THE WHEEL OF PERSUASION

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Your customers’ decision to buy, use and promote your products depends – so science says – partly on your marketing efforts (lucky you…). The good old 4P-model applies here (or the more customer-focused SIVA-model): How you present your product or ‘Solution‘ influences your success. The same applies to how you relate ‘Information‘ about your offer (promotion), how ‘Accessible‘ your products are (place), and of course its perceived ‘Value‘ (price).

Mental Accounting

“We assign money to ‘mental categories’, and we spend money according to these categories.”
We find it too difficult to think about every possible alternative purchase, when making a purchase decision. This effect is called ‘Opportunity Cost Neglect’. Rationally, we should consider the fungibility of all our expenditures. But we don’t.

Instead we assign money to specific categories – known as mental accounts. Both the sources and uses of money are labeled according to these categories (housing, holidays, food, etc.). Some categories are broad, others are narrow. Some cover years, others only a short time. Balancing of these accounts happens daily for

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Hyperbolic Discounting

“We show a preference for rewards that arrive sooner rather than later”
When we consider a choice between two rewards, we tend to prefer the readily available one. We have a stronger preference for more immediate payoffs relative to later payoffs. In other words: the current is incredibly more powerful than the future. Imagine we can choose between one candy bar right now, or two in a month time. We might prefer the readily available candy bar (instead of waiting a month for an extra bar). However, if we have to wait 12 months to get one candy bar, and

Equivalence Framing

“The way things are stated or portrayed, highly influences our choices”
Equivalence framing is the purposely stating or portraying of – logically equivalent – information in such a way, that it encourages certain interpretations of the meaningful context, and discourages certain others. These “different, but logically equivalent frames” cause us to alter our preferences. Equivalency frames are often worded in opposite terms. Like “gains” versus “losses”, “full” versus “empty”, “fat” versus fat-free”, et cetera.

Unlike emphasis framing (which focuses on different information), equivalence framing focuses on the same information, and tries to phrase that information in the most persuasive way.

 
Scientific research

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Front-Loading

“We prefer to get the conclusion first”
“Reading texts is not a mystery game” (AartJan van Erkel).
Front-loading content means that you first give away the conclusion. Occasionally it can help to arouse one’s curiosity by not revealing the conclusion at first, but most of the times it works better if you start with the clue. So don’t spend time ‘leading up to your point’.

Our brain is processing huge amounts of information every second (and what’s more: reading online takes 20% more time than reading from paper). Therefore, our brain prefers to process as little information as possible. So your customers

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Present Focus Bias (or Immediacy Effect)

“We show a preference for rewards that arrive sooner rather than later”

When we consider a choice between two options or rewards, we tend to prefer the readily available one. In other words: the current and near future are incredibly powerful. Dan Ariely explains the present focus bias as the ‘Adam and Eve problem’: “You can ask yourself how many of us would sacrifice eternity in the Garden of Eden, for an apple? Well it turns out we do it, and we do it all the time”.

So if we have to choose between an option right now, and a better

Emphasis Framing

“The focus on specific subsets of relevant aspects, highly influences our judgments”

In order to understand and make sense of the world around us, we constantly interpret the meaning of the things and events that we notice. We call this ‘framing’. For example, if you evaluate plans to encourage electrically powered bikes, you might interpret it as environmentally friendly when framed as a moped, but friendly when framed as a bike, and your response will be very different.

Emphasis framing is a persuasion technique where focus is placed on those specific aspects of a solution that encourage certain interpretations of the

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Limited Numbers & Editions

“We value things higher, when they become scarce”

We don’t like missing out on opportunities. We hate it when choices are no longer available. In this way ‘scarcity’ can be seen as a form of loss aversion (we don’t want to lose an opportunity and become more risk seeking, when the clock is ticking).

When our perception of availability decreases, we tend to value things higher. Therefore we tend to prefer limited editions and scarce products. Therefore we are more likely to buy scarce products and we also like them better to.
Scientific research example:
Imagine you’re watching a tel-sell program late at