This advert by Starbucks has used the rule of reciprocity to
tempt potential customers; by offering a free latte, people are likely to
comply not because their name will be written on their cup, but because they
will receive a free drink! This will inevitably result in them feeling
obligated to return the favour. Greenberg and Shapiro (1971) demonstrated that
when people feel they will be unable to return the favour they are less likely
to accept it. So, by emphasizing that this gesture is “only a little thing”, they
are reassuring viewers and so will be more likely to accept the free drink.
Furthermore, because this offer has been given a time limit,
Starbucks have employed the scarcity principle, a commonly used weapon of
influence by profiteers which exploits the automatic shortcuts people make; we
typically assume that the more available an item is, the less quality it
possesses. For example, Theo, Verhallena and Robben (1994) examined product
availability and preferences for books. Results showed that participants
preferred the books of limited availability in comparison to those with
unlimited availability as these were deemed more costly and unique. In this
way, setting a time limit on their free sample makes the drink more attractive
and people are likely to comply.
This limited time effect is exaggerated when competition
with others becomes apparent and this was evident in the same research. The
most preferred books were those of limited availability as a result of market
conditions such as popularity and limited supply as opposed to those of
accidental limited availability (Theo, Verhallena and Robben, 1994). Starbucks
have portrayed a busy atmosphere in the advert by speeding up footage of
customers purchasing drinks, making their products appear to be in high demand.
This also exploits the social proof principle; people have a tendency to follow
others and by seeing numerous ‘normal’ people in Starbucks, viewers are likely
to follow their lead.
Finally, if these methods weren’t enough to persuade people
to get their free latte, the advert gives a friendly message encouraging people
to introduce themselves and ends by saying “we’re Starbucks…nice to meet you”.
This is an attempt to get people to like their company and view their shops as
friendly and welcoming. Research has shown that liking increases compliance:
Goei, Massi Lindsey, Boster, Skalski, & Bowman (2003) found that favours
increased liking and that this likability in turn affected compliance. This friendly
presentation could also be a bid to change the face of the company; Starbucks
are generally located in urban areas, with an individualist nature and so
portraying their company as a friendly place to go with interactions on a
name-to-name basis, people are more likely to comply.
References
Goei, R., Massi Lindsey, L. L., Boster, F. J., Skalski, P.
D., & Bowman, J. M. (2003). The mediating roles of liking and obligation on
the relationship between favors and compliance. Communication Research, 30, 178-197.
Greenberg, M. S., & Shapiro, S. P. (1971). Indebtedness:
An adverse aspect of asking for and receiving help. Sociometry, 34, 290-301.
Lizzie Hills
Really liked this analysis, well done.
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