Cues of Life and Influence Techniques
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Questions and Answers

What is the primary focus of Robert Cialdini's research?

  • Persuasion and influence in real-life situations (correct)
  • The psychological impact of advertising
  • Understanding consumer behavior through surveys
  • The effectiveness of sales techniques in controlled environments

What commonality do the six Cues of influence created by Cialdini share?

  • They require deep cognitive processing to be effective
  • They serve as mental shortcuts for decision-making (correct)
  • They are applicable in limited social contexts
  • They operate only in specific professions

Which of the following best describes the Comparison Rule?

  • Making decisions based on personal values rather than social cues
  • Emulating what others are doing to determine one's own actions (correct)
  • Changing behavior based on the reactions of leaders
  • Adopting actions that are trending on social media

In what mode do the Cues operate most effectively?

<p>When individuals are lazy thinkers using mental shortcuts (D)</p> Signup and view all the answers

What role does social behavior play according to the Comparison Rule?

<p>It provides a benchmark for individual actions (B)</p> Signup and view all the answers

How did Cialdini learn about influence and persuasion?

<p>By living and working among professionals in various fields (A)</p> Signup and view all the answers

What happens to the effectiveness of Cues when a receiver engages in systematic thinking?

<p>The Cues lose their impact entirely (C)</p> Signup and view all the answers

What might be an example of the Comparison Rule in media?

<p>Utilizing a laugh track in a sitcom to encourage audience laughter (D)</p> Signup and view all the answers

What is the primary factor that influences sales in social selling environments like Tupperware parties?

<p>The likability of individuals involved (B)</p> Signup and view all the answers

In the context of attractiveness influencing perceptions, what role does likability play when comparing two attractive individuals?

<p>Only the likable attractive individual will have influence (D)</p> Signup and view all the answers

What was the result of the research on courtroom employees rating attractiveness in relation to fines?

<p>More attractive individuals received smaller fines (D)</p> Signup and view all the answers

Why was it significant that Robert Young sold aspirin as Dr. Marcus Welby rather than as himself?

<p>People associated authority with his character (A)</p> Signup and view all the answers

What does the research imply about the perception of authority figures in advertising?

<p>Many don't distinguish between actors and real experts (B)</p> Signup and view all the answers

What consequence did advertisers face after the federal authorities became aware of Robert Young's marketing strategy?

<p>It became illegal to portray actors as authorities (D)</p> Signup and view all the answers

What does the term 'comparison' refer to in the context of social selling?

<p>Judging purchases based on peer behavior (B)</p> Signup and view all the answers

How do individuals typically respond to fines regarding attractiveness, as per the research findings?

<p>They associate attractiveness with lesser culpability (D)</p> Signup and view all the answers

What technique is used in theater to ensure audience members respond appropriately during a performance?

<p>Hiring professional laughers to mimic responses (D)</p> Signup and view all the answers

What is the purpose of 'salting the collection plate' in religious practices?

<p>To attract more substantial donations (D)</p> Signup and view all the answers

How does Joe Gerard influence his customers in his car sales business?

<p>By sending personalized hand-written cards (A)</p> Signup and view all the answers

Why do people tend to make purchases at a Tupperware party?

<p>They feel pressured to conform to group behavior (A)</p> Signup and view all the answers

Which factor is cited as a reason the audience with the laugh track laughs more?

<p>The added sound reinforces social cues (D)</p> Signup and view all the answers

What is the primary effect of using professional audience members in theater performances?

<p>To enhance the emotional impact of the show (C)</p> Signup and view all the answers

What message does Joe Gerard convey in his handwritten cards to customers?

<p>I like you (C)</p> Signup and view all the answers

How does the presence of larger bills in a collection plate impact contributions?

<p>It psychologically increases the perceived value of contributing (D)</p> Signup and view all the answers

What is the central persuasion tactic emphasized in the content?

<p>Consistency (B)</p> Signup and view all the answers

How do Home Shopper Networks effectively utilize the principle of scarcity?

<p>By displaying a countdown timer (D)</p> Signup and view all the answers

Which feature do Home Shopper Networks use to indicate product scarcity?

<p>Sales counters (B)</p> Signup and view all the answers

In the example of Olan Mills, what scarcity tactic do they employ concerning photo negatives?

<p>They destroy negatives after a deadline (D)</p> Signup and view all the answers

Why is the concept of scarcity influential in consumer behavior?

<p>Rare items are associated with higher quality (A)</p> Signup and view all the answers

What psychological effect does the consistency tactic leverage in sales?

<p>Cognitive dissonance (C)</p> Signup and view all the answers

What can be inferred about the success of Home Shopper Networks?

<p>They understand customer psychology well (A)</p> Signup and view all the answers

Which phrase is commonly associated with the scarcity tactic?

<p>Last chance to buy (A)</p> Signup and view all the answers

What is an example of how the Authority Rule is applied in advertising?

<p>Using a popular actor to promote a health product (C)</p> Signup and view all the answers

What does the concept of Reciprocity imply in social interactions?

<p>Positive social gestures result in a need to reciprocate (C)</p> Signup and view all the answers

How does the initial act of giving influence future expectations in relationships?

<p>It leads to an expectation of equivalent or greater returns (A)</p> Signup and view all the answers

What was the effect of Time magazine sending out free pencils with subscription offers?

<p>It encouraged people to subscribe through a sense of obligation (D)</p> Signup and view all the answers

What common social reaction occurs when a stranger smiles at you?

<p>You often smile back automatically (A)</p> Signup and view all the answers

What reaction might someone have if they do not receive a similar invitation after hosting a dinner?

<p>They may feel anger or disappointment (A)</p> Signup and view all the answers

In terms of influence, how do rewards differ from the concept of reciprocity?

<p>Reciprocity implies a prior social exchange (B)</p> Signup and view all the answers

What must occur for the concept of reciprocity to take effect in a social context?

<p>One party must offer something to the other first (C)</p> Signup and view all the answers

What does the 'Four Walls' sales technique primarily rely on?

<p>Commitment and consistency (D)</p> Signup and view all the answers

Which of these statements is an example of the 'bait and switch' tactic?

<p>Advertising a low-priced item that is not available (B)</p> Signup and view all the answers

What psychological principle is demonstrated when customers feel compelled to remain consistent with their prior commitments?

<p>Commitment/Consistency (A)</p> Signup and view all the answers

What is the likely emotional response from a customer who has been subjected to a 'bait and switch' tactic?

<p>Frustration and disappointment (D)</p> Signup and view all the answers

Which of the following best describes the initial interaction in the 'Four Walls' technique?

<p>The salesperson asks four leading questions. (D)</p> Signup and view all the answers

What is the primary legal concern associated with the 'bait and switch' tactic?

<p>False advertising (D)</p> Signup and view all the answers

The 'Commitment/Consistency' principle suggests which of the following about human behavior?

<p>People feel pressure to act in alignment with their previous commitments. (B)</p> Signup and view all the answers

How might a customer typically respond after confirming multiple statements favoring a product?

<p>They are likely to buy regardless of price. (B)</p> Signup and view all the answers

Flashcards

Comparison Rule

The tendency to follow the actions of others, using their behavior as a guide for our own thoughts and actions.

Cialdini's Cues

Six general principles of influence that transcend occupation, region, personality, and education; they work as mental shortcuts.

Heuristic Mode

A mental shortcut where people use minimal thought; the Comparison Rule operates best in this mode.

Systematic Mode

Involves careful, deliberate thought, and the Comparison Rule doesn't work as well when in this mode.

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Mental Shortcuts

Simplified approaches to decision-making that reduce cognitive effort.

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Social Proof

Influencing someone by demonstrating that others are doing it.

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Laugh Track

Recorded laughter added to a show to encourage viewers to laugh.

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Cognitive Miser

Someone who avoids unnecessary cognitive effort.

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Laugh Track Effect

Adding pre-recorded laughter to comedy increases audience laughter.

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Professional Audience Members (Theater)

Trained individuals hired to react appropriately to a play or performance.

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Comparison Rule (Donations)

Adding "salt" (money) to a collection plate encourages higher donations.

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High-Value Salt (Donations)

Larger denominations elicit larger contributions.

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Liking and Influence (Joe Gerard)

Expressing liking to customers can increase sales.

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Tupperware Party Effect

Enhancing social bonding leads to greater sales.

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Social Bonding (Influence)

Promoting togetherness in a group can influence desired outcomes.

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Initial Impression (Donations)

A good start with a little 'salt' contributes to more contributions.

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Liking Rule

People are more likely to be influenced by individuals they like or have a positive relationship with.

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Attractiveness Bias

Physically attractive individuals often have a stronger influence, likely due to the 'liking' factor.

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Authority Bias

People are more likely to be persuaded by individuals perceived as authoritative figures.

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Dr. Marcus Welby Effect

Using an actor portraying a respected authority figure to promote a product.

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Influence through Liking

Strategies that rely on establishing a positive relationship with the target audience to increase influence.

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Consistency Principle

A persuasion tactic where a person is encouraged to maintain their initial commitment, even if it's not optimal in the long run.

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Scarcity Rule

The idea that rare or limited items are more desirable and valuable.

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Time Scarcity

Making time a scarce resource to encourage quick action by creating a sense of urgency.

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Product Scarcity

Making a product seem scarce by limiting the quantity available or introducing a limited edition.

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Negative Scarcity

Using the threat of losing something valuable to encourage action.

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Cialdini's Principles

Six key principles of influence that explain why people are persuaded, including Consistency, Scarcity, Authority, Liking, Reciprocity, and Social Proof.

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Reciprocity Rule

The tendency to feel obligated to give something back when someone gives us something, even if it's unsolicited.

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Unrequited Reciprocity

When we feel angry or offended if someone doesn't reciprocate a favor or gesture, even if we didn't explicitly expect it.

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Reward vs. Reciprocity

Rewards are given for actions already done, while reciprocity involves giving something without expecting a specific action in return.

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Reciprocity in Social Relationships

Reciprocity plays a role in many interactions, like social visits or dinners, creating a sense of obligation and duty.

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Power of Free

Free gifts are powerful in triggering reciprocity, even if they are small or seemingly insignificant.

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Reciprocity and Influence

The reciprocity rule can be a powerful tool of influence, as people are more likely to comply after receiving a small gift or favor.

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Automatic Reciprocity

Reciprocity often operates unconsciously, leading people to automatically return favors or gestures without deliberate thought.

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Reciprocity in Marketing

Marketers use reciprocity to increase sales by offering free samples, gifts, or promotions to create a sense of obligation in customers.

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Commitment/Consistency Rule

People tend to be consistent with their prior commitments and actions, even if they don't fully agree with the initial decision.

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Four Walls Technique

A sales tactic that leads the customer to a desired conclusion through a series of leading questions, creating a sense of inevitability.

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Bait and Switch

An illegal sales strategy where a tempting offer is presented (the bait) and then replaced with a less attractive option (the switch) once the customer is committed.

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How does the Commitment/Consistency Rule work?

The Commitment/Consistency Rule works by creating internal pressure for individuals to remain consistent with their earlier commitments. This pressure can motivate them to take actions, even if they initially had doubts, to avoid looking inconsistent or hypocritical.

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What is the goal of the 'Four Walls' technique?

The goal of the 'Four Walls' technique is to lead the customer to a specific conclusion by building a case through strategically framed questions, making it appear as if the desired outcome is the only logical choice.

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Why is 'Bait and Switch' considered illegal?

The 'Bait and Switch' tactic is considered illegal because it involves deception and misrepresentation. It lures customers in with a false promise and then presents them with a different, less advantageous option.

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What makes the Bait and Switch technique effective?

The Bait and Switch technique is effective because it taps into the commitment/consistency rule. Once the customer is excited about the initial bait offer, they are more likely to accept the second, less attractive offer to be consistent with their initial decision.

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How does the 'Four Walls' technique relate to the Commitment/Consistency Rule?

The 'Four Walls' technique effectively leverages the Commitment/Consistency Rule by using questions to guide the customer towards agreeing with specific statements, creating a sense of consistency that ultimately leads to a desired outcome.

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Study Notes

The Cues of Life

  • Cialdini's research on persuasion examines real-life influence techniques, not just scientific observation. He learned by working with professionals in various fields.
  • Six general Cues of influence transcend occupations, regions, personalities and education. They operate as mental shortcuts, enabling quick decisions.
  • These Cues are most effective when recipients aren't critically thinking, but relying on heuristics instead of systematic analysis. When thought processes switch, the cues lose impact.
  • CLARCCS are labels for the six cues, but the specific acronym isn't detailed in the text.

Comparison

  • When others act a certain way, individuals tend to follow suit. It's a natural human response in everyday situations.
  • Television producers utilize laugh tracks to induce laughter in audiences.
  • In theatrical productions, professional audience members "salt" the experience by reacting predictably to stimuli to elicit a desired reaction from the general audience.

Liking

  • Persuasion is enhanced when the source is liked.
  • Joe Gerard, a car salesman, consistently writes personal notes to customers expressing liking to build relationships, a practice purported to increase sales.
  • In Tupperware and Mary Kay parties, the focus on liking rather than product detail is a key aspect.

Authority

  • Trusting and following experts is a common human trait.
  • Robert Young, an actor known as Dr. Marcus Welby from a popular TV series, used this technique to increase aspirin sales. Advertisers found success using actors to mimic authority figures.
  • The use of actors in advertising is now illegal when attempting to present themselves as professionals.

Reciprocity

  • Individuals feel obligated to return favors or kindnesses.
  • This is seen when a stranger gives an unsolicited smile, or when receiving free gifts to encourage purchases or subscriptions in promotions.
  • Giving something first creates social obligation to reciprocate.

Commitment/Consistency

  • People align their actions with previous commitments.
  • Salespeople employ a technique ("Four Walls technique") where they build a series of commitments from the customer, making them more likely to buy something. This is seen in "bait-and-switch" sales tactics.

Scarcity

  • Rare or limited resources seem more appealing and valuable.
  • This tactic is used in advertising and promotions via limited time offers and product availability.
  • Limiting the supply or time frames makes products appear more desirable.

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CLARCCS Cues PDF

Description

Explore the key concepts from Cialdini's research on persuasion and the six general cues of influence that affect decision-making. Understand how these psychological cues operate and their effectiveness in varying contexts. Delve into the ways in which social behavior and audience manipulation play a role in influencing reactions.

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