I'm just back from a few days in Disneyland Paris. While waiting in the early morning queue I realised how cleverly Disneyland incorporated the 6 principles of Influence. Call me sad but you have a lot of thinking time when queuing in Disney!
1. Scarcity: We bought the trip when we saw the advert: “40% off if you buy before March". Then we made a bee-line for the longest queues because they must be the best – yes?
2. Commitment and Consistency. Once we committed to the queue we stayed in the queue. Only once did we buck the trend when we got swept up into the Haunted House queue at the end of the day. Not the best idea for a 4 year old before bedtime. It felt like we were driving in the wrong lane and bucking the trend pushing our way out!
3. Social Proof. If all these people are queuing for this long it must be right – yeah?
4. Liking. All the Disney characters are so friendly and make my daughter so happy – we’ll have to come again!
5. Authority. If Mickey says come back we must do it.
6. Reciprocity. We got into the park 2 hours early because we stayed in the hotel. And our daughter got to stay for free. We’ll have to go back. It’s rude not to!
Even though I know all the tricks they are playing – they play them so well. I get into the Dumbo ride and think “that queue wasn’t so bad, look how happy my daughter is, it’s definitely the best place for a few days break!”
Now where can I find an apple without some toffee on it?
The 6 principles were devised by Robert Cialdini in his book "Influence: The Psychology of Persuasion".