Module 3 Flashcards
Reciprocity
People repay in kind: when people receive something from someone, they want to give something back.
‘That’s Not All’ Technique:
Before one takes a decision, give them something
‘Door-in-the-Face’ technique:
The persuader attempts to convince the respondent to comply by making a large request that the respondent will most likely turn down, much like a metaphorical slamming of a door in the persuader’s face.
People align with their previous commitments.
Particularly when the commitment:
- Is voluntary
- Is large
- Is public
- Simplifies the decision process
“Foot-in-the-door” technique
- Ask the target to comply with a small request
- Almost certainly receive a “yes”
- Ask the target to comply with a large request
Mere measurement effect
Stating intentions (voting, donating blood) “commits” people.
Behavior is more consistent with intentions when intentions are stated.
“Lowballing” technique
- Offer a good deal (including advantage x) that the customer would accept
- “Something happened… there’s no more x”
- The customer is already committed, so still agrees
Giver-matched gifts
We like gifts (mug with a painting of a Louvre painting) more when they “match the giver” (French nationality) than when they don’t (other nationality).
Why do we like?
- Physical attraction
- Compliments
- Similarity
- Familiarity
- Association
Why want people more of what they can have less of?
- Scarce = more valuable
- Social proof
- Striving to beat others (evolutionary?)
- Reactance (because you cannot have something you want more)
Why do people defer to experts?
- Unique expertise (knowledge)
- Power (economical, social, physical)
Six princinples of persuasion
- Reciprocity
- Scarcity
- Authority
- Consistency
- Liking
- Social proof
