The organization that I am working for, Maxis, provides a discounted price to their staff for all Apple mobile devices. As I am not into high-end mobile devices, I ignored all the promotions and launches that Maxis had until I was query in a meeting by my supervisor. I went to the Maxis Centre to explore but gave the Consultants a difficult time by taking control of the process. Constant conflicts happen between us as I am more self-interested not selfish. I am always searching for an answer when come to digital mobile devices – what is it for me? As highlighted by Lynda in her lecture, she mentioned that Abraham Maslow in his hierarchy of needs theory; personal value precedes network and social value.
It happens in the Maxis I-Centre, Kuala Lumpur. I was there to explore further on the IPhones prior purchasing it as an employee of Maxis, we were given a discounted price, cheaper compared to the market price. I heard about the positive and also negative feedback from my peers, families and spouse that had been using the IPhones. I was approached by one of the Consultants. Not revealing who I was, an employee of Maxis I confronted the Consultants on the negative feedback that I had received. Initially I was not keen on purchasing the IPhone as I am a simple person. I want to be different from the others in Maxis and my motivation or my need is low.
The Consultants guess that I did not have enough information about the product and the benefits as I was asking for clarification. She uses the social proof or informational social influence as a strong discussion point by leveraging on the features and the package offered. She also used rational persuasion in providing logical solutions to the arguments that I raised and even offered to show me how to operate the IPhone in a cost effective manner.
She used my emotions by uplifting and inspiring me with evidence of what is it for me to get her sales closed. She leverage on her facts, logic, expertise and experience in persuading me on the purchase.
As I was not sure what action to take, I tend to rely on the behaviour of my peers, other Maxis employees to determine my own course of action. I based on what most people already did. From the product information to the first-hand experience of families, friends and colleagues, social and consumer forces contributes strongly to my purchase of the IPhone. Social networks matter when purchase decisions are made as people have a higher chance of adopting a product that their friends have bought
However, while talking to the Consultants, I also notice that she had established her credibility well as I believe she knows the IPhone well enough to influence me. I was willing to listen and believe that she was not lying. She uplifted and inspired my emotions with the information or the words that I wanted to hear eg exclusive, cost effective, reliable, etc. I felt that my initial perception of IPhones or any high-end mobile phones are proven to be wrong. I was even willing to take her point of view as I felt she was sincere in her opinion.
With this experience, finally I bought the IPhone and everyone was shocked with the decision that I had made.
Conclusion
To estimate the probable role of social influence on our product or service, we need to understand the consumers’ internal and external factors like what the Maxis Consultants did.
Social experience like direct interaction plays an important role in changing our mindset as the set of beliefs that that we have stored in ourselves provides the basis of our attitude towards a brand.
What I learnt form this is that we can change our belief and behaviour intentionally or unintentionally, as a result of the way we perceived ourselves in relation to our own needs, our peers, other people or our organization needs/requirements.
Initially, I thought I needed to conform to be more like my peers to avoid the peer pressure. However, after understanding the benefits of the IPhone and how it can enlighten me in my role in Maxis, it changes my initial perception of high-end mobile devices. I genuinely believe that the IPhone can benefit me in my career. With this informational social influence, I tend to look at other factors that is beneficial and that can answer the concern that I have ie ‘What is it for me’, to tell me what to do. This I belief can lead to permanent changes in beliefs, values and behaviours.
References
Franzoi, S.L. (2009). Social Psychology. New York: McGraw Hill
Lynda Lecture Notes, (2012)
