Lecture 4

Question 1

Click-whirr response

Answer 1

Refers to a fixed action pattern that unfolds more or less invariantly when suitable environmental stimuli are present in the influence context. They are fast, effortless, spontaneous, stable across situations.

Question 2

Click

Answer 2

The stimulus that prompts the behavioral response

Question 3

Shirr

Answer 3

The actual unfolding of that response

Question 4

Mindlessness leads people to…..

Answer 4

…. re-enacting scripts.

Question 5

Automaticity principle

Answer 5

Usually consumers are unwilling or unable to spend a lot of energy. Thus habits. Basis of all influences are simple decision heuritics.

Question 6

Heuristics

Answer 6

Simple Decision rules that consumers use as a rule of thumb in a given influence setting.

Question 7

Cialdini principles

Answer 7

1. Reciprocity
2. Liking
3. Authority
4. Social Proof
5. Scarcity
6. Commitment/Consistency

Question 8

Reciprocity

Answer 8

Foot in the door technique

• Large offer that is to be rejected, smaller offer that is a concession, is to be accepted.
• time between requests should be fairly short.

Question 9

Commitment

Answer 9

Foot in the door technique:
- Smaller request to say yes to evoke compliance, then larger offer.
- Time between can be larger
Continuing question procedure
- e.g. 3 small yes question -> then ask donation
Lowball technique
- solicit commitment from consumer than change deal for the worse (car salesmen example)

Question 10

Social validation / proof

Answer 10

Tendency to look to others to infer “correct” behavior in a given situation.

• Mainly in situations of ambiguity and uncertainty
• E.g. ….most sold in supermarket
• E.g. ….people who stayed in this room reused their towels

Question 11

Liking principle

Answer 11

Consumers tend to comply with request from salesmen they like. Factors that affect liking:

1. Familiarity increases liking
2. Physical attractiveness (Halo-effect)
3. Similarity (Bob likes bounty)
4. Integration: simple compliments
5. Bringing good news

Question 12

Authority Principle

Answer 12

Power of influencing others either by force or with aid of status and position-related symbols.
- is a function of status and hence is communicated through symbols (e.g. clothing/products).

Question 13

Scarcity Principle

Answer 13

The tendency to infer value from limited availability rather than to availability from value:

• Almost no stronger desire in consumers, then to have something limited.
• May be viewed as a loss of freedom to choose. Thus triggers psychological reactance.

Question 14

Confusion Principle

Answer 14

Gently confusing consumers can increase tendency to comply with a sales request.
- Disruption distracts consumers from counter-arguing the message. The reframe also acts as a pheripheral cue, thus increasing persuasion.

Question 15

The limited resources theory

Answer 15

Provides explanation for mindlessness of consumers in may settings. Actively reacting to influence attempts requires self-regulation and consumes a limited available resource for such processes. Depletion increases vulnerability to influence attempts due to reliance on compliance heuristics.

Question 16

Three forms of targeting (online)

Answer 16

1. Demographic
2. Contextual
3. Behavioral

Question 17

3 areas of online advertising

Answer 17

1. Search advertising
2. Classified advertising
3. Display advertising

Question 18

Classified advertising

Answer 18

Online form of classified ads as traditionally found in newspapers

Question 19

Online trust

Answer 19

Willingness to make one-self vulnerable to another party in the presence of risk

Question 20

The three dimensions of trust

Answer 20

1. Ability
2. Charity
3. Integrity

Question 21

The online truth effect

Answer 21

People have an increased tendency to believe information that they know comes from a computer.

Question 22

Internet as transactive memory system

Answer 22

An external reservoir of declarative knowledge that complements our own storage of declarative and procedural knowledge.

Question 23

Why people rely on transactive memory

Answer 23

People have an increasing tendency to rely on transactive memory to simply look up new information for them (rather then actively store it in their own memory). They will thus assume it to be true.

Question 24

Google Effect

Answer 24

Tendency to increasingly rely not on own declarative memory. But on the “transactive memory” of the internet to access info. People know now less facts, but rather where to find them.

Question 25

We and our devices

Answer 25

We perceive our own mobile phones as a part of ourselves. Suggesting an overlap in neural representation of one’s hand and one’s phone.

Question 26

Persuasion by other consumers (online)

Answer 26

Chatting with others online.

• Possibly most prevalent and prolific source of online product information. Chatter can increase firm performance.
• Volume -> positive effect on stock
• Positive -> no effect…
• Negative -> negative effect….

Question 27

Critical factors to go viral

Answer 27

1. Emotion evoked (positive or negative)
2. Extent to which emotion is high in arousal

High in arousal (rage/happiness)? More change of going viral. Low arousal examples: sadness, calmness.

Question 28

General hypothesis (online consumers)

Answer 28

More media, less attention, more task switching

• Choices less deliberate
• More intuitive
• More impulsive.

Question 29

Scripts

Answer 29

Pre-determined, stereotyped sequences of actions that define a well-known situation without paying attention to substansive information.