Final Exam

Question 1

Know the examples of media versus discussed in class.

Answer 1

Art, social media, videos, etc.

Question 2

Why does the author say he told you how much he was paid to consult after the publication of his first book?

Answer 2

To establish his expertise on the subject. By saying that he makes $7,500 per day the audience assumes that he is smart.

Question 3

What happens when you transform yourself into the thing that the person you’re selling to most desires?

Answer 3

You’ll be able to sell to them. People don’t buy things, people buy people. The customer must like and trust you before they buy something from you.

Question 4

Why did Mort ditch the Lexus and $1,000 suit?

Answer 4

To make himself the guy that his customers wanted to buy from. The guy that they wanted him to be.

Question 5

Questions about closing a sale according to Mort.

Answer 5

Mort makes it seem like he’s going out of his way for the customer. He asks about something that it’s already included and makes it seem like they’re the only ones getting this deal. He gives them a free gift. He makes them feel special and good about the purchase.

Question 6

Why do car salesmen tell you where to sit?

Answer 6

Car salesmen tell you where to sit because it causes regression and sends the customer into a childlike state.

Question 7

What’s the argument called where the audience supplies one of the premises?

Answer 7

Enthymeme argument

Question 8

What is the key to coercive environments?

Answer 8

Includes something that simply gets us to believe that we are powerless to resist. EX) Elaborate window displays, jewelry stores and the use of glass

Question 9

Why are there so many themed restaurants?

Answer 9

They fill a psychological need to be a part of a world that is different from today’s society.

Question 10

Why do stores have glass display cases?

Answer 10

There is something powerful about being able to see something but not being able to touch it. It creates a psychological need to talk to a salespersons. Human beings want things they can not have.

Question 11

What do we turn to when we lack confidence in our ability to make rational decisions?

Answer 11

When we lack confidence in our ability to make a rational decision, we rely on affect-our gut feeling.

Question 12

What are the components of spectacles?

Answer 12

Has the ability to unify tens of thousands of individuals into a single, cheering mass.

Question 13

A spectacle is powerful when it creates two (opposite things).

Answer 13

Unity and division

Question 14

Questions about iconography.

Answer 14

The content of an image, the number of times this used, the placement, and gestures associated with it.

Question 15

What are the three main acts that spectacles have in common?

Answer 15

1. Unify the crowd 2. Stoke their passion. 3. Speak as God or Nature.

Question 16

Question about hitler and his spectacle.

Answer 16

He utilized the outdoors, music, and iconography (lightning bolts). Guy who designed the use of floodlights, created for hurler a giant cathedral of light said that when he heard one his speeches he was moved but when he read it he didn’t know why.

Question 17

What group is most intensely targeted by advertisers?

Answer 17

Babies are the most intensely targeted group because they are future consumers. The average 20 month old recognizes the McDonalds logo.

Question 18

What should ad people always include so that consumers can justify their purchases?

Answer 18

They should include a rational excuse because people need a rational excuse to justify their emotional excuses.

Question 19

How do MLMs and Cults thwart rational decision making?

Answer 19

They use the power of authority and the pressure of social networking to thwart rational decision making.

Question 20

MLMs such as Mary Kay use this as their starting point?

Answer 20

Successful MLMs use God as their starting point.

Question 21

What are the three prongs of a MLM campaign?

Answer 21

Not sure

Question 22

Why do cults use reward and punishment in a random and illogical order?

Answer 22

So that the members regress into a childlike obedience.

Question 23

Why do cults ask members to make large commitments and user extraordinary measures?

Answer 23

Positive results through commitment. Make a commitment to your new life. Often includes difficult initiation rituals.

Question 24

Cult leaders have a special power according to the author that has to do with the way they speak. Why is that?

Answer 24

They have the ability to perform hypnotic induction.

Question 25

What happens before we are able to fully believe a person?

Answer 25

Belief in a person comes before belief in what they say.