Infographic: 6 factors that persuade customers to buy

People buy one brand’s products over another’s for many reasons. This infographic says 6 considerations carry significant weight in customers’ minds.

Think about the last time someone asked you to do something.

Why did you say yes?

An infographic from Everreach says there are six factors that guide our decision making: reciprocity, scarcity, authority, consistency, liking and consensus. Whether or not we’re aware of it, these factors determine whether we buy Brand A or Brand B, or if we buy at all. A few examples:

Authority: When we follow someone’s recommendation because we believe she’s knowledgeable and trustworthy.

Example: At a property management firm, before the receptionist forwarded calls to agents, she said something like, “Let me put you through to Jessica. She has more than 15 years of experience in property management.” This tactic led to a 15 percent increase in signed contracts.

Consensus: When people are motivated to do something because others are.

Example: When hotels placed cards in bathrooms asking guests to reuse their towels to help the environment, about 30 percent of guests complied. When hotels used cards that added, “75 percent reuse their towels, so please do so as well,” 33 percent of guests complied.

Take a look at the infographic for more:

(View a larger image.) ​

Topics: PR

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