Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Sales and Marketing > LEcture 2 and 3: Psychology of Sales- Alpha Strategies > Flashcards

LEcture 2 and 3: Psychology of Sales- Alpha Strategies Flashcards

1
Q

social influence

A

Direct, coordinate, and influence others

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

history of social influence and rhetorics

A 
• Cicero and Quintilian followed
Aristoteles
• Rhetoric was taught in nearly
every university, but focused on
style and beauty of speech
• Focus on art of persuasion was revived in 1900’s but was
unstructured and observational
• Propaganda studies
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are Cialdini’s 6 principles

A
  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus (Social Proof)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Reciprocity

A

people feel obliged to give back to someone who has given them something first

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

scarcity

A

want what we can’t have/think is rare

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

authority

A

trust people who are credible in that field (experts)

ex. dentist on toothpaste

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

consistency

A

people like to do things that are consistent with what they have previously said or done
*want to persuade people to make a commitment, then will be more likely to buy it

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

liking

A

people will be more likely to say yes to people they like

*sales people try to make you like them

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

consensus

A

look to action/behaviour of others to decide for themselves

*especially in unfamiliar situations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

what are alpha strategies of persuasion

A

try to increase the attractive features of an alternative

most common

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

what are omega strategies of persuasion

A

attempt to decrease negative features of an alternative

–> focus on reducing customer reactance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

landscaping tactics

A

pre-persuasion

Structuring the situation in
such a way that the target is receptive and responds in a desired manner

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

valence framing (L)

A

• People seek to avoid losses
• Losses are more painful than gains are pleasurable.
• Framing issues in terms of losses (vs. gains)
generates motivation to avoid the loss.
• Sub-forms:
• Attribute framing
• Goal framing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

decoys (L)

A
  • Inferior option that no-one would choose

* Makes other products in a choice-set appear more superior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

storytelling (L)

A
  • Story = narrative that provides causal structure to facts and evidence
  • Narrative transportation (being engaged in the story)
  • Increases persuasion efficacy
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

phantoms (L)

A

–> WANT TO AVOID
• Choice option that looks real but is for some
reason unavailable at the time a decision is made.
• Decreases evaluation of other products
• Alters relative importance of decision criteria
• Reference point for decision making

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

agenda setting (L)

A
  • placing issues on an agenda
  • -> makes them appear important/true
  • -> limits information on other issues
    ex. Donald Trump tweet about mail-in ballots being fraudulent
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Source credibility

A
  • authority and trustworthiness

- we learn from a young age that we should listen to authorities

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

question to consider about sources

A

how can we achieve that others perceive us as credible source?

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

what is the first thing we evaluate when meeting someone new?

A

whether they are trustworthy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

fleeting attraction

A

• Feelings of similarity between a messenger and their target increases compliance

Liking someone is the #1 predictor for complying with another’s request
• Liking heuristic
• Fundamental human rule

22
Q

social consensus

A

“social proof”

  • bandwagon effects
  • if many people think it’s good, I’ll think it’s good too
23
Q

altercasting

A

Casting people into a social
role makes them behave in
ways expected by this role

24
Q

what are the two types of altercasting

A
  1. manded

2. tact

25
Q

manded altercasting

A

person is placed in a social role position orally or textually.

26
Q

Tact altercasting:

A

often created with suggestive
imagery to have someone take
on a role spontaneously and
voluntarily

27
Q

anthropomorphism

A

• When a brand or product is seen as human-like, people will like it more and feel closer to it
• Natural human tendency
to anthropomorphise.

28
Q

astroturfing

A
  • Fake social proof (consensus) is used to create an impression of popular support.
  • Don’t do this! Ever!
29
Q

effective message tactics

A

• Tactics in which an influence agent organises, provides, and/or induces the
target to generate arguments and reasons for a given course of action.

  • Message characteristics.
  • Aim to increase effectiveness of a message
30
Q

Self (Generated) Persuasion

A
  • letting people persuade themselves
  • often via open-ended questions
  • particularly effective for highly involved consumers
  • results in persistence of attitude change
31
Q

fluency

A 
• A message should always be experienced
fluently and with ease
• Human brains don’t like complexity
• Smooth and automatic processing leads to
experiencing positive feelings
32
Q

rhetorical questions

A
  • Question to provoke thought
  • Not meant to be answered
  • Motivate more intensive processing of message
  • Increase in persuasion when message is strong
  • Decrease in persuasion when message is weak
33
Q

pique technique (disrupt-then-reframe)

A

• Disrupting attention gives advertisers an opportunity to reframe and resell and already
dismissed proposal
–> disrupting momentarily disables critical thinking

• Introduction of an unexpected element to attract attention

34
Q

negativity effect

A
  • Humans have a negativity bias

* Negative information receives more attention and weight

35
Q

legitimising paltry contributions

A

• “Even a penny will help”
–>Legitimising a minimal level of compliance
• Removing objections to comply
• Eliminates reasons to not comply
• Make target look “cheap” if they don’t comply

36
Q

primacy and recency effects

A

• Placing a message at the start or end of a block of information
increases:
• Memory retention
• Persuadability of the message

• Information presented first only competes with the information that follows (retroactive inhibition)
• Information presented last only competes with the information
presented before it (proactive inhibition)
• Information in the middle competes with both in order to be retained.
• Reason why the first and last ad in a TV commercial block are often most expensive

*if people will pay attention, primacy is more effective, if not, recency more effective

37
Q

what are some effective message tactics

A
  • Self (Generated) Persuasion
  • fluency
  • rhetorical questions
  • pique technique (disrupt-then-reframe)
  • negativity effect
  • legitimising paltry contributions
  • primacy and recency effects
38
Q

emotional tactics

A 
• Make use of the target’s
subjective feelings, affect,
arousal, emotions, and tension
states
• Tactics are designed to control emotions
39
Q

what is the simple rule of emotional tactics

A

• Simple rule:
1. Arouse emotion
2.Offer the target a way of
responding to that emotion

40
Q

fear appeals

A

• Tactic that links undesired action with negative
consequences or a desired action with the avoidance
of a negative outcome
• Successful behaviour change requires high fear/arousal,
high threat, and high efficacy.

• Perceived threat: the issue needs to be presented in a
way that makes people think it is a real and serious threat
to them or their loved ones – the “that could be me”
response

• Perceived efficacy: the ad needs to provide an action
plan or solution to motivate people into action rather than
paralysis – the “I can do something about it” response

41
Q

guilt sells

A
  • Inducing feeling responsible for some wrongdoing
  • Increased guilt leads to compliance

Why?
• Guilt induces desire to make
restitution and to repair the selfimage

42
Q

flattery

A
  • We like those that flatter us

* People are more likely to comply with a request by someone that flatters them

43
Q

door-in-the-face

A

• A large request followed by a small one increases the
chance of compliant behaviour
• Efficacy depends on first rejection of unreasonably
large request
• Target must feel that their “no” is a real rejection
• Second request is seen as a compromise offered by requester

44
Q

Foot-in-the-Door

A 
• Beginning with a small
request paves the way for
compliance to a bigger
request
• Second request needs to be in
line with first request
• Case of commitment and
consistency
45
Q

That’s-Not-All Technique

A

• Spontaneously offering a discount or offering free extras before the sales pitch is even over
• Feels like seller makes a concession for
you
–> Principle of reciprocity
**People have to believe that the initial deal would sell for that sum

46
Q

commitment trap

A

• Making use of the principle of
Commitment & Consistency

Commitments are strongest
when behaviour is:
• Visible
• Irreversible
• Perceived to be freely
chosen
47
Q

low-balling

A 
• Pitching and attractive offer
and consequently increasing
the price
• Targets makes commitment
to initial (better) offer
• Earlier commitment increases chance of compliance with new offer
• Related to foot-in-the-door
48
Q

self-efficacy

A
  • “the judgement of how well one can execute courses of action required to deal with prospective situations”
  • Increasing self-efficacy increases compliance for behaviour change

–> theory of planned behaviour

49
Q

self-threat

A

• When many members of a society (are made to) feel threatened:

=

• Fertile ground for persuasion
(propaganda)
• Self-threat induces state of social dependency
• Desire to re-establish positive
aspects of the self
50
Q

emotional see-saw

A
  • Eliciting a high arousal emotion and then withdrawing it rapidly
  • Results in higher likelihood of compliance

• Emotions evoke specific plans of action
• Plan not operative anymore if emotion withdrawn
–> Request can fill that void

51
Q

what are some emotional appeals

A
  1. fear appeals
  2. guilt sells
  3. flattery
  4. door-in-the-face
  5. foot-in-the-door
    6, that’s-not-all technique
  6. commitment trap
  7. low-balling
  8. self-efficacy
  9. self-threat
  10. emotional see-saw

Sales and Marketing (8 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions