In modern society, almost everyone is doing "attention" business every day.

The articles on the new media platform attract you to point them away with all kinds of exaggerated and eye-catching titles;

the advertising marketing strategies of merchants are constantly innovating to stimulate consumers' desire to buy;

girls should dress up before going out every time;

Subconsciously, no matter what you do, you want others to recognize your products; Wherever you go, you want people around you to like you.

whether a product or a person can be accepted and liked by others is determined by many factors. Objectively speaking, most people like good things and beautiful things; From the subjective point of view, it is also that carrots and vegetables have their own love, and beauty is in the eye of the lover.

So, if the objective conditions cannot be changed and the subjective factors are hard to predict, what can be done to make people like something (or a person) more?

The following four psychological findings may help you do this.

1

see more effects

psychologists have come to a very solid conclusion through hundreds of studies: the more familiar a person is with a thing, the easier it is to like it.

In many experiments, the experimenter asked the subjects to choose their favorite from several items, and as a result, the subjects chose all the things they were familiar with.

that is to say, as long as something is not bad enough to disgust you, the more times you contact it, the easier it is to like it. This effect is called "seeing more".

as far as choosing a partner is concerned, the choice of a partner is a rather complicated issue, and there are almost no rules and standards to follow.

However, saxton, a professor of psychology in university of northumbria, England, pointed out in his article "How Do We Choose a Partner?" that people are always dominated by the subconscious mind, and they are more inclined to choose people who are more similar to their family members in appearance.

It is mentioned in the article that the family mentioned here is not limited to parents, but also includes brothers and sisters or other familiar relatives.

before finding a partner, the people we contact most are our family members. Therefore, among the many opposite sexes, the opposite sex who looks like family members is more likely to make us feel familiar and like it.

Of course, saxton also pointed out that people are very complicated animals, and this phenomenon may not necessarily happen, but the probability of occurrence is relatively high on the whole.

There is an App that recommends music, called Spotify. The initial recommendation algorithm of this application is to recommend only music that users have never heard before, but once the program went wrong, some music that users have heard or even are familiar with will be recommended from time to time, and the market response is not bad. However, engineers later discovered this Bug and fixed it, but its popularity was not as good as before.

This also confirms what we usually say. It doesn't look pleasing to the eye at first, but you get used to it when you vomit and vomit.

2

Endowment effect

Richard Thaler, the p>217 Nobel Prize in Economics, once proposed a psychological phenomenon called endowment effect.

the endowment effect means that a person will have a higher evaluation of what he already has.

This is somewhat similar to the concept of "ownership attachment" in behavioral psychology. When you have something, whether it is a tangible person or object or an intangible view, you will unconsciously value it more.

When you sell second-hand goods online, the initial price is always higher than its actual value; The alma mater can scold herself, but others can't; Your own children are better than others' ... all of which are concrete manifestations of the endowment effect.

In a famous experiment, the experimenter divided the subjects into three groups, and gave each person in the first group a mug. After playing with it for a while, they were allowed to exchange mugs for chocolates of the same value. As a result, only 11% people were willing to exchange them.

Then the second group was given chocolates, and after a period of time, they were allowed to exchange chocolates for mugs. As a result, only 1% people were willing to exchange them.

The third group was the control group, and the subjects were asked to choose between mugs and chocolates at will. It was found that almost the same number of people chose mugs and chocolates.

The experimental results show that what you have first will often be overvalued.

3

The egg theory

goes a step further, and if people have a sense of participation in something or work hard on it, this effect will be even better.

In 195s, the sales of cake powder of an American food company were very poor, so the R&D personnel tried every means to improve the formula, but the customers still refused to buy it, which made the food company quite a headache.

Later, Ernest, a psychologist, found that the reason why cake powder could not be sold was that its formula was so complete that housewives lost the feeling of "making it by themselves".

He suggested removing the yolk from the cake powder and letting the cake maker add the yolk himself. Although it increases the difficulty of baking, it can make housewives feel that this is my own cake!

after the proposal was adopted, the sales of cake powder really increased. This idea was later called the "egg theory".

There are many similar business classic cases. For example, Xiaomi initially let early users participate in the functional experience design of its mobile phone operating system MIUI, and gained the first batch of loyal seed users, which became the beginning of its rise.

IKEA furniture allows customers to complete their own assembly, which strengthens the user experience and brand loyalty of products.

the "egg theory" (or "IKEA effect") shows that people have a behavioral characteristic, and they will be more fond of things that put a lot of labor and emotion into them.

knowing this truth, it is not difficult to explain why many young mothers especially like to bask in their babies in the circle of friends.

4

MAYA principles

Teacher Wan Weigang once wrote an article entitled "Like = Familiar+Unexpected".

The article says that if you must do something novel, you'd better add some familiar elements to it to find the best balance between novelty and familiarity.

This view comes from Raymond Lowe, the father of industrial design. He has done product image design for many enterprises such as Shell Oil, Greyhound Bus and Air Force One, and influenced the aesthetics of Americans in the 2th century almost by himself.

Lowe found that when people are tired of aesthetics, they often want to see something novel, but being too novel will make people feel afraid and unacceptable.

Therefore, the most ideal effect is that your design should be bold and acceptable. This principle is called "Maya" (the abbreviation of most advanced yet acceptable).

someone has done an experiment in the field of scientific research. In order to get scientific research funds, the experimenter handed over a number of novel and familiar topics to an expert group for evaluation.

Results Among these subjects, the subjects with the lowest scores are those whose viewpoints are brand-new, and the ones with the easiest access to funds are those who make improved innovations on the basis of mature viewpoints.

A similar phenomenon also occurs in the field of venture capital. If the entrepreneur's entrepreneurial intention is too novel and subversive, investors usually won't pay because they simply don't understand it.

the easiest way to get financing is those business models that have been considered feasible in one field and used in a new field. For example, describe Airbnb as eBay； in the rental industry; Uber is interpreted as Airbnb in the taxi industry and so on.

I once heard a saying that if you want to deepen your female companion's feelings for you, it is a good idea to take her to some unfamiliar environment. Presumably it is also the practical application of this principle.

MAYA principle is a bit like the concept of "learning zone" mentioned in "deliberate practice". Psychologists divide people's perception of external things into three levels: comfort zone, learning zone and panic zone. No matter deliberate practice, life, work and entertainment, comfort zone and panic zone are not good, and only in "learning zone" can the best effect be achieved.

Most of the things that people are most likely to accept and then like find a delicate balance between familiarity and novelty.

with these psychological knowledge, you should know what to do when you face the people you like and the picky customers again ~