MKTG 3150 - Science of Persuasion - final exam

(ch. 8 - nonverbal influence) what is the direct effects model of immediacy?

warm, involving, immediate behaviours lead to increased persuasion

- it is easier to comply with those we like

- we tend to trust warm, friendly people

(ch.8) what are the 6 important reasons to study nonverbal communication?

1. shapes impressions of ourselves: nonverbal cues can enhance or hinder perceived attractiveness,

2. establish intimacy, rapport, immediacy: through eye contact, smiling, nodding in agreement

3. facilitate or inhibit attention: nonverbal distractions

4. model behaviour (social proof): putting on a seatbelt

5. signal expectations: eye contact to signal turn-taking during convo

6. violate others' expectations: standing too close or too far away

(ch. 8) What are the different types of nonverbal communication?

Kinesics - eye contact, facial expressions, gestures, body & posture

haptics - touch

Proxemics - use of space

Chronemics - time

Artifacts - dress for success, physical objects

Physical appearance - how we dress

Paralingustics - pump up the volume

(ch.8 )how does eye contact affect persuasion?

- usually enhances persuasion (gaze produced greater compliance than gaze aversion)

- eye contact conveys interest, attraction, warmth, immediacy

- the exception to the general rule that illegitimate request was more effective without eye contact.

(ch. 8) how does smiling affect persuasion?

smiling is an immediacy behaviour: conveys warmth, attraction, liking, sincerity

- excessive smiling may backfire; may be perceived as phony or shallow

(ch.8) what is mirroring and how does it affect persuasion?

mirroring involves matching or mimicking another's behaviour - eye contact, posture, gestures, stance

- it conveys similarity and empathy

- it facilitates persuasion

(ch. 8) what is an emblem?

A nonverbal cue that has a specific, generally understood meaning in a given culture and may substitute for a word or phrase.

- peace sign

-shush

- shame on you

- come here

- zip it

emblems play a large role in fostering attention and retention in persuadees.

(ch. 8) what are illustrators?

gestures that highlight or accentuate speech

- pointing while saying "its over there"

- "i love you this much.."

use of illustrators increases a speaker's persuasiveness

(ch.8) what are self-touching behaviours (adaptors)?

unintentional cues that signal negative feelings

- lip biting

- nail biting

- handing wringing

- hair twirling

exception to the rule: self-touching behaviours tend to inhibit persuasion

(ch. 8) what is haptics and hoe does it relate to persuasion?

touch generally facilitates compliance gaining

touch can

- convey positive or negative effects

foster favourable impressions

provide reassurance, empathy

- enhance ones perceived power

context is key

- cultural considerations

- gender differences

- situation or setting

(ch. 8) how do handshakes relate to persuasion?

the way you shake hands may influence the impressions people form of you

higher status people are more likely to initiate handshakes

Touching people, when done appropriately, seems to be persuasive

(ch. 8) what is proxemics and how does it relate to persuasion?

how we use space to communicate

Personal space: standing closer tends to facilitate compliance gaining

violating a person's space may be more persuasive - people tend to stand closer to people they like, persuadees may simply be reciprocating the liking by complying with the violator's requests

(ch. 8) what us expectancy violations theory?

People have expectations about what constitutes appropriate behavior in social situations

Violations of expectations are perceived positively or negatively, depending upon:

- the status, reward power of the communicator

- the range of interpretations that can be assigned to the violations

- the perception/evaluation of the interpreted act

(ch. 8) what is chronemics and how does it relate to persuasion?

how we use time to communicate.

- time spent waiting confers power & status (waiting in doctors office is fine)

but...

- tardiness can negatively impact credibility

(ch. 8) what is the scarcity principle?

people love freedom, and when that freedom is threatened or limited, people experience something called psychological reactance

- limited time offers increase perceived value

must act now, limited time offer, hurry, only a few left

(ch.8) what are artifacts and how does it relate to persuasion?

material objects as an extension of self (clothes and makeup we wear, the cars we drive, the furniture we own, and other physical objects)

- communicate a great deal about our credibility and status

how does attractiveness and social influence relate to persuasion?

looks matter: attractiveness is an asset in persuasion

attractive people are perceived as having other positive traits

(ch.8) how does body shape influence persuasiveness?

body shape and facial appearances influences perceptions

(ch. 8) what is a mesomorph body shape?

muscular (perceived as more athletic, adventurous)

"The Rock"

(ch. 8) what is an ectomorph body shape?

thin, lean (perceived as more tense, pessimistic, quiet)

Taylor Swift

(ch. 8) what is an endomorph body shape?

full (perceived as more warm, agreeable)

Jonah Hill

(ch. 8) How does paralanguage relate to persuasion?

study of vocal stimuli aside from spoken words

- fluency facilitates persuasion

(pauses, gaps, diminish credibility)

- speaking faster generally increases credibility

(speaking too fast may hinder comprehension)

- pitch variation generally increases persuasiveness (avoid monotone delivery)

(c.13) what are some of the different types of motivational appeals?

fear, guilt, pity, sympathy, loyalty, generosity, devotion, kindness, maliciousness, compassion, dedication, patriotism, pride, honor, sex, love, hope, duty

(ch. 13) what is the definition of motivational appeals?

Motivational appeals are "external inducements , often of an emotional nature, that are designed to increase an individual's drive to undertake some course of action

(ch. 13) are motivational appeals extrinsic or intrinsic motivation?

extrinsic motivation - instilled by some outside factor ("work to live")

intrinsic motivation - drive for something that comes from within (live to work)

(ch. 13) what is the phenomenon when central processing and peripheral processing coexist?

parallel processing

(ch. 13) what type of processing do motivational appeals rely on?

peripheral processing - as motions tend to exert more influence when receivers rely on it

(ch. 13) what does emotional marketing do?

ads are designed to elicit fear, love, guilt, patriotism, and more

(ch. 13) what is the attachment theory in relation to emotional marketing?

Consumers connect with brands on an emotional level

- The brand becomes an extension of the self

- People develop emotional attachments to specific brands

- They are fiercely loyal to those brands

- Examples: Apple, Gibson guitars, Dunkin' Donuts

- Example: A person who drives an electric car may connect the brand with his/her eco-mindedness

are logic (logos) and emotion (pathos) mutually exclusive?

No.

Whether a message is perceived as logical or emotional has as much to do with the person perceiving the message as it does with the message itself

when people agree with a message, they tend to perceive it as being more logical or rational

When they disagree with a message, they tend to think of it as being more emotional

- People perceive their own motivations as rational

- People often perceive others' motivations as emotional

(ch.13) what is the stage model?

Explains how fear level or intensity works.

- when a person is exposed to a fear-arousing message, the person engages in threat appraisal to assess the perceived severity of the threat and her or his perceived vulnerability to the threat.

(ch.13) how does the stage model describe the threat conditions?

- If both severity and vulnerability are seen as low, a person will tend to ignore the threat or rely on peripheral processing.

- If a person perceives that a threat is severe, but vulnerability is low, the person will engage in moderate cognitive processing, mostly to make sure that the threat is assessed accurately.

- When perceived severity and perceived vulnerability are both high, defense motivation kicks in and the person utilizes central processing

- In the high-severity/high- vulnerability condition, the person would examine the message carefully, not just to be clear about the threat, but to identify specific strategies for avoiding or minimizing the threat. The latter process is referred to as coping appraisal. (What can I do to avoid having this happen to me?)

(ch. 13) what is the extended parallel processing model?

explains how people actually respond to threats

(ch. 13) when a person encounters a fear-arousing message, what three ways can they respond?

danger control - the receiver concentrates on ways on reducing the danger

fear control - the receiver focuses on fear itself, and becomes anxious, panicky. (better to trigger fear than danger control)

perceived efficacy - the recommended action is perceived as both effective and feasible to avoid the danger (response efficacy = it will work) (self efficacy = i can do this")

(ch. 13) what are some key factors in using fear appeals effectively?

increasing fear intensity is effective, but only if danger control is operating

- increasing involvement and central

processing facilitates danger control

triggering fear control will lead to maladaptive responses (fight, flight, freeze)

(ch. 13) what is psychological reactance

refers to the resistance to a perceived threat to one's freedom

(ch. 13) what are the drawbacks of inducing negative emotions in persuasion?

pity: evoking compassion, sadness, mercy

- excessive use of pity may result in avoidance or desentization

guilt: inducing blame, responsibility

- excessive use of guilt way result in psychological reactance

shame: inducing embarrassment, disgrace, dishonor

- excessive use of shame may result in avoidance or lower self esteem.

(ch. 13) when is using pity ploys the most effective?

when the sufferer is perceived as having no control over his/her situation (controllability)

- helpless victim

- heroic survivors

(ch. 13) what are the functions of humor in persuasion?

- capturing attention

- increasing liking for the source

- suppressing counter-arguing

- social proof - laughter can be contagious

(ch. 13) why can patriotic appeals be bad?

can be perceived as divisive (us vs. them mentality) and commercializing it can backfire

(ch. 13) how do sex appeals function?

sex appeals serve as peripheral cues - vicarious experience of sexuality

sex appeal suse "post hoc" reasoning (if you use product x, you will be more sexy)

(ch. 13) how can sex appeals be bad?

sexual imagery can go too far, reinforce gender stereotypes, may turn off consumers

objectification theory - females are more likely to be viewed as objects or things

(ch. 13) what are warmth appeals?

a common advertising strategy

- included friendliess, folkness, and good feelings (walmart greeter)

(ch. 13) how do warmth appeals and face-to-face compliance gaining relate?

in sales: car sales (calling customer by first name, establishing rapport)

food servers: (smiling, introducing oneself by name, touch)

immediacy behaviours

- hugging

- smiling

- nodding approval

(ch.13) what is ingratiation?

flattery as a motivational inducement

(ch. 13) what are the forms of ingratiation behaviour?

other enhancements: have you lost weight?

opinion conformity: i couldn't have said it better myself

self-presentation: i rushed over from the senior centre, where i volunteer every wednesday

performing favours: i brought donuts!

(ch. 13) what are the three basic categories of ingratiation?

Liking: ingratiatory behaviour tends to increase liking, attraction

Similarity: ingratiatory behaviors tends to increase perceptions of similarity, perceived commonality

Social Labelling: the target tends to "live up to" the positive label bestowed to them

(ch. 13) what is a technique for effective ingratiation?

brown-nosing

- make the praise credible

- praise an attribute about which the target is insecure

- be discerning; notice things about people

(ch. 13) what are some common combinations of motivational appeals?

good cop + bad cop

threat + promise

guilt + pity

sex + pity

(CH. 14) what is the picture superiority effect?

images are more easily recognized and recalled.

(ch. 14) how to images persuade?

iconicity: images stand for and resemble the things they represent

images can sum up a concept: (the "trash can" icon on a computer)

icons needn't be accurate; they can distort, manipulate what they represent

indexicality: images, especially photographs, have a documentary quality

a photo or video implies that can event took place

"truth claim" of photography: the assumption that the camera never lies

Syntactic indeterminacy: unlike language, images lack logical operators

- deduction

- cause-effect reasoning

pictures can create associations, however, associations can equate one thing with another

(ch. 14) how is art persuasive

artists express their opinions in and through their work

- serves as social and political ends

- awareness through interpretation

- awareness through participation

(ch. 14) how are movies influential? (from slideshow)

- they reach a large number of people (potential for mass influence)

- movies are told from a narrative form (stories possess an aura of believability)

- people may not expect to be persuaded during a movie ("willing suspension of disbelief")

- films may persuade intentionally

- films may persuade unintentionally

(ch. 14) how are movies persuasive? (from textbook) (6 ways)

1. Export Values Abroad - American movies export Western values.

- Some view the movie industry as a form of cultural imperialism

- can promote prosocial values (champion the underdog)

2. Promoting Popular Culture - Fashions, hairstyles, habits, lifestyles, and slang terminology are often emulated by moviegoers

- As a function of their iconicity, movies have a way of idealizing and romanticizing trends and lifestyles. Cinema, then, is a major vehicle for the dissemination of fads, fashions, and trends.

3. Modeling Behavior: Social Proof- People may gauge what constitutes appropriate behavior in social situations by taking a movie character's lead.

- Social cognitive theory maintains that adolescents observe behaviors that are modeled in the media and then imitate those behaviors in real life

- smoking, alcohol abuse, unsafe sex, violence

4. Cultivation Theory: It's a Mean, Scary World - maintains that the more violence people watch on TV, the more likely they are to develop an exaggerated belief in a mean, scary world

- viewing violence tends to increase aggression and antisocial behavior in people

5. Viewer Identification - Moviegoers may idolize a particular actor or actress or a specific character played by that actor or actress.

- Sometimes the story of the character overlaps with the viewer's own experience, causing the viewer to identify with the character in the film.

-Viewer identification can take place even if a viewer's experience doesn't directly overlap with that of a character in a movie.

6. Perpetuating Stereotypes - A final way in which cinema shapes public perceptions is by fostering and perpetuating stereotypes

- African Americans have been historically typecast

- With few exceptions women must be thin and beautiful to land starring roles u

(ch. 14) what are the visual components that make ads effective?

1. Visual Extravaganzas: There are so many ads competing for consumers' attention that it is difficult for a message to stand out in the crowd (media clutter) - Commercials must grab and hold viewers' attention

2. Anti-Ads: consumers are increasingly cynical about advertising. Anti-advertising, or "subvertising" as it is sometimes called, caters to consumers who distrust the media (spoofs)

3. Image-Oriented Advertising: advertisers also seek to create positive associations between their brands and idealized images or lifestyles.

- Image-oriented ads rely on the syntactic indeterminacy of images

- this ability to imply something in pictures while avoiding the consequences of saying it in words has been considered an advantage of visual advertising since the first days of its development as a mass medium

- When we buy that brand we are buying into that lifestyle

4. Shock Ads: Shock ads, or "shockvertising" as it has also been called, push the boundaries of taste and propriety

- Some shock ads are vulgar, some erotic, some humorous, and others nauseating. Some adopt an "in your face" style of advertising.

- generate media buzz through social controversy

(ch. 14) what are some of the most common associations with image-oriented advertising? (7)

1. Social status and elitism: Ads for luxury cars and expensive watches often associate owning these products with prestige and success

2. Sex or romance: Ads for perfume, lingerie, and hair-care products often equate the products with sexiness, allure, and romance

3. Cause-related: Some brands have a cause to promote.

4. Power, speed, and strength:Ads for tools, trucks, SUVs, computers, and nutritional supplements often equate buying a product with conferring power on the user

5. Youth culture: A number of products are marketed by associating products with youth culture, rebelliousness, and an alternative lifestyle

6. Safety, security: Ads for banking, insurance, and retirement accounts try to foster images of being safe and secure.

7. Sense of place, belonging: Ads for foods, restaurants, furniture, and other household goods often strive to create a sense of hominess.

(ch. 14) how can photos be persuasive?

- They can affect people's perceptions of events

- They also can reach people on an emotional level in ways that words alone cannot

- Photos sum up social controversies

- Photographs tell visual stories

(ch. 14) how can photos be misleading when trying to be persuasive?

- Photographs are not objective representations of reality

- The truth claim implied by a photograph can be

misleading

-Photos can be altered, manipulated

- Photographers have a major say on what to shoot, angle, lighting, zoom, how to edit, etc.

(ch. 15) how can colour be persuasive? (4)

1. Color has symbolic meaning (at birth, girls are wrapped in pink blankets, boys in blue)

2. Colors have attitudinal associations (Brides wear white to symbolize purity)

3. Color and Branding: trademarked colours are associated with specific brands, the use of color in product packaging matters a great deal

4. Color and Emotion: we often equate colours with moods (seeing red, tickled pink), ambient colours can affect moods, emotions (primary colors: bold, lively, energetic)

(ch. 15 what is subliminal messaging/influencing?

Below (sub) the threshold (limen) of human perception: processed without conscious awareness

- Embedding is a form of subliminal influence

Supraliminal message: A message that is consciously recognized and processed (product placement)

(ch. 15) what is subliminal priming?

Stimuli can be perceived or processed without conscious awareness

- Priming can produce changes in beliefs, attitudes, and behavior

- Well documented in controlled laboratory settings

- Commercial applications of subliminal priming have not been demonstrated

(ch. 15) do subaudible messages effect behaviour?

No, there is no proof that subaudible messages (too faint to hear) have any effect on behaviour

- Claims of weight loss, higher esteem, etc. can be explained by the placebo effect

(ch. 15) do backward making and reverse speech effect behaviour?

No, there is no proof that reversed speech or "backward masked" recording have any effect on behaviour

- The mere presence of backward vocals on records does not prove their effectiveness

(ch. 15) what is neurolinguistic programming, and how does it relate to persuasion?

A mix of linguistics, psychology, and hypnotism

- scant evidence that NLP works.

- the basic idea behind NLP is that a person's inner, unconscious mind determines how he or she responds to persuasive messages.

(ch. 15) how can music be persuasive?

Background music can affect shopping pace, enhance moods, improve task performance

- function as both a central and peripheral cue.

- mere exposure effect: repeated exposure to an unfamiliar stimulus increases liking for the stimulus over time.

Music also functions as a mnemonic device: simply a memory aid that facilitates recall.

(ch. 15) how are fragrances or aromas persuasive?

- The fragrance industry is selling romance in a bottle.

-Fragrances function as peripheral cues.

- Studies on the effectiveness of fragrances are mixed

- Aromas have been shown to alter moods, improve task performance, make shoppers linger in stores

- Helping behavior (Shoppers at a mall were twice as likely to help a stranger in the presence of pleasant odors like roasting coffee or baking cookies.)

- Driving behavior (A pleasant fragrance significantly reduced aggressive driving behavior compared to no fragrance.)

(ch. 9) what is an implicit conclusion?

advertisement relies on customers to draw their own inferences

- One possible advantage of an implicit approach is that receivers may prefer their own conclusions

- The source may seem less patronizing

- There is less risk of psychological reactance, e.g., the perception the listener's choice is being restricted

But... what if receivers are unable to draw the desired conclusions

(ch. 9) what is an explicit conclusion?

Claims are directly stated by the person sending the message

- There is less risk the listener will reach the wrong conclusion

But... The source may be perceived as more candid, forthright

(CH. 9) what is gain-framed messaging vs. loss framed messaging?

Gain-framed messages emphasize the positive

* Low sensation seekers are more persuaded by gained-framed messages

Loss-framed messages emphasize the negative.

-Some people are risk averse

* They fear losing something they have over gaining something they don't have

*Present-minded people respond more favorably to loss-framed messages

(ch.9) quality vs. quantity arguments

- For receivers with low involvement, it is the quantity of arguments that counts.

- For receivers with high involvement, it is the quality of arguments that matters

(ch.9) how does evidence facilitate persuasion?

- Evidence can increase speaker credibility.

-High quality evidence may increase central processing.

- The quantity of evidence may serve as a peripheral cue.

- Evidence is most effective when receivers have high involvement.

(ch.9) can message repetition be an effective way to persuade someone?

Yes, but there are some disagreements conercing why:

- Wear-out can occur with over-exposure

- mere exposure effect: we really do acquired tastes, that things can grow on us, and that familiarity does not breed contempt.

- the way people respond to repetition depends on how personally relevant the message is to the audience.

- when the people were presented with a familiar message that was personally relevant to them, they were likely to process the message analytically (this is analogous to ELM's central route to persuasion

(ch.9) narrative vs. statistical evidence

People are, by nature, storytellers.

Stories resonate with people

But...

- Anecdotal evidence is subject to the "hasty generalization" fallacy.

People often don't trust statistics

Yet...

- Meta-analyses show statistics are more effective than narratives

(ch.9) what are the different order effects?

- Anticlimax order: the first information presented is easier to remember

- Climax order: the last information presented is easier to remember

- Pyramidal order: putting the best material in the middle

(ch.9) which is the best way to order your arugument?

Studies show putting your best material first or last is better than the middle.

(ch.9) When there are opposing sides, is it better to speak first or last? Primacy Effect vs. Recency Effect

Primacy effect

- It is better to speak first if the speeches are back-to-back

Recency effect

- It is better to speak last if the speeches are separated in time.

(ch.9) what is the primacy effect, and how can it be persuasive?

A primacy effect is more likely to be persuasive with involving, interesting material

- Non-experiential products (like scissors, light bulbs)

- Primacy effect for equally undesirable music (product comparisons)

(ch.9) what is the reccency effect, and how can it be persuasive?

A recency effect is more likely to be persuasive with uninvolving , noncontroversial material.

- Experiential products (like music, clothing) Produce a recency effect

Recency effect for equally desirable music (product comparisons)

(ch.9) what is the inoculation theory?

Inoculation increases listeners' resistance to a persuasive message

- Threat is the motivational trigger.

- Threat increases the receiver's perceived vulnerability.

- The listener then bolsters his/her defenses.

- Inoculation protects beyond the original arguments used.

- Inoculation increases immunity to new, novel arguments as well.

(ch. 9) are one-sided messages more or less persuasive than two-sided messaging? Define both.

One-sided: presenting arguments in favor of a single proposition

Two-sided: presents arguments in favor of one proposition and considers opposing arguments as well

Two-sided messages are almost always more persuasive

- A "refutational" approach is required.

- The persuader must directly refute, not merely acknowledge, opposing arguments.

Exceptions are when receivers:

- already agree

- are easily confused

- are uneducated or unintelligent

(ch.9) what is forewarning in relation to persuasion and resistance to influence attempts?

Forewarning increases resistance to influence attempts

- receivers adopt a less receptive state of mind.

- receivers may prepare defenses and rehearse counter-arguments.

- Forewarning effectiveness depends upon motivation and ability to disagree.

(ch.9) forewarning vs. inoculation

- Forewarning merely warns a listener of an impending persuasive message (e.g. warning of persuasive intent).

- Inoculation includes actual examples of the opposing arguments

(ch.9) what is the strength model of self-control in relation to forewaring

the same way that our muscles get tired from exertion, our mental resources become depleted when we work hard to regulate our behavior - as a result of such depletion, our willpower suffers

- Mental fatigue reduces one's willpower to resist persuasion

Forewarning conserves mental resources

- Without forewarning: a diabetic goes to dinner, but doesn't know restaurant has loads of desserts. The diabetic can't resist.

- With forewarning: a diabetic knows a restaurant has bread and tempting desserts. The diabetic steels him/herself and decides "I'll have one piece of bread and no dessert."

(ch.11) what is pregiving?

Trying to get someone to comply by doing favors or giving gifts in advance.

- Favors and gifts create a sense of indebtedness.

- Returning favors is culturally universal.

Examples:

- Befriending your neighbor

- Political favors

- Panhandling tour guides

- Pregiving in sales (a company gives important clients free tickets to a ball game.)

- Wedding and baby showers (obligation to give an equivalent gift—social exchange theory)

(ch.11) why is pregiving so persuasive?

liking, physical attraction, perceived ulterior motives, gratitude, impression management, and internalized social norms

The liking explanation suggests that people who do or give something are perceived as kind and good.

the physical attraction explanation suggests that doing favors leads people to be seen as more attractive, which, in turn, leads them to be more persuasive.

The perceived ulterior motives explanation suggests that when a favor is seen as a tool of manipulation, it is less likely to lead to compliance

The gratitude explanation suggests that receiving a favor leads to positive emotional states (i.e., feelings of gratitude) that motivate benevolent behavior

impression management and internalized social norm, are based on the norm of reciprocity (or indebtedness), which states that it is desirable to repay what another person has provided us

(ch.11) what is the foot in the door theory?

making a small request first and then making a second, larger request

A person who agrees to a small, initial request is more likely to comply with a subsequent larger request

(ch.11) what is the self-perception theory?

People make self-attributions based on their own behavior

According to Gorassini & Olson: Self perception is not the only explanation for the FITD.

* The requestee may consider whether others would reject the request.

* activating relevant attitudes is important ("you are so thoughtful." "You are so generous.")

(ch.11) when does the foot in the door approach work best? (7)

1. Size of the initial request.

2. Prosocialness of the request.

3. External incentives to comply.

4. Who makes the requests

5. Labeling

6. Preference for consistency

7. Self concept clarity

(ch.11) What is the door in the face theory/tactic?

first making a request so large that it is turned down, then following it up with a second, smaller request.

- A person is presented with an initial, large request which she/he is inclined to reject.

- The person thereby becomes more likely to acquiesce to a second, more reasonable request

(ch.11) when does the door in the face tactic work best? (4)

1. Size of the initial request.

2. Type of compliance sought (the strategy works best with prosocial causes.)

3. Elapsed time between first and second requests

4. Can a different person make the second request? (must be made by same person)

(ch.11) how does the door in the face tactic work so well?

- perceptual contrast effect (the 2nd request seems much more reasonable by comparison)

- self-presentation (the target doesn't want to be perceived negatively by others)

- reciprocal concessions (the target perceives he/she is engaged in a bargaining situation)

- legitimacy explanation (concessions imply the request is genuine)

- guilt-based explanation (The target feels guilty for not being helpful)

- social responsibility position (We comply based on our own, internal standards)

(ch.11) what is the "that's not all strategy"?

sweetens the deal

- Free extras add perceived value to an offer (order now, and we will throw in....)

- Often combined with the scarcity principle. (the first 20 callers will receive)

- Effectiveness is based on reciprocity and contrasting

(ch.11) what is the low ball technique

Lowballing involves making an offer that sounds too good to be true.

- There are, however, hidden "strings" attached.

- Once the consumer is psychologically committed, it is hard to back out.

- Effectiveness is based on psychological commitment and unfulfilled obligations

(ch.11) what is the bait and switch technique?

When the consumer tries to buy the low-priced item, the item is no longer available.

A different, more expensive item is offered instead

- Sorry, were out of your size, but...

(ch.11) what are the differences between low ball and bait and switch

- The low ball tactic changes the original deal or adds conditions to the existing deal

- The consumer is buying the same product or service, but at a much higher price

- The low ball operates after the target becomes psychologically committed

- The bait & switch involves a completely different deal, an alternative product or course of action

- The consumer winds up buying a different product or service at a higher price

- The bait lures the target in before she/he is psychologically committed

(ch.11) what are some other techniques for compliance gaining

- Disrupt-then-reframe: "It's only 500 pennies!"

- Pique technique: "Can you lend me $1.47?"

- Legitimizing paltry contributions: "Even a penny will help."

- Evoking freedom: "Feel free to say no..."

(ch.11) what is the "fear then relief" procedure?

The relief that follows a scare can make people more receptive to persuasion

(ch.6) what is a norm?

expectations held by a group of people about what behaviors or opinions are right or wrong, good or bad, acceptable or unacceptable, appropriate or inappropriate

Norms may be formal, explicit

- no cheating on tests

Norms may be informal, implicit

- not picking your nose during class

Norms may not be apparent until violated

- Is texting during class okay?

(ch.6) what was found about conformity groups, and by whom?

Solomon Asch conducted an experiment:

- Asch found conformity to group judgments was common

- Individuals estimated the length of lines

- Group members offered different judgments

- 75% of all subjects modified their estimates at least once to conform to the group

- 25% remained largely independent of the group's judgment

- Public conformity doesn't necessarily imply private conformity

(ch.6) what are some variables related to conformity?

1. group size

2. reaction of majority

3. moral conviction

4. indoctrination (mindless membership)