Sunday, November 02, 2003
Are you struggling to create and keep profitable customers? Columns for Sales and Marketing Management who wants to build business relationships.
Group Initiation and Member Perceptions. Psychological study done in 1959 says people who go through a more "harsh" group initiation process are more likely to have a positive perception of the group. [Common Craft]
In 1959, a study Effect of Severity of Initiation on Liking for a Group for the Journal of Abnormal and Social Psychology found that the more selective membership organizations are in their members, the more value they associate with the group. Tom Coates starts this discussion on Everything in Moderation with The effect of severity of initiation on liking for a group.
Lee LeFever continues the discussion at Common Craft with Group Initiation and Member Perceptions. While both discuss on-line communities, this study has implications to any organizations members or employees. While the following examples may be simplified, consider them while you think about the composition of your own organization.
- Harvard Business School selects only the best students, with 1,785 total applicants (2000), but only 13% are accepted. The perception is that Harvard significantly influences an individuals success. However, by selecting the best of their applicant pool they guarantee their student body is composed of those most likely to be successful. Harvard creates the perception by reinforcing it in their student selection.
- Deloitte & Touche requires at least an MBA of almost all of its consultative positions. This strict hiring policy gathers only those who will perceived as most qualified by customers. By limiting it's hiring to a selection of the whole, existing employees gain a certain credibility because their peers will reflect good on them.
- The United States Navy SEALs puts each candidate through grueling training programs designed to weed out candidates without certain psychological and physical hardness required by the organization. Of the 1,500 candidates selected each year, only 32 actually pass BUD/S (and other programs) to become a SEAL. This strictness creates the prestige of this organization, while reducing risks associated with missions.
- Organizations like Jehovah Witness have rigorous indoctrination processes designed to separate members from outside influences. They quickly isolate and reeducate potential members to prevent any disruption to the organizations current balance. Using regular conditioning, existing members stay loyal to the organization objectives.
Name any top company to work for, leading charitable organization, or prestigious membership organization to find each has most of the following:
- Strict membership requirements,
- Considerable effort required to obtain members,
- Time or physical commitment required,
- Group associates itself with success in area of mission,
- Clearly defined membership criteria,
- Holds its members to a higher standard (or internal measure),
- Reduces interactions with outside observers,
- Specialized meeting places or indoctrination ritual,
- Internal language or terms understood by members,
- Limited access by outside individuals not accepted into membership,
- Traditions and ritual define existence,
Create a positive but intense experience for new members by standing firm with indoctrination ritual, even if it seems primitive in a modern society. You'll discover new members have a greater respect for the organization and over-time contribute more productively to the groups mission.
Justin Hitt, with over 10 years of experience in business to business executive relationships and strategic business intelligence; has reduced costs and improve customer loyalty for professional services and numerous other technology companies. Call +1 (877) 207-3798 or visit his website at https://iunctura.com/
- Aronson, E., & Mills, J. (1959). Effect of severity of initiation on liking for a group. Journal of Abnormal and Social Psychology, 59, 177-181
Last update: 04/08/2004; 2:37:54 PM.