Lecture 7: Promotion (Part 1) Flashcards
What are the 6 principles of persuasion?
Reciprocity, scarcity, authority, consistency, liking, and consensus.
What is reciprocity? And why does it work?
The obligation to give something when you receive. Indebtedness is an unpleasant feeling.
What are the best practices of reciprocity?
Offer something first, offer something exclusive, personalize the offer, and make the gift unexpected.
What is the door in the face technique?
Start with a large request to get people to agree to a smaller request.
What is scarcity? And why does it work?
Having a limited supply. People want more of the things that they can have less of and FOMO.
When is scarcity most effective?
When a supply drops from plenty to scarcity.
What is authority? And give some examples of it.
People’s perceived knowledge, power, and expertise are persuasive.
Titles (CEO, founder)
Awards
What is consistency? And what is the foot in the door technique?
People like to be consistent with the thing they have previously said or done.
Getting a small agreement and then follow up with a bigger one.
Explain the three different consistency materials.
Cognitive consistency: we like our beliefs.
Dissonance: we feel uncomfortable when things aren’t consistent.
Self-perception: We don’t know who we are or what we like so we infer them from previous behavior.
When does consistency works best?
When the commitment is voluntary, active and public.
What are the sources of “liking”?
Similarity (Emphasize on common ground)
Praise (Give genuine compliments)
People who cooperate (We help helpful people)
Attractiveness (The halo effect, when something is good other will be good too)
Contact (We like things that are familiar)
Condition (Celebrity or sexy)
Mood (Happy = likeable)
What is social proof? And why does it work?
People reference behavior of others to guide their own behavior. We want to be liked by others.
To who is social proof not effective?
Experts
What are the two required conditions for reactance?
Prior expectation of freedom.
Perceived loss of freedom.
