Hidden Persuader is a message that is subliminal to advertise a product and influence the audience without them being aware. One must provide details, facts and evidence to persuade and make the customer believe to select their product among the various products in the market. The marketer must prove why their products are better than their competitors by supporting their information with evidence and facts. Hence, Hidden persuaders create wants among the customers.
The facts, examples and other details in favour of the product in business speaking and writing form act as a persuader for the customers to believe in the product and buying it. The company must choose the right words and languages while speaking and writing in the business.
The importantly hidden persuaders as stated by (Conger, 2013) are Principle of Liking, Principle of Reciprocity, Social Proof, Consistency, Authority and Scarcity.
1. Principle of Reciprocity
Reciprocity is giving what you want to receive. For example, your not so friend invites you on his/her marriage and you went for his marriage. Then you are obliged to call him on your marriage too. Similarly, if business provides good after sale services to the customer then the customer will be encouraged to use a similar product repeatedly.
2. Principle of Liking
This principle states that people more connect to similar nature of people who co-operate and praise them. People are far more likely to say “yes” to those they know and like (Rieck, 2018). For example, a customer instantly connect to the seller who is from the same city where the customer lives. In such case, it is difficult for the people to say no to the sakes person.
3. Principle of Social Proof
People imitate others behavior to model theirs. People look into others behavior to model their own. For example, if Deepika Padukone advertise Lux soap then people imitate her behavior and uses lux as deepika padukone uses it.
4. Principle of Consistency
This principle states that people like to be consistent on what they do. For example, if once you said Yes to lend money to your friend then you do not like to say No when the another time he/she asks money.
5. Principle of Authority
According to this principle, people believes in smart and knowledgeable persons. For example, the orders of the Chairperson are followed immediately in comparison to the orders given by immediate boss.
6. Principle of Scarcity
People gets attract to the things, which are scarcely available. For example, the techniques used by colleges to get more admissions “Hurry Up! Only two seats reaming” though there is no admission taken earlier.
References
Conger, J. A. (2013). HBR’s 10 Must Reads. Boston: Harvard Business School Publishing Corporation.
Rieck, D. (2018, May 12). Direct Creative. Retrieved from Influence and Persuasion: The Rule of Authority, Liking, and Scarcity: directcreative.com/influence-and-p...
The Economist. (2011, September 24). Hidden Persuaders II. Retrieved from economist.com/node/21530076
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Hidden Persuader is a message that is subliminal to advertise a product and influence the audience without them being aware. One must provide details, facts and evidence to persuade and make the customer believe to select their product among the various products in the market. The marketer must prove why their products are better than their competitors by supporting their information with evidence and facts. Hence, Hidden persuaders create wants among the customers.
The facts, examples and other details in favour of the product in business speaking and writing form act as a persuader for the customers to believe in the product and buying it. The company must choose the right words and languages while speaking and writing in the business.
The importantly hidden persuaders as stated by (Conger, 2013) are Principle of Liking, Principle of Reciprocity, Social Proof, Consistency, Authority and Scarcity.
1. Principle of Reciprocity
Reciprocity is giving what you want to receive. For example, your not so friend invites you on his/her marriage and you went for his marriage. Then you are obliged to call him on your marriage too. Similarly, if business provides good after sale services to the customer then the customer will be encouraged to use a similar product repeatedly.
2. Principle of Liking
This principle states that people more connect to similar nature of people who co-operate and praise them. People are far more likely to say “yes” to those they know and like (Rieck, 2018). For example, a customer instantly connect to the seller who is from the same city where the customer lives. In such case, it is difficult for the people to say no to the sakes person.
3. Principle of Social Proof
People imitate others behavior to model theirs. People look into others behavior to model their own. For example, if Deepika Padukone advertise Lux soap then people imitate her behavior and uses lux as deepika padukone uses it.
4. Principle of Consistency
This principle states that people like to be consistent on what they do. For example, if once you said Yes to lend money to your friend then you do not like to say No when the another time he/she asks money.
5. Principle of Authority
According to this principle, people believes in smart and knowledgeable persons. For example, the orders of the Chairperson are followed immediately in comparison to the orders given by immediate boss.
6. Principle of Scarcity
People gets attract to the things, which are scarcely available. For example, the techniques used by colleges to get more admissions “Hurry Up! Only two seats reaming” though there is no admission taken earlier.
References
Conger, J. A. (2013). HBR’s 10 Must Reads. Boston: Harvard Business School Publishing Corporation.
Rieck, D. (2018, May 12). Direct Creative. Retrieved from Influence and Persuasion: The Rule of Authority, Liking, and Scarcity: directcreative.com/influence-and-p...
The Economist. (2011, September 24). Hidden Persuaders II. Retrieved from economist.com/node/21530076