PSYC 342 Lecture Notes - Lecture 11: Elaboration Likelihood Model, Taco Bell, Social Proof
24 Nov 2016
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Brannon & brock (2001: challenged the notion that scarcity works as a result of low thought processes, argued that scarcity increases attention to information (cid:498)wow this item is scarce! I better pay more attention to it! (cid:499: taco bell drive through window study: examining compliance to buy cinnamon twists. High scarcity: request with mention of special recipe for today only. Low scarcity: request with mention of usual recipe for this year. Strong argument quality: (cid:494)the cinnamon twists goes great with mexican food, you know(cid:499) Weak argument quality: (cid:498)the cinnamon twist is not really mexican food, you know(cid:499) Cialdini would predict that both high scarcity condition would increase sales (but this expt proved otherwise scarcity only useful when argument is strong) Under low scarcity, argument quality did not matter. Effects suggested scarcity enhanced scrutiny of information relevant to the request. Similar scarcity and enhanced scrutiny of information shown in other settings as well.
