LikingThe combined effects of incidental
similarity and success
Daniel Rahman, Tommi Ora, Eetu Simpanen, Julius Valjakka, Hiroto Kimura, Seregina Anastasia, Eeva Nevasalo, Nanna Saarela, Anu Ryynälä
Agenda
Article key points: What a coincidence!Article key points: What a coincidence!
Article key points: Basking in reflected gloryArticle key points: Basking in reflected glory
Discussion between the articlesDiscussion between the articles
Case: Jeremy LinCase: Jeremy Lin
Managerial implicationsManagerial implications
Article key points: What a coincidence!
Study Results Interpretations
Same birthday Same birthday: 62,2% compliedNo similarity: 34,2% complied
Participants formed a brief unit relationship and interacted as if they were friends
Same first name Same name: Avg. 2,07d donatedDifferent name: Avg. 1d donated
Incidental similarity doubled the money donated to charity
Same fingerprint(request complying)
Uncommon similarity: 82,1%Common similariy: 54,8%No similarity: 48,3 %
The rarity of the similarity affects heavily on request complying rate
Same fingerprint(liking)
Uncommon similarity: 23,46Common similarity: 20,79No similarity: 19,56
People who share an uncommon similarity also like others with the same characteristic more as a person
Article key points: What a coincidence!
All four studies demonstrate that incidental similarity with a requester leads to increased compliance
We create a small unit relationship with the requester because of the similarity and treat him or her like a friend
Heuristic decision making replaces rational consideration
Businesses may take advantage of the brief unit relationship to gain more “yes” answers from customers
Article key points: Basking In Reflected Glory (Cialdini 1976)
BIRG-theoryBIRG-theory
A tendency for people to highlight a connection with A tendency for people to highlight a connection with another person who has been successfulanother person who has been successful
Three field studies were made to examine the theory in Three field studies were made to examine the theory in practice in seven public universities in the U.S.practice in seven public universities in the U.S.
The idea was to study students’ behavior during the The idea was to study students’ behavior during the university football seasonuniversity football season
The results showed that football teams’ efforts had strong The results showed that football teams’ efforts had strong influence on students’ behavior and their manner of influence on students’ behavior and their manner of speakingspeaking
Article key points: Basking In Reflected Glory
Discussion:Discussion:
All experiments provided strong support for the BIRG All experiments provided strong support for the BIRG formulationformulation
All three experiments showed a significant tendency for All three experiments showed a significant tendency for students striving to associate themselves publicly with students striving to associate themselves publicly with their university‘s football team after the team had been their university‘s football team after the team had been successfulsuccessful
Most common reason for the need to associate oneself to Most common reason for the need to associate oneself to positive things reflects the need to boost self-image and positive things reflects the need to boost self-image and social image among people around, especially when the social image among people around, especially when the subject has a feeling that the esteem is threatenedsubject has a feeling that the esteem is threatened
Discussion between the articles
BIRG-theory demonstrates a tendency to associate BIRG-theory demonstrates a tendency to associate oneself to success and gloryoneself to success and glory
Burger et al. (2004) shows that perceived similarity results Burger et al. (2004) shows that perceived similarity results in higher probability in compliancein higher probability in compliance
Both articles study attitude and actual behavior which Both articles study attitude and actual behavior which means a wide scope of behavioral psychology is means a wide scope of behavioral psychology is investigatedinvestigated
Seems that forming a connection is an innate Seems that forming a connection is an innate characteristic humans share.characteristic humans share.
Discussion between the articles
Case: Jeremy Lin
A 23 year old basketball playerA 23 year old basketball player
Cut by Golden State Warriors and Houston RocketsCut by Golden State Warriors and Houston Rockets
Joined Knicks in December 27Joined Knicks in December 27thth, 2011, 2011
Until now: 12 games, 9 wins (at the start 7 consecutive wins)Until now: 12 games, 9 wins (at the start 7 consecutive wins) before that Knicks had lost 11 out of 13 gamesbefore that Knicks had lost 11 out of 13 games
Used to sleep on his brother’s couchUsed to sleep on his brother’s couch
No one predicted Lin’s success (but Nike had a sponsoring deal No one predicted Lin’s success (but Nike had a sponsoring deal and some training footage, mainly for product advertising and not and some training footage, mainly for product advertising and not sponsoring)sponsoring)
Effects of Linsanity
Knicks’ web traffic increased 550% compared to the previous weekKnicks’ web traffic increased 550% compared to the previous week
NBA’s TV partners in Asia start showing Knicks’ gamesNBA’s TV partners in Asia start showing Knicks’ games
Obama: “very impressed by Jeremy Lin”Obama: “very impressed by Jeremy Lin”
589 000 followers on Twitter589 000 followers on Twitter
Conan O’Brien tweeted: “Just saw a Jeremy Lin jersey on sale for Conan O’Brien tweeted: “Just saw a Jeremy Lin jersey on sale for $300. These prices are Jeremy insane! Wait…Did I do that wrong?”$300. These prices are Jeremy insane! Wait…Did I do that wrong?”
Best selling jersey in all of NBABest selling jersey in all of NBA
The business of Jeremy LinThe business of Jeremy Lin 00.39-00.56? 00.39-00.56?
Managerial implications
The findings are not that easy to implement:The findings are not that easy to implement:
How to predict incidental similarity?How to predict incidental similarity?
How to use it in a way that is not too obvious?How to use it in a way that is not too obvious?
How to make teams win more often?How to make teams win more often?
Firms can try to find incidental similarities, but making them Firms can try to find incidental similarities, but making them up can be dangerousup can be dangerous
Overall using figures that people feel similar or familiar Overall using figures that people feel similar or familiar (various features: clothes, age, etc.) will increase the (various features: clothes, age, etc.) will increase the probability of incidental similaritiesprobability of incidental similarities
Practical examples
Telemarketing companes hiring people with a regional accentTelemarketing companes hiring people with a regional accent
Aim to find an incidental similarity & increased likingAim to find an incidental similarity & increased liking
Improved salesImproved sales
Using name tags in storesUsing name tags in stores
Salespersons try to find similarities with direct customersSalespersons try to find similarities with direct customers
Sports sponsorships (Sports sponsorships (Lin case, revenue for: NBA, sports Lin case, revenue for: NBA, sports stores, cable companies, New York Knicks)stores, cable companies, New York Knicks)
Thank you!
Any questions?Any questions?
Suggestions for further research:Suggestions for further research:
Rom chocolate bar:Rom chocolate bar:
The American Rom - Campaign Presentation The American Rom - Campaign Presentation