Influence: The Psychology of Persuasion Flashcards
(325 cards)
1
Q
Why is it important to use the language of your audience on a landing page?
A
Because it helps establish relatability and reduces distance, increasing conversion.
2
Q
What visual cue can increase trust on a sales page?
A
Adding credit card logos.
3
Q
How can SALE or discount labels influence buying behavior?
A
They trigger associative thinking, implying better deals.
4
Q
What effect does labeling a product as “Most-popular” or “Fastest-growing” have?
A
It uses social proof to influence customers to follow the crowd.
5
Q
How can testimonials be made more effective?
A
Include many, show a few negatives, and ensure they are from relatable customers.
6
Q
What can you do if you lack existing social proof?
A
Use future social proof by showing positive trends in support or growth.
7
Q
Why mention a weakness early in your pitch?
A
It builds trust by signaling honesty and makes strengths more believable.
8
Q
How does scarcity affect purchasing decisions?
A
Limited stock or time-sensitive offers create urgency and increase desire.
9
Q
What phrase can reduce resistance when suggesting something?
A
“But you are free to decline/refuse/say no” or “Of course, do as you wish.”
10
Q
What pricing tactic increases perceived value of cheaper items?
A
Show the most expensive option first (contrast principle).
11
Q
How does being well-groomed help in selling or meetings?
A
It increases attractiveness and trustworthiness.
12
Q
What’s the benefit of giving something first before asking for a favor?
A
It invokes the principle of reciprocity.
13
Q
How does the contrast principle work in favors?
A
Asking for a big favor first makes smaller requests seem more reasonable.
14
Q
What makes people more likely to comply in emergencies?
A
Asking clearly for help and pointing directly to a person.
15
Q
Why is it better to ask for advice rather than opinions?
A
Advice leads to constructive suggestions and connection; opinions often invite criticism.
16
Q
What kind of compliment builds rapport during sales or negotiations?
A
Compliments on something specific and genuine.
17
Q
How can you increase the chance of salary negotiation success?
A
Ask for a high amount first, then settle on a lower (still favorable) figure.
18
Q
What tactic can create urgency in a sale when dealing with scarcity?
A
Mention that the product was just bought by someone else or has limited availability.
19
Q
What should you do when facing buyer hesitation?
A
Acknowledge a drawback, then give freedom to decide (“you are free to…”).
20
Q
Why does involving a manager in a project increase their support?
A
They perceive the project as higher quality and are more invested in its success.
21
Q
What is a clever question to ask before a job interview?
A
“What was it about my background that attracted you to my candidacy?”
22
Q
How do compliments work in relationships?
A
They encourage the recipient to live up to the positive image.
23
Q
What communication approach works best in relationship conflicts?
A
Emphasizing the partnership and shared bond before making a request.
24
Q
What unique tactic can increase romantic interest?
A
Playing music or being seen with a musical instrument, like a guitar.
25
How can the phrasing of a request influence its success?
The same favor may be rejected if phrased one way but accepted if stated slightly differently. The wording and delivery of a request play a critical role in its outcome.
26
What role does the recipient’s feelings toward the messenger play in persuasion?
Messages are more effective when the recipient feels positively toward the person delivering them. Principles like reciprocation, liking, and unity help establish this positive connection.
27
Why might simply stating health facts not motivate people to exercise?
Telling people that exercise is good and backed by medical experts often isn’t enough. Reminding them of their own past commitments or what they might miss out on (scarcity) tends to be more persuasive.
28
Which principles help you come across positively in persuasive situations?
Reciprocation, liking, and unity are three principles that foster goodwill and make others more receptive to your message. They are key to creating positive perceptions.
29
What’s a more effective approach than logic alone when trying to influence behavior?
Instead of relying solely on facts, using commitment (reminding people of their own words) or scarcity (highlighting potential loss) creates stronger motivation for action.
30
What did the “cheep-cheep” sound experiment with turkeys reveal about behavior?
The experiment showed that mother turkeys would care for a stuffed polecat as long as it made the "cheep-cheep" sound, indicating how automatic, instinctive behaviors — or "click-run" responses — can be triggered by specific cues.
31
How does the Xerox machine study demonstrate automatic compliance in humans?
When people used the word “because,” even with a meaningless reason like “because I have to make some copies,” compliance jumped to 93%, showing that certain trigger words can lead to nearly automatic compliance.
32
What word can dramatically increase the likelihood of someone agreeing to a favor, and why?
The word “because” often triggers automatic compliance because it signals a justification, even when the reason that follows is weak or redundant.
33
How does price influence perceived value in products?
People rate expensive products — like wine or medicine — as more effective than identical cheaper ones, highlighting how higher prices can enhance perceived quality and effectiveness.
34
What’s the lesson for businesses in the "expensive = good" bias?
If you believe in your product, pricing it higher can actually increase its perceived value and effectiveness in the minds of consumers.
35
Why should you be cautious about expert opinions?
While experts can offer valuable guidance, blind trust in authority figures can lead to errors. It's important to apply your own judgment and critical thinking as well.
36
What is the contrast principle, and how does it affect perception?
The contrast principle states that the order of presentation influences how we perceive differences — for instance, a heavy object feels heavier after lifting a light one first.
37
How does media use of attractive models affect personal relationships, according to the contrast principle?
Repeated exposure to exaggeratedly attractive models in media can lower the perceived attractiveness of real-life partners due to skewed contrast.
38
How do retail stores apply the contrast principle to increase sales?
Salespeople are trained to show the expensive item first so that cheaper items that follow seem like better deals by comparison, making customers more likely to purchase.
39
How can you use the contrast principle in negotiations?
When bargaining, initially stating a very low offer can make the actual price you want seem more reasonable by contrast, increasing your chances of agreement.
40
What is the rule of reciprocation and why is it powerful in social behavior?
The rule of reciprocation states that we feel obligated to repay others for what they’ve done for us. It’s so deeply ingrained that people feel genuine distaste for those who don’t conform to it.
41
How can you subtly reinforce the idea of reciprocation when someone thanks you for a favor?
Instead of dismissing their thanks, say something like “If our positions were ever reversed, I know you’d do the same for me.” This keeps the door open for reciprocal behavior.
42
What experiment showed that small gifts can have a powerful influence on decision-making?
In a study, sending a $5 gift check with an insurance survey was more effective than offering a $50 reward for completing it. Small, upfront gifts triggered stronger reciprocation.
43
How does the “free sample” strategy in stores like Costco exploit the rule of reciprocation?
Free samples create a sense of obligation, making shoppers more likely to purchase the product. The act of accepting a free offer subtly compels people to reciprocate.
44
What is Amway’s “BUG” technique and why is it so effective?
Amway reps would leave a basket of products at a customer’s home for a few days with no obligation. The gesture triggered the rule of reciprocation, making customers more likely to buy afterward.
45
How does personalization amplify the effects of reciprocation?
In a restaurant study, giving a small, timely gift like yogurt boosted spending by 24%, showing that thoughtful, customized gestures lead to stronger reciprocal actions.
46
What was the key insight from the Regan study involving a Coke and raffle tickets?
When participants received a Coke unsolicited, they felt compelled to repay the favor by buying more raffle tickets. Joe, the giver, controlled both the favor and the expected return, subtly manipulating reciprocity.
47
Why can reciprocation lead to unequal exchanges?
Because people feel pressure to relieve the burden of debt, they may agree to much larger favors in return, allowing others to exploit them with small initial gestures.
48
How does the “rejection-then-retreat” strategy use both contrast and reciprocity to gain compliance?
It works by making a large initial request that gets rejected, then retreating to a smaller one. The contrast makes the second request seem reasonable, and the retreat itself feels like a concession, triggering a reciprocal “yes.”
49
How can negotiators use the rejection-then-retreat technique effectively?
By starting with slightly exaggerated demands and gradually conceding, negotiators encourage the other party to reciprocate with concessions, often arriving at the desired outcome.
50
What did Joe Girard, the world’s greatest car salesman, say was the most effective selling technique?
“There is nothing more effective in selling anything than getting customers to believe, really believe, you like them.”
51
Why are recommendations from friends so powerful?
92% of consumers trust product recommendations from someone they know, making it the most trusted source—22% more than the next highest source, online reviewers.
52
How does physical attractiveness influence perception?
Attractive people are automatically assigned positive traits such as intelligence and kindness due to the "halo effect." They are also more persuasive, better liked, and better paid.
53
How does appearance affect hiring decisions?
Grooming and attractiveness can influence hiring decisions more than qualifications, even if interviewers deny it.
54
Why do we tend to like people who are similar to us?
Similarity in opinions, traits, or lifestyle leads to liking, even in infants as young as nine months. This applies to dating, sales, and negotiation.
55
How do salespeople use similarity to build rapport?
They observe personal items (e.g., camping gear, golf clubs) and claim similar interests to create a sense of connection.
56
Why is using familiar language important in copywriting?
It helps create a sense of similarity and relatability, fostering connection and trust with the audience.
57
How do compliments influence compliance and likability?
Compliments—even if clearly manipulative—generate favorable responses and can influence outcomes like hiring decisions.
58
What’s a “masterstroke” way of using compliments?
Give compliments behind someone’s back or give genuine compliments that the recipient will feel motivated to live up to.
59
What’s the effect of repeated exposure on liking?
Repeated exposure to something increases our liking of it—this underlies how personal brands and advertisements work.
60
What is the “jigsaw classroom” method and its benefits?
It’s a cooperative learning technique where each student’s contribution is essential. It reduces prejudice and improves academic and social outcomes.
61
What was learned from the camp study with rival groups of boys?
Only shared challenges and cooperation—not just fun time together—reduced hostility and built friendships.
62
How does a handshake affect negotiation outcomes?
Initiating a handshake signals cooperative intent, which often leads to better outcomes for both parties.
63
How do salespeople simulate being “on your side”?
They pretend to argue with their boss to get a better deal for you, creating the illusion of alliance.
64
What is the Good Cop/Bad Cop technique and why is it effective?
It uses contrast and reciprocity: the Bad Cop creates tension, while the Good Cop appears kind, gaining trust and making the suspect feel obliged to comply.
65
What is the principle of association in liking?
People like or dislike others based on their association with positive or negative things, even if that person had no role in causing them.
66
What is the "horns effect"?
It’s the opposite of the halo effect—people are disliked simply for being bearers of bad news.
67
How can ads influence perceptions using association?
For example, a car ad with a seductive model made the car seem faster and more appealing—even though viewers denied being influenced.
68
How do credit card symbols affect spending behavior?
They trigger associations with spending power and convenience, leading to higher spending and generosity—even when paying with cash.
69
Why do "SALE" signs work even without real discounts?
People have learned to associate sale signs with good deals, so the label itself makes products more appealing.
70
What surprising design detail increases purchase intent in ads?
Watch ads with hands in a smile-like position make viewers feel better and more likely to buy.
71
How do people try to link themselves to success?
People align themselves with wins or popular figures to increase their public prestige—even if they had no role in the success.
72
What question can help defend against unconscious influence of liking?
Ask yourself: “In the forty-five minutes I’ve known this guy, have I come to like him more than I would have expected?”
73
What is the core idea behind the principle of social proof?
We determine what is correct by observing what other people think is correct.
74
Why do advertisers label products as "most popular" or "fastest-growing"?
Because people trust popularity as validation — they’re more likely to believe something is good if many others believe so too.
75
What restaurant label was most effective in increasing sales?
“Most Popular” — it worked better than “Speciality of the house” or “Chef’s recommendation.”
76
What is the key insight from the quote: “95% of people are imitators…”?
People are more persuaded by others' actions than direct evidence or logic.
77
How do fake stories or reviews play into social proof?
They create a sense that others approve of or trust the product, nudging others to follow.
78
What psychological tactic did a car company use to increase showroom visits?
They used job ads (“Join our sales force”) to create the illusion of popularity and demand.
79
When are people most likely to rely on social proof?
1. During uncertainty, 2. When many others support something, 3. When similar people are involved.
80
What’s a famous example of social proof solving fear in children?
Kids overcame fear of dogs by watching positive interactions — even film clips of others helped.
81
What lesson does the shopping cart inventor teach us?
Social proof can kickstart adoption — he hired actors to use carts, which got real customers to follow.
82
What is pluralistic ignorance in the context of social proof?
It’s when people misjudge others’ beliefs and conform to a false norm, like staying silent in a meeting thinking everyone agrees.
83
How can you increase your chance of getting help in an emergency?
Remove ambiguity: Ask directly, clarify the situation, and specify the helper — e.g., “You, in the blue jacket, call 911!”
84
What does the “standing and looking up” experiment reveal?
The more people participate, the more likely others are to follow — crowd behavior creates validation.
85
How does similarity amplify the effect of social proof?
We trust and follow people like us more — peer behavior feels more relevant and persuasive.
86
What’s an example of peer influence on children?
A 3-year-old thinks, “Tommy can swim, and he’s my age, so I can too.” Peer success breeds belief.
87
What is the idea behind “future social proof”?
Communicators can highlight growing support or trends to suggest widespread future adoption (e.g., “Customer base is growing 11% weekly”).
88
What insight does the Naval quote “If everybody is infected, it is no longer considered a disease” reflect?
Widespread behavior normalizes even abnormal things — popularity can override judgment.
89
What did the Milgram experiment reveal about obedience to authority?
That ordinary people are capable of committing disturbing acts under the influence of authority, even against their morals. 65% of participants delivered the highest shock level despite signs of distress.
90
How did participants react during Milgram’s study?
They showed extreme distress (sweating, trembling, stammering) but continued obeying the authority figure.
91
What happened when Milgram reversed authority roles?
When the Learner wanted to continue but the Authority said stop, 100% of participants stopped—revealing authority trumps peer requests.
92
What everyday medical mistake shows blind obedience to authority?
A nurse put ear drops into a patient’s anus because the doctor wrote "place in R ear" — misinterpreted as “rear.”
93
What did the Astrogen nurse experiment show?
95% of nurses prepared to administer a dangerous dose of unauthorized medicine just because someone posing as a doctor told them to.
94
How does clothing affect perceived authority and behavior?
People followed a suited jaywalker 3.5x more often than a casually dressed one. High-quality clothing increases perceived competence instantly.
95
What tactic helped a financial advisor increase client agreement?
Citing respected financial experts alongside their own advice led to a 15–20% increase in agreement. Multiple experts enhance credibility even more.
96
Why are people so easily influenced by authority?
People prefer deferring to someone who knows more than they do in a given domain—it’s cognitively easier and often safer.
97
How can trust be built quickly according to research?
By admitting a weakness early — it makes the speaker seem honest and makes the audience more receptive to later strengths.
98
How did Domino's Pizza use this authority technique effectively?
They publicly acknowledged quality issues, which boosted trust, sales, and their stock price.
99
Why do negative reviews improve credibility and conversions?
They reduce the perception of bias or manipulation — some criticism increases trust. Sites with negative reviews see 67% higher conversion rates.
100
What key question protects us from false authority?
“Is this authority truly an expert?” — not just someone who looks or acts like one.
101
What’s the strategy behind ads like “We’re #2, we try harder”?
Mentioning a small flaw upfront builds trust — it makes the subsequent strengths more believable.
102
What did Warren Buffett and others do to increase credibility in communications?
They start by addressing shortcomings before strengths, which increases perceived honesty.
103
How did a waiter named Vincent increase his tips?
By adapting his style to each guest and recommending lower-priced items first — customers perceived him as trustworthy and on their side.
104
What customer perception leads to increased tipping or compliance?
“You’re clearly on our side. You know what’s good here — tell us what to get.”
105
What effect do companies experience when they take blame in reports?
They have higher stock prices one year later than those who deflect blame — honesty earns long-term trust.
106
Why does Amazon offer employees money to quit?
Amazon’s "Pay to Quit" program encourages only those who genuinely want to work there, aligning employee commitment with long-term satisfaction and reducing turnover costs.
107
What drives us to behave consistently with our past choices?
Once we make a decision, we feel personal and interpersonal pressure to act consistently, which often leads us to justify our actions, even if we hadn't fully considered them initially.
108
How does consistency influence our behavior?
Consistency is a powerful motivator, sometimes compelling us to act in ways we wouldn't ordinarily choose, just to align with our past decisions or beliefs.
109
How does society view inconsistency in beliefs and actions?
People who show inconsistency between their beliefs, words, and actions are often viewed as unreliable, while those who are consistent are admired for their strength and clarity.
110
What comfort does consistency provide after making a decision?
Once a decision is made, we avoid the discomfort of uncertainty by relying on our consistent choices, offering mental rest from ongoing deliberation.
111
How do toy companies exploit commitment to boost sales?
Toy companies create excitement for products and prompt parental promises, which, once made, lead to parents feeling obligated to fulfill them even if they initially bought a substitute.
112
How does commitment lead to automatic, consistent behavior?
Once someone makes a commitment, there’s a natural tendency to stick with it, often without fully reconsidering the decision.
113
What role do small commitments play in relationships?
Small commitments, like regular prayers or gestures, can strengthen relationships by creating a sense of dedication, making actions like infidelity seem inconsistent with one’s commitment.
114
How can a job candidate use commitment to their advantage?
By asking interviewers what attracted them to the candidate before presenting their case, candidates can make interviewers commit to positive assessments, which can boost their chances of success.
115
How does commitment influence self-perception?
Committing to a task or belief changes how we see ourselves, making us more likely to continue similar actions that align with that commitment.
116
How can companies use commitment to boost registration rates?
By reducing the number of fields on a registration form, companies make users feel committed to completing the process, increasing the likelihood of follow-through.
117
What impact does writing down goals have on success?
Writing down goals strengthens commitment, providing a clear target to aim for and reinforcing consistency in actions toward achieving it.
118
Why do companies use testimonial contests for brand loyalty?
Testimonial contests encourage public expression of positive opinions, creating a commitment to the brand and increasing loyalty, even without direct sales incentives.
119
How does public commitment influence our behavior?
Public commitments increase pressure to follow through, as people desire to appear consistent with their earlier public statements.
120
How do weight-loss clinics use commitment to improve results?
By encouraging clients to publicly commit to their goals, such as sharing weight-loss targets, clinics increase the likelihood that clients will stay committed and succeed.
121
What can parents learn from the Freedman study in child-rearing?
Parents can teach values like honesty by helping children internalize the behavior as right, rather than simply complying out of fear of punishment.
122
How does commitment affect customers in car dealerships?
Car dealerships use the commitment principle to make customers feel obligated to follow through on their decisions, even when the price changes during negotiations.
123
What effect does commitment have on people’s willingness to follow through?
Once people commit to something, they are much more likely to honor that commitment, even when conditions change, as seen in a study where most students showed up for an early task after a soft initial request.
124
How does public commitment lead to long-term behavior change?
Public commitment, as demonstrated in an energy conservation experiment, can drive long-term behavior change, even when the original incentive is removed.
125
What is the impact of revisiting commitment on behavior?
Bringing a past commitment back into focus strengthens the need to act consistently with it, leading individuals to align their responses with their previous decisions.
126
What is the key to the experience of unity?
Unity is about shared identities, not just simple similarities. It's about forming a bond through common experiences or values.
127
How does political affiliation affect decision-making?
People often choose to align with others who share their political views, even if it doesn't make logical sense, such as in situations unrelated to politics.
128
How can racial composition affect team outcomes?
The racial makeup of referees can noticeably influence the outcome of sports teams, showcasing how group identities impact judgments and decisions.
129
What approach works best in resolving relationship conflicts?
The most successful approach is emphasizing shared bonds, like saying, "We've been together a long time," before making requests. This fosters unity before a plea for change.
130
How does friendship influence physical activity?
People are more likely to match their physical exercise habits with those of their friends, rather than with coworkers or acquaintances.
131
What role do "best friends" play in shaping behaviors?
College students’ behaviors, like alcohol consumption, are more likely to mirror the habits of their best friends, showing the power of close bonds.
132
What does contagious yawning suggest about unity?
Contagious yawning is more common among family members and close friends, indicating how close relationships influence empathetic behaviors.
133
How does helping family impact the brain?
Helping family members activates the self-reward centers in the brain, making individuals feel as if they are benefiting themselves by helping others.
134
How do groups foster a sense of kinship?
Groups use terms like "brothers" or "sisters" to create a sense of family, increasing solidarity and a willingness to prioritize group interests over individual ones.
135
How does physical similarity affect trust?
People are more likely to trust someone whose face has been altered to look more like their own, which shows how similarity can increase trust.
136
How can acting in synchrony increase unity?
Participants who engaged in coordinated actions, like reading a story aloud together, reported feeling stronger solidarity with their partners than those who acted independently.
137
How does coordinated action influence helping behavior?
Participants who tapped in sync with their partners were significantly more likely to offer help in a subsequent task, demonstrating how synchronization increases cooperative behavior.
138
What is the link between music and romance?
Music has strong emotional ties to romance, which is why young women often find musicians irresistible—music evokes a deep emotional connection.
139
How does emotional focus affect persuasion?
For emotionally driven audiences, nonrational elements like music are more persuasive, while rational audiences respond better to facts and logical reasoning.
140
How does reciprocal favor exchange strengthen relationships?
When people exchange favors, they are more likely to continue helping each other, as this reciprocal action builds mutual trust and commitment.
141
What effect does deep personal disclosure have in relationships?
Gradually revealing more personal information fosters a sense of closeness and connection, as seen in studies where partners shared increasing levels of personal details.
142
How does shared pain create unity?
Shared challenges, like a painful task, can forge stronger bonds between people, as seen in studies where groups that endured discomfort together made more collective decisions.
143
How does co-creation influence group bonds?
People who co-create something, like a product, with others often feel a special affinity for their co-creators, strengthening their connection.
144
How does involvement affect product evaluation?
Managers who felt more involved in the creation of a product rated it more favorably, showcasing how personal involvement enhances perceived value.
145
How does the act of sharing rewards relate to collaboration?
Children are more likely to share rewards equally if they worked together, demonstrating how cooperation encourages a sense of fairness.
146
How does asking for advice foster unity?
Asking for advice, especially from superiors, helps build a sense of togetherness and collaboration, as it shifts the dynamic from isolation to partnership.
147
How can cross-group friendships reduce prejudice?
Knowing that someone from your group has a cross-group friend can reduce negative feelings toward that other group, demonstrating the power of indirect unity.
148
How does living in a diverse neighborhood shape identity?
Living in culturally diverse neighborhoods can help children develop a broader sense of humanity and reduce group biases, fostering unity.
149
How do shared challenges unite opposing groups?
Common challenges, like a shared risk, can bring opposing groups together, as seen in studies where groups united over mutual threats.
150
How does perspective-taking increase helping behavior?
Imagining oneself in another's position fosters a sense of unity, making people more likely to help, as it creates empathy and overlap between "self" and "other."
151
What is the impact of focus on decision-making?
Focusing attention on certain features, like comfort or price, can shape consumer decisions, showing how mental focus can influence values and preferences.
152
How can unity be cultivated through focus?
Shifting focus from divisions or resentments to shared connections can help foster unity and strengthen bonds, showing the power of perspective and attention.
153
How does unity language affect ethical behavior?
Using "we" language can increase a sense of belonging, but it may also lower ethical standards by giving people a false sense of security within the group.
154
How do exploiters manipulate group unity for their gain?
Profiteers exploit our natural sense of unity by invoking group identity, allowing them to manipulate our judgments and behaviors for personal benefit.
155
What is the difference between information and knowledge?
Information must be processed—accessed, absorbed, comprehended, integrated, and retained to become knowledge. The modern age has abundant information but lacks the infrastructure to easily turn it into knowledge.
156
How did the salesman use the scarcity principle on the author?
The salesman mentioned that the TV was the last one and that another customer was possibly coming to buy it, triggering the author's interest. Despite knowing the tactic, the author still bought the TV.
157
Why are shortcut decision-making strategies becoming more prevalent?
Due to the overwhelming amount of information and choices, people increasingly rely on quick decision-making methods. These shortcuts use cues like scarcity or authority to prompt quicker, often less thoughtful decisions.
158
How does cognitive overload influence compliance?
As cognitive overload increases in modern life, people rely more on shortcuts to make decisions. This tendency makes compliance strategies more effective, but they become manipulative when they're artificially created.
159
When do the levers of influence become exploitative?
Levers of influence become exploitative when they are artificially fabricated, not naturally present in the situation. When these shortcuts are genuine, they are helpful, but when contrived, they can manipulate people's decisions.
160
What language should be used on a landing page to connect with the audience?
Use the language of your audience, including words, phrases, and slang common to the group.
## Footnote
This helps to create a relatable and engaging connection.
161
What is the impact of adding credit card logos on a landing page?
It helps increase trust and conversion rates.
162
How does using terms like SALE or discount affect consumer behavior?
It helps by association, making products more appealing.
163
What tags should be used across products to enhance their appeal?
Use tags like 'Most-popular', 'Fastest-growing', or 'largest-selling'.
164
What elements should be included as social proof on a landing page?
Include many testimonials, some negative reviews, and ensure they are from similar customers.
165
What is future social proof?
Describing trending support that audiences expect to continue, e.g., 'Our customer base is growing 11% weekly since our first day.'
166
Why is it beneficial to present oneself as an authority on a landing page?
It increases credibility and trust with potential customers.
167
What strategy can enhance perceived honesty in marketing?
Suggest a weakness early on, showing transparency.
168
What is the significance of mentioning a small shortcoming in a product?
It can be a sign of honesty and can be outweighed by significant advantages.
169
What psychological principle applies when showing limited stock?
Scarcity; it creates urgency and increases desire.
170
What effect does mentioning a drawback to a product have during sales?
It does more good than harm by demonstrating honesty.
171
What should be done to tackle customer hesitation?
Mention a drawback and offer the option to decline.
172
What is a key tactic in selling services?
Sell the most expensive product first to make smaller options seem reasonable.
173
How should a salesperson present themselves in meetings?
Be very well groomed and physically attractive.
174
What is the importance of using the phrase 'Most popular' in service offerings?
It enhances appeal and perceived value.
175
What should be included in a sales pitch to build authority?
Quote experts or famous personalities in favor of the service or product.
176
What is the contrast principle in sales?
Presenting a high initial price makes subsequent prices seem more reasonable.
177
What should be done to increase the chances of getting a favor?
Use the word 'because' and ask for a large favor first.
178
What is the principle of reciprocation in sales?
Doing a favor first increases the likelihood of a sale.
179
How can you make a customer feel part of a 'we' group?
Create shared identities and common interests.
180
What effect does initiating a handshake have in negotiations?
It leads to better results.
181
What technique can be used to influence salary negotiations?
Ask for a very high salary, then settle for the desired amount.
182
What strategy can enhance the effectiveness of job recommendations?
Include one unflattering comment in a positive recommendation.
183
How can a candidate leverage positive feedback during an interview?
Ask evaluators what attracted them to their candidacy, prompting them to affirm positive qualities.
184
What should you do when making decisions in a group?
Use anonymous polls to gather opinions without bias.
185
What should be done to address weaknesses during investor calls?
Mention weaknesses early on to build trust.
186
What is the irony in publicizing unpopular views?
Censoring them may lead to greater publicity and interest.
187
What is the rule of scarcity in sales?
Creating a sense of urgency by suggesting limited availability.
188
What should be done to build rapport in relationships?
Find similarities and compliment the other person.
189
What should be avoided when delivering bad news?
Never assign yourself with bad news; deliver it indirectly.
190
What is the most successful approach for resolving ongoing issues in a relationship?
Partnership raising, which emphasizes the shared bond as a couple.
## Footnote
Statements like 'We've been together for a long time, and we care for each other; I'd appreciate it if you'd do this for me' lead to the desired change.
191
According to research, what effect does reading a story aloud with a partner have on feelings of solidarity?
It increases feelings of 'we'-ness and solidarity compared to reading independently.
## Footnote
Participants who read together felt a greater connection.
192
What percentage of contemporary songs focus on romance?
80%.
## Footnote
Music and romance are closely linked, which explains this high percentage.
193
In a study, how much more successful was a man in asking for phone numbers when carrying a guitar case?
Twice as successful compared to carrying a sports bag or nothing at all.
194
What principle explains why a request stated in a certain way may be rejected?
The way a request is framed can significantly impact its success.
195
What are three of the seven principles of influence that address how to come across positively?
* Reciprocation
* Liking
* Unity
196
What is the compliance rate when asking to use a Xerox machine with a reason?
94% compliance when stating 'because I’m in a rush'.
197
What is the effect of presenting an expensive product before a cheaper one?
The expensive item seems even more valuable due to the contrast principle.
## Footnote
This principle affects perception based on the order of presentation.
198
What does the reciprocity rule state?
We should try to repay, in kind, what another person has provided us.
199
What was the effect of mailing a $5 gift check with an insurance survey?
It was twice as effective as offering a $50 payment for returning the survey.
200
What is the BUG device used by Amway?
A tactic where free samples are left at a customer's house for a limited time, creating a sense of reciprocity.
201
How can greeting restaurant visitors in different ways affect order value?
Greeted warmly with a small gift can significantly increase average order value by up to 24%.
202
What is the psychological effect of receiving a small favor before a larger request?
It creates a sense of obligation to reciprocate.
203
What is the rejection then retreat technique?
Making a larger request first, followed by a smaller request that is actually desired.
204
What percentage of consumers trust product recommendations from friends?
92%.
205
What are the reasons people like others, according to the text?
* Physical attractiveness
* Similarity
* Compliments
206
How does physical attractiveness affect perceptions of individuals?
Attractive people are often assigned favorable traits such as talent, kindness, and intelligence.
207
What is the importance of similarity in increasing liking and compliance?
We tend to like people who are similar to us in opinions, traits, or backgrounds.
208
What effect do compliments have during employment interviews?
Candidates who compliment interviewers receive more favorable hiring recommendations.
209
Fill in the blank: The term _______ describes the automatic compliance triggered by providing a reason.
Because
210
True or False: Attractive people are less likely to obtain help when in need.
False.
211
What is the effect of compliments on hiring recommendations?
Candidates who complimented the interviewer received more favorable hiring recommendations and job offers.
## Footnote
This illustrates the psychological influence of compliments in social situations.
212
What are the two masterstrokes for giving compliments?
* Give a compliment behind a deserving person's back
* Find and give genuine compliments for the recipient to live up to
213
How does exposure influence our attitude towards something?
Our attitude is influenced by the number of times we have been exposed to it.
214
What does the phrase 'Repeat a lie often enough and it becomes the truth' imply?
It suggests that constant repetition can lead people to accept falsehoods as truths.
215
What negative dynamics can arise in traditional classroom questioning?
* Competition among students
* Jealousy and resentment
* Strained peer relationships
216
What is the 'jigsaw classroom' method?
A teaching approach where students work in teams with partial information to succeed, promoting cooperation.
217
What were the results of using the jigsaw method in desegregated classrooms?
* Reduced prejudice
* Increased friendships among ethnic groups
* Higher self-esteem for minority students
* Improved enjoyment and performance in school
218
What did the study on boys in cabins reveal about group rivalry?
Creating competition led to hostility, which could only be resolved through cooperative problem-solving.
219
What does initiating a handshake in negotiations signal?
It signals cooperative intent, leading to better financial outcomes for all parties.
220
What is the Good Cop/Bad Cop technique?
A psychological strategy using contrasting roles to manipulate a suspect into confession.
221
What are the three principles covered in the context of persuasion?
* Contrast
* Reciprocation
* Liking
222
What is the 'horns effect'?
The tendency to dislike a person who brings bad news, even if they are not responsible for it.
223
What is the association principle?
An innocent association with good or bad things influences how people feel about us.
224
How do credit card logos influence spending behaviors?
Exposure to credit card symbols leads individuals to spend more, even when paying with cash.
225
What impact do promotional signs like 'SALE' have on purchases?
They increase purchases due to past associations with good prices.
226
How does the smile-like configuration of a watch’s hands affect consumer perception?
It leads to more pleasure in viewing the ad and greater intention to buy the watch.
227
What happens when people associate with successful events?
Their public prestige rises due to the association principle.
228
What are some factors leading to liking that work unconsciously?
* Physical attractiveness
* Familiarity
* Association
229
What does the principle of social proof state?
We determine what is correct by finding out what others think is correct.
230
What effect does the label 'Most Popular' have on restaurant dishes?
It significantly influences customer choices more than other labels.
231
What are the three conditions when people fall for social proof?
* Uncertainty
* Evidence from many others
* Evidence from similar people
232
What is pluralistic ignorance in social proof?
When people misjudge others' beliefs, leading to conformity to a perceived norm that doesn't exist.
233
What did the Milgram experiment reveal about obedience to authority?
Two-thirds of participants obeyed orders to deliver maximum electric shocks despite apparent suffering.
234
What psychological signs did participants show during the Milgram experiment?
* Trembling
* Sweating
* Stammering
235
What is the implication of the Milgram experiment's findings?
Ordinary individuals can commit disturbing acts under the influence of authority.
236
What percentage of participants in Milgram's experiment complied with authority, even when the *Learner* claimed a heart condition?
65%
## Footnote
This finding challenged the belief that only a small percentage of individuals would obey authority to such an extreme.
237
What did Milgram conclude about ordinary individuals' behavior under authority?
Ordinary, psychologically normal individuals can commit disturbing acts under the influence of authority.
238
What signs of distress did participants in Milgram's experiment show?
Trembling, sweating, stammering.
239
In Milgram's variations, what happened when the *Teacher* was instructed to stop by the researcher but the *Learner* insisted on continuing?
100% refused to proceed.
240
What does Milgram's study highlight about obedience to authority?
Obedience to authority can override personal values but falters when authority is ambiguous or absent.
241
What was the key finding regarding adults' willingness to follow commands in Milgram's study?
Extreme willingness to go to almost any lengths on the command of an authority.
242
What was the outcome of the nurse experiment where a researcher posed as a doctor?
95% of nurses complied with an unauthorized drug order despite significant reasons to refuse.
243
How does clothing affect people's perception of competence?
People judge those dressed in higher quality apparel as more competent than those in lower quality attire.
244
What strategy increased client agreement for a financial advisor?
Citing opinions from multiple financial experts alongside their own advice.
245
How can communicators quickly gain trust?
By mentioning a weakness early on.
246
What effect do negative reviews have on product credibility?
The presence of negative reviews adds credibility to product evaluations.
247
What should we always ask to defend against misleading appeals from ersatz authorities?
Is this authority truly an expert?
248
What can enhance the credibility of recommendations?
Including a minor unflattering comment in an otherwise positive letter.
249
How can businesses use the principle of scarcity in marketing?
By limiting the availability of items to enhance their desirability.
250
What is the effect of announcing a lack of items in retail?
It fuels future desire for the item.
251
What tactic do retailers use to create urgency for purchases?
Limited time offers.
252
How does the perception of banned information affect people's desire for it?
People tend to want banned information more and become more favorable toward it.
253
What is the 'scarcity double whammy' in sales?
Combining limited supply with exclusive information to increase sales.
254
What is 'reactance' in the context of sales?
Resistance to being sold to, feeling that one's freedom to decide is under threat.
255
What is an effective strategy to overcome reactance?
Mentioning a drawback to the product or change being suggested.
256
How did the cookie study demonstrate the effects of scarcity?
Scarce cookies were rated higher than abundant ones, especially those newly scarce.
257
What tactic do salespeople use to create competition among buyers?
Informing potential buyers about other interested parties.
258
What is the impact of competition on consumer behavior?
Indifference can quickly turn into desire when a rival enters the picture.
259
What is the strategy used by commercial fishermen to attract fish?
Scattering bait (chum) to create excitement.
260
What is the result of creating competition in a sales scenario?
It heightens buyers' eagerness to close the deal.
261
What happens when a product is perceived as scarce?
It becomes more desirable to potential buyers.
262
What is the primary reason people resist accepting persuasive information?
Feeling that their freedom to decide is under threat.
263
What effect does the arrival of a second buyer have on the first buyer in a negotiation?
It turns the car into a scarce resource, increasing pressure on the first buyer.
264
What sales tactics did the supermarket saleswoman use to encourage a purchase?
* Principle of consistency
* Rule of reciprocity
* Rejection-then-retreat tactic
* Rule of scarcity
265
What is Amazon's 'Pay to Quit' program?
A program offering employees up to $5,000 to quit, aimed at retaining only those who genuinely want to work there.
266
What psychological pressure do individuals face after making a commitment?
Pressure to think and behave consistently with that commitment.
267
How is a lack of consistency perceived in individuals?
As confusion, two-facedness, or even mental illness.
268
What psychological comfort does stubborn consistency provide?
It allows individuals to avoid deeper thought and feel reassured about their decisions.
269
What strategy do toy companies use to boost sales after Christmas?
Understocking toys to create demand and prompting parents to fulfill promises made to children.
270
What impact do small verbal commitments in romantic relationships have?
They can reduce the likelihood of infidelity by creating a commitment to the partner's welfare.
271
What technique did a job candidate use to increase his chances during an interview?
He asked evaluators what attracted them to his candidacy, prompting them to commit to positive feedback.
272
How does agreeing to requests influence self-perception?
Individuals begin to see themselves as the type of person who agrees and takes action.
273
What effect does reducing fields on a registration form have?
It increases the likelihood of users completing the registration process.
274
What is the relationship between active commitments and self-image?
Active commitments shape self-image, influencing future actions.
275
How did the Chinese influence prisoners through essay contests?
By encouraging participation with small prizes, leading to a gradual shift toward pro-Communist views.
276
What is the significance of writing down goals?
It increases the likelihood of achieving those goals.
277
What is the impact of public commitments on behavior?
They create pressure to act consistently with those commitments.
278
What did the Freedman study reveal about threats and behavior?
Threats may enforce compliance temporarily but do not lead to internalized understanding of right and wrong.
279
What is the low-ball technique in car sales?
Offering a low initial price to prompt commitment, then revealing additional costs.
280
What did the experiment with early-morning tasks reveal about commitment?
Participants were more likely to follow through after making an initial commitment.
281
What was the outcome of the energy conservation study with public recognition?
Participants continued to conserve energy even after the recognition was withdrawn.
282
What does the principle of consistency suggest about public commitments?
They increase the pressure to maintain alignment with earlier commitments.
283
What is the experience of unity based on?
Shared identities rather than simple similarities.
284
How did political views influence decision-making in a study on shapes?
Participants chose answers based on loyalty to their political group, even at a financial cost.
285
What effect does the racial composition of referees have on a team's chances of winning?
It noticeably affects the probability of a team winning.
286
What factors influence people’s choices in following answers during a task?
People often choose to follow answers based on loyalty to their group rather than logic or skill.
## Footnote
This is evident even when the task has no relation to politics and could cost them money.
287
How does the racial composition of the refereeing crew affect a team's chances of winning?
The probability of a team winning is noticeably affected by the racial composition of the refereeing crew assigned to the game.
288
What are the three categories of the persuader's approach in couple discussions?
* Coercive approach
* Logical approach
* Partnership raising approach
289
Which approach among couples was found to be the most successful in persuading a partner?
Partnership raising, which emphasizes their shared bond as a couple.
290
True or False: Individuals' physical-exercise activity is more likely to match that of their friends than others.
True
291
What type of friendship shows a greater sense of unity among individuals?
Best friends exhibit a greater type of felt unity.
292
What is contagious yawning most likely to occur among?
Contagious yawning is likely to occur most among kin, followed by friends, then acquaintances, and least among strangers.
293
How do people feel after aiding a family member?
People experience unusually high stimulation of the self-reward centers of their brains.
294
What language and imagery can evoke a sense of family among groups?
Terms like 'brothers,' 'sisters,' 'motherland,' 'heritage,' and 'legacy.'
295
What effect does a photograph of someone with a digitally modified face have on trust?
Observers come to trust that person to a greater extent.
296
What is the impact of coordinated actions on supportive behavior?
Coordinated actions can significantly increase supportive, selfless behavior.
297
Why do young women often find musicians irresistible?
Because music and romance share deep emotional and harmonious roots.
298
What should persuasive messages align with for effective success?
The audience's mindset.
299
What technique did psychologists Arthur and Elaine Aron develop for close relationships?
A technique involving a reciprocal, turn-taking exchange.
300
What kind of questions were used in the technique developed by Aron and Aron?
Questions that gradually escalate in personal disclosure.
301
What effect does shared pain have on group bonding?
Shared pain acts as a bonding agent, fusing identities into 'we'-based attachments.
302
What was the outcome of group members who shared a discomforting task?
They formed stronger bonds and made collective financial decisions.
303
How does co-creating a work product affect managers' perception of its quality?
Managers rate the product 50% more favorably if they believe they had a significant role in its development.
304
What do children under six or seven typically exhibit regarding sharing rewards?
They are typically selfish unless they have worked together with a playmate.
305
What framing is crucial for successful consumer collaboration?
Framing consumer input as 'advice' rather than 'opinions' or 'expectations.'
306
What effect did participants who provided advice have on their desire to eat at a restaurant?
They expressed a significantly greater desire to eat at Splash! compared to those who gave other types of feedback.
307
What indirect influence do cross-group friendships have?
They reduce negative feelings toward the other group.
308
What role does meeting outside the house play in building cross-group friendships?
Public interactions allow others to observe the friendship, reducing prejudices.
309
What can shared challenges do for opposing groups?
They can bring opposing groups together.
310
What is the effect of imagining oneself in someone else's position?
It increases the likelihood of helping others.
311
What is the 'focusing illusion' as explained by Daniel Kahneman?
Nothing in life is as important as you think it is while you are thinking about it.
312
What influence can focus have on consumer decisions in a furniture store?
Focus can shape what consumers value most, such as comfort versus price.
313
How can focus be used to foster unity?
By shifting attention away from divisions and toward shared connections.
314
What impact does 'we' language in ethical guidelines have on behavior?
Participants were more likely to lie or cheat when 'we' language was used.
315
How can the principle of unity be exploited?
By creating a false sense of security within the group.
316
What is the key difference between the Information Age and the Knowledge Age?
Information does not translate directly into knowledge without being processed.
317
What principle was used by the salesman Brad to persuade the speaker?
Scarcity principle
## Footnote
The scarcity principle suggests that people are more likely to want something that is perceived as limited in availability.
318
What factors contribute to the changing decision-making processes in modern life?
Technological advances, information abundance, multiplying alternatives, knowledge explosion
## Footnote
These factors have led to an increase in cognitive overload, affecting how decisions are made.
319
What is a common shortcut approach in decision-making under cognitive overload?
Making decisions based on a single, usually reliable piece of information
## Footnote
This approach contrasts with more thoughtful decision-making processes that consider multiple factors.
320
List some of the most reliable triggers for compliance mentioned in the text.
* Commitments
* Opportunities for reciprocation
* Compliant behavior of similar others
* Feelings of liking or unity
* Authority directives
* Scarcity information
## Footnote
These triggers are often used by compliance professionals to influence decisions.
321
True or False: The use of compliance triggers is always exploitative.
False
## Footnote
The use of compliance triggers is not exploitative when they are natural features of the situation.
322
What is likely to increase due to cognitive overload in society?
Prevalence of shortcut decision-making
## Footnote
As information overload increases, individuals are more likely to rely on shortcuts for decision-making.
323
Fill in the blank: The increasing tendency for cognitive overload leads to a greater reliance on _______ in decision-making.
shortcut approaches
## Footnote
Shortcuts help individuals make quicker decisions when overwhelmed by information.
324
What should be opposed to retain the beneficial character of shortcut responses?
Fabrication of compliance levers
## Footnote
Ensuring that compliance triggers are genuine helps maintain ethical standards in persuasion.
325
How did the speaker feel after being influenced by the scarcity principle?
Satisfied with the purchase
## Footnote
Despite being aware of the sales tactic, the speaker felt compelled to buy the TV due to perceived scarcity.
