Category Archives: Increasing Referrals

Your Business Behavior Affects Your Consumer’s Behavior

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stick_figure_holding_membership_card_1600_clr_3914The most important piece of knowledge any business must have is what the behavior of their consumer is as they relate and interact with your business and brand.

What do consumers do when they have a positive experience with your business?

Do they care? Will they come back? Do they tell anyone?

How about when they have a negative experience? What happens then?

Recently Accent conducted a survey to find out what consumers do when they interact with brands before and after a purchase.

Want To Be Seen as Credible, Competent, and Admired? Don’t Conform!

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leader_of_the_pack_pc_1600_clr_1593A recent study has demonstrated that intentionally going against the grain can gain you competence, respect, and even credibility from others.  The study published in the Journal of Consumer Research examined how what people wear does affects others perceptions in a positive way¹.

What did they find?  When people dress in a way that goes against the convention they are seen as more competent and seen as having a hire status than those people who conformed and dressed like everyone else.

Let me give you an example:  You know how you are invited to a party and they say it’s “Black Tie”…the fact is if you intentionally show up in jeans and jacket you more likely to be viewed as successful and competent.  Why?

1.  People who do not conform are seen as truly “FREE”…they have autonomy.

2.  People have a desire to be unique and admire that in others , and therefore are perceived as someone confident and of higher social status.

*Let’s face it…it’s easy to conform…everybody else does…right?*

Shhh…Are You Friends with a Gossiper? Don’t Tell Them This…But…They are Your Best Source for Word of Mouth Marketing.

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rumor_mill_1600_clr_9751Do you have people within your social media platforms who like to gossip?  Sure.  We all do.  Did you know that those gossipers may be just the people you want to develop the strongest relationships with in order to give your business buzz?

What is a gossiper?  It has been defined as “an instrumental transaction in which A and B trade small talk about C for something in return²’’(p. 158)

The point is they are talking for a reason, whether it is power, control, prestige, fame, leverage, or just simply trying to find a way to boost their safe esteem.  The fact is gossipers like to talk.  This enjoyment of talking can, like most thing be used for good or evil.  If you as a business owner do the create the right time of relationship with a gossiper, that gossiper can be your most effective agent for “electronic word of mouth{ (eWOM) for your business.

Recent research from the Journal of Cyberpsychology, Behavior, and Social Networking investigated the question “Do Online Gossipers Promote Brands?¹” What they found gave us insights into the psychology of the gossiper.

Here are some of their conclusions regarding the psychology of Gossipers:

Turning Clients Into Ambassadors for Your Business

introduce_the_figure_800_clr_10905Do you want “Ambassadors” for your business?  You should, they are the most effective free advertising that you can have for your business.  They refer you, bring people to you, and they want to make sure you are successful.  Recently the Journal of Consumer Research pre-released a piece of empirical research for the February issue that identifies the factors that create ambassadors.

The article entitled Place Attachment in Commercial Settings: A Gift Economy Perspective.  The research specifically looked at what factors contribute to clients attachment to a particular business and further looked at are the resultant behaviors of clients who become your ambassadors.

Factors that can turn clients into Ambassadors

sitting_in_chair_relaxing_800_clr_60281.  Familiarity.  This is more than just being acquainted with your place of business.  This is

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