Encouraging social attendance

Encouraging social attendance

By Ron Evans
Roger Tomlinson


How marketing, ticketing strategies and functionality are developing to respond to the way audiences and customers now use the internet when planning their social lives. Includes information on how audience member behaviour is affected by social influence, and how organisations can use this to their benefit.

Emotions, opinions, behaviours; all these things are affected by others. When I come to the UK I never cross the street on my own, I always wait for someone else to cross the road and then I follow them. Even though I look left and right I cue off what others are doing.

There’s a mobile food truck phenomenon in the USA and in San Jose they all come together, they let people know about it on Twitter – and when I go I always choose the longest line because they’ve been before and probably know the best one.

In 1958, Harvard psychologist, Herbert Kelman identified three broad varieties of social influence:

  • Compliance is when people appear to agree with others, but actually keep their dissenting opinions private.
  • Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity.
  • Internalisation is when people accept a belief or behaviour and agree both publicly and privately.
Resource type: Guide/tools | Published: 2013