پسی‌ولوژی 설득: چرا پیشنهادهای خودخواهانه‌تر از نیک‑انگیزها بیشتر آلوده‌تر هستند؟
پسی‌ولوژی 설득: چرا پیشنهادهای خودخواهانه‌تر از نیک‑انگیزها بیشتر آلوده‌تر هستند
پسی‌ولوژی 설득 در reklamaگاهی اوقات با باور بی‌اساس به نیک‑انگیزی مخاطب برخورد می‌کند، اما داده‌های جدید نشان می‌دهند: موتیف‌های خودخواهانه در سرعت پخش در برابر اقدامات نیک‑انگیز چند برابر سریع‌تر هستند. وقتی پیامدهای خرید ابهام‌دار هستند، افراد میل دارند به سود شخصی خود دفاع کنند و بدون وقفه رفتار مشابه اطرافیان را کپی کنند. در این مقاله مکانیزم‌ها را بررسی می‌کنیم تا چگونه می‌توان اثربخشی کمپین‌های مارکتینگ را بالا ببریم.
Opening findings of the researchers
Opening researchers М. К. Фольберг (M. C. Vollberg) and Й. Гросс (J. Gross) published in the prestigious journal Nature Human Behaviour a work devoted to how people evaluate the influence of their actions on others (source of the study). The authors checked the behavior of participants in conditions of ambiguity, when the exact effect of actions on society is unknown.
It turned out that both egoistic and socially oriented participants are equally prone to distort reality in their favor when the situation is blurred. However, distortions in favor of egoism turned out to be significantly more «contagious»: seeing another’s example of selfish choice, followers instantly adopted this logic, sharply reducing the level of social responsibility.
How much to believe this
The work represents a strictly controlled behavioral experiment based on classic economic models of «moral wiggle room». Scientists measured real decisions of participants when distributing benefits in uncertain conditions.
Nevertheless, the study was conducted in laboratory conditions on game scenarios, which imposes limitations on directly copying the effect into retail trade. In real life, the consumer is influenced by brand, status and publicity of choice, however the mechanism of social contagion of egoism is statistically reliable.
What this means for advertising
If you sell a complex or ethical product, an appeal exclusively to «saving the world» may lower conversion and response. Here are three conclusions for practical marketing:
- Egoism lowers the barrier to purchase: the buyer finds it easier to justify spending if it covers his direct need, not abstract benefit for the community.
- Social proof works toward simplification: seeing that others choose personal savings or convenience, the doubtful client instantly allows himself to do the same.
- Uncertainty kills altruism: if the link between buying an expensive eco-product and a real result is not obvious at 100%, the cheap and convenient analog wins.
How to apply in texts and creatives
Rebuild the offer presentation: put the buyer’s direct benefit at the forefront, and make social good a pleasant free bonus.
- Rewrite the main landing page headline. Personal comfort is more important than abstract values.
- Was: «Покупайте наш кофе: мы поддерживаем фермеров Африки».
- Became: «Плотный шоколадный вкус свежей обжарки. А 5% с пачки мы сами перечислим фермерам».
- Remove guilt about saving in the cart. Give the client moral justification to choose a cheaper tariff.
- Was: «Пожертвуйте 50 рублей на экологическую упаковку».
- Became: «Выберите стандартную прочную коробку и сохраните бюджет — мы позаботимся о раздельном сборе сами».
- Use reviews with a focus on personal profit. Show that reasonable egoism is normal among your buyers.
Frequently asked questions
Does this mean social marketing no longer works?
It works, but only if social benefit does not require from the buyer personal sacrifices or overpayment for a doubtful result. Transparency of the effect is critical.
How to motivate the audience to conscious consumption?
Make conscious choice more beneficial, statusful or convenient for the client, rather than appealing to his guilt.
Conclusion
People readily cover their egoistic decisions with any convenient pretext, especially if they see such an example in others. Stop selling only «good» — sell understandable benefit for the client. And to accurately determine which persuasion trigger will work on your target audience, use RGB‑Analytics algorithms: you can calculate the ideal communication tone right now.
