8 - Social Influences Flashcards
Social influence
Influence from non-marketer sources
Why is social influence important?
Credibility of non-marketer sources
Online & social media
6 social norms (Cialdini’s)
Fairness
Consistency
Social Proof
Authority
Scarcity
Liking
Fairness (reciprocity)
Suggests that people feel a social obligation to repay others in kind for what they have received
eg: Wikipedia asks for donations in return for providing information
Consistency
Suggests that people have a strong desire to be consistent in their beliefs, attitudes, and behaviors over time
eg: car salesmen will have higher % of selling a car with the more steps toward a purchase a consumer makes
Phishing email consistency example
Phishing emails say that your payment information has been declined. If you believe that you have already acted in the past in paying, then the phishing email will get you because you are more likely to act now
Social proof
Suggests that people tend to follow other people’s actions or decisions
eg: people lining up in front of a hidden bar may cause other people who don’t know about the bar to lineup as well
Authority
Suggests that people tend to follow experts (in relevance to a product or service)
eg: People buy LeBron shoes because he’s a good basketball player and wears them
Drawbacks of authority
People often follow authority in business and social contexts even when it is negative
eg: killing protestors “just following orders” or falsifying accounting statements
Scarcity
Suggests that people tend to think that scarce offerings (quantity, time) equate to value
eg: seasonal fashion drops, bugatti allocations
Lack of scarcity
People think that things that have a lack of scarcity makes them less valuable
eg: we do not visit local attractions because of how often we come across it
Liking
Suggests that people are more likely to comply with likeable interactions, or any that creates a positive relationship
eg: personalized donation requests
How is level of effort determined? (Low / high)
Motivation, ability, opportunity
eg: issue importance, knowledge, time pressure
Persuasion knowledge
Knowledge of persuasion or techniques that are being used
eg: refer a friend (low persuasion knowledge) vs car salesman (high persuasion knowledge)
Habitual behaviour
Habit is thoughtless behaviour established through repetition and reinforcement
eg: shopping for groceries (habitual) vs voting for a political party (non-habitual)
