Reach

Question 1

4Ps of marketing mix

Answer 1

product, place, price, promotion

Question 2

self-perception theory

Answer 2

people assess attitudes by observing their own behaviour

Question 3

6 principles of persuasion (and definitions)

SACCRL

Answer 3

scarcity - items seem more valuable as they become less available (ex. ‘limited time’ discounts)

authority - people defer to (recognized) experts (ex. luxury cars)

consistency - people fulfill commitments/wish to appear consistent (self-perception theory; foot-in-the-door technique)

consensus/social validation - people follow the lead of similar others (ex. ‘customers like you also bought…’, word-of-mouth)

reciprocity - people respond to/repay each other in kind (ex. product samples, cash in the mail)

liking - people respond to those they like (ex. ‘real’ people Swedish tourism campaign)