The human psychology underlying the method of effectively eliciting user action by adding prohibitions and restrictions is called the “Caligula effect.”
Human actions can be greatly influenced by psychological effects unique to humans.
In BtoB marketing as well, it is a good idea to understand human psychological effects in order to influence the hearts of company personnel and senior executives with decision-making authority.
This time, we will focus on the Caligula effect and explain how it works and how to use it in marketing.
What is the Caligula effect?
The Caligula effect refers to the psychological effect of humans becoming more interested in something when something is prohibited or restricted
.
To explain the Caligula effect in an easy-to-understand manner, the folk tales “Tsuru no Ongaeshi” and “Urashima Taro” are often used.
The Caligula effect is the tendency
to want to open a box when someone tells you to never open it
.
Why does the Caligula effect occur?
The Caligula effect is often seen in everyday life.
Human beings naturally have a psychology where they want to decide their own actions and act freely rather than being told to do so by others.
When prohibitions and restrictions are imposed, people’s natural desire for freedom is suppressed and they become stressed.
In order to relieve stress, humans take actions that violate prohibitions and restrictions.
How to use the Caligula effect in marketing
The Caligula effect is used in various marketing situations, and by adopting the Caligula effect, it is possible to implement measures that appeal to human psychology.
Here, we will introduce how to use the Caligula effect in typical marketing.
Add bans and restrictions to the target
The most basic way to utilize the Caligula effect is to prohibit or restrict the target’s actions.
For example, on a web marketing site, a method that allows corporate personnel who are users to download detailed data by “entering personal information” is prohibited or restricted for the targeted corporate personnel.
Web marketing sites allow you to obtain information about your target corporation, such as company name, department name, name, and contact information, by registering as a member.
Additionally, it is possible to promote the use of the Caligula effect before the user actually takes any action.
The following catch phrases will be used in concrete terms.
- A must-see for marketers! If you are not interested in marketing, please don’t watch!
- Full of know-how that you don’t really want to share! Click only if you want to see it!
It is a method of prohibiting or restricting behavior, attracting interest, and encouraging action, but users are used to seeing such catchphrases every day, and in order to attract them without losing out, it is necessary to always use catchphrases. We need to devise the contents.
Add prohibitions/restrictions to people other than the target
As mentioned above, we promote the Caligula effect with specific actions and catchphrases for target users, but the application of the Caligula effect, which prohibits and restricts users who are not the target, is “prohibiting and restricting people other than the target.” How to add
For example, when holding a marketing seminar, you can send out a copy that says, “Only people who are interested in marketing are allowed to participate.”
Since the target audience is “people who are interested in marketing,” it is better to say “
People who are not interested in marketing can participate,” rather than saying “If you are interested in marketing, please join us.” It
will have a better impact on your target audience. It will be.
Add limits on number and period
Mix with Barnum effect
The Barnum effect is when users are presented with content or phenomena that seem to apply to everyone, making them feel that the content or phenomenon applies to them.
A mix of the Barnum Effect and the Caligula Effect is often used in marketing strategies.
For example, let’s say there is copy in a training or seminar announcement that says, “We do not accept participation from people who understand everything about marketing.”
When someone says that they “understand everything about marketing,” it can’t be said that even marketing beginners or professionals understand everything, so the content is based on the Barnum Effect and can be applied to anyone. It will be.
In addition, the Caligula effect prohibits and restricts people other than the target, saying, “Participation is prohibited.”
Points to note when using the Caligula effect
It is important to understand that the Caligula effect
is not an effective method for all clients
.
Carefully consider whether your target persona is one that would tolerate the Caligula effect.
If the prohibitions of the Caligula effect have too strong an impact, the number of people who agree with them will decrease dramatically, and there is a high possibility that the measures will not be successful from a marketing standpoint.
Specifically, it confuses users by imposing strong prohibitions such as prohibiting purchases and not doing ○○.
In order to maximize the Caligula effect, it is necessary to carefully and carefully adjust the degree of prohibitions and restrictions.
Also, when utilizing the Caligula effect, it is necessary to clarify the topic of why it was prohibited or restricted.
By viewing content such as websites and videos that utilize the Caligula effect, if the user’s question of “why was it prohibited or restricted” is not answered, it will create a gap and stress for the user, and the success of marketing will be hindered. It becomes impossible to connect to the next action.
summary
◆The Caligula effect refers to the psychological effect of humans becoming more interested in something when prohibited or restricted.
◆Typical ways to use the Caligula effect in marketing include “methods that prohibit or restrict targets,” “methods that prohibit or restrict people other than targets,” and “methods that mix the Barnum effect and the Caligula effect.” be