Exam Review for Consumer Behavior

Topics: Risk, Cognition / Pages: 10 (2450 words) / Published: Jun 2nd, 2013
1) What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer. The six major psychological principles that can influence people to change their minds or comply with a request are reciprocity, scarcity, authority, consistency, liking, and consensus. Reciprocity deals with people being more likely to give if they first receive. For example, if you want people to fill out a survey then you should offer an incentive. Scarcity is when products seem more attractive when they are scarce. Authority has to do with people believing an authoritative source more than one that is less authoritative. So if you wanted to learn about the candidates in the upcoming election, you would be more likely to believe what is said in the Philadelphia Inquirer than in a tabloid magazine like US Weekly. Consistency refers to people trying to contradict themselves in terms of what they day and what they do. If you wanted to generate more donations, you should ask people to sign a petition for the cause before asking them for the donation. Liking has to do with agreeing with those that we like or admire. You would more willing to agree with something you were on the fence about if it involved a favorite celebrity of yours. Consensus refers to considering what others do before we decide what to do. People would be more willing to help out in cleaning the neighborhood if they saw a lot of their friends had signed up to do it.
2) What is the elaboration-likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?
The Elaboration-Likelihood Model of Persuasion (ELM) assumes that under conditions of high involvement, we take the central route to persuasion. Under conditions of low involvement, we take a peripheral route. The central route is focused on the consumer’s cognitive response to a message and the peripheral route

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