Substituting hacking and psychology

Substituting Hacking the word recently in the major scientific and technological media, people are keen to discuss this group of both understand the Internet technology, but also understand the heart of the Wizards of marketing. The major technology companies are also open their homes, everywhere to collect such talent. These people, through a series of technical means, with a variety of psychological common sense, successfully on the Internet to create a variety of traditional media can not reproduce the sensational effect. The brand has been established and the product has been deeply rooted. How did all this work? Today, this article will focus on the following five substituting Hacking psychological phenomena, so that people who are interested in internet marketing a glimpse of the way.

What is substituting Hacking?

Substituting hacking is a marketing jargon developed by a tech start-up that uses ideas, analytical thinking, social media to sell products and expand public exposure to the brand. You can see it as a part of the network Marketing system. In many substituting Hacking cases, those who use substituting Hacking to advertise mainly through SEO (Search engine Optimization), web analytics tools, content marketing, A/b option testing methods to promote the brand. They emphasise the use of lower-cost innovative communications models to replace traditional marketing, such as using social media and viral content, rather than buying ads on newspapers and television. Substituting Hacking is extremely important for startups. At present, Facebook,twitter,linkedin,airbnb and Dropbox are all faithful practitioners of substituting Hacking.

Although substituting hacking is now very hot, it seems that everyone is talking about it. There is no consensus on its views. Some people seem to have seen it as a kind of sacred marketing strategy, believing that with the full rise of social media, there will be a rapid change in the concept of marketers, while some experts believe that substituting Hacking is nonsense and is a complete bluff.

For the author, and will not immediately under the conclusion that substituting Hacking insignificant. On the contrary, I believe that the idea of substituting Hacking is not a panacea, its success in practice, and its effect depends on the personal ability of marketers. Although the concept of "marketing" is somewhat different from the definition of "substituting Hackin", there is one common denominator: "To achieve the desired effect." "When the information dissemination channel, as well as the confidence interaction Channel unceasing innovation, who can understand and grasps the people on the network behavior habit, who has in the Internet economy incomparable unification ability."

Substituting Hacking practitioners have a unique and profound understanding of industrial development, distribution, and how to rapidly release and expand the impact of products based on information technology, and the effect is far greater than the impact of traditional marketing channels. An excellent substituting Hacking practitioner, he will be the marketing staff as a starting point for thinking, but always thinking about how to increase the number of online users. On this basis, on the one hand, the use of technology, the use of people generally applicable psychology to affect people's decision-making, and eventually convert these users into paid users.

Throughout the process, perhaps we have talked too much about the technical aspect, but neglected the human psychological level. If you don't understand what people are thinking, and how the customer reacts after receiving the information, then whatever you expect to do substituting Hacking will discreetly. The five psychological findings, which are revealed below, may help people who are interested in substituting Hacking.

1. Reagan's "reciprocity" experiment

Let's go back to one of the most basic concepts: "mutual benefit". I give you something, then you naturally want to return me something as a thank-you. Substituting Hacking practitioners have taken advantage of this psychological pattern, which has influenced people's behavior for years.

In 1971, Dennis Riegen, a professor at Cornell University, Dennis Regan in an experiment demonstrating the powerful role of "reciprocal psychology". The experimental process was this: The researchers asked the subjects to evaluate a painting. In the evaluation process, each test subject will be with a person named Joe to stay together. Before the experiment, nobody knew Joe, and Joe, who was actually a research group assistant, was placed in one of the variables. In every experiment, Joe would leave the house for a little while, for some people, he would bring back a box of soft drinks; for others, his hands were empty.

At the end of each experiment, Joe would ask the tester to help him a little and see if he could buy a few tickets. Those who took the soda were more likely to buy the lottery tickets, even if the total value of the tickets was far more than the price of soda.

What does it mean for substituting Hacking?

The theory of reciprocity is as important as substituting hacking itself if applied to marketing. You develop the product features that users want, and use the information channels they expect to publish your product information. (Social media, for example). Without any added value, how can you turn people who are constantly browsing your pages into customers who actually improve your performance?

In order to receive returns in the near future, first you need to give something valuable. For example, when a user registers, you can offer some added value, even if it's a small, seemingly insignificant benefit, and as long as you make all of this extra value, users will be emotionally connected to you and then fall into the scene of the experiment and feel obligated to repay you. Give me an example. If a user wants to sign up for a free version of your product, give him some unexpected surprises during the registration process, such as a gift for an ebook that needs to be bought on the market, or a 7-day trial period to give him an advanced version of the product. The effect of this surprise will definitely exceed your expectations and have a far-reaching and positive impact on the subsequent users ' browsing of your product display.

2. Friedman and Frazier's "compliance experiment"

Many years of psychological research have shown that if you ask people to start making small promises and giving, they are likely to commit more and pay more in the future. There is a special noun in psychology: "Cognitive dissonance". Once people begin to be determined to do something, even if it is a small thing, it will be a sign of his identity, a perspective of how he sees himself, and a piece of evidence that he wants others to think of himself.

In 1966, Jonathan Friedman (Jonathan l.freedman) and Scott Frezey (Scott c.fraser) jointly organized an experiment that effectively demonstrated the above conclusions. In the experiment, the researchers contacted the Californian housewives by telephone and asked them what they were using to do housework at home. After three days, the researchers called again to ask them if they could send some men over to the house to tinker with the appliances. Previously agreed to answer questions, and later agreed to the number of housewives who had come to the House before, before agreeing to answer questions, and later agreed to twice times the number of housewives who had come home from outsiders.

What does it mean for substituting Hacking?

When planning substituting Hacking strategy for your business, consider the content of the customer's life, try to carry out content marketing strategy: The form of mail to let them fill in the content, or in each blog post to encourage them to interact, such as message, fill out questionnaires reply to mail, draw, essay, Ranging。 Once a customer keeps opening your emails, downloading your articles, or doing something as you ask them, they are increasingly likely to agree to more and more requests, such as free promotional products, inviting friends to try out, or becoming a contributing customer.

3, Conniman "frame experiment"

"Frame experiment" effectively exposes the illusion and distortion of human cognition. Its theory is this: people react differently to the same situation, depending on whether they think the information they give them is "lost" or "earned".

In the 70 's to the 80 's, Daniel Conniman (Daniel Kahneman) and Amos Voski (Amos Tversky) discovered this theory. In the experiment, the testers were divided into two groups, and were told that 600 people were now infected with fatal diseases, and now you have to choose between two different treatments.

Programme A: "600 people infected with the disease will recover 200 people." "Plan B:" There is a two-thirds chance that no one can survive. "Most of the first group of testers chose a scheme because it fixed the results," he said.

In the face of the second group of testers, please note that the presentation changes: "Scenario A will kill 400 people, and plan B will have a one-third chance that everyone will be cured." "How would they choose?" The results show that, contrary to the selection of the first group, most people choose plan B.

Now the interesting results have been shown. In fact, if you carefully compare the two groups of testers, you will find that the focus has changed, in essence, is a meaning. But the result is very different, people's choice is completely opposite. The only thing that makes people choose differently is the way it is expressed, the way the presentation determines the final decision, the way it is framed, and the final result is defined in the cognitive realm.

What does it mean for substituting Hacking?

How you output information depends on how people give feedback. Substituting Hacking practitioners are very adept at mastering the information output situation and are extremely sophisticated about how to speak. In the course of your start-up, whether it is marketing, or web design, you need to carefully consider how you output information, thus affecting people's judgment and understanding of your business and products.

One of the most typical examples is LinkedIn. In the user registration stage, the site will be in a variety of ways to make you have to complete your personal files, upload avatar, publish your professional skills, describe your experience, the contact information of their contacts uploaded to Linked in, the final form of a complete personal files. The most embodiment of the phenomenon of "frame experiment" lies in: it will invite your contacts to your full profile before you make them, so you feel obligated to fill in the blanks and have the obligation to move your contact information to LinkedIn, otherwise your file is not "complete". You see that? This is the Web site behind your head has unwittingly formed a framework.

4, Conniman, Ness, Taylor's "loss aversion experiment"

"Aversion to loss" is also a pervasive distortion of cognition. In simple terms, the negative effects (such as fear and anxiety) of what is lost have a far greater effect than the positive effects of the loss.

For example: If you can win 500 dollars in the lottery, which is very happy, but the degree of happiness is definitely not the same as you lost 500 dollars caused by frustration.

Daniel Conniman (Daniel Kahneman) and his colleague Jack Naiszy (Jack L. Knetsch) and Richard (Richard H. Thaler) jointly discovered the theory. In the experiment, they randomly distribute the subjects in groups that are either "buyers" or "sellers". The sellers each have a cup and the buyer has nothing. After that, the tester is asked to trade with each other. The researchers found that the seller's price (about 7 dollars) went far beyond the price the buyer was willing to offer. (about 3 dollars.) )

What does it mean for substituting Hacking?

Substituting Hacking practitioners use the unique understanding of products and information channels, through certain technical means, constantly release the "loss of this product" will produce fear and frustration, or "buy this product" will achieve happiness, sometimes two-pronged.

5. Ashe's "consistency experiment"

We all aspire to be part of the collective and hope to be liked. Psychologists call it the "consistency experiment."

In the famous 1951 experiment, Romen Ash (Solomon Asch) told people that pressure from the collective can affect a person to make wrong decisions, even if the right decision is so obvious. Ashe mixed several students who were involved in the experiment with other students. The other students, except the ones that were especially marked, were all hired actors. The researchers showed the participants a card with only one line on it, followed by a second card, three lines on the card, represented by A,b,c. The researchers then asked the students: "Which of the three lines on this card matches the line length on the first displayed card?" You have to say it out loud! " Then the hired actors give the wrong answer. So what is the result? Most of the people who were tested followed the voice of the public and made the wrong choice. Even if one of the actors deliberately pointed out the mistake and gave the right choice, it was rejected by all the unanimous rejection.

What does it mean for substituting Hacking?

The principle of the consistency of human nature is one of the most classic guidelines in the textbook of psychology. If people see other people are using a product, they are more inclined to consider the product. In the industry, it is important to lock up key customers, including key ones, that can influence the public's decision making, but don't forget the industry leaders. Try to get them to use your product, encourage them to talk more about the value of your product, learn to be critical when necessary, improve their products, and more often magnify the sound of compliments. The more you can gather in the early stages of your product, the more authoritative your approval is, the more you will be able to plug in your wings early on.

Last words:

Whether you are acquiring customers in the field of business or business-to-business, you should always remember not to ignore the human nature of your dealings. In view of this, the study of human behavior and psychology is particularly worthy of your attention, they are really able to turn a stranger on the internet into a loyal customer you pay. And substituting Hacking is precisely because of the use of people on the network of various psychological phenomenon, to achieve amazing results. The psychological phenomena mentioned above are very interesting and, in some cases, somewhat bizarre, but they are just the tip of the iceberg in our daily lives.