Influence - How Much Or How Little Do You Notice It?

It seems that the most effective influencer in theSupermarket Sweep
UK is the magician/hypnotist/entertainer MrWhy do we buy the 'Special 2-4-1 Offer' in a
Derren Brown. If you've ever witnessed Mrsupermarket so often? Because it appears better
Brown's live show, even the untrained eye canvalue than simply buying the one item you really
notice that his approach is a potent mixture ofwanted. It's like 'If I don't buy it now, I'll lose out'.
trickery, sleight of hand, misdirection andBut how can we really 'lose out' by buying
exemplary timing. Twin these with a charmingsomething we didn't really need, only wanted?
personality and there you have it - persuasionSupermarket bosses use fantastic, perhaps
magic!sometimes unethical, influencing strategies to
If you've not seen Mr Brown in action, just typeinfluence the shopper to just keep on shopping.
his name in to YouTube and you're bound toEven when it comes to checkout, the sweets,
enjoy yourself. But we don't all want to be achocolate and other snack foods aren't there to
Derren Brown type of influencer and persuader.be of help to you - what they're really doing is
And that is a good thing. But we all do haveproviding an opportunity for you to impulse buy a
situations at home, at work and in the streetproduct, or even worse, get your kids to pester
where we want to or indeed have to influenceyou in to buying something for them. And
another human being, or even group of humanwouldn't it be oh so embarrassing for you if your
beings to either start doing something or stopkid/s caused a scene in front of so many other
doing something, to do more of something or dopeople at the checkout?
less of something. Indeed, if nobody influencedAmsterdam Airport Has the Best Idea
anybody else - nothing would happen.You've heard it over the airport speaker system.
Are you aware of how individuals, government,'Will Mr Williams flying to Dubai with Emirates
companies and groups influence you? Maybe youplease board immediately as the flight is ready to
are on some occasions, maybe not on others. I'vedepart?'...to be followed a few minutes later by
detailed below a number of situations where we'Will Mr Williams flying to Dubai with Emirates
are being influenced, perhaps unconsciously orplease board immediately as the flight is ready to
perhaps, because we pay so little attention ordepart?'
place so little value on the influencing stimulus - weSee what's happening here? A supposedly
tend to comply.important message, with consequences for the
You're too well dressed to be a beggarpassenger - missing his flight, and the airline -
I've just returned from a family holiday in the citymissing its slot and the potential onward delays,
of Nice, France. Each evening an abundance ofisn't becoming any more important to the
tourists explore the beautiful 'Old Town' area ofpassenger as there isn't a consequence for him.
the city to enjoy the architecture, the streetNow, imagine if you are Mr Williams for a moment
entertainment which spans music to martial arts.and you're flying from Amsterdam's Schippol
But the one thing that really stood out was theairport. This is the term they use, and it creates a
fact that the 'beggars' who hounded unsuspectingvery different impact.
tourists for money - were all really well groomed'Will Mr Williams flying to Dubai with Emirates
and remarkably well dressed.please board immediately or your baggage will be
A 'team' of male beggars worked the Palais deoff-loaded from the flight?' See the difference? If
Justice square where thousands of touristsyou're Mr Williams, you'll actually feel the
passed through and hundreds more enjoyed thedifference - emotionally and perhaps financially too.
cafes and restaurants. Each 'beggar' had aThis message delivers a sense of urgency, a
transparent plastic cup which they would shake assense of responsibility and also a sense of
their next target approached (so the target couldconsequence as Mr Williams has no control over
hear the sound of coins and so be encouraged tothe airline shutting the doors without him.
contribute). But who did they target each andLow - Cost Airlines - The Devil is in the Detail...and
every time? Females - females on their own,Your Visa Card Bill
females in a group but ultimately no males wereSo, your flight ticket from Leeds to Paris is ONLY
targeted. Why not? Perhaps because females are£5 each way. Fantastic, WE MUST GO!
perceived to be more compliant, the beggar canYou go online, choose your flights and all is looking
flirt a little and maybe because the response fromwell. Until that is, you want to take baggage, one
a male would be more forthright, less polite andpiece each to be stored in the hold. £20 to
more aggressive. See what the beggars have£30 each ticket. And you'll have to check-in
done? They've selected their target market, putonline as the airline doesn't employ staff to do this
their own money in their plastic cups to imply thatat the airport....DUH! so that will cost you a further
other passers-by have been kind enough to£5 each, each way. So that's another £20
contribute (to their next Armani clothing purchase)creeping its way on to your visa card. Oh, you
so you should too.want to pay by visa or debit card? That's another
There's a lesson here. If you're going to beg -2% charge of the total transaction please. But I
don't dress, look or smell like you've just gothave a question about the booking, I'd better call
yourself ready for your first date with a beautifulthe airlines 'customer service' number. Oops, didn't
super-model! It just doesn't fit the profile.we tell you that it's not only an 0870 number, it
The Restaurant Baitcosts up to £1 per minute...AND THAT
Again, and you'll have experienced this in manyINCLUDES THE TIME IT TAKES FOR US TO
holiday destinations across the globe. RestaurantsTELL YOU YOU'RE IN A QUEUE, ATTEMPT TO
and cafes place a member or two of their teamSELL YOU MORE OF OUR PRODUCTS AND
on the street just outside their hostelry to attractSERVICES not just the time you have speaking
potential customers. But why do they alwaysto one of our staff.
choose to employ rather attractive, in-shape andSee what's happened? You've been influenced to
often blonde (natural or bottle) in this role? Havemake purchases because they feel compulsory.
you ever seen a spotty, greasy-haired, gingerOf course they aren't compulsory as we reserve
plump lady - or male in this position? Not a chance.the right to not travel or choose another airline,
Why not? Because the restaurant and cafebut the influencing psychology is 'I MUST COMPLY
owners realise that where a family is passing by,IF I WANT THE TRIP'. Some call this influencing,
it's usually the father/the male that holds will bewhilst others may call it scamming!!
paying for the meal and booze - and that they willThe lessons? Start to notice how you are being
most likely enjoy the 'sights' too as well asinfluenced, who is influencing you and reserve the
enjoying the food. You just got influenced and itright to choose not to comply. You might live to
cost you a bundle!regret it if you don't.