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Psychology of Marketing & Advertising (Subject) / 11. Achieving consumer compliance without changing attitudes (Lesson)

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• The that's now all technique has to include an offer, which is perceived as favor for returned compliance True
• Advertisers overestimate people’s tendency to comply False -> underestimate
• Free samples, coupons, cash refunds, lotteries, etc. are ways to implement the principle of scarcity False -> reciprocity
• A Disadvantage of the Principle of Reciprocity is that the “Social costs” of refusal often outweigh benefits True
• The Response is not always of equal value and triggers sometimes Large purchase in exchange for small sample True
• The principle of consistency / commitment To act in line with beliefs, preferences, and past behavior 
• People usually have a low tendency to show responses that are congruent and show coherence False -> a strong tendency
• Saying “yes” leads to saying “no” the next time -> False - Saying “yes” leads to saying “yes” again! 
• Shopping momentum effect describes the Getting in “the buying mood”. Once said yes, they will say yes again True
• The principle of consistency / commitment a.  Foot-in-the-door techinque b. Lowball technique
• Advertisement
• An Initial act of compliance triggers the principle of reciprocity False -> an ACT trigger principle of consistency
• Compliance with an initial, small request decreases likelihood of compliance with second, larger request False -> increases
• The Foot-in-the-door technique in highly related to the self-perception theory True - “I did this, so I must have liked it” 
• The Foot-in -the door technique only works if target request is related to first request False -> Also works when the small request was totally unrelated 
• There have been seminal studies on consistency which say that compliance is higher when people agree to initial request False -> Compliance is higher when people actually engage in a behavior (rather than just agreeing to do it)  - PERFORM
• Consistency always deals with Action, actual performance and not just talk! True
• Individual variables for the FITH technique can be individual differences as it works better for people high on preference for consistency True
• The Lowball technique is a source of consistency can also be commitment towards someone making a request True
• The source of consistency is always the self False -> Source of consistency can also be commitment towards someone making a request 
• The Lowball technique is .. a Soliciting commitment from customers with a seductive offer, then changing it for the worse 
• The Lowball technique can also be implemented be removing an incentive like a free mug to offer True 
• Lowball technique can be implemented by adding an undesirable feature like getting up early True -> Lowball: After agreeing, they were then told that the study will take place at 07:00  
• In Self-persuasion consumer generates cognitions (arguments) to support the new behavior True
• The Commitment has to be active, public, effortful, freely chosen True
• Commitment works in standard advertising False -> Not the case with standard advertising 
• Commitment is rather applied in direct response advertising / product trials False 
• The principle of social validation means that Reference group appeals can be surprisingly effective True
• Reference group appeals are higher for image-conscious consumers like high self-monitors True
• Commitment has to be active, public, effortful, freely chosen and has to be applied in direct response advertising / product trials True
• Although what is scarce is not necessarily valuable True
• Advertisement
• Consumers value goods that are scarce only when scarce products are valuable False -> Although what is scarce is not necessarily valuable 
• Marketers capitalize on this idea by offering Luxury items often rely on limited availability Limited edition items and banned items (unintentionally scarce!) True

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