鸟笼效应（Birdcage Effect）

鸟笼效应（Birdcage Effect） 鸟笼效应(Birdcage Effect) Birdcage effect (Birdcage, Effect) [Edit] what is birdcage effect? Birdcage effect is a famous psychological phenomenon, and its discoverer is James, an outstanding psychologist in modern times. In 1907, James retired from Harvard University and retired along with his good friend physicist Carlson. One day, two bets. James said, "I'm sure you'll soon have a bird."." Carlson disagreed: "I don't believe it."! Because I never wanted to have a bird." A few days later, on Carlson's birthday, James gave presents - a fine birdcage. Carlson smiled. "I thought it was a beautiful piece of art.". Don't bother with it." From then on, as soon as the guests came and saw the empty birdcage near the desk, they almost invariably asked, "Professor, when did your bird die?"" Carlson had to explain to the guest again and again: "I've never had a bird."." The answer, however, often comes as a sign of confusion and distrust. In desperation, Professor Carlson had to buy a bird, and James's birdcage effect worked. In fact, in our side, including ourselves, a lot of time, not first in their hearts hung a cage, and then involuntarily filled something inside it? The "cage effect" is a very interesting rule, it is said: if a man bought an empty cage in the living room of his home, after a period of time, he will lose the cage or buy a bird feed back. The reason is this: if the master long in front of the empty cage is not awkward, each visitor will be very surprised and asked him the empty cage is going, or the strange sights on the empty cage, so every time. Finally, he was reluctant to endure the trouble of explaining every time he lost his cage or bought a bird to come back. The economist explained that this is because buying a bird is much easier than explaining why an empty cage is available. Even if no one asks, or needs no explanation, the birdcage effect also creates a psychological pressure to buy a bird in a cage. The cage effect put in the enterprise also can explain a lot of problems, on the whole, it can explain the strategy of the enterprise and should have the ability to match, a lot of time should "go to" enterprise, what kind of ability, what kind of resources, often determines the strategy to generous. The strategy of the enterprise and enterprise ability, resources must be matched, or the actual strategy looks beautiful is not possible, we should be good at discovering similar problems exist in the enterprise, such as the organizational structure is not only the job etc.. Inspiration of "cage effect" on improving media integrated marketing First, the integration of program publicity There are no worthless goods, only those who do not sell! Each commodity has its inherent value. If the sale of goods is realized, the interests of the goods must be effectively communicated to the target audience. As a special commodity, TV program must obey the objective law. Due to the different programs launched in different times, the specific broadcast order is also well proportioned, to make the latter program for the audience to attract, and maintain a continuity of the audience, must integrate the program publicity. Like the Phoenix in this area have done better: usually in the middle of a program, the trailer Phoenix will insert many subsequent programs, the program the most attractive place to advance to play out, stimulate the audience's viewing desire, let the audience have a strong desire to stop feeling, which can keep in a channel, maintain the continuity of the ratings, the overall increase of media driven ratings. More importantly, the Phoenix TV program trailers and advertising is one of the two, that is to say, in its promotion program at the same time, but also led the advertising sales, can be described as a stone two birds, quite commendable! Two, unified attack of activity As we all know, there are many columns in the media, in order to enhance the ratings and influence of the columns, these columns usually continue to do some promotional activities. But we often see the situation is, these columns because of different producers, we do not have to do fight the enemy separately. Are these columns can really do not have to do, each enterprise? The answer was No. Because we are in a broadcast channel, so a certain extent is a prosperity, a loss for both sides of the relationship. Well, in front of the program can pull the audience's viewing continuity, driving the ratings behind the program. And if it doesn't work well, it might involve all the programs behind it. According to the author, in fact, these programs can be integrated, in the promotion of activities, relying on each other, and common development. For example, Anhui TV television channel is effective to integrate its own program, to jointly promote the implementation of activities. "First time" is a strong news Anhui economic TV channel, because of its various activities, extensive influence, thus has wide popularity and appeal in the eyes of the audience. "Diamond theater" is the "first time" after a TV theatre, in order to promote the popularity of the channel in the theater, the early launch of the activity, setting the binding column and the promotion of the idea of theatre, who focus on "Diamond theater" the audience will have a chance to become the "first time" activities to participate in the object. As a result, not only can let the audience to watch the "first time" continued to watch "Diamond theater", but also through the "Diamond theater" internal propaganda, let more audience began to pay attention to the channel from the front, driven by the "first time" ratings, resulting in a win-win situation. Three, the program style is consistent A relatively comprehensive channel before, now the TV media is more emphasis on focus, which is part of the audience for this part, to provide the audience favorite TV products, the largest audience share acquisition target group. The reason for this change is that different types of viewers have different viewing preferences, such as children's favorite cartoon, family women's favorite TV play, and students' favorite movies...... For the media target audience, we should also be unified in the media style, so as to attract the most attention. As Guangxi satellite launch location female TV, is from the target audience of the media style positioning, Anhui TV drama hypermarkets, is from the product type of media style positioning, Jiangsu TV launched emotion world, is the media style positioning from the psychological attribute. The ways are different, but their internal intentions are consistent. This method of positioning media style clearly can attract specific target groups, thus gaining the strongest viewing continuity. For example, Guangxi TV launched positioning of female TV, so in their own products in the series will be launched in accordance with this position, because the program style fit their viewing preferences, this will make the female audience along the way to watch the program sequence, the positioning technique, for the promotion of Guangxi satellite TV in the female market share must be of great advantage. But there are always two sides of a coin. The harm of this method is obvious, because the media will be abandoned by some other people while they are gaining the favor of some people. You can not have both, pursue the maximization of benefits is the most honest! Observed from the longitudinal angle, in a media, we can adopt some measures to achieve a certain degree of viewing the "cage effect", but due to the limitation of a media to promote the integration, this effect is limited. From the horizontal point of view, through cooperation with newspapers, radio, the Internet and other neighboring media, through the interaction between different media, in order to get the most extensive audience attention. This will not only make the channel audience stay, but also attract outside birds flying into the cage, which will have a wider impact. One of the most important factors in the success of Hunan TV's Super Girls last year was the addition of newspapers, networks and other media. During the period of Super Girls, many popular BBS such as Sina, Tianya, Sohu and so on have followed up crazily. The direct impact of this hype, and television media echoes, the audience can not only from TV, but also from the Internet, newspapers, and other means of three-dimensional understanding to Super Girls, can be said to the audience what the eyes and ears have heard, is the news of Super Girls. The whole Super Girls is equivalent to forming a huge cage, which has surrounded the whole audience. String 5 This way of leveraging each other creates a win-win outcome. For the audience, he (she) can check from the network to the TV can't obtain background information and details, you can also express their views on one of the players, or to support or oppose, reflecting their own audience as a participant of honor and sense of value. Hunan satellite TV for example, it needs other media to follow up the activities, Super Girls made a community wide concern of the event, the formation of hot spots, led the audience's attention, to attract advertisers to come. The network media is willing to follow up, is not accidental, because Super Girls is hot, it is not only a pure Hunan TV launched its activities, it has degenerated into a social topic, there are a lot of people watching, there are a lot of people who want to know more, in this case under the, Network to follow up, you can meet the audience's psychological pursuit, improve click through rate. Therefore, there is a win-win relationship between these. In the end, the audience to achieve the "cage effect", whether vertical integration or horizontal extension, these methods are not universal, because of the increasingly fierce competition in the same period, often have a lot of programs in common for a limited audience's attention, if the quality of the program itself, not to go even if a part of the audience, to attract over, is bound to stay, can only be said to be a passer, a glimpse. Therefore, fundamentally speaking, to achieve the audience's "cage effect", but also to enhance the quality of the media itself, strengthen the visibility of the program, and enhance the core competitiveness of media competition, this is the fundamental.