Persuasion

Question 1

The Automaticity Principle

Answer 1

Give a Reason

Question 2

The Commitment and Consistency Principle

Answer 2

Influence increases with
active commitment: Sign treaty, vows, etc.
publicity of commitment
effort of commitment: Hazing, induction rituals
Self-perception Theory (Daryl Bem)
Examples: Toys at Christmas, foot in the door–start with little sign,

Question 3

The Reciprocity Principle

Answer 3

“I’ll do this for you. Then, you do that for me.“
We feel compelled to return favors, gifts, etc.
Windshield washers?
Extremely helpful salespeople
The Door-in-the-Face Technique: Following up a large, unreasonable request with a smaller, more sensible request improves behavioral compliance.

Question 4

The Scarcity Principle

Answer 4

Create scarcity by limiting production or supply
Limited Edition, sale ends Soon
Perception of exclusivity are inversely related to distribution intensity

Question 5

The Social Validation Principle

Answer 5

“Proof in numbers”: the perceived validity of an idea increases as the number of people supporting the idea increases
Fund-raising campaign with a long list of names of previous donors prior to the request (43% vs. 25% in control)
Asche

Question 6

Injunctive Norms

Answer 6

perceptions of which behaviors are accepted or rejected by society, i.e., what should be done?

Question 7

Descriptive Norms

Answer 7

perceptions of which behaviors are common or popular, i.e., what is everyone doing?

Question 8

People litter less

Answer 8

when there’s a clean garage and someone litters (injunctive norm)

Question 9

The Authority Principle

Answer 9

People defer to experts
Experts provide shortcuts 
     to decisions requiring 
     specialized information
Expertise needs to be noticed
Diplomas on the wall
Uniforms 
Miligram