Chapter 10 - Persuasion

Question 1

commitment and consistency

Answer 1

commitment, likely to follow through with consistent behavior

Question 2

reciprocity principle

Answer 2

return a favour for a favour

Question 3

scarcity principle

Answer 3

rare means valuable, affirmation of the consequent

Question 4

social validation principle

Answer 4

the more people supporting the idea, the more valid. more pronounced in ambiguous situation

Question 5

liking principle

Answer 5

“yes” to someone we know or like

Question 6

authority principle

Answer 6

obedience to authority, using titles, clothes, expensive possession, etc

Question 7

Automaticity

Answer 7

• mindless agreement to small request
• “because” is enough
• not important

Question 8

foot-in-door (CnC)

Answer 8

ask for small and asking for more

Question 9

low-ball technique (CnC)

Answer 9

once consumer is committed, change initial terms

Question 10

bait and switch (CnC)

Answer 10

lure consumer, discover product not available once consumer commits, encourage to purchase alternatives

Question 11

door-in-the-face technique (R)

Answer 11

ask for big, gets rejected and ask for smaller request

Question 12

thats not all technique (R)

Answer 12

credit card and luggage..

Question 13

multiple-deescalating requests technique (R)

Answer 13

like door in face but two or more instead of 1

Question 14

even-a-penny technique (R)

Answer 14

acknowledge that no contribution is small, use to increase compliance without decreasing donation

Question 15

Descriptive norms

Answer 15

common or popular behavior

Question 16

injunctive norms

Answer 16

accepted or rejected behavior

Question 17

familiarity (L)

Answer 17

mere exposure effect, and liking it over time

Question 18

physical attractiveness (L)

Answer 18

‘halo’ effect, handsome = good

Question 19

similarity (L)

Answer 19

like those similar in appearance, background lifestyles, etc

Question 20

ingratiation (L)

Answer 20

remember a clients name or remind how a good day it is, usage compliments as addicition

Question 21

central route to persuasion

Answer 21

1. high elaboration
2. motivated by facts
3. deliberation of information
4. enduring effects with predictive behavior

Question 22

peripheral route to persuasion

Answer 22

1. low elaboration
2. motivated by attractiveness
3. refer to “expert” representation
4. temporary and not predictive