LikingThe combined effects of incidental

similarity and success

Daniel Rahman, Tommi Ora, Eetu Simpanen, Julius Valjakka, Hiroto Kimura, Seregina Anastasia, Eeva Nevasalo, Nanna Saarela, Anu Ryynälä

Agenda

Article key points: What a coincidence!Article key points: What a coincidence!

Article key points: Basking in reflected gloryArticle key points: Basking in reflected glory

Discussion between the articlesDiscussion between the articles

Case: Jeremy LinCase: Jeremy Lin

Managerial implicationsManagerial implications

Article key points: What a coincidence!

Study Results Interpretations

Same birthday Same birthday: 62,2% compliedNo similarity: 34,2% complied

Participants formed a brief unit relationship and interacted as if they were friends

Same first name Same name: Avg. 2,07d donatedDifferent name: Avg. 1d donated

Incidental similarity doubled the money donated to charity

Same fingerprint(request complying)

Uncommon similarity: 82,1%Common similariy: 54,8%No similarity: 48,3 %

The rarity of the similarity affects heavily on request complying rate

Same fingerprint(liking)

Uncommon similarity: 23,46Common similarity: 20,79No similarity: 19,56

People who share an uncommon similarity also like others with the same characteristic more as a person

Article key points: What a coincidence!

All four studies demonstrate that incidental similarity with a requester leads to increased compliance

We create a small unit relationship with the requester because of the similarity and treat him or her like a friend

Heuristic decision making replaces rational consideration

Businesses may take advantage of the brief unit relationship to gain more “yes” answers from customers

Article key points: Basking In Reflected Glory (Cialdini 1976)

BIRG-theoryBIRG-theory

A tendency for people to highlight a connection with A tendency for people to highlight a connection with another person who has been successfulanother person who has been successful

Three field studies were made to examine the theory in Three field studies were made to examine the theory in practice in seven public universities in the U.S.practice in seven public universities in the U.S.

The idea was to study students’ behavior during the The idea was to study students’ behavior during the university football seasonuniversity football season

The results showed that football teams’ efforts had strong The results showed that football teams’ efforts had strong influence on students’ behavior and their manner of influence on students’ behavior and their manner of speakingspeaking

Article key points: Basking In Reflected Glory

Discussion:Discussion:

All experiments provided strong support for the BIRG All experiments provided strong support for the BIRG formulationformulation

All three experiments showed a significant tendency for All three experiments showed a significant tendency for students striving to associate themselves publicly with students striving to associate themselves publicly with their university‘s football team after the team had been their university‘s football team after the team had been successfulsuccessful

Most common reason for the need to associate oneself to Most common reason for the need to associate oneself to positive things reflects the need to boost self-image and positive things reflects the need to boost self-image and social image among people around, especially when the social image among people around, especially when the subject has a feeling that the esteem is threatenedsubject has a feeling that the esteem is threatened

Discussion between the articles

BIRG-theory demonstrates a tendency to associate BIRG-theory demonstrates a tendency to associate oneself to success and gloryoneself to success and glory

Burger et al. (2004) shows that perceived similarity results Burger et al. (2004) shows that perceived similarity results in higher probability in compliancein higher probability in compliance

Both articles study attitude and actual behavior which Both articles study attitude and actual behavior which means a wide scope of behavioral psychology is means a wide scope of behavioral psychology is investigatedinvestigated

Seems that forming a connection is an innate Seems that forming a connection is an innate characteristic humans share.characteristic humans share.

Discussion between the articles

Case: Jeremy Lin

A 23 year old basketball playerA 23 year old basketball player

Cut by Golden State Warriors and Houston RocketsCut by Golden State Warriors and Houston Rockets

Joined Knicks in December 27Joined Knicks in December 27thth, 2011, 2011

Until now: 12 games, 9 wins (at the start 7 consecutive wins)Until now: 12 games, 9 wins (at the start 7 consecutive wins) before that Knicks had lost 11 out of 13 gamesbefore that Knicks had lost 11 out of 13 games

Used to sleep on his brother’s couchUsed to sleep on his brother’s couch

No one predicted Lin’s success (but Nike had a sponsoring deal No one predicted Lin’s success (but Nike had a sponsoring deal and some training footage, mainly for product advertising and not and some training footage, mainly for product advertising and not sponsoring)sponsoring)

Effects of Linsanity

Knicks’ web traffic increased 550% compared to the previous weekKnicks’ web traffic increased 550% compared to the previous week

NBA’s TV partners in Asia start showing Knicks’ gamesNBA’s TV partners in Asia start showing Knicks’ games

Obama: “very impressed by Jeremy Lin”Obama: “very impressed by Jeremy Lin”

589 000 followers on Twitter589 000 followers on Twitter

Conan O’Brien tweeted: “Just saw a Jeremy Lin jersey on sale for Conan O’Brien tweeted: “Just saw a Jeremy Lin jersey on sale for $300. These prices are Jeremy insane! Wait…Did I do that wrong?”$300. These prices are Jeremy insane! Wait…Did I do that wrong?”

Best selling jersey in all of NBABest selling jersey in all of NBA

The business of Jeremy LinThe business of Jeremy Lin 00.39-00.56? 00.39-00.56?

Managerial implications

The findings are not that easy to implement:The findings are not that easy to implement:

How to predict incidental similarity?How to predict incidental similarity?

How to use it in a way that is not too obvious?How to use it in a way that is not too obvious?

How to make teams win more often?How to make teams win more often?

Firms can try to find incidental similarities, but making them Firms can try to find incidental similarities, but making them up can be dangerousup can be dangerous

Overall using figures that people feel similar or familiar Overall using figures that people feel similar or familiar (various features: clothes, age, etc.) will increase the (various features: clothes, age, etc.) will increase the probability of incidental similaritiesprobability of incidental similarities

Practical examples

Telemarketing companes hiring people with a regional accentTelemarketing companes hiring people with a regional accent

Aim to find an incidental similarity & increased likingAim to find an incidental similarity & increased liking

Improved salesImproved sales

Using name tags in storesUsing name tags in stores

Salespersons try to find similarities with direct customersSalespersons try to find similarities with direct customers

Sports sponsorships (Sports sponsorships (Lin case, revenue for: NBA, sports Lin case, revenue for: NBA, sports stores, cable companies, New York Knicks)stores, cable companies, New York Knicks)

Thank you!

Any questions?Any questions?

Suggestions for further research:Suggestions for further research:

Rom chocolate bar:Rom chocolate bar:

The American Rom - Campaign Presentation The American Rom - Campaign Presentation