Psychology (week7)

Question 1

Robert Cialdini (2001) suggests 6 ways in which we can influence and be influenced by others.

Answer 1

Influence
1. Liking: People like those who like
them.
The Application:
Uncover real similarities and offer genuine praise.

Influence
2. Reciprocity: People repay in kind.
The Application:
Give what you want to receive.

Influence
3. Social Proof: People follow the lead
of similar others.
The Application:
Use peer power whenever it’s available.

Influence
4. Consistency: People align with their
clear commitments.
The Application:
Make their commitments active, public, and voluntary.

Influence
5. Authority: People defer to experts.
The Application:
Expose your expertise; don’t assume it’s self-evident.

Influence
6. Scarcity: People crave more of what
they can’t have.
The Application:
Highlight unique benefits and exclusive information.

Question 2

How was these 6 used in advertising?

Answer 2

1. Liking: Personality endorsement
2. Reciprocity: Free offers, charity give-aways
3. Social Proof: People like me buy these things
4. Consistency: Use of e.g. culture, life style choices, etc., in adverts
5. Authority: Use of data (9 out of 10 cats) and authority figures (bankers)
6. Scarcity: 12 people have been viewing this hotel; only 3 seats left at this price

Question 3

Four types of impulsive buying Dittmar et al,. 2007

Answer 3

1. Fit to Identity
   * I buy consumer goods because they give me prestige
   * I want to buy things that impress other people
2. Emotional Enhancement and Mood Regulation
   * I often buy things because it puts me in a better mood
   * Shopping is fun and exciting
3. Economic Concerns
   * I like to compare prices before I buy
   * Goods I buy have to be useful and practical
4. Efficiency
   * Saving time while buying goods is important to me
   * I want buying to be as fast and efficient as possible