MSC 300-6 Consumer Behavior 2

MSC 300-6 Consumer Behavior 2 - Professor Blake Ashdown 1...

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Unformatted text preview: 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 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%) 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%) 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%) 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. 05/13/09 Professor Blake Ashdown 6 MSC 300 Principles of Marketing Underlying Factors • Contrast Effect – Perceptual limits...
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This note was uploaded on 03/19/2008 for the course MSC 300 taught by Professor Blakeashdown during the Spring '08 term at Michigan State University.

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MSC 300-6 Consumer Behavior 2 - Professor Blake Ashdown 1...

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