WSU MKTG 360 - Cialdini's Principles of Influence (3 pages)

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Cialdini's Principles of Influence

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Cialdini's Principles of Influence


Principles of influence

Lecture number:
Lecture Note
Washington State University
Mktg 360 - Marketing

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MKTG 360 Edition 1nd Lecture 18 Outline of Last Lecture 1 Cause related marketing 2 History of cause related marketing 3 Corporate and marketing objectives 4 Cause related marketing is unique 5 Is cause related marketing all good 6 When is cause related marketing successful Outline of Current Lecture 1 Basic concepts 2 Principle 1 Reciprocation 3 Principle 2 Commitment and consistency 4 Principle 3 Social proof 5 Principle 4 Liking 6 Principle 5 Authority 7 Principle 6 Scarcity Current Lecture 1 Basic concepts a Overriding Principle i Click Whirr or Automatic Responding ii We often rely on heuristics rules of thumb and respond mindlessly These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 2 3 4 5 iii Some argue mindlessness is the key to successful social influence techniques b Some Examples i Mother Turkeys ii Jewelry at Twice the Price iii Fixed Action Patterns at Copy Machine c Capitalizing on Genuine Principles i We should listen to authorities reciprocation is reasonable ii Problems if used inappropriately d Social Influence and Ego Depletion i We are especially likely to fall back on heuristics automatic processes or habitual patterns when we are ego depleted Principle 1 Reciprocation a Reciprocation i You scratched my back I ll scratch yours ii Get your free samples iii Get a free Trip to Reno iv Door in the Face Technique 1 Ask big get turned down make concession then ask small v That s Not All Technique 1 No chance to turn down initial request Principle 2 Commitment and Consistency a Commitment Consistency i Cognitive Dissonance Leon Festinger 1 We like our attitudes and behavior to be consistent 2 When they are inconsistent we feel tension 3 Tension is uncomfortable and we wish to reduce it 4 We can change behavior or attitude to align the two ii Foot in Door Technique 1 Ask for a small act of compliance then build on it iii Low Ball Technique 1 Make a low

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