Recently, Ice Pier, the mascot of the Winter Olympics, burst into flames, and all official stores were sold out. Everyone also shouted the slogan of "one person, one pier" as soon as possible.
After the ice pier burst, the most obvious phenomenon is "can't buy". In fact, the IP that explodes like the ice pier is: Lina Beier can't buy it after waiting in line for 7 hours; Starbucks Cat's Claw Cup sold for 0.07 seconds and was robbed; McDonald's cat nest was empty for seconds, and a large number of netizens urged for replenishment. because "Can't buy" and explode It is the "scarcity effect" at work. A research team at the University of Minnesota has done a project "Scarcity" related experiments. They recruited 36 healthy male volunteers. At first, they let them have enough food. Then they reduced their food continuously, but ensured that the calories of the food could maintain their life. When food is scarce, volunteers become very possessive when facing food. They will protect food with their arms like kittens, and even lick the plate after eating. Young people who were going to conquer the academic field began to be obsessed with recipes and would strictly compare the prices of fruits and vegetables in newspapers. Some people are going to farm after the experiment 。 From this point of view, "scarcity" not only affects shopping psychology, but also has a profound impact on thinking and behavior patterns. So, how did the ice pier unintentionally create the "scarcity effect"? Only things that look precious can induce scarcity effect. The reason why ice piers can produce the "scarcity effect" is that they make themselves very precious. Ice Pier is precious not only because it is the Olympic mascot, but also because it has become a temporary "substitute" for Olympic medals. The Winter Olympics has produced a golden customized version of Golden Dun Dun, which can only be obtained after winning the first three places in the Winter Olympics. In other words, the Ice Pier is not only the mascot of the Olympic Games, but also the honor symbol of winning the second place and the third place. Then there are the sports stars who entered the Olympic Village, who have made ice blocks on their social platforms. Their status is blessed, making the ice pier more precious. Some people get it and some people don't, forming a huge psychological gap. This makes the ice pier more popular and scarce.
In addition, the purchase restriction policy of limited time, limited quantity and limited land also makes the sense of scarcity stronger. This sense of scarcity triggers people's sense of crisis and makes ordinary things popular. Psychologist Fen ·Warchell did an experiment, and he got a group of people to grade cookies. The first group saw that the experimenter In the bucket of 10 biscuits, I took out one and gave it to myself; The second group saw the experimenter take one of the two biscuits out of the bucket and give it to himself; The third group saw the experimenter holding 10 biscuits and distributing them to others one by one. The biscuits became less and less, and finally they gave them to themselves. As a result, the last group of people who watched the biscuits go from abundant to scarce believed that biscuits were more delicious and deserved higher prices. Obviously, in the state of competition, people's feeling of "scarcity" has been magnified. Under the "scarcity effect", the more you want to buy, the less you can buy, and the more you want to buy. After the ice pier fire, the commodity properties of ice pier began to change. Before the fire, Ice Pier was just an Olympic mascot. After the fire, Ice Pier became a popular online product. Bingdundun has changed from a souvenir with collection value to a social product with social talk. When the product becomes the topic of discussion, the motivation of users to buy has changed: originally, people bought ice mounds to buy a souvenir, but when it became the topic of discussion, they bought ice mounds not only for commemoration, but also for showing their friends' circle and painting their sense of existence. The "scarcity effect" will change our products The position in "psychological account" distorts our purchasing motivation.
Familiar matching surprise: popular code of ice pier
"Scarcity effect" is the first reason for the explosion of ice pier, and another reason that makes it popular is called MAYA rule. The MAYA rule comes from a book by American writer Derek Thompson, called "Detonating Pop". M-A-Y-A is the acronym of the English phrase "Most Advanced Yes Acceptable". The popularity of the Mona Lisa has experienced the baptism of the MAYA rule. The painting was not popular at the beginning, because the French king Francois I appreciated it very much, so he put it on display in the Louvre. It was not until 1911 that a man named Perugia stole the painting from the heavily guarded Louvre. Many media reported the theft at that time, and the accompanying Mona Lisa became a hot topic at that time. A few years later, Perugia was caught and the painting was found. Many people were curious about its magic, so they came to watch it. The Mona Lisa began to be widely known. Later, many painters made a DIY spoof on it, adding funny elements such as moustache, and the familiar painting suddenly became surprising. People began to actively spread it, and it went to the world and became a household name. The ice pier explodes, and also gets Blessing of "Familiarity+Surprise". The popularity of Bingdundun is not only because of the cute appearance of the panda, but also because the panda was a national treasure and an important "diplomat" of our country long ago. The image of the panda is a "Chinese card" familiar to the world. Bingdundun is unique because it has its own "candy helmet", which is also surrounded by a circle of ice ribbons, which was not available in the previous panda dolls. The familiar panda image+surprise helmet ice ribbon make Bingdundun have a popular gene. Popularity does not come from complete Of Innovation is the combination of familiar things and surprising elements. Familiarity is a prerequisite for the establishment of surprise. Only by making users familiar with it can innovation produce surprise.
epilogue
All popularity is accidental. But all accidents have hidden inevitability. Seen from the explosion of ice pier, the scarcity effect and the familiar matching surprise rule are the inevitable path to ignite popularity.
