As you may know, Zendaya
and Boohoo are doing a collaboration and I am here for it! It turns out, a lot
of girls are, and Boohoo are putting that fact to good use in their persuasion
techniques.
These are some examples of retweets
by the official Boohoo page of customers expressing their excitement about the
collaboration and their intention to buy. This clever tactic manages to employ
the scarcity effect and social proof effect simultaneously.
If ‘everyone’ as portrayed by the
exclusively positive tweets Boohoo displays, is interested in buying as soon as
these items are released, then there is the possibility of a scarcity effect.
This is because the competition will be high, and stocks will be limited so
consumers may believe they need to stay on their toes and buy as soon as the
opportunity becomes available. This is an example of scarcity in time and
number (Cialdini, 2014). Additionally, most people will think that they ought
to be excited about this collaboration because that is how everyone else feels.
This is an example of social proof (Cialdini, 2014). Those who are not too sure
what to behave like in a certain novel situation, are likely to follow suit of
others.
So, if you don’t want to spend
any money on clothes, shoes, bags, and all those other lovely things right now…
then take this as your warning. However, if you’re as loyal to Boohoo or as
obsessed with Zendaya as I am, then keep your online shopping fingers ready because
the collection drops today!
References
Cialdini, R.
(2014). Influence: Pearson New International Edition (pp.
107-259). Harlow: Pearson Education Limited.
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