The Law of Expectations

Law ten of Mortensen's "Laws of Persuasion" is the law of expectations. This law executes on the idea that humans have certain "expectations" in life and that if we manipulate these expectations we can yield results from the audience we hope to persuade. Essentially, this amounts to playing off the data we learn over time about different types of people. Based upon our knowledge of what they are, we can assume how they might act if given a choice to do so.

This persuasive law is very useful when it comes to persuading my co workers to cover my shifts. Many of my co workers are also fortunately my friends outside of work. Our connection allows me to count on them and vice versa whenever one of us needs a shift covered. The symbiotic relationship we share is much like the relationship between under armour and their customers. Each party expects a certain standard from the other. http://www.robertsealeblog.com/under-armour-lacrosse-ads/

 In this advertisement for Under Armour Lacrosse gear the law of expectations is used because the apparel company as well as the athlete both expect a certain level of excellence from the other. UA believes that their product is superior and thus great athletes, and athletes that want to be great, will purchase UA gear.

In my life, I use the law of expectations in music. When I listen to an album by a band I already am a fan of, I expect a certain level of intensity because of my past experience with the group. Likewise, bands expect a certain reception from the content that they put out. Based upon information that they have gathered through social media and live shows, bands can adequately brand themselves based upon their creative freedoms within a particular niche.

This is a win win for the message sender and the receiver. Each side should walk away with satisfaction.

http://bit.ly/1uKdcbB This Jimmy John's ad relies on the Jimmy John's reputation as well as the notion that their customers have busy lives, need efficient delivery, and are familiar with the internet. The phrase "click click, dong dong" is only effective because people who use the internet will understand it. The immediacy with which online information is transferred is thus translated as a metaphor for Jimmy John's fast delivery style.

http://bit.ly/Qn5C6h This third and final example of the law of expectations in popular media comes from the 2004 presidential campaign of George Bush and Dick Cheney. The slogan "Four More Years" was created from those who supported Bush and Cheney during the past four years. The connection here is between Bush's diehard supporters who legitimized his actions during his first term as president. They were pleased with the leadership style and expected that his second term be a re-run of his first term. With the election of Bush and Cheney for a second term, America would continue to be the best nation in the world. Woohoo.

Each of these examples is highly successful. The messages are specifically correlated to the brands/ individuals that they endorse. Each example uses the law of expectations for both the message's sender and receiver.

I use the law of expectations most frequently when I am attempting to persuade my family. In turn, they also use this persuasive principle upon me. It is a two way street. Each of us knows which areas of the others character are complimentary to our goal and so we connect with these aspects of our loved ones. I communicate to my brother all the time using expectations because there is a mutual understanding that I want what is best for both of us, and we require each others help.