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HBP
Principles of Influence
| Term | Definition |
|---|---|
| Reciprocity | Feeling obliged to give something in return |
| Pre-giving | Make people try a sample of something to obtain them to further buy. Create a feeling of obligation to buy. |
| Door-in-the-face | First ask for a large request (almost unattainable), then ask for a smaller one in hope for acceptance (which will most likely be accepted). |
| That's not all | "Give" an additional product with the first one, to make it seem like a bargain. Also "reduce the price" in order to attract the customer. |
| Injuctive norms | How people should behave in theory. |
| Descriptive norms | How people do in fact behave. |
| Foot-in-the-door | First ask for something free ("what time is it?"), then ask for another thing, which people are more likely to accept, than if you were to ask them in the first place ("Do you have a franc?") |
| Low-ball | Offer something at a relatively low price, to then raise it once the customer is engaged. Generally, people will accept to pay the new price since they already did the effort to go so far. |
| Scarcity | When products run out fast, people will rush to buy them. |
| Limited number | If a product is only available in a limited number, people will be more likely to have one in order not to miss the opportunity |
| Deadline | If there is a deadline to a certain promotion, people will be more likely to buy it in order to benefit from the promotion and not miss it. |
| The evoking freedom technique | "I can recommend you to have this... But you are free to choose whatever you want" |
Created by:
abbenard
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