , 284 (2), 76-81.
Cialdini, R. B., & Cialdini, R. B. (2007). Influence: The psychology of persuasion (pp. 173-174). New York: Collins.
Elsey, J. W., & Harris, J. L. (2016). Trends in food and beverage television brand appearances viewed by children and adolescents from 2009 to 2014 in the USA. Public health nutrition , 19 (11), 1928-1933.
Taillard, M. O. (2000). Persuasive communication: the case of marketing. Working Papers in Linguistics , 12 , 145-174.
Maxwell, R., & Dickman, R. (2007). The elements of persuasion . New York: HarperCollins.
Wilson, M. (2016, November 1). Tesla Is Betting On Scarcity, Not Luxury. Retrieved from https://www.fastcompany.com/3064602/tesla-is-betting-on-scarcity-not-luxury
