Social Influence

Question 1

List some sources of influence

Answer 1

Question 2

What is the additional difference between personal delivery and mass-media delivery?

Answer 2

Personal delivery also allows for 2-way comm, which Mass-media delivery doesn’t.

Question 3

Define social influence

Answer 3

Influence from non-marketer sources. These are considered more credible, but harder for firm to control.

Question 4

List Cialdini’s Social Norms

Answer 4

• Fairness
• Consistency
• Scarcity
• Social Proof
• Authority
• Liking

Question 5

Describe the Fairness social norm and give examples.

Answer 5

People more likely to do something for you,
if you’ve done something for them.

• Lowering offer price makes it more likely to be accepted.

Question 6

Describe the Consistency social norm and give examples

Answer 6

People more likely to take big step towards product after previously taking a smaller step.

• Raise price of offer after customer signed documents (sunk cost bias).

Question 7

Describe the Scarcity social norm and give examples

Answer 7

People tend to equate scarcity with value.

• “While supplies last”, timers, etc.

Question 8

Descrbe the Social Proof social norm and give examples

Answer 8

People tend to follow others’ behavior

• Crowd Wisdom: Collective opinion of group perceived to offer more wisdom than opinion of any indiv in said group. “Wisdom” depends on:
  
  • Expertise
  • Sample size
  • Diversity (& thus of knowledge)
  • Independence

Question 9

Describe the Authority social norm and give examples

Answer 9

People tend to follow experts’ advice/opinions.

• “Recommended by doctors…”

Question 10

Describe the Liking social norm and giive examples

Answer 10

People tend to follow likeable people.

• Personalize a service
• Mirror customer (show you’re similar).

Question 11

Describe the Milgram Experiment and its implications

Answer 11

Milgram Experiment investigated power of authority norm.

Subjects told it’s a study of memory & learning, that they’ll play role of “teacher” & teach student list of words, punishing student by giving them an electric shock of increasing voltage per mistake made.

People more likely collaborate than whistleblow –> authority is very powerful.

• Could also be because subjects may’ve been paid
  (–> reciprocity)
• Consent form says they can “keep the money if they leave”, but not emphasized during experiment
  (–> loss aversion –> framing)
• Could also be because they started with small shocks and gradually increased (–> consistency)
• Could also be because of certain verbal cues:
  
  • “Experiment must continue” strengthens authority.
  • “You aren’t responsible” reduces personal responsibility.

Question 12

Describe the effect of social media on consumers

Answer 12

Too many/much:

• Temptations
• Info
• Customization
• Comparisons
• (Lack of) Privacy

People generally post positive info about themselves:

• High ideal states
• Envy
• Therapy