Businesses needs consumers to thrive. For associations, the same is true with members. But the challenge lies in creating strategies that capture potential members’ attention—and engage them long enough to persuade them to join your group.
“A simple concept can help businesses cut through the noise. It’s called psychological ownership,” says Colleen P. Kirk in a post for Harvard Business Review. “That’s when consumers feel so invested in a product that it becomes an extension of themselves.”
To build psychological ownership, Kirk says organizations must use “at least one of three factors: control, investment of self, and intimate knowledge.”
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