The “multiple source effect” is a powerful force which can be used to enhance your business’s marketing campaigns.<\/p>\n
The multiple source effect is a phenomenon where a person is more likely to make a decision based on pieces of information received from multiple sources versus a stream of information from a single source.<\/p>\n
This is because the message is scrutinized more deeply – and therefore becomes more persuasive – when it is delivered by multiple sources as opposed to a single source.<\/p>\n
An example of this is when you hear about a new series on Netflix in different scenarios.<\/p>\n
Scenario 1 is you hear people talking about the new series at work, see people posting about it on Facebook and Twitter, read a positive review of the series online, and your best friend tells you it is great to watch.<\/p>\n
Scenario 2 is you have one friend who goes on about how great the series is every day, and says you must watch it.<\/p>\n
Research shows that people in Scenario 1 are much more likely to watch the series than those in Scenario 2.<\/p>\n
This is because of the multiple source effect.<\/p>\n
As online advertising provides the best return on investment (ROI) for every rand you spend, it makes sense that you use digital platforms to take advantage of the multiple source effect.<\/p>\n