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 offer then increase it once people are hooked Principle 3 social Proof a Social Proof i We tend to follow the crowd ii Laugh Tracks iii Best Seller Lists b Descriptive vs Injunctive Norms i Descriptive Norms What the majority of others is doing ii Injunctive Norms What people should do Principle 4 Liking a We are more likely to comply with requests from those we like b Liking often based on i Attractiveness ii Familiarity iii Similarity iv Ingratiation 6 Principle 5 Authority a Authority i We are more likely to comply with requests from and follow the recommendations of authorities 7 Principle 6 Scarcity a Scarcity i We believe that things that are scare are more valuable ii More likely to pay more for scarce resources iii Works partly on the concept of psychological reactance when we think we may not be able to get a limited resource we feel our freedom has been restricted and we react against that possibility b Examples i Overlapping appointments for selling cars ii Excuse me while I take this call iii One day only at the Bon Marche 8 Principle 7 Scarcity a Manufacturers Artists often use this there were only X number made and when they are gone they are gone b For extra measure they may even autograph it signaling the limited edition and the cue of future worth potential

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