Affiliation: Create the Link
Another aspect of the Law of Association is the use of affiliation. Persuaders want you to affiliate their company with positive images, feelings, and attitudes. We tend to affiliate our feelings with our surroundings and environment and then transfer our feelings to those we are with. For example, one frequently used technique is to take the prospect to lunch. Why? Because people like whom they are with and what they experience while they are eating (if the food and company are good). The idea is to link something positive in the environment with your message.
For example, a good game of golf, a weekend at the beach, NFL tickets, or an exotic cruise would all typically build positive associations and feelings in your prospects. Do you remember ever noticing how, after a crushing victory, sweatshirts sporting the university’s logo were seen all over the place? People want to be associated with winners. In fact, a study showed that when a university football team won, more students would wear that college’s sweatshirts. The bigger the victory, the more college sweatshirts become visible. When you bring positive stimuli into the situation, you will be associated with the pleasant feeling you have created.
We are now going to discuss the four different affiliation techniques that are most often used: advertising, sponsorships, images, and color. Each of these has a unique role in affiliation.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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