Cutting-edge psychology combined with marketing tips, for you to truly comprehend your consumers.
August 11, 2019.
All you need is a reason.
People are more willing to do something when given a reason, even if the reason is weak.
In the 1970s, psychologists studied the power of “because.” Researchers requested to cut people waiting in line to use a copy machine using three different phrases:
- “Excuse me, I have 5 pages. May I use the Xerox machine?”
- “Excuse me, I have 5 pages. May I use the Xerox machine, because I have to make copies?”
- “Excuse me, I have 5 pages. May I use the Xerox machine, because I’m in a rush?”
They found that the first phrase, which lacks a “because,” only had a 60% compliance rate, while the second and third phrases, which included “becauses” had 93%-94% compliance rates. Although the reasonings of the latter two phrases weren’t logical nor worthy for line-cutting, simply providing reasoning significantly increased participants’ willingness to allow it. The researchers later found that when the more significant the request, the more the logic the reasoning should have.
Just try out this strategy … because we said so 🙂