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Unformatted text preview: Cialdini: Influence Social Proof (elevator) ◦ Pluralistic ignorance Bystander effect Works under uncertainty Seek similarity Cialdini: Influence Liking ◦ Association principle: the more we like someone the more willing we are to buy/engage in something from them Commitment and consistency ◦ We choose to be consistent ◦ Foot in the door: ask something small, then ask something bigger Cialdini: Influence Scarcity ◦ Joy is in possession not consumption ◦ Newly scarce items vs. always scarce pepsi ◦ Does censorship work? Information processing The process of receiving information and generating an output or action Depends on information complexity and cognitive availability People vary on their cognitive ability Info processing is much like computer ◦ Consumer must receive input ◦ Encode the information to be placed in memory ◦ Storage of information in memory ◦ Retrieval of stored information Encoding information How much information gets encoded? ◦ Stroop test: idea that there is a bottleneck in information that we receive. ◦ only limited info gets to our short term memory through the bottleneck. ◦ *Cocktail party phenomenon: ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Attention ◦ Resource allocation Encoding information Increased retention when associated with attributes already in our brain Types of meaning ◦ Sensory meaning­assign meaning to shape or color: activated by picture ◦ Semantic meaning­symbolic associations Personal Relevance ◦ Increases memory of products or events ◦ Flashbulb memories (your 16th birthday) Storage of information Three types of memory systems ◦ Sensory Memory: temporary storage of things from our senses, e.g. Cinnabon ◦ Short­term memory: stores for limited period of time ◦ Long­term memory: information stored for lengthy periods More effort it takes...
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This note was uploaded on 04/28/2013 for the course MKTG 360 taught by Professor Joireman during the Fall '08 term at Washington State University .

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