Midterm - Lecture 5

Question 0

Six principles of persuasion

Answer 0

• reciprocation
• commitment and consistency
• social proof
• liking
• authority
• scarcity

Question 1

Variables that co-determine persuasion

Answer 1

1. communicator
   - perceived credibility, expertise, authority, trustworthiness, attractiveness
2. the message
   - use of reason, emotion, information, and format (one vs two sided arguments)
3. the audience
   - demographics, psychographics, preferences, values, and situation
4. the channel or medium
   - print, radio, television, the internet, face to face
5. the context
   - the environment, group setting, and dynamics

Question 2

Reciprocation

Answer 2

• principle relies upon the human tendency to feel indebted to someone who has done a favor for you
• token gift and reciprocal concessions

Question 3

“door in the face” strategy

Answer 3

• persuader makes a large, impossible request
• when rejected, the second one seems more reasonable
• “rejection then retreat”

Question 4

commitment and consistency

Answer 4

principle relies on the human tendency to prefer to appear consistent to others in terms of thinking and behavior

• and need to prove to others that one honors his/her commitments
• escalation of requests
• offer then withdrawal: “forbidden fruit” notion

Question 5

inner responsibility vs external reward

Answer 5

• external rewards diminish inner conviction and responsibility

Question 6

“yes” strategy

Answer 6

• ask a number of questions to which the customer is likely to answer “yes”
• do not ask a question that can be given a simple “no” answer
• ex: would you like to buy this product?

Question 7

“foot in the door” approach

Answer 7

• gains compliance to a large request by first making a smaller request and building up to a larger one
• fundamentally opposite the door in the face but seeks the same outcome

Question 8

Liking and components

Answer 8

people are generally more willing to comply with people they like

• physical attractiveness
• nice clothing
• similarity ➡️ “just like you” and “mirror and match”
• flattery

Question 9

authority

Answer 9

principle relies on the tendency for people to believe and comply with others they perceive as having authority
- titles
- rank
- clothes
- charisma
"1963 Milgram Experiment"

Question 10

forms of authority that form power

Answer 10

• legitimate power: rank, position, formal authority
• expert power: valuable skill or expertise
• reward power: ability to provide resources or rewards
• referent power: charisma, charm, and interpersonal skills
• coercive power: use of force or legal compulsion
• informational power: access to essential information or important people

Question 11

scarcity

Answer 11

uses notion of limited quantities in order to increase perceived desirability and urgency
- perishability of offers

Question 12

social proof

Answer 12

people tend to mimic others when uncertain as to proper or effective behavior

• Asch Experiment
• “salting the tip jar”
• the “best seller”

Question 13

logical argument and verbal persuasion tools of influence + six techniques

Answer 13

• inferior tools
• people don’t like having their opinions or views contradicted or challenged
  TECHNIQUES
• acknowledgment and conversion
• postponement
• neutralization or dismissal
• acceptance
• denial and refutation
• disregard

Question 14

overcoming objections and developing arguments

Answer 14

convincing arguments require

• expertise
• legitimate power
• information
• charisma (referent power)

Question 15

backfire effect

Answer 15

• stems from the denial and refutation technique
• cognitive bias that causes individuals to reject contradictory evidence and instead reinforce initial belief
• especially likely when attempting to refute convictions based in personal values or faith

Question 16

closing strategies

Answer 16

• trial close
• assumptive close
• urgency close

Question 17

trial close

Answer 17

• attempt to ask for the sale to see if the customer is ready to buy the product
  “ do you agree that this product will improve your life?

Question 18

assumptive close

Answer 18

• relies upon the principle of consistency and commitment
• act as if you already know the customer will buy the product
  “ how many would you like to buy today?”

Question 19

urgency close

Answer 19

• relies upon the principle of scarcity
• pretend that the product is in short supply, or that there is a special price which will soon expire
  “this is one of our most popular items. you may be able to purchase some if you order now, but we generally run out during this season, so i cannot promise that you can still get it”

Question 20

non-verbal cues in persuasion

Answer 20

• folded arms or legs = resistance
• avoidance of eye contact = skepticism
• looking at watch or away = disinterest
• direct eye contact = interest