Reciprocity.
Our brain will tend to act in a certain direction simply because we perceive that we will get something in return. The fact that we get something in return in a given situation will make us judge it as valid or appropriate. What we will get in return and the implications that this entails are secondary issues. For example, on our website we have a pop-up through which we ask the poland mobile phone number list visitor to subscribe to our newsletter. We use the principle of reciprocity to “speed up” registration, indicating what they will get in return. Principle of scarcity . In a situation in which a person becomes aware that a good that interests them may “disappear” in the immediate future, a psychological process occurs that leads to an increase in anxiety. The greater the anxiety, the less rationality in decision-making, which becomes more instinctive. This resource has been widely used in the field of direct and promotional marketing.
An example is where an attempt is made to create a sense of urgency by resorting to the scarcity of time. Loss aversion. People tend to prefer not to lose something they already have rather than gain something they don’t have. This fact explains why it is common, especially in complex sales processes, to use mechanisms aimed at mitigating the anxiety that comes from not being sure of the benefit we will obtain if we change providers or abandon the current one.
The following example illustrates this principle very well. The context is that of a tactical email marketing action aimed at reactivating inactive users. The main objective was to get users who had not opened the email for a long time to do so. To do this, a battery of different subjects was tested; these were the results: As we can see, the subject that managed to “move to action” the greatest number of users was the one that managed to activate the loss aversion mechanism. By telling the user that we were going to cancel the service (because in fact they were an inactive user) they decided to act. Social Proof . When we are in a situation where we do not have the elements to make a judgment about something due to a lack of knowledge, the fact that a large majority of people are speaking in a certain way, induces us to accept that sense as valid. This phenomenon has been incorporated as a sales technique to persuade the consumer to buy a certain product. The appeal to authority .
