8 Amazing Experiments Every Entrepreneur Should Know

There is one thing that every entrepreneur who wants to run a successful business must understand human behavior.

Understanding human behavior allows you to be more effective in marketing, sales, productivity, advertising, and product development. And there is no better way to understand human behavior than by doing research.

Researchers have been working for decades to understand why people behave a certain way. These researches can help us understand the customer base, price products, increase sales, and communicate with the customer.

We present to you 8 studies that entrepreneurs who want to be more productive and successful in their business should know:

1. Justification Experiment

“It’s not what you say, it’s how you say it.” We all know the word.

While it may seem cliché, this is extremely true. Ellen Langer of Harvard University sent her assistants to a photocopy center and told them to ask permission to get ahead of people waiting in line to get photocopies. How to Grow Your Business on the Internet?

“How you say it matters.” This is where the part comes into play.
Dividing his assistants into three groups, Langer advised the first two groups to ask permission from people, giving reasonable justifications.

Group 1: Excuse me, I have 5 pages. Can I use the copier?

Group 2: Excuse me, I have 5 pages, I need to get somewhere urgently. Can I use the copier?

Group 3: Excuse me, I have 5 pages. Can I use the copier? Because I need a photocopy.

As can be seen, the third group offered an unreasonable reason and asked for permission from the people.

However, this approach, which we think is unreasonable, has received a lot of acceptance from the people.

To the researchers in group 1, 60% of the people gave permission to use the copier.

To the researchers in group 2, 94% of the people gave permission to use the copier.

3. To the researchers in the group, 93% of the people gave permission to use the copier.

What this study shows is that when people are asked for permission to do something with a justification, people are more inclined to give permission. Moreover, the reason does not have to be reasonable. This proves that when someone says “because” for something they want us to do, we have a hard time resisting it.

Lesson for entrepreneurs:

The results of this study will enable you to make more effective sales presentations and brand promotions as an entrepreneur and to produce more effective marketing content. Don’t underestimate the power of a simple word!

2. Response Experiment

“Content marketing” has become very fashionable in the last few years.

Because content marketing works well in the information age, where free and valuable information is becoming available and ads are starting to take its place.

But have you ever wondered why content marketing is so effective? Because content marketing, in other words, the fact that written, audio, and video content adds value to people’s lives at no cost, activates people’s responsiveness gene.

As humans, we are very inclined to reciprocate favors. A study by Phillip Kunz of Brigham Young University explains this very well. In this study, Kunz sent New Year’s cards to 600 people he had never met to see what kind of outcome he would encounter. Within weeks, more than 200 people had sent Kunz Christmas cards.

It is very surprising that these people send New Year’s cards without knowing Kunz. They acted in accordance with the social norm of reciprocity, which can be summarized as ‘give something to the person who gives you something. Even if that person is someone unknown, or if the gift this person gives is something as small as a New Year’s card.

Lesson for entrepreneurs:

As an entrepreneur, you may not have understood what this study6 will do for you. But maybe you’re thinking about how you can help your target audience. If you give them something or help them, maybe they will reciprocate. And maybe even start shopping with you.

3. Imitation Experiment

Has anyone ever given you advice that you should use the exact same wording in the sales text?

When we hear words we use or think about, it resonates with us. If we catch the language of our target audience and speak that language, people will think that we know better than them.

In short: “If you can define a problem better than your customer, they will automatically think you know the solution. 

A study by Rick Van Baaren in the Netherlands confirms this. It places waiters who take orders in two different ways in a restaurant.

Some waiters simply make it clear that they have heard the customer’s order. Some waiters repeat the customer’s order word for word. As a result, it is observed that there is a 20% increase in the tip of the waiters who repeat the order. The rate of tippers increases from 52% to 78%.

Lesson for entrepreneurs:

This study can help you speak the same language as your target customers. Using the same words and repeating what your customers are thinking in different ways will greatly increase your chances.

4. Exposure Test

No matter how much we think we like new things, the truth is that we are more inclined to prefer things that are familiar to us.

Studies show that people prefer things they are familiar with. Psychologist Robert Zajonc showed a group of participants letters from the Chinese alphabet. Participants who saw certain letters more often responded more positively to these letters afterward.

This indicates that the more often people see the same symbol, the more they will adopt that symbol.

Lesson for entrepreneurs:

As an entrepreneur, this experiment can help you with your marketing planning because you can better understand the way customers buy.

You may have heard that people need to see the advertisement of a product at least 7 times before buying it. This depends on your product and the industry in which you operate; however, this study shows that it is not enough for people to hear or see your product or service just once.

5. The Foot At The Door Experiment

Did you know that if you can persuade someone for a small request, that person is much more likely to say “yes” to a larger request in the future?

This is why the sales funnel works.

Two researchers at Stanford University, Jonathan Freedman and Scott Fraser, proved this in a study they did in the 1960s. They divided the housewives they contacted into two groups. Before a group, they asked for a little something. Then they asked for something bigger. They also directly requested something big from the other group.

Women in the first group were 30% more likely to say “yes” to a big request than the second group.

Lesson for entrepreneurs:

Many marketers use this method to regulate customers’ behavior and get them to respond positively. Create small opportunities that will make your customers say “yes”. Then they will also respond positively to your big requests.

6. Option Experiment

Diversity is the spice of life, right?

This is true in some cases, but too much variety can negatively impact sales. This little-known study by two researchers from Stanford and Columbia Universities shows that customers are more indecisive and less inclined to buy when presented with a wide variety of choices.

Two researchers went to a market and opened a jam stand. Customers who wanted to taste jam were also given coupons.

In one part of the experiment, 6 types of jam were exhibited. In the other section, 24 kinds of jam were exhibited.

The result of the experiment is this: No matter how many jams were displayed, people tasted the same number of jams. However, the customers at the stand with 6 kinds of jam bought 27% more jam than the customers at the stand with 24 kinds of jam.

Lesson for entrepreneurs:

You can use this knowledge to increase your sales. Take a look at the products you offer. Are you offering too many options? Remember, too many options may sound interesting to customers, but that doesn’t reflect in sales.

7. Trap Bait Experiment

Let’s say your company has two products. But do you want to sell more than one of these products? How can you sell more of this product?

Maybe advertising more, lowering the price of the product, or giving another product as a gift will work. Well, have you ever thought about offering a third product that will be less demanded to the market and highlighting the product you want to increase the sales of?

As strange as it may sound, this so-called “bait bait” can work. Itamar Simonson, a popular name in the field, has an experiment in this regard:

95 shoppers are told to choose between two different shredders. The first machine (A) is cheaper and has fewer features. The second machine (B) is expensive and full of features. In this case, people chose the first model (A).

However, the researchers presented a third machine (C). Machine C was more expensive than A and B. Also, machine C has more features than A and fewer features than B.

Although the presence of C did not change the characteristics of A and B, there was a 74% increase in the number of people choosing B.

Lesson for entrepreneurs:

This study shows how binding the available options are when making a decision. By using such “bait” products, you can increase the sales of a particular product.

8. Virality Experiment

Wouldn’t it be wonderful to have a sudden explosion of sales and customers?

If you want your content, product, or service to be popular all of a sudden, this study is for you.

Popular writer Jonah Berger has done a study that proves that something that evokes a certain emotion is much easier to share.

The subject of the study is as follows: Participants were asked to jog steadily at their current location. This is an activity that provides a high degree of arousal. Afterward, emotional videos were shown to the participants. This is an action that provides a high degree of arousal. After these two activities, the participants were asked whether they would share the video they watched with their friends.

At the end of the experiment, it was seen that activities that provide high arousal (emotional video and slow running) increased the rate of sharing this emotional video with friends by 50%.

Lesson for entrepreneurs:

When producing content for your business, be sure to appeal to the emotions of your interlocutors.


If you understand what these studies and experiments mean, you know more about human behavior than most people. Applying these 8 experiments to your business will both increase your income and save you and your team from wasting time and effort in vain.

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