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What is the name of the researcher who observed the 6 principles of compliance/persuasion?
What are the 6 principles of compliance/persuasion?
- 1)Social validation/consensus
What 3 principals are related to our goal of ACCURACY?
- (1) Social Validation/consensus
- (2) Authority
- (3) Scarcity
Define/Identify examples Social Validation/consensus
- Heuristic: When
- in doubt, go with majority opinion. It’s probably a safe bet!
- EX. Presidential Polls – If everyone supports Obama, he’s probably worth supporting
Define/Identify examples Authority
- Heuristic:It pays to follow the suggestions of a legitimate authority
- Ex. Drug clearly labeled with a maximum dose Physician, unknown to nurse, called and ordered dose way beyond maximum. 95% obeyed without question
Define/Identify examples Scarcity
- Heuristic: Scarce resources tend to be worth more.
- The more valuable something is, the more people tend to grab it up. When in doubt, go with what’s scarce!
- Ex. Flu shots
Which principles are linked to the goal of managing our self-image and wanting to feel good about ourselves?
Define/Identify examples Commitment/Consistency
- Heuristic: Stick with your commitments, and
- feel good about yourself! (remember, inconsistency makes us feel anxious/bad!)
4 ways Commitment/Consistency is exploited
- 1. Foot in the Door
- 2. Low Ball
- 3. Bait and Switch
- 4. Labeling
Foot in the Door
- Compliance with initial request changes self-image to be consistent with first favor. (Now you are a person that cares that your friend gets to class on time!)
- Would be inconsistent to refuse the second request.
- After making a choice for something, people take “mental possession” of it. Now they think of themselves as someone who has made a decision to own it because it’s important to them!
- It is often easier to continue with the commitment to the product even when you find out it’s not what you thought it was
Bait and Switch
- People will accept a deal they would have dismissed if it had been offered first.
- Works by getting people to make a commitment to a general course of action (going to store to get new radio) and then forcing them to pick an alternative to fulfill this commitment when they find out the one they came for stinks!
- “You Are A Very Generous Person!”
- Assign The Target a Trait Label
- “Would you like to donate some money?”
- Seek Compliance With a Label- Consistent Request
Which principles are linked to the goal of gaining social approval?
- (5) reciprocity
- (6) liking
Define/Identify examples Reciprocity
Heuristic: If someone does you a favor, you are obligated to repay it. All cultures have a norm of reciprocity. Those who break it are rejected.
3 ways people exploit Reciprocity
- 1. door in the face
- 2. unfair exchange
- 3. that’s not all!
Door in the face
- Backing down from larger to smaller request is a concession.
- Person is obligated to reciprocate with a concession of their own.
- Ex. Present target with a large request
- “Would you be willing to donate $100 to the policeman’s association?”
- “Well, surely you’d be willing to give just $50 then?”
- Back down to a smaller request
People are obligated to repay a favor, even if they aren’t of equal size
That's Not All!
- When you sweeten the deal enough times, people feel obligated to reciprocate, like they have gotten a sudden gift
- Increase the sense that repeated exceptions are being made for them personally!
Define/Identify examples Liking
Heuristic: We want people that we like to LIKE US! We want to say yes to people that we like!
- capturing attention!
- ask something in a novel way so it is not just tuned out entirely.
Disrupting attention! Disrupt attention with something confusing (such asaccidentally stating price in pennies instead of dollars), and then highlight product benefit. It distracts attention from a person’s doubts about product. Confusion fosters compliance!