Persuasion Vs Influence. It is really hard for me to remember when I bought something, as a result of being persuaded by a sales person or an advertisement. To be honest I rarely pay any attention to T.V commercials or newspaper ads. Usually before buying a product or service, I usually ask friends and family about their opinions or experiences.
We are all swimming in a vast ocean of choices, which is really tiring and sometimes annoying. Choosing the right product, at the right price and the right place tends to be a quite complicated procedure, which requires penty of both time and energy. It also includes a certain amount of risk, as you may regret buying a specific product instead of another and so on.
I really like boats and a couple of years ago I decided to buy a small one. Greece is surrounded by the Mediterranean Sea and is a wonderful place to enjoy summer holidays with or without a boat. So I started looking for a boat, gathering plenty of info regarding brands, technical data, equipment, engines, prices etc. Even if I was an expert in boats, I would still find it difficult to make up my mind, mainly because of the plethora of offered new and used boats and also my lack of experience at the specific product category. In other words, I didn’t got persuaded what to buy and why.
So, I once again turned to friends and people I know -who own boats- in order to ask their point of view. I have listened to many different opinions, but I kept the simplest one. ‘Don’t ever buy a boat, that you don’t like to look at’. My friend’s point of view was highly influential to me. So I decided to buy a small boat that I would feel happy by just looking at it, and of course I could afford to pay for. Finally, beyond any reason and just by influence, I purchased a ‘one of’ wooden classic runabout from the Netherlands, which I also had to restore up to a great extent.
To cut the story short, both persuasion and influence are the major driving factors that shape our buying behavior. Identifying the true meaning of these factors and how they affect us all, enables us to make buying decisions based on logic or emotion, which at least we will not regret for.