In my town, a friend who owns an antique jewellery business shares the story of how he learned the Expensive = Good concept through societal influence.
His pal was looking for a unique birthday present for his fiancee.
So the jeweller chose a necklace that would have cost $500 in his store but that he was willing to sell to his friend for $250.
The friend was excited about the piece the moment he saw it.
However, as the jeweller cited the $250 price, the man’s face plummeted and he began to back out of the bargain because he wanted something “Really Nice” for his prospective bride.
When the jeweller realised what had happened a day later, he called his friend and urged him to return to the store because she had another necklace to show him.
This time, the new item of its usual $500 price was unveiled.
His friend liked it so much that he bought it right away.
However, before any money was exchanged, the Jeweller informed him that, as a wedding present, he would reduce the price to $250.
The man was thrilled.
Instead of being offended by the $250 purchase price, he was pleased and glad to receive it.
We are all born with a unique temperament, genetic make-up, and brain wiring.
External influences, such as culture and socioeconomic background, also have a significant impact on us.
People we’ve interacted with throughout our lives are another influence that shapes us.
I am certain that, in addition to the Expensive = Good rule, there is an Inexpensive = Bad guideline that applies to our thinking.
After all, the word doesn’t just mean cheap in English; it’s also come to indicate substandardly.
Some people know exactly where the levers of automatic influence are and use them on a regular and expert basis to obtain what they desire.
They go from social encounter to social encounter, requesting others to comply with their wishes, and their frequency of success is dazzling.
The secret to their effectiveness is in the way they formulate their request and arm themselves with one or more of the social environment’s levers of influence.
What I discovered is that it is critical for us to understand how we make decisions when we don’t know anything.
What is the most influential trigger mechanism for us?
Please let me know in the comments. How do you make a decision when you don’t fully comprehend the situation?
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