This is how we can use the Barnum effect to convince customers

By: Trademagazin Date: 2023. 11. 02. 11:34

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Why is it that we believe so much in horoscopes? Have you ever felt that the description of your horoscope fits you perfectly, as if it were personalized? And what does this have to do with persuasion? The answer: the Barnum effect – writes László Újszászi Bogár in his material linked to the meggyozes.hu website.

The Barnum effect means that people tend to accept statements that are generalizing yet seem personal, regardless of how true they actually are. This phenomenon serves as the basis of illusions, horoscopes and fortune-telling.

Psychologist Bertram R. Forer studied this phenomenon in 1949. He gave his students personality tests and then gave them all the same general feedback, such as “You have a great need to be liked and admired by people,” or “You tend to criticize yourself .”

The result?

Despite the general answers, the students still felt that the answers were personalized. Based on the feedback, they perceived the feedback to be highly accurate.

How do we convince our customers using the Barnum effect?

When a salesperson offers a unique solution to a customer and talks about general problems or even a solution: “We have already helped many people with similar problems,” then the salesperson is (also) using the Barnum effect. In this case, the client tends to feel that the offer is tailored to him (because he has exactly such a problem), even though the generalization fits almost anyone. However, he is willing to pay a higher price for customized solutions – or what appear to be them. The essence of this effect is not to lie about a personalized solution, but to communicate the unique solution effectively, because our brain desires it.