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Chapter 29 Business Psychology-Ride in an Unpredictable Shopping Mall (3)
The ubiquity of the "authority effect" is firstly due to people's "safety psychology", that is, people always think that authority figures are often correct role models, and obeying them will make them feel safe and increase the "insurance factor" that they will not make mistakes; secondly It is because people have a "approval psychology", that is, people always think that the requirements of authority figures are often consistent with social norms, and if they follow the requirements of authority figures, they will get approval and rewards from all sides.Therefore, these two psychology gave birth to the authority effect.

During the great economic depression, all walks of life in the United States were affected to varying degrees, and so was the publishing industry.Due to the impact of the economic crisis, a publisher in the United States has stagnated a large number of books on hand. These books are all his assets, and all his savings have been poured into these books.But for a long time, no one was interested in his books, and none of them were sold.This annoyed the publisher, and he racked his brains to sell the books.One day, he suddenly thought of the President, and thought that he could use the President's evaluation of the book to promote his book.So, he sent a book to the president, and then he had the cheek to run to the presidential palace every now and then to ask His Excellency the president's views and opinions on his book.As the president of a country, he is busy with important government affairs every day. How can he have time to read the publisher's book? In order to get rid of the publisher and avoid wasting time, the president said casually: "This book is well written , thinking deeply."

After hearing this, the publisher was overjoyed. After returning home, he used the president's evaluation and made a big splash, saying: "Here, I have a book that the president likes very much for sale." So, within a few days, his book was widely read. Grab it all.

After tasting the sweetness, the publisher later offered to send a copy to the president whenever he encountered a book that could not be sold.After the President knew what happened last time, he wanted to ridicule the publisher, so he said: "I have read this book, and it is simply unsightly."

After the publisher went back, he started publicizing again, saying: "Now sell the book that the president hates the most." Out of curiosity, readers enthusiastically bought it, so his book was sold out again, making a fortune.

When the publisher sent the book to the president for the third time, the president didn't say anything about his book, thinking that the publisher would have no excuse to promote it.Unexpectedly, after the publisher left the presidential palace, he sold "a book that is difficult for the president to draw conclusions." Therefore, his book was sold well, but the president couldn't laugh or cry.

Biologist Pavlov believes that suggestion is the simplest and most typical conditioned reflex of human beings.Suggestion effect refers to the use of implicit and abstract indirect methods to influence people's psychology and behavior under the condition of no confrontation, so that people can act in a certain way or accept certain opinions.Make its thoughts and behaviors conform to what the hinter expects, and the generation of this effect is often related to the authority of the hinter.

Authority effect is a common psychological effect in social life. It can be said that in human society, as long as there is authority, there will be authority effect first.

Enterprises and institutions, as well as shopping malls, hotels, schools, and entertainment venues are mostly willing to ask party and state leaders or celebrities to inscribe their names; many books also like to ask celebrities to inscribe their names; The inscriptions of senior well-known officials and the photos of meeting the chairman and president; all of these are due to the authority effect.

In an enterprise, leaders can also use the "authority effect" to guide and change subordinates' work attitudes and behaviors, which is often better than orders.Therefore, an excellent leader must be the authority of the enterprise, or cultivate an authority for the enterprise, and then use the authority suggestion effect to lead.Of course, in order to establish authority, one must first have a comprehensive and deep understanding of authority, so that authority can be established correctly and authority can be maintained for a longer period of time.

In real life, there are many examples of using the "authority effect": asking authority figures to praise a certain product when advertising, citing the words of authority figures as arguments when debating and reasoning, and so on.In interpersonal communication, using the "authority effect" can also achieve the purpose of guiding or changing the attitude and behavior of the other party.

Psychology class:
1. Superstition means credulity, blindly follow the application of authority suggestion effect in real life.

2. People tend to be convinced and blindly follow authority figures. Therefore, authority figures must first establish their own image and set an example.

Matthew effect - the poor get poorer and the rich get richer

The Matthew effect refers to a phenomenon in which the good is better, the bad is worse, the more is more, and the less is less.The name comes from a fable in the Bible Matthew.In the "Gospel of Matthew" Chapter 25 of the "Bible New Testament", it is said: "Whoever has, more will be given to make him redundant; whoever does not have, even what he has will be taken away."

In 1968, the American history of science researcher Robert Morton proposed this term to summarize a social psychological phenomenon: "Compared with those unknown researchers, famous scientists usually get more prestige even though their achievements are similar. , similarly, on the same project, reputation is often given to researchers who are already famous, for example, an award is almost always given to the most senior researcher, even if all the work is done by a graduate student."

Robert Morton summed up the "Matthew Effect" as: Once any individual, group or region achieves success and progress in a certain aspect (such as money, reputation, status, etc.), it will have a cumulative advantage, and there will be more More opportunities to achieve greater success and progress.

This term was later borrowed by the economics community to reflect the phenomenon of unfair income distribution in economics where the poor get poorer and the rich get richer.

In Chapter 25 of the "Gospel of Matthew" in the "Bible New Testament", it is said: "Whoever has, more will be given to him to make him redundant; whoever does not have, even what he has will be taken away." It expresses It is such a story:
The kingdom of heaven is like a man who wanted to go to a foreign country, so he called his servants and handed over his possessions to them.Give each one a silver coin according to his ability.One gave five thousand, one gave two thousand, and one gave one thousand.So I went abroad.The one who had received the five talents immediately traded with them and made another five talents.The one who received the two talents earned another two talents in the same way.But the one who had received the one talent went and dug the ground and hid the master's money.

After a long time, the master of those servants came and settled accounts with them.

The one who had received the five talents came and brought the other five talents, and said, Lord, you handed me five talents, and behold, I have earned another five talents.The master said, Well done, you good and faithful servant.You have been faithful over a few things, but I have made you ruler over many things.Can come in and enjoy the pleasure of your master.

And the one who had received the two talents came and said, Lord, you handed me two talents, and behold, I have earned two more talents.The master said, Well done, you good and faithful servant.You have been faithful over a few things, but I have made you ruler over many things.Can come in and enjoy the pleasure of your master.

The one who had received the one talent also came and said, Lord, I know that you are a hard man, reap where you have not sown, and gather where you have not scattered.I was afraid and went to hide your one talent in the ground.Look, your original silver is here.The master replied, You wicked and lazy servant, you know that I reap where I have not sown, and gather where I have not scattered.Just put my silver to the money changer, and when I come, I can get it back with interest.Take the thousand from him and give to the one who has ten thousand.

In the above story, the three servants originally had the same wealth, but ended up with very different wealth.The formation of the final gap has two stages. The first stage is that before the owner comes back, they each go to business. At this time, the gap is caused by their own factors (such as hard work); They reward and punish, and the gap at this time is caused by external reasons.But it is worth noting that the influence of external factors in the second stage is based on the results of the first stage, and the results of the first stage depend on its own factors, so a small difference in its own factors at the beginning leads to Afterwards, the difference was made, and later, the difference was further amplified, and the chain conduction caused the Matthew effect to occur.

The Matthew effect can be summarized as: "Once any individual, group or region achieves success and progress in a certain aspect (such as money, reputation, status, etc.), it will have a cumulative advantage, and there will be more opportunities to obtain Greater success and progress."

The Matthew effect is an accumulation of advantages for leaders. When you have achieved certain success, it is easier to achieve greater success.The strong will always be stronger, and the weak will be weaker.Natural selection, survival of the fittest, the strong will have more opportunities to achieve greater success and progress as they accumulate advantages.So if you don't want to be defeated in any field, you have to become a leader in this field and keep expanding.When you become a leader, even if your return on investment is the same, you can more easily obtain greater returns than weaker peers.

Similarly, for a product or service in a certain industry or industry, the greater the brand awareness, the higher the value of the brand, the more loyal consumers it will have, and the larger its market share will inevitably be.Conversely, the lesser the brand awareness and value of a product or service in a certain industry or industry, the lower its loyal consumers will be, and the market share it will occupy will be smaller, which will lead to reduced profits and be eliminated by the market , the market it makes way for will be replaced by products or services with high brand awareness.

The Matthew effect is a common market phenomenon in the field of brand capital: the strong will always be strong, and the weak will always be weak, or in other words, winners take all.The core value of brand capital is standards and technology, and the derived value is consumer recognition of the brand and the construction of a brand marketing system.

The highest form of capital is corporate brand value: the intangible form of capital is the value of corporate intellectual property rights; the solidified form of capital is the company's machinery, equipment and real estate.For enterprises, first-rate enterprises produce standards, second-rate enterprises produce technology, third-rate enterprises produce products, and fourth-rate enterprises produce benefits.

Enterprises can remain invincible only by using aircraft carrier-like "brand capital" in the industry to formulate standards and shape corporate brand images.

Especially in key fields such as software technology and electronic technology, core technology is the lifeblood of an enterprise's survival and development.Until now, some technologically advanced countries and multinational corporations are still controlling the changes in the industrial structure by virtue of their control over technical standards in many fields.Therefore, only by vigorously innovating, participating in the formulation of standards with independent intellectual property rights, and occupying brand capital, can enterprises occupy the commanding heights of technology in their own fields and gain market competitive advantages.

Qualcomm, Microsoft, and Japan's 6C Alliance are all typical examples of winning the Chinese market by virtue of standards. Under the operation of Qualcomm, CDMA-related technologies have become its patents and international standards. All companies that produce CDMA-related communication products must pay CDMA entry fees and usage fees to Qualcomm. Multinational corporations that are making money.

The Matthew effect of Starbucks’ brand capital has created a miracle of success. On Wall Street, Starbucks has long been a safe haven for investors. In the past ten years, its stock price has climbed 22 times after undergoing four splits. Higher than major companies such as General Electric, Pepsi, Coca-Cola, Microsoft, and IBM.What created the Starbucks miracle?Schultz, who brought up Starbucks with one hand, replied: "Our greatest advantage is mutual trust with our partners. The key issue is how we can maintain the consistency of corporate values ​​and guiding principles during rapid development."

How to use the brand capital Matthew effect:

1. The accumulation of brand capital is in line with the actual needs of enterprises to occupy the highest point of the market.Brand capital is the source of the current consumption revolution in the global market, not only in the field of life, but also in the field of economy and finance.While people are pursuing the brand of life, they must also have brand requirements for finance.If domestic enterprises do not cultivate their own brands, it will be difficult to meet these increasingly high-tech demands in the future.

2. Accumulating brand capital is the core requirement for continuous value creation.A brand without value is water without a source and a tree without roots. Brands can only have the characteristics of intangible asset value, such as setting standards and owning core technologies. Brands can only have the value that can be transformed into tangible assets. Organic docking and the formation of absolute brand capital advantages can provide enterprises with a steady stream of wealth.

3. Accumulating brand capital is the only way to integrate marketing and create wealth.Brands need marketing, and marketing can enhance brand awareness.The formation and establishment of a brand is a process from cognition to recognition to recognition, and finally to the goal of recognition.Integrating market resources can market the brand on a larger scale and enhance brand awareness.The external form of brand capital is quantifiable value, and the internal form of brand capital is the degree of acceptance and judgment standards in consumers' minds.

The Matthew Effect tells us that if we want to maintain an advantage in a certain field, we must quickly expand in this field.Furthermore, when there is a strong opponent in the target field, it is necessary to find another way to identify the opponent's weaknesses and your own strengths.

Psychology class:
1. The strong are always strong, and the weak are always weak.

2. When you have achieved a certain degree of success, it is easier to achieve greater success.

(End of this chapter)