Robert Cialdini wrote a book that shows various ways in which people are being influenced. Cialdini asserts that the overload of information pushes individuals to make decisions based on observations. At some point, individuals who value generalizations will be exploited especially by people who can turn these vulnerabilities into highly influential weapons. According to Cialdini, forms of influence include reciprocation, commitment, and consistency, social proof, liking, authority, and scarcity. Some of these weapons will be highlighted and explained in the succeeding discussions.
Although the Super Bowl is months away, it has become one of the events that greatly influence individual decisions. In most instances, several people arrange their schedules just to get a glimpse of what is called “the greatest show on earth”. When the Super Bowl is about to unfold, there are several gimmicks made by firms to catch the attention of consumers. For some companies, Super Bowl week is the best time to introduce their new product to the market. It also serves as an opportunity for consumers to see several options for their everyday activities.
One of the most noticeable websites that operate during the Super Bowl is ifilm.com. It runs several videos that promote products that sponsor the Super Bowl. Ifilim.com is considered an influential website. Most of the videos being showed on the website are viewed by more than 1 million consumers. The scope of the visitors ranges from football enthusiasts and other households. Some videos even show NFL players as part of the commercials. This part is the most powerful tool used to influence consumer decisions.
As Cialdini explained, liking is an important influence that affects decision-making. Ifilm.com is successful in merging products with NFL players who are being idolized by several people. The commercials show these players using or consuming these products and these have a huge effect on buyer decisions. People tend to purchase the goods advertised on ifil.com because it is being used by famous NFL athletes. The website uses the liking as a weapon by exposing NFL players to several products and services.
Another weapon that Cialdini mentioned is scarcity. Some use this concept to take advantage of people who prefer buying something when the goods become rare. Among the websites on the Internet, eBay provides a classic example of this influence. Aside from selling products that are readily available, eBay also auctions. Usually, auctioned products are those that are scarce and being sought by a number of buyers. The website makes it appear that there is a mismatch between the buyers to the available product. It is common for consumers to think that scarcity led to this massive queuing in the auction site.
Scarcity is a powerful tool that can alter decisions on individuals. In eBay, for instance, rare goods become expensive. As the number of bidders increases, eBay will increase the price of the product. This product increase will not even affect the buyer’s decision. The traditional method of exchange has become a contest where the person with the most money will end up having the commodity. In most instances, buyers forget about the price and the quality of the good being sold. Just the idea that it scares makes it a worth buy. It is indeed true that scarcity triggers panic and influences decisions.
Finally, Cialdini mentioned the value of authority in making a decision. Authority is another form of weapon that can be used to affect the turnout of certain events. Usually, authority is equated with power. People with high authority are viewed as role models in society. Hence it is unsurprising that some individuals are easily driven by these people. In addition, people with authority command great respect. It is common for people to consider anything done by an authority to be correct. Other people think that following a person with authority is a form of conformity to the norms of society.
When talking about authority, classic examples include politicians. In the U.S. people identified as parties are people of authority. For instance, Democrats have promoted their principles through various means. Through the Internet, Democrats were able to disseminate information faster than any other medium. This process also allows Democrats to influence the decision of the people. Authority emanates from the website developed by the Democrats. Because of this, the voters will easily understand the goals and aspirations of the party. The presence of authority makes decision-making a breeze. Authority also pushes other people to change their views and decide in favor of the Democrats.
Cialdini discussed these weapons in reference to decision-making as a general thought. As explained previously, these weapons are observed in commerce, sports, and political endeavors. Moreover, these weapons are as powerful as evidenced by people being deeply influenced by products and services. The idea of Cialdini is highly applicable in modern times because of communication necessities and the presence of the Internet.
References
Cialdini, R.B. (2000). Influence: Science and Practice 4th Edition. Boston, Mass: Allyn and Bacon. eBay website. 2007. Web.
The Democratic Party. 2007. Web.