MKTG 322 Exam 1 - FLASHCARDS - Attitudes and persuasion (1)
What is the definition of an attitude?
A (relatively) global and enduring evaluation of an object, issue, person or action
What is the ABC framework for attitude?
Affective: How do I feel? - I like Gatorade
Behavioral: How will I act? - I will buy Gatorade
Cognitive: What do I think? - Gatorade helps me
What is balance theory?
Humans value harmony between their thoughts
What is central route processing?
When thinking about a message requires effort
What type of information is a one sided message?
Only positive information
What type of information is a two sided message?
Positive and negative information
What type of information is a comparative message?
direct or indirect comparisons
What is the definition of persuasion?
The act of trying to influence a person’s attitude and/or behavior towards a product, person, object, or event
What are Cialdini’s Principles of Persuasion?
- Reciprocity
- Scarcity
- Liking
- Authority
- Consistency
- Social proof
- Unity
What is reciprocity?
People feel they should repay a favor
What does the sense of future obligation through reciprocity impact?
Social and market relationships
Future transactions/exchanges
Prosocial behavior
What is it when you provide a person with a favor and then ask for one in return?
First tactic of reciprocity
What are marketing examples of the first tactic of reciprocity?
• Marketers give free samples to increase the likelihood of a purchase
• Restaurant and hotel staff give mints to increase tips
• Charities give small gifts to solicit donations
What is it when you ask for a big favor, and when the target refuses, ask for a small favor instead?
Second tactic of reciprocity
What are marketing examples of the second tactic or reciprocity?
• Charities often open by asking for large donations, then “concede” by asking for smaller donations
• Labor negotiators often open extreme demands, then “concede” by asking for their actual needs
• Salespeople ask for referrals after being refused, which works better than asking for referrals upfront
What is scarcity?
• Opportunities seem more valuable to us when their availability is limited.
• The same item becomes more appealing when it is framed as “scarce”
What are marketing examples of scarcity?
• Companies charge more for “limited edition” products
• Companies advertise “one-time” or “limited-time” offers to
boost sales
Why does scarcity work?
• Rareness signals value: valuable objects are rare, so people assume that the reverse must also be true
• Reactance: people desire things they are told they cannot have
What is liking?
We are more likely to say yes to someone we like
What factors increase likebility?
Similarity
Compliments
What is authority?
• People follow the leaders, experts or figures of authority
• There is a tendency to do so in response to the mere symbols
of authority rather than to its substance
What is consistency?
Once we make a choice or take a stand, we feel pressure to behave consistently with that commitment
What are marketing examples of consistency?
• Ask customers to do a “small favor” and then in the future they will be more likely to do you another favor.
• Charities invite people to “like” or “follow” their causes via social media to cultivate donations
What is social proof?
People will look to the actions of others to determine their own
What is also known as consensus or conformity?
Social proof
What increases social proof?
• The unanimity of the majority
• The public nature of the judgments
• The size of the group
• Similarity
What refers to a shared identity that both the influencer and the target are part of?
Unity
Why do consumers’ attitudes matter to marketers?
Attitudes influence behaviors. Behaviors influence attitudes
Why do our own attitudes matter to us as consumers?
Attitudes simplify our decision making
Selective exposure (internal)
Ex. fox news for conservatives and msnbc for liberals
Selective exposure (external)
Ex. only talking and hanging out with people who have your same opinions or viewpoints
Balance theory (essay question***)
Ex. Tom (consumer) loves coke, tom loves beyonce (stimuli), beyonce loves pepsi (brand) Alter traiad 1 (start liking pepsi), alter triad 2 (stop liking beyonce), downplay relationship, “leave the field” (stop thinking about it)
What is foot in the door technique?
Compliance technique that a compliance tactic that assumes agreeing to a small request increases the likelihood of agreeing to a second, larger request. Start out with a small ask (very reasonable) and then it eventually makes people more likely to say yes to a larger ask. Ex. gillette giving free razors to males that turn 18
What is door in the face technique?
A compliance method whereby the persuader attempts to convince the respondent to comply by making a large request that the respondent will most likely turn down. Starts out with a large ask and then moves to smaller asks that seem “more reasonable” Ex. Showing customer a G-wagon for $135k and then showing another mercedes suv for only $40k Ex. showing homes
