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Chapter 15: Social Psychology. Lecture 1&2 [feb 28&mar2]

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John Bassili

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Chapter 15: Social Psychology
Lecture 1&2 (19&20)
February 28/2011
Social Influence
oChanges in our behaviour that is influenced directly or indirectly by society
oSome influences are due to authority
oSometimes, influence is subtle and carried in your head (image of your
parents, etc.)
oInfluenced by the implied presence of others
Can be used in car sales (social influence techniques)
oCar sales (shady practices):
oSometimes the second largest purchase for someone (first is house)
oTechniques that gets us to behave under the influence of others:
The Low Ball Technique
throwing a low ball
Giving you a low price compared to other dealers
you begin to decide that you are buying from that dealer
during the purchasing process, the low price disappears
when youre ready to sign the contract, they raise the price by
assuming they misunderstood you to being with
sometimes, they go to the manager for a few minutes but
always come back doubtful
reduce trade-ins to make up the amount of real price
people are still more likely to go ahead with the purchase
because something psychological happensthey have
committed themselves to buying that car only, and from that
dealer, momentum to consummating the deal

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sometimes the dealer will ask you to make an offer, but will
reject it
the dealer leaves the person to talk to the manager
person starts to think about the car more, and increases the
value of the car in their own mindthen agrees to a high price
the work you do in your mind is what commits you to buying
Consumer Reports:
April issue is all about car and car buying
They were the first to mention low ball technique
With a paid fee, they give you invoice pricewhat the dealer
paid for it
tricks of the trade
1.never remain anxious, desperate, or needy
2.never negotiate down from the sticker, always
negotiate up from the invoice price
oanchor and adjust, pulling against the anchor
oanchor towards the invoice price
3.whoever speaks first after an offer loses
4.never negotiate against yourself
5.always raise your bid in small increments
oconfederates: people who are part of a study who know the real situation
oexperiments done by Solomon Ash
3 lines of different length and one standard
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