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Yesterday, I watched the movie, “Deadpool”. It was a good movie, but it’s rated as R15. The rating system is designed to inform parents and others about the type of content a movie contains.
However, it also serves as a marketing strategy by tapping into the psychological effect known as the “Caligula Effect.”
Today, we’ll explore what the Caligula Effect is and how companies use it to their advantage.
What is the Caligula effect?
The Caligula Effect is a psychological effect that explains how restrictions can increase people’s curiosity and desire to do the restricted action. When people are told “they can’t do something,” they often wonder why it’s restricted, become more interested, and want to do it even more.
Humans naturally value freedom, so when it’s limited, they feel that their freedom is being threatened. This reaction triggers the Caligula Effect.
We encounter this effect frequently in our daily lives. For example, when children are told, “Don’t play video games until you finish your homework,” they often feel a stronger urge to play games. You might recall feeling this way when you were younger.
This kind of restriction can backfire by making the forbidden activity more tempting.
The Caligula Effect is closely related to other psychological effects, such as the “Boomerang Effect.” The Boomerang Effect refers to the phenomenon where people react to persuasion by doing the opposite of what is suggested.
For example, when shoppers are recommended certain clothes in a store, they may feel a sudden reluctance to buy those items. This reaction stems from a desire to maintain their freedom of choice.
But it explains the negative effect in the purchase process, so usually isn’t utilized in the strategies. Moreover , it is considered not to cause this effect.
Both the Caligula Effect and the Boomerang Effect are driven by the same core principle: the desire for freedom. When people feel their freedom is being restricted or influenced, they instinctively push back.
Now, let’s explore how businesses and marketers utilize the Caligula Effect in their strategies to capture consumer interest and drive demand.
Catchphrases Strategies
In marketing, catchphrases are one of the most powerful tools for grabbing attention and influencing consumer behavior. It appears everywhere, from TV commercials to social media posts. A single phrase can capture customers’ interest and influence their decision to buy a product or service.
When companies use the Caligula Effect in their catchphrases, they can significantly boost their chances of success. By creating a sense of limitation, these phrases play on the natural human desire for freedom and curiosity, such as:
- “Don’t use this product if you’re satisfied with the one you have.”
- “Click this only if you truly want success.”
These types of phrases are intentionally designed to make people feel they’re being excluded. This perceived restriction often heightens the value of the product for potential buyers, making it feel special or unattainable.
Example: Advertising a Coffee Maker
Imagine a coffee company using the slogan:
“Discover a new coffee experience with us. But don’t buy it if you’re satisfied with the one you already have!”
This statement targets coffee lovers who likely already own a coffee maker. Restricting people other than the target impacts the intended market successfully. By invoking the Caligula Effect, the phrase creates curiosity and prompts consumers to question their current satisfaction. The restriction subtly encourages them to consider upgrading to the new coffee maker.
This strategy effectively combines psychological triggers with direct targeting, making it a clever way to encourage engagement and drive sales.
The Power of Limited Products
In sales, creating a sense of exclusivity is one of the most effective ways to boost demand, just as the catchphrase strategy. Without a unique selling point, a product risks hidden behind their competitors. Limiting the availability of a product or service is an effective strategy to make it feel special and desirable.
You’ve likely encountered advertisements with lines such as:
- “Only the first 20 customers can buy this product.”
- “Available for a limited time only!”
These strategies are designed to foster a sense of urgency and exclusivity. By implying that only a select few will have access to the product, companies encourage consumers to act quickly and perceive the product as more valuable.
Limiting product availability based on specific conditions makes the Caligula Effect even stronger. For example:
- Point Card Requirements: Products that can only be purchased by loyalty program members.
- Age Restrictions: Items or services limited to a certain age group.
- Limited Editions: A specific number of items produced, such as “only 1,000 units available.”
These strategies make consumers feel excluded unless they meet the criteria, which in turn increases their curiosity and desire for the product. By utilizing this psychological effect, companies can create a sense of limitation that drives demand and boosts sales.
Incorporating strategies like compelling catchphrases and limited product availability not only taps into human psychology but also gives businesses a competitive edge. These techniques make customers feel curious and eager to act, making them valuable.
Let’s return to the example of Deadpool.
The movie is rated R15, meaning it’s restricted for viewers under the age of fifteen. This limitation naturally sparks curiosity about why it’s restricted and what makes the content unsuitable for children.
In reality, Deadpool features many violent scenes, which some argue make it inappropriate for younger audiences.
However, from a marketing standpoint, this restriction heightens audience curiosity and increases interest in the film, boosting its chances of success. As a result, Deadpool earned about $800 million worldwide. Additionally, its second movie, “Deadpool & Wolverine”, released recently, also achieved tremendous success.
By incorporating psychological effects into their marketing strategies, companies can enhance their chances of leading the market. There are many more psychological principles utilized in business.
Stay tuned as we explore them together in upcoming posts!
Reference
https://www.disneyplus.com/ja-jp/movies/deadpool/3Kh13Lrb0Pnv
https://en.wikipedia.org/wiki/Deadpool_(film)
https://k-rain.repo.nii.ac.jp/record/939/files/kokugokenkyu_080_006.pdf
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