So different but so similar...
The next scale informs us if the person in a given situation is looking for similarities with things he knows or rather for the dissimilarities.
If we ask somebody to indicate the features of two presented laptops, a person directed toward similarities would say:
- these are both computers, they are both portable, they have similar keyboards, the same size of the screen,
On the other hand, someone directed toward differences would say:
- these are completely different products, made by different companies, they have different tint of colour, different equipment and they differ from each other.
If somebody is searching for similarities, we should point out the features of a product that are similar to something that he knows and likes. So if we want to persuade someone to see the movie, to read a book or to go for a trip, let’s indicate him that he will enjoy it as much as he did in the past. These people react positively on such a phrases ‘the recipe used for ages’, ‘classical solution’, ‘well-known receipt’.
People who are looking for dissimilarities are in constant need of new stimuli and novelties. This time if we want such a person to see a movie, read a book or go for a trip we have to show him how this experience would differ from the ones from the past (in a positive way). Those who are “keen on dissimilarities” like such a phrases as: ‘novelty’, ‘innovative solution’, ‘innovative recipe’
Pay attention to the fact that many advertisements underline the differences and omit the information about verified solutions. In this way they fail to reach all potentially interested.