Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Aperol applies the power of lateral social proof to become more appealing
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Dec 4, 2022 Explore how Aperol's vibrant orange color and visual branding play a pivotal role in its popularity. The discussion dives into the power of lateral social proof, showcasing how communal experiences boost consumer engagement. Discover the seasonal charm of the Aperol Spritz as a summertime favorite. Learn about the gap between intention and action in marketing and how Aperol cleverly uses positive associations to turn intentions into purchases. Behavioral models are also unveiled, linking cues and motivation to effective marketing strategies.
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Visible Social Proof Through Color
- Aperol's distinctive orange color creates visible social proof, making the brand's consumption obvious and identifiable.
- This visibility leverages social proof, boosting popularity by showing widespread consumption implicitly.
Keys Kaiser's Littering Experiment
- Dutch psychologist Keys Kaiser showed visible littering doubles littering behavior due to social proof.
- Aperol applies similar principles by signaling popularity implicitly through visible cues like its orange color in social settings.
Visibility as Implicit Recommendation
- Seeing Aperol's distinct orange balloon glasses in bars acts as an implicit recommendation to order the drink.
- Customers trust visible consumption over direct brand claims, influencing choices through social proof.
