Automatic You By Nir Eyal: Article Analysis

The article was published on 2012, October 5 in Automatic You by Nir Eyal is a capitalist to Bay Area start-ups and small businesses. In this article Eyal, emphasized on the three tools of influence; authority, social proof and scarcity. Also how the technique of persuasion have evolved over the years. In the early years companies use the A/B testing to source for which system is better at persuading the majority of the consumers. Which later replaced by the adaptive marketing where companies customize the technique to suit the individual consumer to maximize the number of consumer purchasing their product. (Eyal, 2012) Hence I agree to Eyal that we have to source for a suitable technique to increase the chance of persuading the consumers.

Firstly, authority, where Sexton (2010) pointed out that it work by using someone who has a status to influence consumer think that the product is the best (para.22). For instance, when consumer wants to purchase a toothpaste that would cure their sensitive teeth, they would definitely choose the one that a dentist recommend. Secondly, Sexton (2010) cited that social proof refers to how we are influenced is through what people around us does, as we all assume that it is the right thing to do (para. 13). Lastly, Sexton (2010) indicated when resources are finite it is highly successful in persuading consumers to purchase it (para. 26). The different types of system of persuasion have been generally categorized according to authority, social proof and scarcity. This point out the idea that we all have different way to be convinced, where some follow what people does, whereas others who are either take the experts’ advise or take the one with limited quantity. Sexton (2010), a vice President of Global Sales at Uson L.P. agrees with Eyal about the tools of influence, thus it is a common practice by businesses when they attempt to convince their consumer or their partners. Therefore the article is highly