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SOCIAL INFLUENCE - COMPLIANCE TECHNIQUES

RECIPROCITY

  • Guilt
    • feel guilty====>action to reduce guilt

  • Door in the Face Effect (DITF)
    • large request====>moderate request


COGNITIVE CONSISTENCY

  • Imagining an Event
    • imagine an event====>commitment compliance

  • Foot in the Door Effect (FITD)
    • small request====>moderate request

  • Low Ball Procedure
    • decision====>increase in "cost"


VICARIOUS LEARNING

  • Overt Modeling
    consumer observes modeled behavior and consequences

    e.g., commercial shows how to apply cosmetic and consequences of usage

  • Covert Modeling
    consumer is told to imagine a model (or self) performing behavior and consequences

    e.g., travel agency ad: ""imagine you're on the warm, sunny beaches of Florida"

  • Verbal Modeling
    consumer is given a description of how others similar to her/him self behave in purchase or usage situation

    e.g., door-door volunteer collecting for worthy cause: "others on this street have been giving five dollars on average"