MKTG 371 QUIZ 4 AND ANSWERS WITH COMPLETE
SOLUTIONS VERIFIED
Perception and branding in the real world
- Brands spend a lot of time zeroing in on the right audience and messaging to match.
- Sometimes, a course correct to attract new buyers can be a short-term, playful
reminder over a comprehensive
Ex: Goldfish rebranded their name to Chilean Sea Bass to market to adults rather than
just kids
Normative Influence and Conformity
- The influence we feel according to a group that matters to us
- Most people tend to follow society expectations regarding how to look/act
Compliance
- Change in behavior prior to a specific request
- You might have to dress differently, this is what we wear here
Conformity
- Observation or subtle request
- Tendency to yield (often passive) influence, unspoken rules, in an attempt to fit into a
group
Cialdini's Six principles of Persuasion
1. Reciprocity
2. Scarcity
, 3. Authority
4. Consistency
5. Liking
6. Consensus
Give a reason
Someone's compliance might be more successful if you give them a reason
Reciprocity
We feel compelled to return favors, gifts, etc. (even when they are unrequested,
unwanted)
Ex: free sample kits, holiday cards, helpful salespeople
Reciprocity of Concessions
- When I ask something of you, I give something up to get a Yes from you
- "Door in the face technique"
- Whatever you want, ask more than that
Consistency
- Share intended behavior with someone who will hold you accountable and once you
out it out there you will hold yourself more accountable
- Pre-commitment
Liking
More likely to say Yes to people we like:
Attractive
Similar to us
Corporate
SOLUTIONS VERIFIED
Perception and branding in the real world
- Brands spend a lot of time zeroing in on the right audience and messaging to match.
- Sometimes, a course correct to attract new buyers can be a short-term, playful
reminder over a comprehensive
Ex: Goldfish rebranded their name to Chilean Sea Bass to market to adults rather than
just kids
Normative Influence and Conformity
- The influence we feel according to a group that matters to us
- Most people tend to follow society expectations regarding how to look/act
Compliance
- Change in behavior prior to a specific request
- You might have to dress differently, this is what we wear here
Conformity
- Observation or subtle request
- Tendency to yield (often passive) influence, unspoken rules, in an attempt to fit into a
group
Cialdini's Six principles of Persuasion
1. Reciprocity
2. Scarcity
, 3. Authority
4. Consistency
5. Liking
6. Consensus
Give a reason
Someone's compliance might be more successful if you give them a reason
Reciprocity
We feel compelled to return favors, gifts, etc. (even when they are unrequested,
unwanted)
Ex: free sample kits, holiday cards, helpful salespeople
Reciprocity of Concessions
- When I ask something of you, I give something up to get a Yes from you
- "Door in the face technique"
- Whatever you want, ask more than that
Consistency
- Share intended behavior with someone who will hold you accountable and once you
out it out there you will hold yourself more accountable
- Pre-commitment
Liking
More likely to say Yes to people we like:
Attractive
Similar to us
Corporate
