Posted tagged ‘relationships’

Influence The One You’re With

January 25, 2008

I love a British blog called PsyBlog for its continual information about the workings of the mind, which is the real last great frontier.

A post caught my eye recently because it directly speaks to marketers and communicators who attempt to persuade. The post discusses a study into which persuasion method works better: face to face or email.

Gender has an effect

Apparently an earlier study approached this question from a social role point of view via gender stereotypes. This is based on the conventional thinking that face-to-face communication is the most persuasive, and therefore women are better at it, because they’re more “relationship-minded”. Men, it seems, are more competitive and so aren’t very good at face-to-face persuasion.

A newer study examines the effect of relationships in general on persuasion. The authors, Guadagno and Cialdini, came up with the concept of “oneness” to describe how men interact with men and women interact with women. Apparently the closer two people feel, the more they see each other as sympatico, and so can persuade each other. So, yes, the study concluded, men prefer email because it sidesteps their natural competitive tendencies; women on the other hand are better at one to one.

So the new study merely backed up the old one.

But it’s really about relationships

As PsyBlog pointed out, it’s not really about gender, it’s about whether a relationship is competitive or co-operative, which to me is probably more relevant in this 21st century collaborative world.

If you want to persuade someone with whom you have a competitive relationship — whatever their gender — then you probably want to try email, because it’s more logical. If you want to pursuade someone with whom you have a co-operative relationship, then face to face is a better choice.

This conclusion has meaning for marketers and communicators. In the old days, they rarely had co-operative relationships with their customers or clients; instead it was a kind of competition in that they were trying to “sell” them on an idea. Hence the old dominance of advertising, which was a version of propaganda, which in turn was really an assault on a target’s mental defenses.

But in the new Web 2.0 world with all its user-generated content, collaboration with customers and clients, transparency and one-to-one interchange style of marketing, perhaps we have a new version of face-to-face marketing.

Could that be why some forward thinking companies and/or social networks encourage the use of avatars or pictures in their discussion forums? Because they intuitively understand that influence comes from a sense of “oneness” with someone else?