Psychology of Social Commerce infographic
Lara Druyan stashed this in Social Commerce
Wow, I love this Infographic, Lara!
Of course, the organizing principle is ripped off from Robert Cialdini's Influence:
1. Social Proof (advice) - When uncertain, we look at what others are doing.
2. Authority (reviews) - We regard mavens' findings highly due to their expertise.
3. Scarcity (exclusives) - We instinctively assign greater value to resources as they become less available due to fear of potential loss.
4. Like (liked deals) - We emulate and agree with people we like, admire, and find attractive. Social bonds are build on trust.
5. Consistency (brands) - When uncertain, we prefer options that are consistent with our beliefs and past behavior. Brands are shorthand for trusted relationships.
6. Reciprocity (shares) - We have an innate desire to repay favors in order to maintain social fairness whether those favors were invited or not.
1. Social Proof - 81% of consumers receive advice from friends and family relating to a product purchase from a social networking site.
2. Authority - 77% of online shoppers use reviews to make a purchase decision.
3. Scarcity - 77% of people like getting exclusive offers that they can redeem via Facebook.
4. Like - Almost 50% of shoppers have made a purchase based on a recommendation through a social media network.
5. Consistency - 62% of shoppers are brand loyal due to online satisfaction.
6. Reciprocity - Every month, over 25 billion pieces of content are shared on Facebook.