The magical uses of social psychology

Recently read "Influence" this book, has been inspired by a lot of "social psychology", because of professional interest in the cause of natural extension to the application of the website operation. During the same period in the group also and some friends in the circle of "social psychology in the application of the website operation" topic, the response is quite enthusiastic. At this point, do a more in-depth study of the summary.

In fact, the website operation in the final analysis is a user psychological operation, such as: "Herd mentality", "contrast Psychology", "take advantage of psychology", are the site operators most like to use the "human weakness", especially the electric business site, for "social psychology" of the application, can be said to be "everywhere." The next one by one examples illustrate:

1. Herd Mentality

Herd commonly known as: "Follow the Crowd", namely: the individual under the group pressure in the cognition, judgment, belief and behavior, and so on voluntarily with the majority of the group consistent phenomenon.

The most commonly used social psychology in website operation is: herd mentality. such as: "Hot Products ranked", "buy this product customers also view (purchase) of the website module design, is aimed at the" herd mentality ", that is, social identity, in the" Every guest "," excellent Amazon "," Jingdong Mall "and other well-known electric business website can find many examples, as follows:

Hot List:

Related purchase:

2. Contrast Psychology

Contrast psychology in the website operation is also a common means, such as: in the sale of goods, businesses often in the publication of discount prices will also show the original price of the goods, this obvious comparison of prices, the impact on consumers is very large, promotional effect is very significant.

There is the application in the shopping settlement process. When you buy a computer worth thousands of of dollars, in order to submit the settlement process, the site will often recommend you to buy "computer bag, mouse" and other accessories, compared to thousands of yuan, for this dozens of yuan, more than 100 yuan of items, you will feel very cheap, it is easy to be guided to buy together. Examples are as follows:

3. Taking advantage of psychology

Website operation there is also a business to use the most psychology, that is, "take advantage of the psychological", the most typical tricks are: Product trial, rebate, discount and so on. Through these most common and simple tricks, businesses can achieve a variety of marketing purposes:

Ø trial can make the product of the merchant direct users, and have the opportunity to get Word-of-mouth;

Ø rebate can be achieved to allow users to spend more times the purpose;

Discounts can encourage users to buy more things that they may not need.

4. Things are vaguely expensive

Rare for your common marketing tactics is "limited sale", "limited supply".

The best voice for this is the luxury brands of clothing and apparel, such as LV, Gucci, and so on, each year will sell a number of limited edition products, the consumer's appetite hanging full; another example is the recent two years the most beautiful apple, but also the "things to dilute for your" psychological application, played to the extreme. The most typical example of the Internet domain is: Group buying website.

The topic of "The application of social psychology in website operation" is discussed here today, the study in the field of social psychology is still going on, and then it will be summarized and shared at the same time.