Consumerism(Based on the Rules of Compliance by Dr. Robert Cialdini)
The Old Give-and-Take:
- A natural tendency to return favors often leads consumers to buy things they don’t need after someone gives them something.
Sticking to Your Guns:
- The desire to be consistent in our actions causes consumers to stick with a decision even when it may no longer be a good deal (e.g. car dealers adding on costs after you commit to buy)
Monkey See-Monkey Do:
- Conumers frequently buy things because they hear that it is popular or a leading seller.
A Friend in Deed:
- Saying “Yes” to people we know and like is common and salespeople are good at making us feel like old friends that we wouldn’t want to disappoint.
- Consumers tend to buy things that are advertised by “experts” , celebrities and athletes even if these individuals no little about the product and were paid promoters.
“If I can’t have it, I want it”:
- Consumers often believe if something is rare, it is more desirable and salespeople use this technique to get us to buy (“limited time offer, last chance, Get them while they last”)
Consumers are influenced by a variety of marketing and advertising strategies. In a book called “Compliance”, Dr. Robert Cialdini outlines the common sources of influence on consumers. The different sources are briefly described in this graphic but interested readers should refer to the book for more information.
By paying head to these influences, consumers can avoid making bad decisions regarding how they spend their money.