Exam 3 Flashcards
Dyad (two person unit)
both people affect the choices of techniques as well as the effectiveness of those techniques (both the persuader and the person being persuaded play a role in determining which methods are used)
foot-in-the-door
1.) make a small request so that most people will agree to it
2.) After some time, make another larger request
Goal: second larger request- once target has agreed to small request, more likely to agree to larger request
ex: A salesperson asks a customer to sign up for a free trial of a product. Once the customer agrees to the free trial, the salesperson then asks them to purchase the full product.
door-in-the-face
1.) Begin with a large request that most people will say no to
2.) Then scale down to a smaller request
Goal: After turning down the large request, the target is more likely to agree to the smaller request
ex: A salesperson might ask a customer if they’re interested in purchasing a high-end product, knowing it’s too expensive. After the customer declines, the salesperson then suggests a more affordable option. The customer, feeling relieved at the lower price compared to the initial offer, may be more inclined to make the purchase.
Pre-giving
1.) give the target a reward
2.) follow up with a request
ex: a charity sends out free promotional items (pens, notepads, stickers) to potential donors before asking them to donate
Low-Ball Technique
1.) secures agreement from target
2.) changes the request
ex: A car salesman might initially quote a lower price to a customer to get them interested in buying a car. After the customer agrees to purchase the car at the lower price, the salesman reveals additional fees or costs, increasing the total price. Despite the increased cost, the customer may still go through with the purchase due to their initial commitment.
that’s not all
1.) set a price
2.) before recipient can respond, improve the deal
ex: a car salesman initially states the price of the car at $25,000, but before the customer can respond, he throws in a free extended warranty and free oil changes for a year
fear-then-relief
1.) Invoke fear in a person
2.) provide a request that might give the person relief
ex: An instructor might say that they have been noticing a decline in one’s workouts, but then provide a personalized training program
pique
1.) make an unusual request
2.) people will pay more attention and spark curiosity
ex: “Did you know that our product can save you up to 50% on your monthly expenses?” This question piques the prospect’s interest and prompts them to inquire further about the product’s features and benefits. (geico commercials)
disrupt then reframe
1.) Introduce an unexpected element in the pitch
2.) disrupt someone while talking and reframe what they are saying to mean something else
ex: a sales person saying “his product costs just $5 a day. That’s less than the price of a cup of coffee.” the salesperson disrupts the customer’s initial resistance by framing the price in terms of a daily expense
compliance gaining
an interaction in which a message source influences the target to perform a desired request or action
compliance gaining strategies
-direct vs indirect: assertion/persistence vs mood/thought manipulation
-rational vs nonrational: logic/favors vs deceit/threat
-hard sell vs soft sell: yelling/demanding vs kindness/flattery
-dominance vs nondominance: power hierarchy vs equal
-external vs internal: rewards/punishments vs internal feelings
compliance gaining strategy example
-direct vs indirect: could you please turn down the music vs wow, its really loud in here
-rational vs nonrational: you are trying to take a class with your friend so you pick one that aligns with their interests vs telling them it would mean a lot to you if they signed up for this class
-hard sell vs soft sell: promoting a product for all of its benefits and why one should buy it vs asking a customer their needs and offering the product
-dominance vs nondominance: a manager presents a task to their team vs discussing the task and how to complete it
external vs internal: salesperson gives a discount on a product vs explaining why the product aligns with their goals/values
3 contextual influences
intimacy: nature of relationships
dependency: if dependent on the other
rights: perception of own rights
Primary and Secondary goals
people approach convos with goals
Primary: structure interaction
ex: asking a favor, giving advice
Secondary: determine how to approach
ex: keep face, maintain relationship
advertising and marketing
-advertising: the paid promotion of a product/service
ex: commercial showcasing a product
-marketing: the broader processes which communicate products/services of value to customers
ex: strategies used to reach the target audience
subliminal messages
-there is no evidence that subliminal messages have direct persuasive effects.
- have the potential to reinforce attitudes and behavior, but cannot form or change attitudes or behavior.
why are sibliminal messages not effective?
1.) people have various sensitivities to stimuli
2.) messages go quickly, people can misread
3.) people are distracted, message can be overlooked
high and low involvement
high: important/meaningful purchases (central processing)
Low: unimportant/everyday products/purchases(peripheral)
theory of mere exposure
def: repeated exposure to a message, people tend to evaluate that message more favorably
Why? easier to process when seen/heard, brings comfort and famaliarity
association
linking a product, idea, or brand with something positive in the consumer’s mind
ex: celebrity endorsements
social movements
def: mass mobilization of people to achieve a goal
Key Characteristics:
-dynamic: participants and tactics shift constantly, goals also shift
-multiplicity of actors: people and organizations who differ in number and type
-emerge from a breakdown in society: goal is new social arrangements and relationships
-confrontation: question and try to change basic values and societal norms
4 types of social movements
1.) Reform: change a policy or law in current system (civil rights, voting rights)
2.) Revolutionary: change the entire social structure (anti-slavery)
3.) Expressive: relieve personal tension, create an identity for members (Black Lives Matter)
4.) Countermovement: responds to a reform or expressive movement (All Lives Matter)
Slogans
def: summarize goal of movement, short and easy to remember
ex: hastags, #metoo
Images & Image Events
def: memorable, can show problem in ways words cannot, quickly communicate the goal
ex: backpacks with stories of young adults who committed suicide
Marches, Rallies, Protests
def: show amount of support for movement, creates connection between members and recruits new ones
ex: Civil Rights March
Framing Theory
Premise of framing theory is that an issue can be:
-viewed from a variety of perspectives
-has effects on many different things and can be thought about in multiple values and considerations
factors that increase/decrease the tendency to conform in a group
Increase:
-informational influence: want to be right, group might be right
-normative influence: wanting to be accepted, fear of rejection
Decrease:
-anonymity: when one feels anonymous, they are less concerned of what others think
avoiding groupthink
1.) favor functional disagreement
2.) accept criticism
3.) take the role of devils advocate
4.) consult outside experts
5.) subgroups-minimize forces of group persuasion
6.) collect feedback anonymously
Why did groupthink occur in the Heavens Gate Cult?
They had shared beliefs, isolation from mainstream society, sense of cohesion and discouraged opposing opinions
ex of normative and informational influence
normative: a group of people are talking about how much they love a movie at a party. Even though you haven’t seen it, you might feel pressured to agree.
informational: during a group discussion, one of your members provides details on a topic you were unsure about. Your opinion changes then despite initial thoughts
symptoms of groupthink
1.) illusion of invulnerability: take risks, ignore danger
2.) collective rationalization: warnings are discredited
3.) illusion of morality: decisions seem morally correct
4.) excessive stereotyping: negative stereotypes outside of group
5.) pressure of conformity
6.) Self censorship: members withhold disagreement
why do the 6 strategies of avoiding groupthink work?
1.) favor functional disagreement: rational arguments, avoiding seeking consensus at all costs
2.) accept criticism: challenges ideas of others/own
3.) devils advocate: assigning one to this task ensures alternative viewpoints are heard
4.) consult outsiders: fresh perspectives and expertise
5.) subgroups: encourages diversity
6.) collect feedback anonymously: share differing opinions without fear
effects of personal factors of group conformity
1.) moral conviction
2.) gender
3.) age
4.) need for control
5.) self monitoring (self awareness)
6.) culture
3 theories of why association works
1.) Classical Conditioning: dogs learned to associate the sound of a bell (neutral stimulus) with the presentation of food (unconditioned stimulus), eventually causing them to salivate (conditioned response) at the sound of the bell alone.
2.) Accessibility: repetition makes it easier to bring the association to mind
3.) Semiotics: how signs take on meaning (Nike swoosh, red light means stop)
high involvement and low involvement products tactics
High:
-functional theory
-matching hypothesis: need to match target group
Low:
-association tactics
