返報性の法則をうまく使うには…
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人の心は目に見えないもの。その目には見えない心の動きを研究し、多くの人に一貫してみられる法則性が見出され、ビジネスの場面でも活用されています。
知っていて決して損はないので、頭の片隅にでも置いておいて頂ければ。今日はそんなビジネス様心理学の1つの説明を少し。
「好意の返報性」という法則
仕事で営業活動を行う人は、知っている方も多いかもしれないですね。また自然と行っている事も多いでしょう。返報性の法則と呼ばれる現象があって、それはAさんがBさんに接する際に、好意を持って接すると自然とBさんからAさんに好意が返ってくる。
逆にAさんがBさんに嫌悪の感情を持って接すると、Bさんは自然とAさんに対して悪意の感情を持ちやすい、というものです。
好意に限らず返報性の法則は、ビジネスの場面でも頻繁に活用されています。例えば、街頭で配布されている試供品の無料提供や、スーパーの試食などがあります。これは、本来は有償の価値あるものを無償で貰えたのだから、今度は私がお金を出して買って返さないといけない。というような心理が無意識上で働くことを利用しています。
でも、返報性の法則は、使えば必ずうまくいくというものではないのです。
あなたにも経験があると思いますが、あるお店に行って商品を見ていると、店員さんが近くにやって来て、親切に商品の説明をあれこれとしてくれる。
でもあまりにも親切すぎると人によっては「買わないといけなくなるかもしれない、、早く切り上げないと帰りにくい」と、気が重くなってしまい敬遠してしまうのです。これは返報性の法則がマイナスに働いてしまった結果です。
返報性の法則について知っているのと知らないのでは、せっかくのビジネスチャンスを掴むか、
逃すかの結果に関わってくることも、もちろんあるでしょう。でも先ほど書いたように、計算が過ぎると逆効果になってしまいますね。返報があればラッキーぐらいの気持ちでやっていくくらいがいいかもしれません。つまり、返報を期待しないという事です。
人間関係にしてもビジネスにしても、大切なのは自然に気持ちよく与えるということではないでしょうか。そうすることで初めて返報性の法則が活きてくるのかもしれないですね。
4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。
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