Psychological Marketing Techniques

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Questions and Answers

What does the sleeper effect refer to in the context of persuasion?

The phenomenon of forgetting the source of a message. (correct)

The increased trust in a speaker due to their credentials.

The immediate impact of a speech on the audience's perception.

The tendency for messages to become more persuasive over time.

Which characteristic is NOT identified by Hovland as influencing speaker credibility?

Source likeability

Charisma (correct)

Trustworthiness

Expertise

What factor tends to weaken a speaker's credibility according to the information provided?

Using disclaimers in their speech (correct)

Being a highly regarded expert

Having a strong educational background

Speaking quickly and confidently

What two factors influence whether we like a persuasive source?

Similarity and physical attractiveness Signup and view all the answers

In the study on source similarity, which condition led to more persuasive strong arguments?

A fellow student from the same university Signup and view all the answers

What does a 'special edition' of a car signify in the motor car industry?

It is scarce and more valuable due to its rarity. Signup and view all the answers

Why might attractive individuals be perceived as more persuasive?

They are assumed to possess desirable traits. Signup and view all the answers

What is the fast-approaching-deadline technique primarily based on?

Creating a false sense of scarcity by limiting time offers. Signup and view all the answers

What is the 'halo effect' described in the context of physical attractiveness?

The assumption that attractive people are also intelligent. Signup and view all the answers

Which speaker characteristic can diminish the effect of persuasion?

Exhibiting powerless speech Signup and view all the answers

What psychological response do people typically have to perceived scarcity?

An urge to panic and seize opportunities. Signup and view all the answers

What is the recommended first stage of resistance against scarcity tactics?

To use emotional arousal as a signal to pause. Signup and view all the answers

How do scarce items typically affect consumer perception?

Scarce items are regarded as more valuable than plentiful items. Signup and view all the answers

What does psychological reactance refer to in the context of scarcity?

A negative emotional response to perceived restrictions on choices. Signup and view all the answers

What two questions should one consider when faced with scarcity in marketing?

Is it scarce and is it truly valuable on its own merits? Signup and view all the answers

Why might a business employ scarcity tactics in advertising?

To manipulate consumers into feeling urgency. Signup and view all the answers

What is one potential cost of negative campaigning for candidates?

It typically produces lower evaluations of both candidates. Signup and view all the answers

In what scenario might negative campaigning be most effective?

When the candidate has no other means to improve their support. Signup and view all the answers

How does negative campaigning affect voter turnout?

It decreases likelihood of voting in difficult conditions. Signup and view all the answers

What makes 'overheard messages' more persuasive than direct advertisements?

They are perceived as less designed to influence the audience. Signup and view all the answers

What have studies shown about advertisements with omitted conclusions?

They tend to be more persuasive than those with clear conclusions. Signup and view all the answers

How effective is product placement as an advertising strategy?

It works because consumers do not realize they are being marketed to. Signup and view all the answers

Which group is typically more influenced by person-focused advertisements?

Individualistic cultures. Signup and view all the answers

What is a characteristic of advertising in racing video games?

Product placements are prominent and easily recalled. Signup and view all the answers

What is the primary purpose of the bait-and-switch technique?

To sell products at higher prices than advertised Signup and view all the answers

Which principle does the bait-and-switch technique rely on?

The principle of commitment and consistency Signup and view all the answers

What does the labelling technique involve?

Assigning a label to influence someone's behavior Signup and view all the answers

What relationship does the labelling technique have with self-concepts?

It encourages individuals to live up to positive labels. Signup and view all the answers

Which situation exemplifies the bait-and-switch technique?

A customer visits a dealership for a low-priced advertised car, only to find it unavailable and is shown higher-priced options. Signup and view all the answers

How can the labelling technique be especially influential?

It is based on consistency and harnessing self-perception. Signup and view all the answers

Why might the bait-and-switch technique be considered illegal in some regions?

It misleads consumers about price and availability. Signup and view all the answers

What is the expected behavioral outcome of using the labelling technique?

To encourage consistency with the assigned label. Signup and view all the answers

Which group of people is more likely to be persuaded by strong arguments?

People high in need for cognition Signup and view all the answers

What type of advertisements do people high in self-monitoring tend to prefer?

Advertisements focusing on image Signup and view all the answers

How do Americans generally respond to advertisements compared to South Koreans?

Americans are more persuaded by individualistic adverts, while South Koreans prefer collectivist adverts Signup and view all the answers

Which of the following is a characteristic of people who are more receptive to persuasive messages?

Educated individuals Signup and view all the answers

Which culture emphasizes the value of the individual over the group?

United States Signup and view all the answers

What type of message is likely to persuade those from collectivist cultures?

Messages promoting group harmony Signup and view all the answers

People high in public self-consciousness are particularly concerned about which of the following?

Their public image Signup and view all the answers

What type of sources are deemed most persuasive according to research findings?

Highly credible sources Signup and view all the answers

Study Notes

Bait and Switch Technique

A tactic where businesses lure customers with a deceptively low price on a product that turns out to be unavailable.
Often used to direct customers towards higher-priced alternatives.
It relies on the principles of commitment and consistency, aiming to secure a psychological commitment from the customer and then capitalizing on their desire to remain consistent even when the initial terms change.

Labelling Technique

A technique used to influence compliance by assigning a label to an individual and then requesting a favor that aligns with that label.
For example, labeling someone as "generous" and then asking for a donation.
It's connected to the self-fulfilling prophecy, as people tend to live up to the positive labels they receive.
It's grounded in the commitment and consistency principle, as individuals strive to maintain consistency with their self-perceptions.

Scarcity Principle

The idea that items or opportunities that are rare or limited in availability are perceived as more valuable and desirable.
Businesses often leverage scarcity through techniques like:
- Limited Number Technique: Creating an artificial scarcity by suggesting a product is in short supply.
- Fast-Approaching Deadline Technique: Creating a sense of urgency by promoting limited-time offers.
The scarcity principle can trigger panic and psychological reactance, leading people to act impulsively to secure the scarce item.
To resist these techniques, it's recommended to:
- Pause: Take a step back and analyze your emotional response to scarcity.
- Question: Assess your motivation for wanting the item, considering whether it's based on its own merits or solely on the scarcity factor.

Sleeper Effect

The phenomenon where the persuasive impact of a message from an initially untrustworthy source can increase over time.
It's based on the idea that the source of the message is gradually forgotten, while the message itself remains.
The sleeper effect is particularly relevant for messages delivered by sources with low credibility, as their influence can grow stronger as time passes.

Source Credibility

Experts and professionals are generally considered credible sources due to their assumed expertise.
Powerless speech (disclaimers, uncertainty) can negatively impact a speaker's credibility.
Speaking speed can also influence credibility, as a fast speaking rate can often be perceived as more credible.

Source Likeability

People are more persuaded by sources they like.
Two key factors that influence likeability are:
- Similarity: We tend to like people who are like us.
- Physical Attractiveness: We often associate attractiveness with positive traits, including trustworthiness.
The halo effect refers to the tendency to ascribe positive qualities to attractive people.

Negative Campaigning

Political campaigns that employ negative tactics to attack opponents.
It can lead to negative perceptions of both candidates involved.
While not generally effective in gaining votes, it can potentially reduce the opponent's support.

Overheard Messages

People are more susceptible to persuasive messages when they perceive them as unintended or overheard.
Advertisers can leverage this by presenting information in a way that seems like an incidental conversation or observation.
Advertisements with omitted conclusions can be more persuasive, as they encourage the consumer to draw their own conclusions.
Product placement in movies, TV shows, or video games, is an example of using the overheard message technique.

Culture and Persuasion

People in individualistic cultures (e.g., America) tend to respond better to persuasive messages that focus on personal benefits, while people in collectivistic cultures (e.g., South Korea) are more receptive to messages emphasizing group benefits.

Need for Cognition

Individuals with a high need for cognition are more likely to engage in and enjoy thinking about issues and ideas.
They tend to be more persuaded by strong arguments and less swayed by weak arguments compared to those with a low need for cognition.

Public Image

People who are highly self-monitoring or possess a strong public self-consciousness are more concerned about their image.
They are more likely to be influenced by persuasive messages emphasizing brand names, style, and appearance.

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Description

Explore three key psychological marketing techniques including the Bait and Switch Technique, Labelling Technique, and the Scarcity Principle. This quiz delves into how businesses influence customer behavior and decision-making. Test your understanding of these tactics and their underlying psychological principles.