In today's world, the most admired people are those who have the power to influence others. However, not everyone is born with this skill, but it is possible to develop it.
In this sense, a simple trick can be used, whether to justify a price increase, keep a customer or sell a sofa. Science proves that a single word can make a big difference, and that word is 'because'. The reason given need not be unique, new or compelling. The important thing is that you give yourself a reason.
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In order to assess the power of conformity in decision-making, Harvard social psychologist Ellen Langer conducted a study in 1977. She examined whether people would allow a stranger to get ahead in line at a photocopy machine. At first, the stranger made the request politely:
“Excuse me, I have five pages. Can I use the copy machine?”
Surprisingly, 60% of the participants allowed him to get ahead. Later, the stranger gave a reason for the request:
"because I'm in a hurry".
This time, 94% of the participants agreed to let him go ahead. At another point, the stranger provided a different reason:
“because I have to make some copies”.
Again, 93% of people allowed him to get ahead. Interestingly, the reason need not make rational sense or contain new information or plausible justifications. What made the difference was the word “because”.
People want logical explanations for their decisions. The word “because” provides a reason and legitimizes the action. Providing more reasons can help a customer, supplier, or colleague justify a decision. Articulating reasons beyond market volatility can help retain customers.
Some brand marketers skillfully and strategically exploit this insight, like a store that achieved a 39% increase in sales in two weeks, creating the illusion of scarcity with the phrase "because it's for a while limited".
