So we were brainstorming for a new client the other day, and some of the ideas that came up revolved around asking for user feedback.  One idea was allowing users to vote on new features and another was an ongoing customer feedback poll for regularly changing topics.  Not a boring, generic poll, but something that really made users feel like they were contributing to the growth and success of the company by providing their input.  

We feel these types of ideas are powerful because they tap into the concept of having buy-in.  When you contribute to the success of something, you take pride and are more motivated and loyal.  You now have a vested interest.

This is the same concept as gaining employee buy-in to company goals by having them contribute their own thoughts and opinions.  If an employee feels like they are “part” of the company instead of just doing a job, they are more likely to stay and work hard.

So this got me thinking…why is the concept of “buy-in” or “vested interest” so powerful?  What are the psychological principles driving this phenomena?  I took one of my team members (and avid Spunlogic blogger), Melissa Read, to lunch to explore this more.  I knew Melissa would be good to talk to because we are working on some really cool initiatives right now that involve utilizing time-tested psychological concepts and applying them online.  We brainstormed a little bit and this is what we initially came up with (at least enough for a blog post to start the discussion):

Individualism – There is a strong human need, especially with Americans, to stand out in a crowd and be seen as an individual.  By giving an opportunity to be heard and voice their opinion, you are giving them an outlet to express their unique and personal perspective.  And by providing this outlet to express their individualism, they now have a positive association and a deeper connection with you.

Maslow’s Hierarchy of Needs: Self-Esteem – By providing input, the company makes them feel like their opinion matters and that they are worth something to you.  This makes them feel good and boosts their self-esteem.  This also creates a positive emotional association with your website and your company.

Classical Conditioning – Now that they have a positive association with your company, when they have future interactions with the company they are going to still have this positive association (even if they don’t know why).  The more positive interactions you have, the more this strengthens this association.

Internal Locus of Control – By providing input, they have a perception of being in control and they feel like they are shaping the future of their own experiences.  This “new and improved” experience is coming in the future and they want to stick around to have it.  If you deliver on their wishes, you will further solidify this relationship and create a solid bond.

These types of psychological principles are at the core of user behavior and we are just scratching the surface of their applications online.