Liking Tendency

QUOTE

Irene S. Levine once said…

“At the core of every friendship, there's a commonality of likes.”

(Psychologist and friendship expert.)

CONCEPT

Liking Tendency

Liking Tendency refers to the cognitive bias where individuals are more inclined to favor people, products, or ideas that they like, are familiar with, or relate to in some manner.

This inclination can stem from various factors such as appearance, similarities, compliments, and contact or cooperation.

Understanding and recognizing Liking Tendency is crucial, especially in areas like marketing, negotiation, and interpersonal relationships, where influencing opinions and decisions is often the goal. By appealing to what people naturally favor or like, one can significantly impact choices, perceptions, and interactions.

STORY

Plastic … Prosperity?

In the mid-20th century, a plastic container with an airtight seal was taking American households by storm: Tupperware.

Brownie Wise, a brilliant sales executive, was the mastermind behind the revolutionary Tupperware party marketing strategy. Wise recognized the immense potential of hosting Tupperware parties in the intimate setting of a host’s home.

These gatherings were more than just sales events; they were social occasions, where friends bonded, shared stories, and enjoyed each other’s company. In this comfortable atmosphere, Wise knew that the Liking Tendency would be in full effect, making guests more receptive to purchasing Tupperware.

The sales strategy was underpinned by the creation of a community around the brand. Brownie Wise built relationships with the hosts and nurtured a sense of camaraderie among Tupperware salespeople. She fostered an environment where everyone felt valued, laying the groundwork for the influence of the Liking Tendency.

As the parties gained popularity, sales skyrocketed.

The Tupperware party wasn’t just a venue for transactions—it was an event where friendships blossomed, laughter echoed, and the charm of the hosts swayed decisions.

As word spread, the popularity of these Tupperware parties reached fever pitch. Women across the nation were eager to host their own gatherings, embodying the spirit of community and mutual liking that Wise had envisioned.

The products practically sold themselves as the hosts’ likability played a pivotal role in influencing buying decisions.

The story of Tupperware is a testament to the power of the Liking Tendency and how it can drive consumer behavior.

Brownie Wise’s ingenious strategy and unwavering determination brought Tupperware into the limelight and the households of millions, proving that liking is, indeed, a persuasive force to be reckoned with.