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Unbiased stories & studies from the frontiers of marketing

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NeuroTactic Overview

Commitment Expansion

In a research study involving 88 people at a charity event, a group of people was asked to wear a badge for the evening in support of a charitable cause. At the end of the evening, the researchers added up how much each guest had donated. The group of people wearing the badges ended up donating more, on average, than those who had not worn the badges.

SUMMARY:

In a research study involving 88 people at a charity event, a group of people was asked to wear a badge for the evening in support of a charitable cause. At the end of the evening, the researchers added up how much each guest had donated. The group of people wearing the badges ended up donating more, on average, than those who had not worn the badges.

Commitment Expansion occurs when one small, seemingly benign decision, such as wearing a simple badge, can multiply into a larger, more important decision. In many cases, there is a core belief behind both decisions which drives this expansion—in the case of the research study, that core belief was that the charity was a worthy cause. When we experience Commitment Expansion, the smaller decision ends up making the larger decision feel easier and more organic than if the smaller decision hadn’t been made.

Decide what your large decision is—whether that’s attending a consultation, buying your product, or something else in your customer journey. Then reverse-engineer your way backward to a small, simple step someone can take toward that larger decision. Try to identify a core belief that both decisions are based on, and focus on reinforcing that core belief in the interim time between the small and large decisions.

Primary Source:

Burger, Jerry M. “The Foot-in-the-Door Compliance Procedure: A Multiple-Process Analysis and Review.” Personality and Social Psychology Review, vol. 3, no. 4, 1999, pp. 303–325., doi:10.1207/s15327957pspr0304_2.

Dream Category:

Desire

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Decision, Action
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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