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"