Lecture 10 – INFLUENCE Flashcards
3 types of influence
- social influence
- persuasion
- choice architecture
social influence
= other people’s behaviour & opinions + interaction with others influence people
4 key facilitators of social influence
- social proof/ conformity
- in-group out-group dynamics
- reciprocication
- authority
2 reasons why social proof takes place
- other people’s behaviour is informative
- behaving consistently with others can be socially rewarding
Conformity is mostly relevant for:
- young people
- visible items
reciprocication
= responding to a gesture or action with a corresponding or complementary gesture or action (!! NOT symmetrical but mutual)
authority
= people do what authority figures tell them to do since they have the power & they want to avoid punishment
3 ways to establish authority
- physical appearance / clothes
- voice, character
- position
persuasion
= the act of getting someone else to so something or believe in something
marketers should persuade consumers to …
- think that an offer is valuable
- think that an offer is better than alternatives
- let go of resources
The elaboration likelihood model
- peripheral route ( shallow processing)
- central route (deep processing)
3 factors that affect the choice of one route over the other
- relevance of the product
- how important the decision is
- consumers’ available resources
anchoring
= people are strongly affected by the starting point, even if they know it’s incorrect
marketers should try to fit the message to the route consumers choose using (4)
- no. arguments
- arguments strength
- message complexity
- relevance of contextual cues
2 persuasion tecniques
- foot in the door
- door in the face
foot in the door
= agreeing to a small request increases the likelihood of agreeing to a larger request
door in the face
= refusing a lerge request increases the likelihood of agreeing to a smaller request
why does foot in the door work? (3)
- people value consistency
- initial agreement highlights that there is interest for the thing
- different reference point
why does door in the face work? (3)
- guilt
- different reefrence point (makes the request seem smaller)
- reciprocication
To maximise positivity of independent content/ communication
- LT relationships with independent agents
- highlight the desired communication
- be selective in requests for independent reviews
3 ways to overcome persuasion knowledge
- product placement
- native ads
- sponsored content
product placement
= sposored info NOT clearly framed as an adv, resembles the appearence of organic content, triggers less suspicion (ex: brands in TV shows)
native ads
= type of online adv that matches form & function of the platform on which it appears (blends with the surrounding editorial content)
sponsored content
= any material in an online publication, such as articles, videos, or social media posts, that is paid for by an advertiser
choice architecture
= how an environment can be designed in a way to influence people’s choice
2 ways in which consumers choose from a set of options
- computer-like decision-making
- value/ effort optimising decision making
heuristics
= mental shortcuts based on reasonable assumptions
2 types of value/ effort optimising decision-making
- satisficing
- lexicographic
satisficing
= you make a choice when there’s an option that is good enough (!! order)
lexicographic
= choice based on the most important attribute (disregarding the other parameters)
marketers can affect choices by leveraging consumers’ tendency to (3):
- reduce effort
- make inferences
- evaluate alternatives compared to a reference point
Effective choice architecture (3)
- full info
- clear & simple
- meaningful
Selected factors (3)
- display orders
- defaults
- alternatives in a set
3 default architecture choices
- leave both options unchecked
- opt-in (explicit consent)
- opt-out (implicit consent)
2 effects that may exist if you add alternatives
- compromise effect
- decoy effect
compromise effect
= individuals tend to favor a middle or compromise option when faced with a set of choices that vary in extremes
decoy effect
= 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)
