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5 Mar 2011
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Psychology II Lecture 19
Social Influence
-person’s behaviour is changed and affected by others
-person is greatly influenced by others and follows their behaviour even if it is awkward
-ex. people turn away from the elevator door, individual follows this awkward action
Low Ball Technique
-car salesperson lowers the price to attract consumer
-but, final price ends up being higher
-when consumer signs the contract, the low price is removed
-even though salesperson breaks the commitment, consumers continue to buy the product
-this is because once consumer decides this is a good deal, he is relieved and is committed to buy
the car
Other Selling Technique
-salesperson asks consumer to make an offer to make him personally committed to buy the
product
-consumers think as if they have bought the product and by doing that, he raises the value of the
product in his mind
-he has a positive image of the product
Techniques to Get a Better Deal
-do not be anxious
-know invoice price and do not negotiate down sticker price
-never negotiate against yourself
Asch’s Conformity Situation
-a group of participants are asked to answer question
-all the participants are confederate, only one participant is the subject
-participants prior the subject answer the question wrongly and see how the subject responds
-one-third of the participants report the wrong answer
-size of the majority matters subject’s conformity
-at first, the size does matter
-but, when the size gets bigger, it loses its effect because subject starts to notice conformity in
other participants
-unanimity conformity drops when there is another person who does not follow the majority
-whether the support of subject or the unanimity affect the subject’s response
-we can test that by having the participants saying the wrong answer
-conformity still drops, the subject answers the original right answer
-when asked the subject to write the answer on the paper, conformity does not occur, subject is
not influenced
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Document Summary

Person"s behaviour is changed and affected by others. Person is greatly influenced by others and follows their behaviour even if it is awkward. Ex. people turn away from the elevator door, individual follows this awkward action. Car salesperson lowers the price to attract consumer. When consumer signs the contract, the low price is removed. Even though salesperson breaks the commitment, consumers continue to buy the product. This is because once consumer decides this is a good deal, he is relieved and is committed to buy the car. Salesperson asks consumer to make an offer to make him personally committed to buy the product. Consumers think as if they have bought the product and by doing that, he raises the value of the product in his mind. He has a positive image of the product. Know invoice price and do not negotiate down sticker price. A group of participants are asked to answer question.

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