Everyone has a coffee shop, shop, or restaurant that they never go to, and if you stop to think about why they don’t, you’ll discover that the reasons for blocking that particular business lie in something someone in your company told you. immediate circle of trust. El Fulanito or Menganita told me that they served awful, that the food was lousy or that they were some edges, it works to keep that place off the list of businesses where it is consumed. Fulanito and Menganita are not usually, on this list, just any people, not even distant friends who simply have via Facebook, but are actually very close people, members of the direct circle of friends. And it is that consumers give a very high importance to what those people close to them indicate and recommend.

A few years ago, Martin Lindstrom, the advertising and marketing expert, did an experiment inspired by a Hollywood movie in which salespeople move to a suburb of a city in the United States to make their neighbors buy certain products. The same thing happens in their experiment: they hired a family who, for 6 weeks, lived in a neighborhood in California, befriended their neighbors and convinced them to buy products without really knowing (their ‘victims’) that they were. making. Lindstrom recounts the experience in How the consumer is manipulated. Neighbors got hold of the products because the Morgensons, the new neighbors who had become their friends, spoke especially highly of them and recommended that they get hold of them.

Friends function as a circle of trust. They are for the day-to-day elements (one does not tell the problems that one has during the day to any of his acquaintances but rather with friends from his Bahamas WhatsApp Number List closest circle of trust) and they are also for listening to opinions and follow them. Since they are people who are trusted, the opinions are marked by a certain element of security. The close friend is not going to lie, he is not going to camouflage reality to make it more favorable to a brand, but he is going to tell the truth about the element in question. Therefore, when a friend recommends something, that something usually comes with a kind of extra guarantee of veracity.

To this must be added another more or less circumstantial element, which is the fact that friends are usually quite close to one and therefore quite similar. In the end, one ends up relating to those people who are more or less the same, who have more or less the same interests and who therefore have more or less the same tastes, which makes things that one considers interesting usually fit with what others think they will also like. The statistics confirm it
The studies that confirm these points follow one another and support the idea that what they tell us in the immediate circle will make them buy more or less things from one brand or another. Thus, friends are a very powerful element when it comes to meeting new brands and venturing out to try new things.

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