In a world where many are bombarded marketing messages, word-of-mouth and the noise of social media, what compels consumers to still buy a product?
Robert Cialdini, professor emeritus of psychology and marketing at Arizona State University, has been researching this behaviour and has come up with what are known as the Universal Principles of Persuasion.
Using real-life examples (such as the final flights for British Airways's Concorde service between London and New York), Cialdini has come up with six areas of study:
- Reciprocity
- Scarcity
- Authority
- Consistency
- Liking
- Consensus
A handy video clip outline it all in detail (food for thought for countless travel brands):