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Money magazine’ Dan Ariely just published an article on “tricks” maketers use to get folks to buy.
Here’s a link to the article: Consumer Habits
Is this ethical? Some might say if you have to ask if something is ethical, than it’s not. But I don’t think this is true and I consider myself a very ethical person.
Some of these tricks are well-known - such as offering something for free. Some marketers contend this tactic is losing some of it’s appeal. I think it’s all in the context. We humans are “hard-wired” to grab offers like these. Certainly as everyone offers stuff for free and much of the stuff is worth less than the asking price - you will find more resistance.
On the other hand, consider the “free offer” Ariely himself got caught up in… buy this car and get free oil changes for a year. And this is a guy to studies consumer behavior.
Another way to apply this principle is when building your offer. The next best thing (or maybe even better) is offering so much value for the money one would have to be a fool to pass it up.
The other interesting aspect of this article is his observation of “comparative” pricing. Ariely says for example, if your comparing menu prices at a restaurant, the $45 dish may seem outrageous in one restaurant. But if another dish on the same menu is $60, it may seem comparatively cheap.
Another thing to keep in mind is the consumer’s expectations. You’d scream bloody murder if somone placed that menu in front of you at “Joe’s Diner” but if you were in “Antione’s Bistro” you may not blink an eyelash, even if the food at Joe’s is not all that bad.
Ariely’s article is from his book “Predictably Irrational: The Hidden Forces That Shape Our Decisions.” It may be a good companion to Cialdini’s “Influence: The Psychology of Persuason”. I haven’t read Ariely’s book yet. When I do, I’ll post a review.
God bless,
Andy
P.S. You’ll also find a wealth of sales triggers in “22 Secret Hot Buttons“
