1. In the mid-1970s, the chocolate company “Mars” suddenly realized that sales of its chocolates had increased while there was no change in the advertising budget, the price of chocolate had not changed, the product was the same, so why had their sales increased?
It was because of a NASA spacecraft! The spacecraft’s mission was to bring a sample of soil from one of the nearby planets to Earth. The landing of the spacecraft on Mars (March) was accompanied by a lot of publicity, and NASA’s success became the headline of all newspapers.
The name “Chocolate” “Chocolate” was chosen after the name of the founder of the company, “Franklin Mars”, not because of the planet Mars, but the repetition of the name “Chocolate” on the radio and television made people think more about Chocolate Chocolate and sales of this chocolate increased!
2. A study on “Halloween Day” found that people are much more inclined to orange products (such as orange soda) the day before Halloween! Before Halloween, the orange stimuli of this tradition (such as pumpkins and orange stimuli) turn thoughts to orange products!
3. In American cities which are sunny like Miami, you can much more easily see what your neighbour is driving than cities that are often rainy like Seattle.
In sunny cities, people are more likely to change their car. A study of data from the sales of one and a half million cars showed that one in eight cars bought is due to the “community effect”: when people see their neighbour buy a new car They want to buy a new car!
The above studies were an example of extensive studies that show group indoctrination in humans. Man is a social being and is strongly inclined to behave in a way that makes him a “member” of a group. This tendency to belong to the group makes people strongly inclined to ” Social contagion impulsive effect”.
Of course, the intensity of this tendency in “extroverted-emotional” people is much higher than in “introverted-logical” people, that is, a person with “hysterical” personal tendencies is much more than “schizoid” and “obsessive-compulsive” tendencies.
However, if we do not pay attention to our decisions and choices, we will become very upset and unknowingly influence our decisions without knowing the decisions of our neighbours or the headlines or even the colour that is more visible in the shop windows, then we ourselves. We will be part of this “contagious network” that carries the “virus” that has been passed on to us from others!
Of course, the effect of community and group pressure (peer pressure) is not always negative, but sometimes group pressure accelerates and facilitates a positive change.
For example, those who participate in a group program to quit smoking are more successful than those who use individual methods of treatment. Also, many people go to a gym because they want to belong to a group, and the group makes their exercise program to continue.
In the words of Rumi (poet)
There is no definite evil in the world
Good and bad are relative, know this!
Dr. Mohammad Reza Sargolzaei-Psychiatrist
Translated By: Negar Kolkar
The researches are quoted from the book “Infectious: Viral Marketing Strategies” written by “Jonah Berger” – translated by “Niousha Ashourzadeh” – “Sharif Publications”.
You can find other examples of this research in the book “Self-Willed Blindness” written by “Margaret Heferfan” – translated by “Aqdas Safari” – Sarvar Kian Publications. You can learn about the processes of “compliance” and “group indoctrination” from the book “Social Psychology” written by Robert Baron et al., Translated by Yousef Karimi, and Arasbaran Publications.
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