I have previously touched on the topic of conformism and how it can be applied in practice. But today I’m going to dwell on this phenomenon in detail, as conformism is a very effective tool in marketing (even more so in sports neuromarketing).
To begin with, I will remind you of the most important function that nature has put into us. The reproductive function is the very basis of any organism’s existence. It is the reproductive function that the desire for status and the pursuit of security originate from. Status and longevity provide more offspring from better-quality partners.
Evolutionary psychology makes it clear for us that the larger the group, the more potential partners in it, and the safer the group.
For instance, when a crowd looks in one direction, it’s easier for us to look in this direction as well, than to miss any danger.
Many more examples could be quoted, up to conforming because of the reluctance to look stupid, as well as laughing because of everyone laughing around.
And we can come up with a rationale for ourselves, why the joke is actually funny. It’s weird, huh? But that’s the peculiarity of our brain. Deep down inside, we would try to adjust the particular situation and our reaction to it to our worldview.
It is called cognitive dissonance and is quite normal for people. Honesty would make a person feel like an outsider to the group. You must admit it’s not the most pleasant feeling.
Now let us recall how a person divides groups into “us” and “them”. When a person gets into a certain group according to some factors, understands the rules of this group, and has a certain number of friendly ties within the group, the level of oxytocin increases, and consequently, other members of the group gain confidence.
At the same time, the opposite state arises towards the representatives of other groups. This phenomenon is used to train soldiers to kill their foes. It works a similar way with terrorists who are ready to give up their lives for “our” group while killing the representatives of “their” groups. This is altruism.
Thus, we have come to realize why it’s just too dangerous for us to have different views. That’s what we are evolutionarily specified for. It’s also been proven by experiments. Let’s take the famous Asch conformity experiment, which demonstrates that 75% of people are more or less inclined towards conformism.
The difference is only in the duration of the influence on people. If other participants will constantly choose the wrong answer, first we may resist and choose the right one, but in so doing, feel uncomfortable about it. Therefore, as such events increase, we will doubt more and more.
At the same time, there is also an anticonformism. According to various sources, about 10% of people can be exposed to it.
Conformism can also manifest itself in a somewhat weird form. The bystander effect indicates that people would adhere to conformism, even if someone needs help. Only in this case, it works for no one to help. And the more witnesses of any event, the higher the likelihood that no one will help.
How does conformism make you a market leader? All said above makes it clear that when you pretend to be the market leader chosen by other people, it is a big step towards the market leadership.
The real strategy obviously includes various elements, like a habit development. I’ve detailed it in my article Habits and how to use them in sports neuromarketing. A vital role is also played by the creation of the right association with the brand and much more.
It is classic marketing that made it clear that a company which creates a certain market has excellent prospects to become its long-time leader with a significant gap from its pursuers.
It is conformism and the power of habit that continues to support the leadership of the market creator, even if there are better alternatives (both in quality and price).
However, if the market is really created, it means that the creator company has got an excellent understanding of marketing and the means to maintain its leadership.
In sports, as I wrote at the beginning of the article, you can use a pre-established strategy for the New York Cosmos.
In all possible ways, let your target audience understand that a holiday is waiting for them at the stadium. Create an atmosphere of agiotage when people think that everyone wants to get to the game, and there can be no tickets left.
But in so doing, don’t disappoint them at the stadium; provide them with the experience they do not even expect to get. Use sports neuromarketing to do this. Do not forget that the biggest and most underrated enemy of your brand is boredom.
Feel free to cooperate with us, and you will not only get a viable strategy from sports neuromarketing developers created and subsequently implemented in your club, but also a guarantee as to the validity of the results.
Just make your request by sending me a message on E-mail firstname.lastname@example.org, and we will contact you within 24 hours.
Leon The Alien
Subscribe to our cool E-mail newsletter, and start following me on Twitter.
Images: Pixabay, Giphy