003: The Importance of Influence (Lessons From One Cialdini Study Using Hotel Towels)

Have you ever decided to re-use your hotel towel because the little sign told you it would help save the environment? In this episode, we dive into a study about those little hotel towel signs and how they impact behavior through the power of social norms. However, the results of the experiments are surprising and go against what common sense would seem to dictate. Find out why... AND what we can learn about the importance of creating more complete customer avatars.   Journal Article: A room with a viewpoint: Using social norms to motivate environmental conservation in hotels https://academic.oup.com/jcr/article/35/3/472/1856257 Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius, A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels, Journal of Consumer Research, Volume 35, Issue 3, October 2008, Pages 472–482, https://doi.org/10.1086/586910   Resources: Brand Voice Template [linked to geoffkullman.com/brandvoice] Got a question you want me to answer on the podcast? Awesome! Send it to [email protected].   *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at https://emeraldcitypro.com