7 Principles of Influence


Once people establish a commitment, they are more likely to continue the transaction. When a Toyota salesperson grabbed a potential customer and explained the details of the car the customer is interested with, there is a high possibility that the customer will buy the car instead of looking to other places.


If 10000 people are using Beats Audio headphone and they make excellent comments, then, it is likely that the 10001th customer will like a Beats Audio headphone too.


People like to be liked. Also, they are easily persuaded by the person they like compared to the person they are not familiar with. For example, companies use sales agents from within the community employ this principle.


People tend to obey to legitimacy. In, 1960s, a famous experiment called Milgram experiment was being conducted, showing that people are likely to obey to professional’s command even they feel bad for shocking other people. In real life, marketers often use professionals to prove the superiority of their products.


Scarcity generates extra value in the eyes of consumers. In other words, scarcity can generate instant demands. Marketers often use “Limited Time Only” to create a sense of scarcity in order to encourage customers to buy more.

6)Social Validation

People tend to do what they see the others are doing. For example, if a person sees everybody is using Apple product, it is very likely that the person will purchase an Apple product as well.


People tend to give return to somebody who has helped them before. For instance, you signed an insurance contract with a very good friend (an insurance agent) who helped you a lot before.

In a commercial, there could be 4-5 principles working together to promote sales.

Video Link: https://www.youtube.com/watch?v=_4ZcStMsss8

Uniqlo: It’s Your Style

Under the leadership of CEO Tadashi Yanai, Uniqlo has grown rapidly from a small Japanese clothes manufacturer into the largest apparel chain in Asia. Moreover, it has many global flagship stores set up in major cities around the world, like New York, Toronto, Shanghai and Kuala Lumpur. The successful story of Uniqlo is not a coincident.

Wearing Your Own Style

You may wonder why a fashion store that sells only basic items such as hoodie, fleece, jackets and denim, becomes so sought-after. The recipe of Uniqlo’s success remains its sharp focus on customers’ need. The brand believes that customers care more about quality and value than about a quick response to changing fashion trend. Yanai identifies several apparel categories that won’t quickly become obsolete, differentiates them, and then builds a supply chain that delivers these apparels to the consumer. “It’s your style” is Uniqlo’s mantra. The brand focuses on producing good-looking and high-quality apparels that the customers is the ones who can choose their own wearing style according to their taste and preference.

Customer Feedback and Technology

The UNIQLO Customer Center receives roughly 70,000 feedbacks from its customers every year. They investigate on those comments and strive to deliver more values to the customers by fulfilling their extra needs. The HEATTECH series sold by Uniqlo is actually the product developed response to customer’s demand for functional innerwear which is soft, warm, anti-perspiration and heat-retention.

On the other hand, Uniqlo has also implemented a strategy used by the technology industry, known as “planned obsolescence.” Yanai hopes more technological features can be added onto Uniqlo’s apparels to drive consumers to update their wardrobes.