Lecture 12

Question 1

Cialdini

Answer 1

did research with the question: what persuasion techniques are used by compliance professionals.
made it clear it’s a given people are motivated by self-interest so all techniques that play into this are not the focus of his attention.

Question 2

fixed action pattern

Answer 2

guiding idea in Cialdini’s research.
borrowed from animal behavior. particular stimulus leads to particular behavior.
humans don’t have it as much as animals, but we have some sort of automatic responses.

Question 3

Langer and colleagues on fixed action pattern?

Answer 3

had people stand in line and people cut in line to find out of people use social scripts.
- when people gave good reason to cut people let them
- but also let them when people gave a bad reason.

mindlessly rely on script

Question 4

6 principles of cialdini

Answer 4

1. reciprocity
2. commitment and consistency
3. social proof
4. liking
5. authority
6. scarcity

Question 5

reciprocity

Answer 5

mental rule = we should repay people when they give us something

Question 6

consequences of reciprocity

Answer 6

• uninvited debts: you just get something you didn’t ask for
• unfair exchanges: when you get a debt you can’t repay
• reciprocal concessions: rejection-then-threat or door-in-face technique. start out big go smaller

Question 7

commitment and consistency

Answer 7

mental rule = we have the desire to appear consistent with what we’ve already done
- foot-in-door
- low ball

Question 8

social proof

Answer 8

mental rule = to determine what is correct, estimate what other people think is correct.

Question 9

when is social proof the most influential

Answer 9

• customers face uncertainty
• similarity with reference group

Question 10

Liking

Answer 10

mental rule = say “yes” to requests of someone we know and like.

Question 11

sources of liking

Answer 11

• attractiveness
• similarity and familiarity
• compliments
• good news
• cooperation

Question 12

authority

Answer 12

mental rule = obey commands of authorities
not only real authorities, but also vulnerable to symbols of authority like clothes, titles and accessories.

Question 13

scarcity

Answer 13

mental rule = scrace things are valuable
opportunities seem more valuable when their availability is limited
reflects real patterns in economics and is widely used in marketing

Question 14

additional principle?

Answer 14

confusion
first developed as disrupt then reframe technique
meta-analysis found this indeed results in more compliance, but mental rule is unclear

Question 15

why could confusion work?

Answer 15

• confusion reduces ability to counter-argue
• reframe gives cognitive closure

Question 16

Limited resources account?

Answer 16

self-control might vary between people and from moment to moment, but it does not run out when you use it.