THE WHEEL OF PERSUASION

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Needs & Motivations

Needs & Motivations

Money Omission

“Money kills motivation in a social setting”

You want to motivate your customer to buy. Does it help to give a monetary reward? Of course, but… sure not always!

An important aspect of motivation is rooted in the huge difference between so-called monetary markets versus social markets. In a monetary market monetary rewards determine our motivations and behavior, whereas in a social market we are ruled by social rewards (which are way more intrinsic than extrinsic monetary rewards).

So is Money Omission a true persuasion technique? Probably not, but I do hope to prevent some greedy marketers to make the classic

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Belongingness & Conformity

“We prefer to behave in approval with our social groups”
Belongingness is our innate need to form and maintain strong, stable interpersonal relationships. More than we are often consciously aware, we want to be part of a peer group, community, and society.

Once we feel we belong to a group, we will conform to, and internalize the group’s values and norms. In general, we conform to both injunctive norms of our groups (implied approved behavior by the group), and to descriptive norms (common behavior among group members). We may even behave adversely to groups that we do not want to be

Self-efficacy

“We are more likely to perform actions when we believe in our own competence”
Self-efficacy is a person’s belief in his/her own competence. According to Albert Bandura – who defined self-efficacy theory – this personalized belief in our ability to succeed affects our behavior. The more competent we think we are (a high level of perceived self-efficacy), the greater our intrinsic motivation to act is.

There are at least 3 types of information that enhance our self-efficacy online:

Our own behavior: when we are successful, we become convinced that we will be successful again.
The behavior of others: when we see

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Self-Consistency

“We have a strong need to be consistent in our views and behavior”

We have a strong need to be consistent in all areas of life — in our words, opinions, beliefs, and behavior. Therefore, once we make a decision or perform an action, we are very likely to make all future behavior match this past behavior. Changing our viewpoints or behavior creates a fear of being perceived as a flip-flopper.
When there’s a mismatch between our belief and behavior we experience what Leon Festinger calls a ‘cognitive dissonance’. And we have a strong need to solve this dissonance. So when

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