"This research examines how the fundamental human need to connect with others plays a role in sales encounters," write authors Lan Jiang, JoAndrea Hoegg, Darren W. Dahl (all University of British Columbia, Vancouver, BC), and Amitava Chattopadhyay (INSEAD, Singapore).
In one of the studies, a personal trainer introduced participants to a fitness program. People who discovered that they shared the same birthday with the trainer reported that they liked the program better and were more interested in purchasing a membership.
In another study, patients who learned that they were born in the same place as a dentist reported a more favorable attitude toward the dental care they received and showed a higher willingness to book their next appointment with that same clinic.
"Across individuals, we found that naturally social people are more responsive to such coincidences," write the authors. "On the other hand, people who tend to isolate themselves from the outside world are less sensitive."
The researchers concluded that revealing personal information helps service providers create connections and initiate conversations with customers. When information is provided on nametags (as Disney does with employees' hometowns) or on websites (as many health organizations and fitness centers do), most consumers react positively. However, when service providers exhibit negative behavior, like rudeness, the shared similarity loses its positive influence.
Finally, faking a connection is not an effective sales tactic. "Creating misleading or fake similarities with a customer as a persuasion technique could lead to negative outcomes if the similarities are found to be disingenuous," write the authors. "To mitigate the chances of this outcome, salespeople must be careful not to falsely claim similarities."
Lan Jiang, JoAndrea Hoegg, Darren W. Dahl, and Amitava Chattopadhyay. "The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context." Journal of Consumer Research: February 2010 (published online June 26, 2009).
Mary-Ann Twist | EurekAlert!
The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft
Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung
Plants and algae use the enzyme Rubisco to fix carbon dioxide, removing it from the atmosphere and converting it into biomass. Algae have figured out a way to increase the efficiency of carbon fixation. They gather most of their Rubisco into a ball-shaped microcompartment called the pyrenoid, which they flood with a high local concentration of carbon dioxide. A team of scientists at Princeton University, the Carnegie Institution for Science, Stanford University and the Max Plank Institute of Biochemistry have unravelled the mysteries of how the pyrenoid is assembled. These insights can help to engineer crops that remove more carbon dioxide from the atmosphere while producing more food.
A warming planet
Our brains house extremely complex neuronal circuits, whose detailed structures are still largely unknown. This is especially true for the so-called cerebral cortex of mammals, where among other things vision, thoughts or spatial orientation are being computed. Here the rules by which nerve cells are connected to each other are only partly understood. A team of scientists around Moritz Helmstaedter at the Frankfiurt Max Planck Institute for Brain Research and Helene Schmidt (Humboldt University in Berlin) have now discovered a surprisingly precise nerve cell connectivity pattern in the part of the cerebral cortex that is responsible for orienting the individual animal or human in space.
The researchers report online in Nature (Schmidt et al., 2017. Axonal synapse sorting in medial entorhinal cortex, DOI: 10.1038/nature24005) that synapses in...
Whispering gallery mode (WGM) resonators are used to make tiny micro-lasers, sensors, switches, routers and other devices. These tiny structures rely on a...
Using ultrafast flashes of laser and x-ray radiation, scientists at the Max Planck Institute of Quantum Optics (Garching, Germany) took snapshots of the briefest electron motion inside a solid material to date. The electron motion lasted only 750 billionths of the billionth of a second before it fainted, setting a new record of human capability to capture ultrafast processes inside solids!
When x-rays shine onto solid materials or large molecules, an electron is pushed away from its original place near the nucleus of the atom, leaving a hole...
For the first time, physicists have successfully imaged spiral magnetic ordering in a multiferroic material. These materials are considered highly promising candidates for future data storage media. The researchers were able to prove their findings using unique quantum sensors that were developed at Basel University and that can analyze electromagnetic fields on the nanometer scale. The results – obtained by scientists from the University of Basel’s Department of Physics, the Swiss Nanoscience Institute, the University of Montpellier and several laboratories from University Paris-Saclay – were recently published in the journal Nature.
Multiferroics are materials that simultaneously react to electric and magnetic fields. These two properties are rarely found together, and their combined...
19.09.2017 | Event News
12.09.2017 | Event News
06.09.2017 | Event News
22.09.2017 | Life Sciences
22.09.2017 | Medical Engineering
22.09.2017 | Physics and Astronomy