How to Coach Yourself and Others How to Influence, Persuade and Motivate | 页面 326

[5]W. L. Gregory, R. B. Cialdini, and K. M. Carpenter, "Mediators of Likelihood
Estimates and Compliance: Does Imagining Make It So?" Journal of Personality
and Social Psychology (1982): 89–99
[6]N. Christensen, The Art of Persuasion and Selling (New York: Parker
Publishing, 1970), p. 20.
[7]G. Wells and R. Petty, "The Effects of Overt Head Movements on
Persuasion," Basic and Applied Social Psychology 1, 3 (1980): 219–230.
[8]Ibid.
[9] - [10] - [11]: P. Underhill, Why We Buy: The Science of Shopping (New
York: Simon & Schuster, 1999), p. 37.

Creating Atmosphere
Another way to boost participation is with atmosphere. Atmosphere is
really just a state of mind that you can create. Think about the following
locations and the atmosphere they purposefully create:
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Hardware stores
Bookstores
Malls
Casinos
Theme restaurants
Amusement parks
Sporting goods stores
Bars
Hospitals
Rule offices

Each establishment is vastly different, but when you walk in, you know
immediately the atmosphere or feeling that it evokes. In this way, the
atmosphere moves you. Antique stores purposefully create an atmosphere
of chaos. They appear to be unorganized with everything strewn around or
disheveled. This is done so that customers believe they have stumbled
upon a great find, a piece of buried treasure. Nike Town is a set of stores,
each with an athletic theme. If the customer is successfully seduced by the
excitement and energy of the athletic atmosphere, he will want to make
himself just a little worthier of it. This means buying a new pair of Nikes.
Music
Music is an important part of atmosphere. In department stores, shoppers
who are exposed to music shop 18 percent longer and make 17 percent
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