Unlikely Liking: Dogs and Vodka

Here’s an strange pairing: vodka and dogs. But, those two things are exactly what Austin-based Tito’s Vodka connects with its Vodka for Dog People campaign. Not only is this an amusing strategy, it’s also a great lesson for any marketer who wants to exploit Robert Cialdini’s “Liking” principle. Liking, as used by Cialdini, doesn’t necessarily imply friendship or affection. Rather, it is discovering or emphasizing common attributes with another person. If you and I both went to the same school or grew up in the same town, for example, liking will be invoked. If I draw attention to those similarities, many studies show, I’ll have a greater chance of influencing you to do something. ….[READ]