Unit 5.2: Compliance, attitude, changes, persuation

Compliance

Foot in the door effect

Door in the face effect

Bait and Switch (low ball)

That’s Not All

Door in the Face Effect

In this compliance technique, a subject makes an outrageous request that a targeted individual will most likely deny. Then the subject follows up with a more reasonable request to which the subject will most likely agree

Foot in the door effect

n this technique a subject makes a small and relatively neutral request that the targeted individual will most likely accept. Right before the targeted individual fulfills the request, the subject may add another slightly bigger request that builds off of it

Bait and Switch/Low Ball

In this compliance technique, two subjects agree on a transactional behavior (usually some kind of purchase) but before the behavior is completed, it is canceled and replaced with a significantly different transactional behavior or agreement

That’s Not All

a subject is exposed to a series of incentives to compel them to comply with a decision. These incentives are usually behavioral reinforcements and --in keeping with the foundations of operant conditioning-- can either be positive or negative

Cognitive Biases of Compliance

Scarcity Mindset

Reciprocity Bias

Consistency Bias

Sunken Cost Fallacy

Loss Adversion Bias

Consistency Bias

• This cognitive bias encourages people to prefer new thoughts and behaviors that follow the same --or mostly similar-- patterns as the stimuli that came before them

• The psychological foundation for the foot in the door technique

Reciprocity Bias

This cognitive bias encourages subjects to respond to a presented behavior with the same form/magnitude as what was done to them

Loss Aversion Bias

In this cognitive bias, people generally will invest more resources --such as energy, time, or money-- into a difficult task simply because stopping the behavior with nothing to show for it is too painful a prospect

Sunken Cost Fallacy

A cognitive offshoot of the loss aversion bias which states our tendency to continue with an endeavor we've invested money, effort, or time into—even if the current costs outweigh the benefits

Scarcity Mindset

In this complex collection of behaviors, neurological reactions, and cognitive biases, a subject places higher value on a variable if they believe that its quantity is in short supply

Attitude

a relatively enduring and general evaluation of an object, person, group, issue, or concept on a dimension ranging from negative to positive

Cognitive Dissonance

• A social psychological theory

• Human beings experience extreme discomfort when their attitudes contradict with their beliefs resulting in them changing one of the two variables so that it matches the other, whichever one is easier

Elaboration Likelihood Model (ELM)

A theory about the process of how we change the behavior, attitude based on the stimulus

Elaboration Likelihood Model (ELM)

The Central Route

The Peripheral Route

The Central Route

the process by which attitudes are formed or changed as a result of carefully scrutinizing and thinking about the central/factual merits of attitude-relevant information

The Peripheral Route

the process by which attitudes are formed or changed as a result of using peripheral/emotional cues rather than carefully scrutinizing and thinking about the central/logical merits of attitude-relevant information

Robert Cialdini’s 6 Principles of Persuation

Authority

Social proof

Reciprocity

Commitment and Consistency

Linking

Scarcity

Authority

borrowing a measure of credibility by relating what experts have indicated about a topic and our awareness of competing viewpoints allows us insight that is valuable to an individual (such as a customer)

Social Proof

showing individuals first-person testimonials when making purchase decisions, especially if there are many of them and they’re unanimous in their endorsement

Liking

A process by which an individual is more likely to buy something from someone they like, likes them, who is attractive, and who the individual can identify with because we see enough points of similarity between ourselves

Reciprocity

Reciprocity means that when you give something to somebody, they feel obligated to give something back to you in return

Scarcity

Perception of dwindling supply of a limited and valuable product. People are naturally attracted to the rare and exclusive. If they are convinced that they need to act now or it will disappear, they are motivated to act

Commitment and consistency

When you commit to something, you feel obligated to follow through on it