Persuasion is defined as “the process by which a message induces change in beliefs, attitudes, or behaviours” (Myers, 2010). In 1984, Robert Cialdini composed six principles of persuasion, “each of which are governed by a fundamental psychological principal that directs human behaviour.” These principles can be taught, mastered and applied in order to make a sale on a product/service or gain consumer consensus.
This brief’s context resides around medical/healthcare marketing, with the aim of practitioners promoting health products or campaigns through changing attitudes (Kaptein, Lacriox & Saini, 2010). In particular, the healthcare firms Kaya Skin Clinic (KSC) and Unitron have displayed considerable success in applying a number of Cialdini’s …show more content…
This tendency to represent products, services or offers as scarce is frequently leveraged in the medical industry.
Unitron uses a prime technique within this principle through leveraging the idea of “potential losses”, which serves as a stronger motivator than presenting the gains of an action. While promoting checkups, Unitron claims they are more successful in patient compliance when “stating their case of what stands to be lost, rather than gained” (Cialdini, 2001). According to Unitron’s compliance figures, another means of creating scarcity is through applying the “limited-number” tactic, where consumers are informed that there is short supply of a product/service and is not guaranteed to last long. This can pertain to discounted healthcare consultations or products, which are intended to increase the product’s immediate value in the patient’s …show more content…
Reciprocation is considered a powerful tool for achieving compliance due to its pervasiveness in human culture and its tendency to permeate exchanges (Cialdini, 2001). Small favours can lead to consumers feeling obliged in returning substantially larger favours. A classic method of utilising the reciprocity principle is through the “free sample” approach. The free sample tactic uses a small portion of the product or service for the purpose of exposing its qualities and gauging its responsiveness. This approach is proven successful in KSC through an “unexpected free consultation” provided to consumers. The free service allows consumers to try out the clinic’s services, and simultaneously releases “the natural indebting force inherent in a gift” (Cialdini, 2001) which, once tried, mostly leads to regular
This brief’s context resides around medical/healthcare marketing, with the aim of practitioners promoting health products or campaigns through changing attitudes (Kaptein, Lacriox & Saini, 2010). In particular, the healthcare firms Kaya Skin Clinic (KSC) and Unitron have displayed considerable success in applying a number of Cialdini’s …show more content…
This tendency to represent products, services or offers as scarce is frequently leveraged in the medical industry.
Unitron uses a prime technique within this principle through leveraging the idea of “potential losses”, which serves as a stronger motivator than presenting the gains of an action. While promoting checkups, Unitron claims they are more successful in patient compliance when “stating their case of what stands to be lost, rather than gained” (Cialdini, 2001). According to Unitron’s compliance figures, another means of creating scarcity is through applying the “limited-number” tactic, where consumers are informed that there is short supply of a product/service and is not guaranteed to last long. This can pertain to discounted healthcare consultations or products, which are intended to increase the product’s immediate value in the patient’s …show more content…
Reciprocation is considered a powerful tool for achieving compliance due to its pervasiveness in human culture and its tendency to permeate exchanges (Cialdini, 2001). Small favours can lead to consumers feeling obliged in returning substantially larger favours. A classic method of utilising the reciprocity principle is through the “free sample” approach. The free sample tactic uses a small portion of the product or service for the purpose of exposing its qualities and gauging its responsiveness. This approach is proven successful in KSC through an “unexpected free consultation” provided to consumers. The free service allows consumers to try out the clinic’s services, and simultaneously releases “the natural indebting force inherent in a gift” (Cialdini, 2001) which, once tried, mostly leads to regular