Peruasion Heuristics - Fear & Loving In Vegas

Question 1

Persuasion heuristics

Answer 1

• mental shortcuts -> effective when people are not motivated or capable to think deeply (cognitive load)

1. Social proof // consensus
2. scarcity
3. reciprocity -> social norms (personalized, unexpected gifts)
4. authority -> signal of credibility
5. consistency -> initial commitments (voluntary, active, public)
6. Liking -> similar people, compliments, mutual goals

Question 2

Arousal based explanations

Answer 2

Heuristics used due to general arousal

Question 3

Affective valence based explanations

Answer 3

Positive arousal leads to heuristics/mental shortcuts

Negative arousal leads to less heuristics /System II thinking

Question 4

Evolutionary approach

Answer 4

1. Functionality -> pattern of behavior helped to survive in ancient times
2. Domain specific -> brain has many specific areas each made for specific problems, instead of one domain-general processor.

Question 5

Findings

Answer 5

• affect arousing contexts influence the response to persuasion heuristics
• fear contexts caused scarcity appeals to backfire and social proof to be effective.
• romantic desire context caused social proof to backfire and scarcity to be effective.
• no effect for attitudinal social proof and limited-offer scarcity appeal.
• Only for behavioral social proof & distinctiveness scarcity

Question 6

Implications

Answer 6

• context of advertisement is crucial (TV program)

- create affect arousal context through ad itself