Hidden Persuasion: 33 Psychological Influence Techniques in Advertising by Andrews Marc van Leeuwen Matthijs van Baaren Rick

Author:Andrews, Marc,van Leeuwen, Matthijs,van Baaren, Rick
Language: eng
Format: epub
Publisher: National Book Network International
Published: 2012-12-31T16:00:00+00:00

Final remarks

> People want to bond with brands and products, so try to make establishing the bond as easy as possible.

> Use human-like shapes and behaviours to increase anthropomorphism.

> When humans anthropomorphise, they will not only see a product as more human-like (in general), but also as more like themselves.

Related concepts

Empathy, Personification, Similarity, Simulation

Effectiveness ★★★★★

X-Factor ★★★★★

Implementation ★★★★★

Vigor Plant sells materials to hobbyists and professionals to improve the health of plants. Selling such products is easier when people have the idea that plants need them. Instead of describing how beautiful they will look, Vigor Plant suggests that plants may suffer (and how you can solve that by buying Vigor Plant), using the crown of thorns symbol famous from Jesus's suffering. This makes the plant more human-like (or Jesus-like) and increases our urge to help the “poor” plant.

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