Chapter 10 - Persuasion Flashcards
commitment and consistency
commitment, likely to follow through with consistent behavior
reciprocity principle
return a favour for a favour
scarcity principle
rare means valuable, affirmation of the consequent
social validation principle
the more people supporting the idea, the more valid. more pronounced in ambiguous situation
liking principle
“yes” to someone we know or like
authority principle
obedience to authority, using titles, clothes, expensive possession, etc
Automaticity
- mindless agreement to small request
- “because” is enough
- not important
foot-in-door (CnC)
ask for small and asking for more
low-ball technique (CnC)
once consumer is committed, change initial terms
bait and switch (CnC)
lure consumer, discover product not available once consumer commits, encourage to purchase alternatives
door-in-the-face technique (R)
ask for big, gets rejected and ask for smaller request
thats not all technique (R)
credit card and luggage..
multiple-deescalating requests technique (R)
like door in face but two or more instead of 1
even-a-penny technique (R)
acknowledge that no contribution is small, use to increase compliance without decreasing donation
Descriptive norms
common or popular behavior
injunctive norms
accepted or rejected behavior
familiarity (L)
mere exposure effect, and liking it over time
physical attractiveness (L)
‘halo’ effect, handsome = good
similarity (L)
like those similar in appearance, background lifestyles, etc
ingratiation (L)
remember a clients name or remind how a good day it is, usage compliments as addicition
central route to persuasion
- high elaboration
- motivated by facts
- deliberation of information
- enduring effects with predictive behavior
peripheral route to persuasion
- low elaboration
- motivated by attractiveness
- refer to “expert” representation
- temporary and not predictive
