MSC 300-6 Consumer Behavior 2

MSC 300-6 Consumer Behavior 2 - MSC 300 Principles of...

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05/13/09 Professor Blake Ashdown 1 MSC 300 Principles of Marketing Weapons of Influence Lessons from a mother turkey Fixed – action patterns Trigger features Influence Robert Cialdini
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05/13/09 Professor Blake Ashdown 2 MSC 300 Principles of Marketing Underlying Factors Contrast Effect The Need for Short Cuts Example: Excuse me, I have five pages. May I use the Xerox machine? (60%)
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05/13/09 Professor Blake Ashdown 3 MSC 300 Principles of Marketing Underlying Factors Contrast Effect Perceptual limits The Need for Short Cuts Example: Excuse me, I have five pages. May I use the Xerox machine? (60%) Excuse me, I have five pages. May I use the Xerox machine because I am in a rush? (94%)
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05/13/09 Professor Blake Ashdown 4 MSC 300 Principles of Marketing Underlying Factors Contrast Effect Perceptual limits The Need for Short Cuts Example: Excuse me, I have five pages. May I use the Xerox machine? (60%) Excuse me, I have five pages. May I use the Xerox machine because I am in a rush? (94%) Excuse me, I have five pages. May I use the Xerox machine because I need to make copies? (93%)
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05/13/09 Professor Blake Ashdown 5 MSC 300 Principles of Marketing Underlying Factors Contrast Effect Perceptual limits The Need for Short Cuts Example: Excuse me, I have five pages. May I use the Xerox machine? (60%) Excuse me, I have five pages. May I use the Xerox machine because I am in a rush? (94%) Excuse me, I have five pages. May I use the Xerox machine because I need to make copies? (93%) The word “because” acts as a trigger to a short cut.
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05/13/09 Professor Blake Ashdown 6 MSC 300 Principles of Marketing Underlying Factors Contrast Effect Perceptual limits
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