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Warm-Up 2/14/14

Warm-Up 2/14/14. What commercials/sales strategies do you think are most effective at getting you to buy a product? Why? Give Examples. Compliance Techniques. How to get people to do you a favor! (AKA Buy Something). Learning Outcome. Discuss the use of compliance techniques. Compliance.

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Warm-Up 2/14/14

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  1. Warm-Up 2/14/14 • What commercials/sales strategies do you think are most effective at getting you to buy a product? Why? Give Examples.

  2. Compliance Techniques How to get people to do you a favor! (AKA Buy Something)

  3. Learning Outcome • Discuss the use of compliance techniques.

  4. Compliance • Compliance: The result to direct pressure to respond to a request. • Example: A company advertising a product. • How and why do people respond to requests of other people and companies?

  5. Compliance Techniques • Robert Cialdinidescribes several techniques that are used to get people to follow requests. • Authority • Commitment • Liking • Reciprocity • Scarcity • Social Proof

  6. Authority • People comply with someone who is famous or an authority figure. • Often Celebrity endorsements

  7. Commitment: Foot-In-The-Door • Once a person has committed to doing something, whether by action or word, they are more likely to do it. • Example: Signing a petition will make you more likely to vote for an upcoming ballot measure. • See Dickerson et al. (1992)

  8. Dickerson et al. (1992) • Aim: To see if the FITD technique was effective • Procedure: Asked college students to sign a poster saying they would take shorter showers and lower their water usage in the dorms. They also asked them to complete a survey on their water usage. The researchers then monitored the students shower times. • Results: The students who signed the poster took showers that were on average 3.5 minutes long (which is shorter than regular students).

  9. Liking • People will comply with a person they like. • Mr. Bonica will drink Vita Coco because his favorite baseball player (Dustin Pedroia) asks him to.

  10. Reciprocity • People will comply when the person asking for compliance does them a favor first. • Reciprocity Principle: We feel like we should treat others the way they treat us. • Example: Free samples at Costco. “Thanks for the free one, now maybe I should actually buy something.”

  11. Reciprocity: Door-In-The-Face • After being asked for a big commitment (which we will likely turn down), we are more likely to agree to a smaller one. • Example: A car salesman lowering his initial asking price after you initially refuse. • See Cialdini et al (1975) for an example from research.

  12. Cialdini et al (1975) • Aim: To see if the DITF technique is effective. • Procedures: Posed as a community volunteer group and asked random college students to chaperone a group of juvenile delinquents to the zoo (86% refused). Others were first asked to volunteer for a mentoring program that would take 2 hours a week for 2 years (All refused). After refusing they were asked about the zoo trip. About 50% volunteered for the zoo.

  13. Scarcity • When something is rare or limited, people are more likely to comply (buy it). • Example: Seasonal specials at Fast Food Restaurants. The “McRib” is only sold for one month a year.

  14. Social Proof/Bandwagon • People will comply with a behavior if they see others doing it too.

  15. Tualatin Mad Men Challenge(Will be completed In Class…Do Not do as Homework) • Use the compliance techniques which you have just learned about to design an advertisement for a mystery product. • Explain why it would be an effective strategy.

  16. Tualatin Mad Men Challenge

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