Whenever the topic of marketing comes up in conversation, you can be guaranteed of one thing: at some point, probably within the first 30 seconds, the person you’re speaking to will say, “marketing doesn’t work on me.” In fact, the more you speak to people, the more you get the impression that the vast majority of them think they are totally immune to all forms of marketing. But is that true? How easily can you be convinced to modify your behaviour, perhaps even do something that is totally out of character? Well, the truth is it’s a lot easier than you think – and a lot more effective than you think.
The Experiment
Consider this experiment conducted at Harvard University. The aim was to test how easily and effectively someone could be persuaded to alter their behaviour. To really push the boundaries of the experiment, the researchers decided to use theology students. After all, who could be said to be more committed to their values and ethics than those studying the Bible? The experiment involved assigning the theology students the task of delivering short speeches on various biblical fables, among them The Good Samaritan. What the students didn’t realise was that the experiment was over before they even began their speech. Here’s how it all unfolded:
1. The theology students were individually greeted and interviewed upon their arrival at the university.
2. Unbeknownst to the participants, as they made their way across the campus to the designated lecture hall, a distressed person was strategically placed in their path.
3. The researchers sought to examine whether these supposedly compassionate students would uphold their values and offer assistance to the person in distress.
In the initial test, the majority of the theology students chose to help the distressed person. Factors like personal background or differing viewpoints didn’t seem to have a significant impact on their decision. So far, so good.
But then, a twist: in the subsequent round of the experiment, as the students were leaving after their interviews, half of them were casually informed that they were running late due to the interview taking longer than expected. They were advised to hurry to avoid being late for their scheduled speeches.
What happened next was truly remarkable. Among the group of students who were told they were running late, only 10% stopped to help the distressed person. Some even stepped right over the individual without even breaking their stride. This outcome highlighted the tremendous power of a seemingly mundane prompt, such as being told they were running late, in influencing individuals to override their core beliefs and behave in unexpected ways.
Far Reaching Effects
This experiment at Harvard University provides us with invaluable insights into the impact of marketing on behaviour. It challenges the notion that individuals, even those deeply committed to their values, cannot be swayed by marketing efforts. It highlights the potential effectiveness of carefully crafted prompts, cues, and language in shaping consumer behaviour and decision-making processes.
As marketers, we can learn a great deal from this experiment. It underscores the psychological power of prompts, language choice, and environmental cues. By leveraging these insights, we can design persuasive strategies that genuinely resonate with consumers and guide their behaviour in the desired direction. For instance, understanding the influence of situational cues and prompts can help marketers create impactful campaigns. By employing well-timed and relevant prompts and cues, marketers can nudge consumers towards desired actions. Whether it’s creating a sense of urgency through limited-time offers or leveraging social proof to showcase positive experiences, these tactics can play a significant role in influencing consumer behaviour.
So, the next time someone confidently claims that marketing doesn’t work on them, tell them they’re late, and see what happens.
