persuasion

• McGuires Chain of persuasion

  -Presentation

  -Attention

  -Comprehension

  -Yielding

  -Retention

  -Behaviour
• Brocks Cognitive Response Analysis

  A persuasive message and things associated are the focus of ELABORATIVE THOUGHTS
• What's "elaborative thoughts" according to Brocks Cognitive Response Analysis model


  Whether or not we think favourably about the message. This leads on to attitude change.
• Elaboration likelihood model


  -Dual process model

  -Central route

  -Peripheral route
• Central route (Elaboration likelihood model)

  -Elaboration strengths/weaknesses

  -Association with positive stimuli unimportant

  -Attitude change based on quality argument
• Peripheral route (Elaboration likelihood model)

  -Little or no elaboration of content

  -Association with positive stimuli influential

  -Attitude change based on emotional appeal
• Compliance


  Agreeing to a request from someone who does not have the authority to make you obey
• Principles of compliance by Robert Cialdini

  -Reciprocation

  -Consistency

  -Social validation

  -Liking

  -Scarcity

  -Authority
• Robert Cialdini learned compliance from the following people

  -Salespeople

  -Advertisers

  -Real estate agents

  -Negotiators

  -Con artists
• How are persuasion/compliance techniques developed in sales people according to Robert Cialdini

  Persuasion techniques developed via NATURAL SELECTION. The most adaptive compliance techniques will persist in these professions
• Reciprocation


  more willing to comply with a request from someone who has previously provided a favour or concession to us
• Why does reciprocation exist

  Powerful norm for reciprocation in society

  
  

  Obligation to return behaviour we receive
• examples of reciprocity


  -Liking

  -Cooperation

  -Competition

  -Self-disclose

  -Make concessions

  -Gifts
• Door in the face technique

  Variation of the rule of reciprocation.

  
  

  Give concession then ask for concession from them

  
  

  -Extreme, unreasonable request

  -Rejected

  -Moderate request "concession"

  -Creates pressure of reciprocal concession
• What technique is used in negotiation situations

  Door in the face technique
• Ambit claim


  Ridiculous initial demand with expectation of future compromise

  
  

  Each side making concession which creates pressure for reciprocal concessions
• Ambit claim also called what

  Blue sky demand
• Why does the Blue sky demand work well

  Humans better at making relative judgements than absolute judgements

  
  

  When preceded by large request, subsequent requests seem more reasonable
• What's contrast effect


  Next to something very big, other things don't seem so big anymore
• What two theories demonstrate we are strongly motivated to maintain a consistent set of thoughts

  -Festinger's (1957) cognitive dissonance theory

  -Heider's (1957) balance theory
• Foot in the door technique uses what type of technique

  -Consistency technique
• Foot in the door technique

  -Consistency technique

  -Two-step procedure.

  -Start by asking for something small

  -Once locked

  -Ask the real favour, much bigger

  -Pressured to agree
• How does the foot in the door technique work

  Process of self perception

  
  

  -Agree to initial small request

  -Agree to larger request due to need to be consistent with "who you are"
• When are commitments more powerful

  -Active

  -Effortful

  -Made publicly in front of others

  -Not coerced from you by pressure
• What principle is used in the "bait and switch"

  Variation of the principle of consistency includes commitment
• Steps involved in the "bait and switch"

  -Give inducement

  -Once committed

  -Remove inducement

  -Pressured to be consistent with initial commitment

  
  

  Toys at Christmas
• Low Balling


  -Give inducement

  -Once committed

  -Increasing costs

  -Pressured to be consistent with a commitment

  
  

  Advertise cheap flight, once committed, reveal additional hidden costs.
• Common variations of the consistency technique which also include commitment

  -Bait and switch

  -Low balling
• What technique was effectively used for brainwashing during Korean War

  Consistency technique
• Effective brain washing techniques

  When you behave in a way different to your self image your self image can shift to align with that behaviour
• How are you feeling technique

  Once you have said you are well, more difficult to appear stingy when

  you are asked to help others less fortunate
• Conformity


  -Persuaded by the behaviours and attitudes of others

  -Use of beliefs, attitudes, actions of others as a basis of comparison
• Festinger's social comparison theory


  People have a constant drive to evaluate themselves.
• The principle of social validation


  -People will prefer to use objective cues to make evaluations

  -But not always able

  -Thus rely on a social comparison instead
• Examples of social validation

  -Half full tip jars

  -Top selling items

  -Church collection basket
• What's the list technique

  -Social validation

  -Pressures of conformity

  -Works by asking for a request only after target shown a list of others

  who already agreed
• Why does the list technique work

  -We are not sure what the appropriate behaviour is or

  -We don't want to stand out from the group
• Examples of conformity


  -Bulimia

  -Hooliganism

  -Nazi Germany

  -Genocides
• Tupperware uses what techniques

  -Reciprocation

  -Liking
• What's informational influence


  -Conform with group when the group clearly wrong

  -Thought they were wrong so relied on the group