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Hidden Persuasion Summary, CPD2
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Summary of Hidden Persuasion, Exam Preparation CPD2
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03 Foot-in-the-Door (FITD) #no confrontation or resistanceHidden Persuasion *beginning with a smallest request paves the way for
compliance to a bigger request
#behavioral change is long-term stable
33 Psychological Influence Techniques in “There are many reasons to quit smoking – find yours!”
Advertising FITD is a multiple-step influence strategy: Ask people to
comply with a small request, short while after you ask 06 Altercasting
01 Acknowledging Resistance them a bigger request, which is in line with the smaller *casting people into a social role makes them behave in
*Overcoming resistance by simply acknowledging it one. – Starting with a small request strongly increases the ways expected by this role
chances of complying with the big request compared to
AR necessitates that there be resistance to the upcoming only asking the big request. Altercasting is telling someone that they are “good” and
proposal in advance. It plays into this expecting resistance that they should behave accordingly.
by simply acknowledging its present. Only works when the first, smaller, request #manded: when a person is placed in a social position
#eliminates the possibility of the target using the receives a “yes” orally or textually
argument “but I don’t want to” #tact: a subtler approach, often created with suggestive
#empathic understanding of that person’s opinion 02 Promised Land imagery to have someone take on the role spontaneously
*buy this product and follow me to the Promised Land and voluntarily
Hans Brinker, Budget Hotel Amsterdam #takes only a few words or a simple image to conjure up
“Sorry for being amazing at disturbing you” Persuasion technique which seduces consumers into the corresponding social role in the mind of the receiver
buying a product because it will help them to achieve
02 Fluency some desirable goal – even if the goal is unrealistic 07 Social Proof
*A message should always be experienced fluently with #directly aimed at creating the strongest reward response *People have an innate drive to copy other’s decisions
ease in the brain of the perceiver and behavior
#people want exaggerated claims to be true
Smooth and automatic processing of information leads to #presenting brands with attractive, but unrealistic Other’s behavior is highly informative for successfully
experiencing positive feelings – works for visual, textual situations, creates an association between dreams and choosing our own course of action
and conceptual information alike. specific brands #percentages can be substituted by ‘nearly everyone’
Choosing the right naming, front, number and image can #empowering promise ‘most people’
make the difference in whether a message will have any # showing the relevant group performing the action or
persuasive impact. Nike, just do it – AXE ANARCHY purchasing the product
#Naming: sell product – go for flow/ sell extravagant: #wrong behavior is NOT highlighted
unpronounceable names 05 Self-Persuasion
#Numbering: well-known numbers in ads increase the *no one is better than you at persuading yourself to 08 Guarantees
positive evaluation of the product itself (two-displayed change *if you are not satisfied with this book, we offer a money-
numbers even higher) back guarantee
#Typeface: the less readable the front, the less we like it People like to believe they are in control of making the
major decisions in their lives. One of the most straight-forward, easy to understand and
*fluent messages are an advertiser’s safest bet If people feel that they have provided positive arguments strongly resistance remoting technique available.
for performing a certain action themselves, they’re much #no matter what the customer does, in the end they
more likely to believe these arguments and behave cannot lose
accordingly. #guarantees remove any doubt or reluctance to make the
#Holy grail of persuasion techniques buying decision
#targets persuade themselves
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