Psychology of Influence and Persuasion
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Questions and Answers

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 (A)</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 (D)</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. (C)</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. (A)</p> Signup and view all the answers

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

<p>Liking accompanying attractiveness (D)</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 (A)</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. (D)</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 (D)</p> Signup and view all the answers

When do Cues typically become ineffective?

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

What does the acronym CLARCCS represent in the content?

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

What psychological aspect is exploited by using scarcity in marketing?

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

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

<p>Scarcity tactics (D)</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 (C)</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 (B)</p> Signup and view all the answers

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

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

How can 'priming' influence attitudes?

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

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

<p>Behavior will remain unchanged (C)</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 (B)</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 (C)</p> Signup and view all the answers

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

<p>Ensure the attitude drives their behavior (A)</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. (A)</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. (C)</p> Signup and view all the answers

What factors are most influential for heuristic thinkers?

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

What type of thinking involves more cognitive effort and evaluation?

<p>Systematic thinking (D)</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. (D)</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. (B)</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. (B)</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. (A)</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. (C)</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. (A)</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. (D)</p> Signup and view all the answers

Why do most people primarily operate in heuristic mode?

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

Which of the following contributes to influence efforts failing?

<p>The information being overly complex or dense. (A)</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. (D)</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. (B)</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. (A)</p> Signup and view all the answers

Which scenario exemplifies the principle of reciprocity?

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

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

<p>Anger (A)</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. (A)</p> Signup and view all the answers

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

<p>Bait and switch (C)</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 (B)</p> Signup and view all the answers

What influences systematic thinkers the most during persuasion?

<p>Facts and evidence (D)</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. (A)</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. (B)</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. (C)</p> Signup and view all the answers

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

<p>Systematic mode (D)</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 (B)</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. (C)</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. (C)</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 (D)</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 (B)</p> Signup and view all the answers

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

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

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

<p>Their current mental state (D)</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 (B)</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 (D)</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 (B)</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 (D)</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. (B)</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. (A)</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. (D)</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. (A)</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. (B)</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. (A)</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. (B)</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. (B)</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. (C)</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. (C)</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. (C)</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. (D)</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. (D)</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. (A)</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. (A)</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. (C)</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 (A)</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 (D)</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 (B)</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 (A)</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 (D)</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 (C)</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 (A)</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 (B)</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. (A)</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. (B)</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. (D)</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. (B)</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. (B)</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. (A)</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. (D)</p> Signup and view all the answers

When does the influence of Cues typically diminish?

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

Flashcards

Attitude-Behavior Consistency

The likelihood that a person's attitude will influence their actions.

Attitude Availability

The ease with which a person can recall and access their attitude on a particular topic.

Attitude Relevance

How applicable or useful an attitude is in a specific situation.

Priming

Influencing someone's thoughts or feelings by exposing them to related stimuli beforehand.

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Two-Part Problem of Persuasion

Changing attitude and getting attitude to influence behavior are separate steps in persuasion.

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Attitude Change

Modifying a person's feeling or opinion towards something.

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Attitude-Behavior Consistency Model (ABCs)

A model focusing on attitude availability and relevance as crucial factors for attitudes to affect behavior.

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Risky Behavior

Behavior that is unsafe or dangerous, often influenced by peer pressure, not individual positive thinking.

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Systematic Thinking

A mode of thought that emphasizes careful consideration of facts, evidence, and logic.

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Heuristic Thinking

A mode of thought that relies on mental shortcuts and easily processed information.

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Arguments

Facts, evidence, reasoning, and logic used in persuasion.

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Persuasion Cues

Easily processed information, like source attractiveness or expertise.

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Persistence of Influence

How long an influence lasts. Systematic influence is more persistent than heuristic.

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Influence Magnitude

The strength of influence; equal for systematic and heuristic modes in short-term.

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Persuasion Mode

The style of thinking (systematic or heuristic) employed when receiving a persuasive message.

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Persuasion Variables

Factors that influence persuasion, like arguments and cues.

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Systematic Thinking

A deeper, more thoughtful way of processing information, requiring conscious effort and consideration.

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Heuristic Thinking

A quick, effortless way of processing information, relying on mental shortcuts and stereotypes.

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Relevance

How important or meaningful a situation is to a person's life.

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Comprehension of Information

The ability to understand presented information clearly and accurately.

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Cognitive Miser

Lazy thinkers, who avoid deep thought by taking shortcuts.

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Advertisers' Approach

Advertisers use shortcuts and cues (images, music), rather than persuasive arguments, relying on heuristic thinking.

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Persuasive Communication

Methods for influencing people, like advertisements or lectures

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Changing Thinking Patterns

Systematic thinking, when encouraged, lasts longer.

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Liking and Influence

People are more likely to agree with or do what someone they like asks them to do.

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Source Liking

The degree to which a person feels positive towards a source of information or communication.

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Tupperware Parties

Social gatherings where a product is presented and sold through interaction and rapport within a group of people who know each other, building liking and trust.

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Attractiveness and Influence

Attractive people often have more influence on others because people tend to like them.

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Courtroom Attractiveness Study

A study showing courtroom employees rating attractiveness of accused, influencing the perceived likability and, influencing how others feel about the accused, correlating to the sentencing.

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Car Sales Example

A strategy for building influence with customers by emphasizing personal connection and liking, often through handwritten personalized notes.

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Influence

A persuasive strategy based on creating a favorable impression through a combination of factors, including liking and physical attractiveness.

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Physical Attractiveness

A perceived quality that can increase a person's likability and influence on others.

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Scarcity Principle

A persuasion tactic that creates a sense of urgency by limiting the availability of a product or service.

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Heuristic Thinking

A mental shortcut used by lazy thinkers to make quick decisions based on easily processed information.

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Systematic Thinking

A more thorough approach to decision-making, considering evidence and logic.

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Persuasion Cues

Easily processed elements used to influence people's thinking, like source attractiveness or popularity.

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CLARCCS

An acronym formed by taking the first letter from each persuasion cue to make them memorable and useable.

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Cognitive Miser

People who avoid deep thought and take mental shortcuts.

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Limited Time Only

A tactic used to create a sense of urgency and encourage immediate action by highlighting the short time frame for an offer or sale.

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Persuasion Variables

Factors contributing to effectiveness of persuasive communication, including arguments, cues, and the mode of thinking during the persuasive attempt.

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Reciprocity

The social rule that if someone does something for you, you are obligated to return the favor.

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Commitment/Consistency

The tendency to maintain consistent stances once a commitment is made.

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"Four Walls" Sales Technique

A sales method that gently steers the customer toward a desired product by asking questions that lead to a predetermined conclusion.

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Bait and Switch

An illegal sales tactic where an attractive offer (bait) is presented to attract a customer, then a less desirable product is substituted.

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Social Rules

Unwritten rules governing social interactions and exchanges.

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Sales Technique

A method for making a sale.

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Obligated to Give Back

When you receive something or an offer, you feel obligated to return it.

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Attractive Offer

A tempting offer designed to attract a customer.

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Systematic Thinking

A mode of thought emphasizing careful consideration of facts, evidence, and logic.

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Heuristic Thinking

A mode of thought using mental shortcuts and easily processed information.

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Arguments

Facts, evidence, reasoning, and logic used in persuasion.

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Persuasion Cues

Easily processed information, like source attractiveness or expertise.

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Persistence of Influence

How long an influence lasts, systematic influence is more persistent.

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Influence Magnitude

The strength of influence; equal for systematic and heuristic modes in short-term.

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Persuasion Mode

The style of thinking (systematic or heuristic) used to receive a persuasive message.

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Persuasion Variables

Factors influencing persuasion, like arguments and cues.

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Systematic Mode

A way of thinking that involves careful consideration of facts, evidence, and logic.

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Heuristic Mode

A way of thinking that relies on mental shortcuts, easily processed information, and patterns.

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Persuasion Cues

Easily processed information, like source attractiveness or expertise, used to influence someone.

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Persuasion Arguments

Facts, evidence, reasoning, and logic used to persuade someone.

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Matching Influence Tools

Using the right persuasion method (arguments or cues) with the right mental state (systematic or heuristic).

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Mental State

A person's current mode of thinking and processing information.

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Peripheral Route

A persuasion strategy that focuses on cues instead of detailed arguments, often used when a person is not in a systematic thinking mode.

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Nonverbal Behaviors

Physical actions and body language that communicate a person's mental state.

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Persuasion Cues

Easily processed information, like source attractiveness or expertise, used to influence decisions without deep thinking.

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Systematic Thinking

A thoughtful and thorough process of considering evidence and reasons to form an opinion.

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Heuristic Thinking

A quick decision-making process relying on mental shortcuts, rules of thumb, and readily available information.

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Receiver's Perspective

Considering the target audience's understanding, needs, and viewpoint when creating persuasive messages.

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Burger King Campaign Failure

The Burger King campaign, with its unconventional and disliked character (Herb), failed because it didn't understand the target audience's preferences or connect with them on an emotional level.

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Persuasion Arguments Effectiveness

Persuasive arguments are most effective after the receiver is prepared to consider them thoughtfully.

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Mode of Thinking and Influence

Matching the communication style to the target audience’s preferred mode of thinking leads to better persuasion.

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Preferred Arguments vs. Target Preferences

We tend to emphasize persuasive arguments that work for us, neglecting the potential preferences of the target audience.

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Persuasion Cues

Easily processed information, like source attractiveness or expertise used to influence someone.

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Heuristic Thinking

A quick, effortless way of processing information, relying on mental shortcuts and stereotypes.

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Systematic Thinking

A deeper, more thoughtful way of processing information, requiring conscious effort and consideration.

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Cognitive Miser

People who avoid deep thought and take mental shortcuts.

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Persuasion Mode

The style of thinking (systematic or heuristic) used when receiving a persuasive message

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Arguments

Facts, evidence, reasoning, and logic used in persuasion.

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Cialdini's Cues of Influence

Six general cues that transcend occupation, region, personality, and education. They operate as mental shortcuts.

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Real-life Persuasion

Persuasion learned by observing and experiencing professionals in various fields like sales, law enforcement, and fundraising.

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CLARCCS Cues

A set of persuasion cues (Comparison, Liking, Attractiveness, Reciprocity, Commitment/Consistency, Scarcity, Social Proof) used to influence others.

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Comparison Cue

Using the actions of others as a guide for one's own thinking or behavior.

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Systematic thinking

Thoughtful consideration of facts, evidence, and logic.

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Heuristic thinking

Mental shortcuts and easily processed information.

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Cue evaporation

Loss of persuasive power of a cue when the receiver shifts from heuristic to systematic thinking.

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Persuasion Cues

Easily processed information used to persuade, like source attractiveness.

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Persuasion Arguments

Detailed information (facts/logic) used to persuade.

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Persuasion Mode

The way someone thinks when receiving a persuasion attempt (Systematic or Heuristic).

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Bait and Switch

A sales tactic where an attractive item (bait) is presented to lure a customer, then a less desirable product is substituted.

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Consistency

A social trait where people want to maintain their commitments or views.

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Scarcity

The idea that something is more desirable when it's limited or rare.

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Limited-Time Offers

Offers or sales that are only available for a limited time.

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High-Quality Stove Example

A common example illustrating a bait-and-switch tactic, where a customer is steered toward an alternative when the original item is unavailable.

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Home Shopping Networks

Retail businesses that market products through television.

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Persuasion Tactics

Methods of influencing someone's decision.

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Salesperson's Role

The salesperson's job is to guide the customer towards something

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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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Related Documents

Steve's Primer of Practical Persuasion and Influence (Chapters 1-4) PDF

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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