Lecture 10 – INFLUENCE

Question 1

3 types of influence

Answer 1

1. social influence
2. persuasion
3. choice architecture

Question 2

social influence

Answer 2

= other people’s behaviour & opinions + interaction with others influence people

Question 3

4 key facilitators of social influence

Answer 3

1. social proof/ conformity
2. in-group out-group dynamics
3. reciprocication
4. authority

Question 4

2 reasons why social proof takes place

Answer 4

1. other people’s behaviour is informative
2. behaving consistently with others can be socially rewarding

Question 5

Conformity is mostly relevant for:

Answer 5

1. young people
2. visible items

Question 6

reciprocication

Answer 6

= responding to a gesture or action with a corresponding or complementary gesture or action (!! NOT symmetrical but mutual)

Question 7

authority

Answer 7

= people do what authority figures tell them to do since they have the power & they want to avoid punishment

Question 8

3 ways to establish authority

Answer 8

1. physical appearance / clothes
2. voice, character
3. position

Question 9

persuasion

Answer 9

= the act of getting someone else to so something or believe in something

Question 10

marketers should persuade consumers to …

Answer 10

• think that an offer is valuable
• think that an offer is better than alternatives
• let go of resources

Question 11

The elaboration likelihood model

Answer 11

• peripheral route ( shallow processing)
• central route (deep processing)

Question 12

3 factors that affect the choice of one route over the other

Answer 12

1. relevance of the product
2. how important the decision is
3. consumers’ available resources

Question 13

anchoring

Answer 13

= people are strongly affected by the starting point, even if they know it’s incorrect

Question 14

marketers should try to fit the message to the route consumers choose using (4)

Answer 14

1. no. arguments
2. arguments strength
3. message complexity
4. relevance of contextual cues

Question 15

2 persuasion tecniques

Answer 15

1. foot in the door
2. door in the face

Question 16

foot in the door

Answer 16

= agreeing to a small request increases the likelihood of agreeing to a larger request

Question 17

door in the face

Answer 17

= refusing a lerge request increases the likelihood of agreeing to a smaller request

Question 18

why does foot in the door work? (3)

Answer 18

1. people value consistency
2. initial agreement highlights that there is interest for the thing
3. different reference point

Question 19

why does door in the face work? (3)

Answer 19

1. guilt
2. different reefrence point (makes the request seem smaller)
3. reciprocication

Question 20

To maximise positivity of independent content/ communication

Answer 20

1. LT relationships with independent agents
2. highlight the desired communication
3. be selective in requests for independent reviews

Question 21

3 ways to overcome persuasion knowledge

Answer 21

1. product placement
2. native ads
3. sponsored content

Question 22

product placement

Answer 22

= sposored info NOT clearly framed as an adv, resembles the appearence of organic content, triggers less suspicion (ex: brands in TV shows)

Question 23

native ads

Answer 23

= type of online adv that matches form & function of the platform on which it appears (blends with the surrounding editorial content)

Question 24

sponsored content

Answer 24

= any material in an online publication, such as articles, videos, or social media posts, that is paid for by an advertiser

Question 25

choice architecture

Answer 25

= how an environment can be designed in a way to influence people’s choice

Question 26

2 ways in which consumers choose from a set of options

Answer 26

1. computer-like decision-making
2. value/ effort optimising decision making

Question 27

heuristics

Answer 27

= mental shortcuts based on reasonable assumptions

Question 28

2 types of value/ effort optimising decision-making

Answer 28

1. satisficing
2. lexicographic

Question 29

satisficing

Answer 29

= you make a choice when there’s an option that is good enough (!! order)

Question 30

lexicographic

Answer 30

= choice based on the most important attribute (disregarding the other parameters)

Question 31

marketers can affect choices by leveraging consumers’ tendency to (3):

Answer 31

1. reduce effort
2. make inferences
3. evaluate alternatives compared to a reference point

Question 32

Effective choice architecture (3)

Answer 32

1. full info
2. clear & simple
3. meaningful

Question 33

Selected factors (3)

Answer 33

1. display orders
2. defaults
3. alternatives in a set

Question 34

3 default architecture choices

Answer 34

1. leave both options unchecked
2. opt-in (explicit consent)
3. opt-out (implicit consent)

Question 35

2 effects that may exist if you add alternatives

Answer 35

1. compromise effect
2. decoy effect

Question 36

compromise effect

Answer 36

= individuals tend to favor a middle or compromise option when faced with a set of choices that vary in extremes

Question 37

decoy effect

Answer 37

= the introduction of an additional, less attractive option influences the preference between two other options (the decoy is added to make one of the original options more appealing)