Featured Research

from universities, journals, and other organizations

What A Coincidence! Personal Connections Improve Sales

Date:
July 22, 2009
Source:
University of Chicago Press Journals
Summary:
If a salesperson shares a birthday or a birthplace with you, you're more likely to make a purchase, and feel good about it, according to a new study.

If a salesperson shares a birthday or a birthplace with you, you're more likely to make a purchase and feel good about it, according to a new study in the Journal of Consumer Research.

Related Articles


"This research examines how the fundamental human need to connect with others plays a role in sales encounters," write authors Lan Jiang, JoAndrea Hoegg, Darren W. Dahl (all University of British Columbia, Vancouver, BC), and Amitava Chattopadhyay (INSEAD, Singapore).

In one of the studies, a personal trainer introduced participants to a fitness program. People who discovered that they shared the same birthday with the trainer reported that they liked the program better and were more interested in purchasing a membership.

In another study, patients who learned that they were born in the same place as a dentist reported a more favorable attitude toward the dental care they received and showed a higher willingness to book their next appointment with that same clinic.

"Across individuals, we found that naturally social people are more responsive to such coincidences," write the authors. "On the other hand, people who tend to isolate themselves from the outside world are less sensitive."

The researchers concluded that revealing personal information helps service providers create connections and initiate conversations with customers. When information is provided on nametags (as Disney does with employees' hometowns) or on websites (as many health organizations and fitness centers do), most consumers react positively. However, when service providers exhibit negative behavior, like rudeness, the shared similarity loses its positive influence.

Finally, faking a connection is not an effective sales tactic. "Creating misleading or fake similarities with a customer as a persuasion technique could lead to negative outcomes if the similarities are found to be disingenuous," write the authors. "To mitigate the chances of this outcome, salespeople must be careful not to falsely claim similarities."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Lan Jiang, JoAndrea Hoegg, Darren W. Dahl, and Amitava Chattopadhyay. The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context. Journal of Consumer Research, 2009; 090709022011075 DOI: 10.1086/605364

Cite This Page:

University of Chicago Press Journals. "What A Coincidence! Personal Connections Improve Sales." ScienceDaily. ScienceDaily, 22 July 2009. <www.sciencedaily.com/releases/2009/07/090720163749.htm>.
University of Chicago Press Journals. (2009, July 22). What A Coincidence! Personal Connections Improve Sales. ScienceDaily. Retrieved December 21, 2014 from www.sciencedaily.com/releases/2009/07/090720163749.htm
University of Chicago Press Journals. "What A Coincidence! Personal Connections Improve Sales." ScienceDaily. www.sciencedaily.com/releases/2009/07/090720163749.htm (accessed December 21, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Sunday, December 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins