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MKTG 371 QUIZ 4 AND ANSWERS WITH COMPLETE SOLUTIONS VERIFIED

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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 comprehens...

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  • November 11, 2024
  • 8
  • 2024/2025
  • Exam (elaborations)
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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

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