Location and personalization are important because they draw an even closer associationbetween the customer and those you want them to imitate. Mr. Martin adds that managers canuse a 'test and learn' approach to determine social norms. Start with small groups or locations, test messages and then assess whether there is a social norm to tap into.
选对地点以及因人制宜非常重要,因为这会进一步拉近顾客与你想让他们模仿的人之间的距离。马丁补充说,经理人可以使用一种“测试并学习”的方法来决定社交规范。先从小规模的群组或地点开始,对信息进行测试,然后评估这是否可以形成一个可资利用的社交规范。
Another strategy, which Mr. Martin calls 'reciprocity,' takes advantage of people's desire to respondwhen they feel they owe someone something. Research published in the Journal of Applied SocialPsychology found that a diner is more likely to tip a waiter if the bill comes with a piece of candy, for example.
另外一个策略是马丁所称的“互惠策略”。该策略的出发点是,当人们感到欠别人什么东西的时候会产生做出反应的欲望。《应用社会心理学杂志》(Journal of Applied Social Psychology)发表的一个研究发现,如果侍者为用餐者送上账单的同时奉上一颗糖果,用餐者更有可能支付小费。
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