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The Red Cup Effect
What makes human beings differ from the animals is that human beings are social animals. There are those complicated relationships for them to deal with. That is one of those reasons why human beings are easily affected by the surroundings. The famous theory the Red cup Effect is a good example for this kind of property.
The Red Cup Effect is a famous marketing method in the business field. It takes advantage of people’s inner activity and makes the best use of it. The principal is inspired by a prisoner in the United States and firstly applied by a runner of a coffee shop in Japan.
It is common that to supervise the prisoners is a kind of hard work. It challenges the jailors’ patience and their skills of handling different situations. Sometimes these prisoners may in such a desperate state that they can’t stop themselves from doing something extreme. They may shout, complain everything or even fight with other people. The following little story I am going to tell is about a successful case in handling the prisoners, which reflects the theory of the Red Cup Effectiveness.
The jailors of a prison in the United States made a change to the management of their prisoners after discovering an interesting phenomenon.
There was a guy named Nick who was really troublesome. One day, he happened to exchange his room with another person and the magical thing took place, for he stopped shouting and fighting and causing troubles. This was to everyone’s surprise and after the careful study, the chief guard found that it was the color of the room that made the differences. Therefore, the jailors decided to change the rooms for these prisoners regularly. And the method really worked well.
This piece of news spread within shortest time. A runner of a coffee shop was inspired to a great idea.
He filled some coffee which was of the same quantity and density into the cups, the color of which were red, green, yellow and coffee respectively. Then he asked his customers to have a taste on the coffee for free. The result showed that there were nine out of ten among the customers recognizing that the coffee in the red cup was the thickest. This result really made the runner excited and he made the decision to change all the cups in the shop to red ones. Since then, the sales volume soared.
The magical thing lying in the Red Cup Effect is that the businessmen take advantage of the inner activity of the customers to make greater profits without raising the cost. Just like the case in the coffee shop mentioned above, the density of the coffee in different cups is the same. However, it will produce different visual and psychological effects on the customers.
This is also the case with our daily life. Different people always have different opinions on one issue, and sometimes they are easily affected by people around them. For instance, if we want to purchase a celebrity dress for an important occasion, we would often seek suggestions from our friends or our family members, which will make us more confident in our choices.
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