2nd Lecture-1-21 - ISS 210 1-21-09 The way things appear...

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ISS 210 1-21-09 The way things appear depend on what precede it. This is an example of the –effect- 1. Domino 2. Engagement 3. Contrast 4. Simplicity The trigger of reciprocity is obligation. We feel obligation whenever a “gift” is received to pay the person back. When you take reciprocity and it combines with authority, the effect is much greater than when the two are on their own. When we reject say a full box of candy bars and the person then says well just buy one or two bars that is known as concession. If we see this technique as manipulation then we won’t take it, otherwise we see it as a concession. Receipt Obligation The target feels responsible for what happened, the price being drastically dropped. With responsibility come satisfaction and then the willingness to comply. Consistency=Commitment The degree to which things connect is compatibility. When two elements are attracted that are incompatible-that is dissonance. An example of this is when you are attracted to someone that you don’t even like. Rewards increase the probability or frequency of response.
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2nd Lecture-1-21 - ISS 210 1-21-09 The way things appear...

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