Holiday time is a great time to brush up on your understanding of influence and persuasion. Why? Because we are all strongly influenced by fundamental sociological and psychological principles that often unconsciously pull at us—frequently causing us to spend more. No one is immune, but you can protect yourself from exploitative strategies by better understanding what is really driving you to say, "Yes!"
Free sample anyone?
The rule of reciprocity is a deeply ingrained instinct that makes us feel obligated to return a favor, kindness, or invitation. It's why at this time of year many of us receive charitable donation requests with address labels inside, or why the local sweets shop offers free samples of expensive chocolate, or why your server leaves a mint with the bill. When you accept these free gifts, it will trigger an unconscious urge to repay the debt—even if you didn't really want it, even if the gift was very small or invaluable, and even if the gift giver says they gave it to you without any obligation. Even worse, our response or return gesture often outweighs the freebie. So, in a sense, we end up "paying" for the freebie and may even give money for something we didn't really want in the first place.
How do you protect yourself from the pull of reciprocity? You can refuse free samples or accept the small gift, but take a break before making any purchasing decisions because the feeling of obligation is strongest at the moment you receive the gift. Recognize the "gift" for what it is—an attempt at influence.
No more than three per customer
The rule of scarcity demonstrates that items that are perceived as scarce are then considered more valuable. Also, when there is competition for scarce resources, it makes them even more valuable. For example, I'm sure you've been in a store ready to pick up your item when you see the sign that reads, "No more than four per customer." This is how retailers create false scarcity. They want for you to think, "Well, if I can only have four, this must be a really good deal" or "I better get a few more, since this is such a good deal and I might not be able to get it again at this price." I guarantee you'll see this principle throughout the holiday season from restricted quantities to "limited seasonal editions" to deals that are only on one day (Black Friday) or only available for a limited time (doorbuster deals). To protect yourself from the influence of scarcity, it is important to ask why you want the item (or why you really...
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