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Psychology of Marketing & Advertising (Fach) / Chapter 7 Beyond persuasion: Achieving consumer compliance without changing atti (Lektion)
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- Six principles of compliance 1. Reciprocity 2. Commitment / consistency 3. Social validation 4. Liking 5. Authority 6. Scarcity
- Social influence and compliance without pressure These strategies are typically proximate– Close both temporally and spatially Aimed at singular, overt actions in response to well-defined requests – E.g., say ‘yes’, buy a product Affect only purchase – But not brand attitudes, awareness, knowledge, etc.
- Mindless responses – Without careful scrutiny – Subtle processes, outside conscious awareness – People re-enact scripts without paying attention to details
- Script: A pre-determined, stereotyped sequence of action that defines a well-known situation
- Least-effort principle – People are only mindful if there’s a reason to be – Giving a nonsense reason works just as well • But it depends on the favor! – Original study: Requested 5 copies – In a follow-up study: Requested 20 copies – When the request is more substantial: • Only the real reason increased compliance • The “placebo reason” does not work!
- Are mindless strategies foolish? Adaptive functionality • Quick-and-dirty decision making • Deal with increasing information complexity • Save cognitive resources • Sufficiency principle – Balance between minimizing cognitive effort and satisfying motivational concerns
- The principle of reciprocity Motivation to return a favor – Based on the norm “we should do to others as they do to us” – Positive responses to positive treatment, negative responses to negative treatment a. The door-in-the-face technique b. That’s-not-all technique Advertisers underestimate people’s tendency to comply – “Social costs” of refusal often outweigh benefits – How to use the reciprocity principle • Free samples, coupons, cash refunds, lotteries, etc. – Response not always of equal value • Large purchase in exchange for small sample
- The door-in-the-face technique Experimental evidence Moderate only (control) 32% Moderate preceded by larger request (made by the same person) 56% Moderate preceded by larger request (made by another person) 10% Works only if the same person asks both requests Two persons: not activate the norm of reciprocity Second request: A form of compromise
- That’s-not-all technique An initial request is followed up by a second request to make it more desirable – Either reduce initial price – Or offer something extra for free – Offer perceived as favor – in return comply!
- The principle of consistency / commitment Strong tendency to show responses that are congruent and show coherence To act in line with beliefs, preferences, and past behavior Saying “yes” leads to saying “yes” again! – “Shopping momentum effect” - Getting in “the buying mood” • Commitment has to be active, public, effortful, freely chosen – Not the case with standard advertising – Applied in direct response advertising / product trials • Self-persuasion – “Grow their own legs” – Cognitive change follows • The consumer generates cognitions (arguments) to support the new behavior
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- Foot-in-the-door technique Compliance with an initial, small request increases likelihood of compliance with second, larger request – Initial act of compliance: triggers the principle of consistency – Self-perception theory: • “I did this, so I must have liked it” • Seminal studies on consistency – Target request: Convince people to put a large “Drive safely” sign in their front yard (target request)
- When does foot-in-the-door technique work best? – Compliance is higher when people actually engage in a behavior (rather than just agreeing to do it) • Subject to individual differences – Works better for people high on preference for consistency – Also works when the small request was totally unrelated • “Keep California beautiful” sign
- When does foot-in-the-door technique work best? – Compliance is higher when people actually engage in a behavior (rather than just agreeing to do it) • Subject to individual differences – Works better for people high on preference for consistency – Also works when the small request was totally unrelated • “Keep California beautiful” sign
- b. Lowball technique • Source of consistency – Not always the self (self-consistency) – Can also be commitment towards someone making a request – Soliciting commitment from customers with a seductive offer, then changing it for the worse
- When does the lowball technique work? • Removing an incentive – Solicited donation to the Mother Teresa Foundation • Lowball: Offered a free mug, but after agreeing to donate they were then told mugs ran out • Adding an undesirable feature – Solicited participation in study • Lowball: After agreeing, they were then told that the study will take place at 07:00