Psychology of Influence and Persuasion
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What is the main strategy Joe Gerard uses to enhance his sales?

  • Sending handwritten cards to customers (correct)
  • Making personal phone calls to prospects
  • Offering discounts on cars
  • Holding showroom events

    • During a Tupperware party, what primarily drives the purchasing behavior of attendees?

  • The price of the items for sale
  • The friendliness of the new person (correct)
  • The quality of the Tupperware products
  • The amount of food served

    • What is a critical factor influencing people's perception of attractive individuals?

  • Their educational background
  • Their wealth and status
  • Their likability (correct)
  • Their career achievements

    • What role does the concept of 'comparison' play in social selling scenarios like Tupperware parties?

    <p>It increases purchases through social proof</p> Signup and view all the answers

    What was the outcome of the research conducted on courtroom employees regarding attractiveness and likability?

    <p>Likable and attractive individuals were treated more favorably</p> Signup and view all the answers

    Which of the following statements reflects the underlying principle of 'liking' in sales?

    <p>Connection with a likable person increases the likelihood of purchase.</p> Signup and view all the answers

    Why are handwritten cards considered effective for influencing potential customers?

    <p>They convey a personal touch that fosters connection.</p> Signup and view all the answers

    What is often more influential than attractiveness alone in persuasive scenarios?

    <p>Liking accompanying attractiveness</p> Signup and view all the answers

    What is a common tactic used to create a sense of urgency in sales?

    <p>Declaring a limited time offer</p> Signup and view all the answers

    Which statement best represents the concept of scarcity in marketing?

    <p>Restricting availability makes a product more appealing.</p> Signup and view all the answers

    What is the role of Cues as described in the content?

    <p>To make decisions easier with minimal thought</p> Signup and view all the answers

    When do Cues typically become ineffective?

    <p>When the situation is complex and requires deep analysis</p> Signup and view all the answers

    What marketing strategy is exemplified by companies destroying negatives of photos after a certain date?

    <p>Creating urgency through scarcity</p> Signup and view all the answers

    What does the acronym CLARCCS represent in the content?

    <p>A set of common sales tactics</p> Signup and view all the answers

    What psychological aspect is exploited by using scarcity in marketing?

    <p>Fear of missing out</p> Signup and view all the answers

    Which of the following strategies is least likely to be effective for systematic thinkers?

    <p>Scarcity tactics</p> Signup and view all the answers

    What is the first step in persuading someone to change their risky behavior?

    <p>Getting an attitude change</p> Signup and view all the answers

    According to the conceptual model of attitude-behavior consistency, what are the two factors that improve the likelihood of attitudes driving behaviors?

    <p>Attitude availability and attitude relevance</p> Signup and view all the answers

    What does it mean for an attitude to be 'available'?

    <p>It is known and easily recalled</p> Signup and view all the answers

    How can 'priming' influence attitudes?

    <p>By activating certain thoughts or feelings</p> Signup and view all the answers

    What would likely happen if attitude availability and relevance are not met?

    <p>Behavior will remain unchanged</p> Signup and view all the answers

    If someone is shown pictures of attractive individuals, what type of attitude might they develop towards their own partner?

    <p>A negative attitude about their partner's attractiveness</p> Signup and view all the answers

    What role does attitude relevance play in influencing behavior?

    <p>It enhances the applicability of the attitude to the behavior</p> Signup and view all the answers

    What is the ultimate goal after changing someone's attitude?

    <p>Ensure the attitude drives their behavior</p> Signup and view all the answers

    What is a primary characteristic of systematic thinkers when evaluating information?

    <p>They focus on facts, evidence, and logical reasoning.</p> Signup and view all the answers

    How does influence achieved through the heuristic mode compare to the systematic mode?

    <p>Systematic influence is usually more persistent over time.</p> Signup and view all the answers

    What factors are most influential for heuristic thinkers?

    <p>Source expertise, attractiveness, and friendliness.</p> Signup and view all the answers

    What does the content suggest about the magnitude of influence from systematic versus heuristic paths?

    <p>Both paths can achieve the same level of influence short-term.</p> Signup and view all the answers

    What type of thinking involves more cognitive effort and evaluation?

    <p>Systematic thinking</p> Signup and view all the answers

    What does it mean for someone to be a 'cognitive miser'?

    <p>They tend to avoid expending mental effort when possible.</p> Signup and view all the answers

    Which factor is most important in encouraging systematic thinking?

    <p>The relevance of the issue to the individual.</p> Signup and view all the answers

    What is a common misconception about the effectiveness of the systematic path?

    <p>It involves using fewer cognitive resources.</p> Signup and view all the answers

    What tends to happen when receivers cannot comprehend the information presented?

    <p>They remain in a heuristic mode of thinking.</p> Signup and view all the answers

    Which scenario best represents a heuristic thinker in action?

    <p>Being swayed by the charisma of a speaker.</p> Signup and view all the answers

    In what context do advertisers typically design their commercials?

    <p>To rely on cues rather than detailed arguments.</p> Signup and view all the answers

    Which of the following statements about persuasion variables is accurate?

    <p>Their effectiveness differs based on whether systematic or heuristic thinking is used.</p> Signup and view all the answers

    Why do most people primarily operate in heuristic mode?

    <p>They often perceive situations as non-relevant.</p> Signup and view all the answers

    Which of the following contributes to influence efforts failing?

    <p>The information being overly complex or dense.</p> Signup and view all the answers

    What should teachers do to cultivate systematic thinkers among students?

    <p>Demonstrate the meaningfulness and relevance of issues.</p> Signup and view all the answers

    When faced with dense or esoteric information, receivers are likely to:

    <p>Shift back into a heuristic processing mode.</p> Signup and view all the answers

    What is the main principle demonstrated by the concept of reciprocity?

    <p>You are obligated to give something back after receiving.</p> Signup and view all the answers

    Which scenario exemplifies the principle of reciprocity?

    <p>Inviting new neighbors for dinner, expecting a return invitation.</p> Signup and view all the answers

    What is the main tactic employed in the 'Four Walls' sales technique?

    <p>Asking questions to create a logical obligation to comply.</p> Signup and view all the answers

    Why might someone refuse an invitation to dinner according to the content?

    <p>They want to avoid a sense of obligation to reciprocate.</p> Signup and view all the answers

    What is the key emotion experienced if someone fails to reciprocate after receiving an invitation?

    <p>Anger</p> Signup and view all the answers

    Which of the following does NOT accurately reflect the commitment/consistency principle?

    <p>People are encouraged to change their commitments frequently.</p> Signup and view all the answers

    What illegal tactic is described in the content involving an attractive offer?

    <p>Bait and switch</p> Signup and view all the answers

    What type of response does a salesperson typically seek when employing the 'Four Walls' technique?

    <p>A logical agreement leading to a sale</p> Signup and view all the answers

    What influences systematic thinkers the most during persuasion?

    <p>Facts and evidence</p> Signup and view all the answers

    Which statement accurately describes the difference in persistence between systematic and heuristic influence?

    <p>Systematic influence is more persistent and resistant to change.</p> Signup and view all the answers

    In a short-term situation, how can the systematic and heuristic paths to influence be compared?

    <p>Both paths can yield the same amount of influence.</p> Signup and view all the answers

    Which of the following best describes the requirements for heuristic thinking?

    <p>Relies on easily processed information and cues.</p> Signup and view all the answers

    What cognitive approach do people shift to when the situation demands thorough analysis?

    <p>Systematic mode</p> Signup and view all the answers

    Which factor is most likely to lead a person in heuristic mode to be influenced?

    <p>The perceived expertise of the source</p> Signup and view all the answers

    Which assumption outlines the disparity between systematic and heuristic thinking modes in terms of influence?

    <p>Systematic influence is more reliable over time.</p> Signup and view all the answers

    What is a characteristic of the information used by heuristic thinkers?

    <p>It is simpler and requires less cognitive effort.</p> Signup and view all the answers

    What is the first step in effectively judging another person's mental state?

    <p>Observing their nonverbal behaviors</p> Signup and view all the answers

    Which of the following tools should be used when trying to persuade a heuristic thinker?

    <p>Cues or signals</p> Signup and view all the answers

    What is a common mistake people make when trying to persuade others?

    <p>Assuming everyone thinks systematically</p> Signup and view all the answers

    When preparing to persuade someone, what should you assess about your audience?

    <p>Their current mental state</p> Signup and view all the answers

    Which behavior typically indicates that a receiver is in a systematic thinking mode?

    <p>Offering thoughtful and reasonable responses</p> Signup and view all the answers

    What is likely to happen if a persuader uses arguments when the receiver is in a heuristic mode?

    <p>The arguments will be ineffective and ignored</p> Signup and view all the answers

    What does the term 'peripheral route' suggest in the context of persuasion?

    <p>Engaging with superficial cues and signals</p> Signup and view all the answers

    What should one do when uncertain about the mental state of their audience?

    <p>Use cues more frequently</p> Signup and view all the answers

    What was the main issue with Burger King's advertising campaign featuring the character Herb?

    <p>The character did not resonate with the target audience.</p> Signup and view all the answers

    Why should teachers be cautious when using arguments to persuade students?

    <p>If students are not in the right mindset, arguments may fail to influence them.</p> Signup and view all the answers

    What misconception do people often have regarding their own arguments when trying to influence others?

    <p>Others will find their arguments compelling just as they do.</p> Signup and view all the answers

    What was the intended outcome of Burger King's ad campaign against McDonald's?

    <p>To increase the market share of its burgers significantly.</p> Signup and view all the answers

    What is indicated as an effective way for teachers to prepare good arguments for students?

    <p>Carefully observing and listening to the target audience.</p> Signup and view all the answers

    What was the outcome of the ad campaign featuring Herb for Burger King?

    <p>The campaign was pulled after one month due to its poor reception.</p> Signup and view all the answers

    What is a common mistake people make when trying to persuade others, as described in the content?

    <p>Assuming that everyone responds similarly to persuasive messages.</p> Signup and view all the answers

    How did the ad campaign for Burger King ultimately impact their sales?

    <p>Sales decreased due to negative perceptions of the campaign.</p> Signup and view all the answers

    What is a key characteristic of the Cues of influence described in the content?

    <p>They operate as mental shortcuts.</p> Signup and view all the answers

    What does the heuristic mode of thinking imply about the receiver's cognitive effort?

    <p>The receiver minimizes cognitive effort and thinking.</p> Signup and view all the answers

    Which context was used by Robert Cialdini to study real-life persuasion?

    <p>Working with various sales and advertising professionals.</p> Signup and view all the answers

    When do the Cues of influence typically become more effective?

    <p>When the receiver does not think carefully.</p> Signup and view all the answers

    What type of professionals did Cialdini work with to understand the nuances of persuasion?

    <p>Salespeople, fundraisers, and advertisers.</p> Signup and view all the answers

    Which group of individuals is NOT specifically mentioned as part of Cialdini's experiences?

    <p>Market researchers studying consumer habits.</p> Signup and view all the answers

    What is one of Cialdini's conclusions about the Cues of influence?

    <p>They transcend various contexts and professions.</p> Signup and view all the answers

    How does the concept of being a 'cognitive miser' relate to the Cues of influence?

    <p>Individuals use mental shortcuts to conserve cognitive resources.</p> Signup and view all the answers

    What psychological principle primarily drives customers to purchase a product that is more expensive after being shown a lower-priced item?

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

    How is the principle of scarcity utilized in sales according to the content?

    <p>By creating a countdown timer for special offers</p> Signup and view all the answers

    What reaction do many customers have when they are presented with a higher-priced item after being exposed to a better deal?

    <p>Acceptance of the more expensive option</p> Signup and view all the answers

    Which aspect of sales does the 'Home Shopper Network' exemplify through its marketing tactics?

    <p>Application of the scarcity principle</p> Signup and view all the answers

    What impact does an advertised special have on consumer behavior when it is not available?

    <p>It causes frustration but may prompt them to select a more expensive product instead</p> Signup and view all the answers

    What is one of the main reasons the perceived value of a product increases due to scarcity, as noted in the content?

    <p>It suggests higher quality</p> Signup and view all the answers

    What role does a salesperson play in utilizing the commitment and consistency principle in sales?

    <p>They encourage the customer to reaffirm their desire to purchase</p> Signup and view all the answers

    What is a common tactic used by salespeople to maintain customer's engagement and interest following an advertisement?

    <p>Presenting substitute products at higher prices</p> Signup and view all the answers

    What does the Comparison Rule primarily suggest about human behavior?

    <p>People instinctively follow the behaviors of those around them.</p> Signup and view all the answers

    How do laugh tracks influence audience behavior according to the content?

    <p>They encourage audiences to laugh even in the absence of comedy.</p> Signup and view all the answers

    What is the objective behind 'salting the collection plate' in religious practices?

    <p>To encourage contributions by creating social pressure.</p> Signup and view all the answers

    Why might audience members be influenced by professional audience members during performances?

    <p>They provide cues for the expected social response.</p> Signup and view all the answers

    What is an example of the Comparison Rule enacted in television shows?

    <p>Adding a laugh track to amplify audience laughter.</p> Signup and view all the answers

    Which of the following situations exemplifies the Comparison Rule in action?

    <p>A group of friends attending a concert and singing along.</p> Signup and view all the answers

    What effect does the Comparison Rule have on behavior in public scenarios?

    <p>It aligns individual behavior closely with group behavior.</p> Signup and view all the answers

    When does the influence of Cues typically diminish?

    <p>When individuals are highly experienced in a situation.</p> Signup and view all the answers

    Study Notes

    Table of Contents

    • Introduction to the Science of Influence and Persuasion
    • Attitude Drives Behavior
    • Dual Process Persuasion
    • The Cues of Life
    • Stages of Change
    • Attribution Theory
    • Consistency
    • Inoculation Theory
    • Social Judgement Theory
    • Reactance
    • Sequential Requests
    • Message Characteristics
    • Classical Conditioning
    • Reinforcement
    • Modeling... Monkey See, Monkey Do

    Introduction to Influence and Persuasion (The Difference)

    • Influence is a broad term, encompassing any attempt to change a receiver's thoughts, feelings, or behaviors.
    • Persuasion is a specific type of influence; it focuses on changing a receiver's attitude through communication.

    Attitudes Drive Behavior

    • Influence occurs when a source seeks to change a receiver.
    • Persuasion occurs when a source uses communication to change a receiver's attitude.
    • Attitude refers to an evaluation of an object or concept.

    Attitude-Behavior Consistency: The ABCs

    • Attitude availability and relevance are key for attitude-behavior consistency.
    • If an attitude is accessible and relevant to a situation, it's more likely to influence behavior.

    Dual Process Persuasion

    • Systematic mode: careful, effortful, thoughtful thinking.
    • Heuristic mode: quick, superficial thinking.
    • Situational and personality factors influence mode selection.
    • Influence variables have different effects on systematic and heuristic thinkers.
    • Systematic mode (arguments) is more persistent, resistant to change, and predictive of behavior.
    • Heuristic mode (cues) is short-lived.

    The Cues of Life

    • Comparison: Observing others' behavior influences our own.
    • Liking: Liking the source influences our behavior.
    • Authority: Perceived authority influences our choices.
    • Reciprocity: Receiving something often compels a reciprocal action.
    • Commitment/Consistency: Maintaining consistency with prior commitments.
    • Scarcity: Perceived rarity increases value.

    Implications

    • Monitor and control the mental state.
    • Match the right influence tool to the mental state.
    • Use the peripheral route when in doubt.

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    Description

    Explore the core concepts of influence and persuasion in psychology. This quiz covers various theories and models, including Attribution Theory, Dual Process Persuasion, and the significance of attitudes in driving behavior. Test your understanding of how influence shapes human interactions.

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