'Influence: The Psychology of Persuasion' book Flashcards
The rule of material self-interest:
People want to get the most but pay the least for their choices.
The rule of material self-interest:
People want to get the most but pay the least for their choices.
When asking sb for a favour, there’s a better chance that they will comply if we provide them a REASON. Even when the reason is ridiculous, just hearing the word ‘because’ increases the chance of compliance.
When asking sb for a favour, there’s a better chance that they will comply if we provide them a REASON. Even when the reason is ridiculous, just hearing the word ‘because’ increases the chance of compliance.
Customers often use the stereotype ‘expensive = good’ when deciding whether to buy sth.
=> Discount coupons (even ones that offer no real savings) still produce as much desirable sales effect as those that do.
Customers often use the stereotype ‘expensive = good’ when deciding whether to buy sth.
=> Discount coupons (even ones that offer no real savings) still produce as much desirable sales effect as those that do.
Sales tactics:
- Increase price significantly
- Then, put on a ‘discount’ : “Reduced from (inflated price)” and sell at the original price.
Sales tactics:
- Increase price significantly
- Then, put on a ‘discount’ : “Reduced from (inflated price)” and sell at the original price.
CONTRAST PRINCIPLE:
Differences are perceived relatively.
=> Sell/ offer more expensive items first, then introduce less expensive items.
CONTRAST PRINCIPLE (p.12): Differences are perceived relatively.
=> Sell/ offer more expensive items first, then introduce less expensive items.
? principle:
Sb can make us feel indebted by doing us an uninvited favour (p30).
=> “There is an obligation to give, an obligation to receive, and an obligation to repay.” (p31)
=> give customers free sample, free gifts, free service.
RECIPROCATION principle:
Sb can make us feel indebted by doing us an uninvited favour (p30). A small initial favour can make us feel so indebted that we would agree to a much larger favour later on.
=> “There is an obligation to give, an obligation to receive, and an obligation to repay.” (p31)
=> give customers free sample, free gifts, free service.
The REJECTION-THEN-RETREAT technique (p.38):
- Make a big request first, one that they will most likely reject. After they have turned down that request, make a smaller request, one that I have been interested in all along.
- this technique has been found to be really effective!
- However, if the first request is too extreme, it can backfire.
=> Sales tactics:
- Sell/present the expensive items first and then the cheaper ones (this is also related to Contrast principle)
- Get a sales pitch declined so that I can retreat to a request for referrals: “Well, if it is your feeling that a fine set of dishes is not right for you at this time, perhaps you could help me by giving me the names of some others who might wish to take advantage of our company’s great offer. What would be the names of some of these people you know?”
- How to protect myself from people who use this technique: Remind myself that a favour rightly follows a favour, not a sales tactics, and exploitation attempts should be exploited. Just accept the favour, thank them kindly, and close the door.
The REJECTION-THEN-RETREAT technique (p.38):
- Make a big request first, one that they will most likely reject. After they have turned down that request, make a smaller request, one that I have been interested in all along.
- this technique has been found to be really effective!
- However, if the first request is too extreme, it can backfire.
=> Sales tactics:
- Sell/present the expensive items first and then the cheaper ones (this is also related to Contrast principle)
- Get a sales pitch declined so that I can retreat to a request for referrals: “Well, if it is your feeling that a fine set of dishes is not right for you at this time, perhaps you could help me by giving me the names of some others who might wish to take advantage of our company’s great offer. What would be the names of some of these people you know?”
- How to protect myself from people who use this technique: Remind myself that a favour rightly follows a favour, not a sales tactics, and exploitation attempts should be exploited. Just accept the favour, thank them kindly, and close the door.
Another weapon of influence is our obsessive desire to be and appear CONSISTENT with the choice we have made and the stand we have taken.
Another weapon of influence is our obsessive desire to be and appear CONSISTENT with the choice we have made and the stand we have taken.
What is the Foot-in-the-door technique?
The Foot-in-the-door technique: start with a little request to gain eventual compliance with related larger requests.
_ commitments tend to be lasting commitments.
Public commitments tend to be lasting commitments.
e.g. ask clients to write down immediate weight-loss goal and SHOW it to as many friends and relatives as possible.
The more ? that goes into a commitment, the more influenced the person who made the efforts became.
The more efforts that goes into a commitment, the more influenced the person who made the efforts became.
=> People who go through great pain/ trouble to get sth will appreciate it more than those who get it with minimal efforts.
We accept inner responsibility for a behavior when we think we chose it in the absence of strong outside pressures (e.g. big ? or strong ? ).
=> ? may make ppl comply in the short run but it is unlikely to produce any long-term commitment.
We accept inner responsibility for a behavior when we think we chose it in the absence of strong outside pressures (e.g. big rewards or strong threats).
=> Threats may make ppl comply in the short run but it is unlikely to produce any long-term commitment.
=> Never heavily ? or ? children to do the things we want them to truly believe in!
=> Never heavily bribe or threaten children to do the things we want them to truly believe in!
What is ‘Low-balling’ sales technique?
‘Low-balling’ sales technique:
Offer an advantage that creates a favorable purchase decision => after that and before the bargain is sealed, deftly remove the original advantage.
