While this exclusion should be intentional too many brands target such specific buyer perso phone number list nas that they exclude large groups of customers without their marketers realizing it. When marketers go through the ideal customer research process and create their own buyer personas they are more likely to profile prospects who are more similar to them rather than dissimilar. Similarity generates connection: we all tend to interact with others who are similar to us. This is the principle of homophilia which structures network ties of all kinds.
It is a very powerful psychological phenomenon at the basis of ties such as marriage friendship work and other types of relationships. The psychology of similar leads to the formation of clusters groups sets of people who resemble each other in some aspect of life and who communicate frequently with each other. The seventh principle of persuasion introduced by Professor Robert Cialdini in also has to do with homophilia. He called it the principle of unity.