- Reciprocity
- People feel an obligation to repay others, whether it is a gift, a favor, or an invitation. This can result in the person repaying the other person with something worth more than what they received.
- Salesmen use this technique by starting high on their prices. When the consumer makes a lower offer, the salesmen will "give" the customer a break and come down on their price, which makes the customer feel like they have been given something. They will then "repay" the favor by spending more than they might have wanted to.
- Commitment and Consistency
- People want to be seen as consistent in their beliefs and their actions.
- Salesmen will get customers to commit to buy. The customer than feels guilty if they don't do what they promised.
- Social Proof
- People like to do what others around them are doing.
- One study found that people in a neighborhood are likely to buy the same cars as their neighbors.
- Liking
- People will be more likely to respond favorably to people they like.
- Spokespeople are a good example of this. Having someone representing a brand that appeals to consumers can be very effective.
- Authority
- People can be persuaded through the words and actions of those with authority or perceived authority.
- Commercials that make use of doctors and even actors playing doctors use this technique. Consumers tend to believe these commercials.
- Scarcity
- If you constrain a person's freedom, they will try to regain that freedom.
- Companies such as Apple and other electronics manufacturers play up the amount of product that will be available, creating the feeling in consumers that they must be the first to have their product.
"Influence." Rick A. Ross Institute, n.d. Web. <http://www.rickross.com/reference/brainwashing/brainwashing20.html>
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