マーケティング
公開日:2016.03.08

「ツァイガルニク効果」をマーケティングに活用する


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昨日は「ツァイガルニク効果」を活用した仕事術を書きましたが、本日は「ツァイガルニク効果」をマーケティングに活用する方法を書きたいと思います。心理学や検証された効果というものは、仕事術やマーケティング、マネジメントや恋愛など多岐に活用できる事もあるので面白いですね。まずは昨日の復習にもなりますが・・

 

ツァイガルニク効果とは

未完了の事柄は完了した事柄よりも記憶に残りやすい現象のことです。友人との会話で中途半端に情報を与えられ「やっぱり言うのやめておくー」と言われたら、「何?何?気になるから言ってよ!」と言うような会話の攻防をした経験があると思います。これもツァイガルニク効果の1つです。

 

ツァイガルニク効果をマーケティングに活用する

ではこの心理現象を活用したマーケティング手法にはどのようなものがあるでしょうか?例えばTVやラジオの番組の場合「続きはCMの後で!」と言うのもその1つ。これによりチャンネルを変えられるリスクを減らし、CM自体の視聴率を上げる事も出来ます。漫画でも、もの凄く良い場面で「次回に続く」と言われると次回が気になって仕方がないはずです。これを業界用語で「引き」と言います。

個人的には小・中学生の頃に「スラムダンク」や「DRAGON BALL」などの漫画にこの「引き」の手法をよく使われていた気がします(笑)如何にして次回に続けて見てもらうかと言うのは、全ての企業の課題だと思います。

シンデレラもツァイガルニク効果の有名な事例の1つです。昨年にディズニーで映画化され、僕も見に行ったのですが、やはりストーリーとして良く出来ていました。王子様がシンデレラと出会い、共感し合い、気持ちが高ぶっている最中に、0時に近付いた瞬間にシンデレラが走って消えるのですから、王子様からすれば気になって気になって仕方ありません。話し合って別れたりすれば一時は傷付くでしょうが納得感は有ります。しかしこの場合は「未完了の事柄」そのものな訳ですから、良い結果・悪い結果問わず、そりゃ「完了」させたくなりますよね。

因みにこのブログは1話完結を目指していますので、そういう意味では「引き」の手法は使っていません。。

「続きは有料会員のみ」と言うブログなども同じ手法です。

 

キャッチコピーにも使うと効果が絶大?

ツァイガルニク効果は紙媒体でもWEB媒体でも1番大事なキャッチコピーにも使えます。人は未完了の事柄が気になるのであれば、疑問符で投げかけられて反応してしまった脳は「完結」したくなるのです。例えば・・

A:マーケティングを活用して、集客システムを作る方法
B:果たしてマーケティングで本当に集客システムを作れるのか?

上記の場合には、Bの方が反応が良い傾向があります。勿論テストしてみないと分かりませんが、人は投げかけられると答えを求めてしまう性質がありますので、1つの参考になるのではないでしょうか?Bで投げかけられた質問に対する答えが知りたくて、本文を読んでしまうという事は往々にして日常に溢れているもの。

 

上手に活用して、消費者の注意を引きたいものですね。

 

余談ですが、僕の1つの判断基準として「やらなくて後悔するなら、やって後悔する」と言う判断をするケースがあります。勿論物事にもよりますが「やりたいけどやらない、やれない」と言うのは数年後にもその思いが残っているケースがあります。そしてこれもツァイガルニク効果の1つかも知れません。

生涯において、その事柄が完了するまで心に残っている可能性があります。それであれば失敗する可能性が高くてもやってみて納得した人生を送りたいと今は思っています。後悔の無い人生を送りたいと思う人は多いと思いますが、それは今の自分の判断の積み重ねで出来上がると思っています。

逆に言うとやりたい事をやっている人は、いつ死んでも後悔が無いんだろうなと羨ましくもなります。

 

一緒に、後悔の無い人生を歩みましょう!

 

 

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執筆者:藤 勝行 (http://xlab.co.jp)

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