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Lecture

Chapter 15 part 1

2 Pages
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Department
Psychology
Course Code
PSYA02H3
Professor
John Bassili

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Lecture 19 (28-02-11): Chapter 15: Social influence
Social influence refers to changes in our behaviour as a result of direct or indirect intervention
by others, sales people are an example of people who create social inf luence
Example: person gets into an elevator where there were six others, all of the sudden all of the
other people turned and faced the back even though there was no door, even though the person
didnt know why they did it he did it anyway without other people having to tell him what to do
Low-Ball technique: the salesperson quotes an unusua lly low pr ice, you agree to buy it at that
pr ice
The salesperson them comes up with a reason to change the pr ice, thus removing the reason you
decided to buy
Option not included
Manager says we would be losing money
Calculation error
Trade in re-appraised lower
Do you still buy it? Evidence shows that you tend to (they do it because psychologically they
committed themselves to buying the car, their searching is over and they are relieved)
Also, the salespeople usually leave you alone for about 5 minutes to go talk to the manager, they
usually leave you alone for some time because you have time to imagine how great it would be to
have the car, which raises the pr ice of the car in your head and therefore you are willing to accept
paying a higher pr ice for the car because you think it`s worth it
Example: you go to couple of dealerships and the 3
rd
or 4
th
dealership offers you a pr ice that is
really low compared to t he other dealerships, then they raise the pr ice by s aying things like (oh I
made a calculation mistake, etc)
Rules to buying a car:
Always raise your pr ice in small increments
The person who speaks first after offer loses
Go in knowing the pr ice the dealer paid and then make offers
Cars like Acura, Toyota, Lexus, Honda are MORE RELIABLE than cars like Ford, Audi,
Plymou th, Dodge
Confor mity: the person in the elevator confor med because of pressure
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Description
Lecture 19 (28-02-11): Chapter 15: Social influence Social influence refers to changes in our behaviour as a result of direct or indirect intervention by others, sales people are an example of people who create social influence Example: person gets into an elevator where there were six others, all of the sudden all of the other people turned and faced the back even though there was no door, even though the person didnt know why they did it he did it anyway without other people having to tell him what to do Low-Ball technique: the salesperson quotes an unusually low price, you agree to buy it at that price The salesperson them comes up with a reason to change the price, thus removing the reason you decided to buy Option not included Manager says we would be losing money Calculation error Trade in re-appraised lower Do you still buy it? Evidence shows that you tend to (they do it because psychologically they committed themselves to buying the car, their searching is over and they are relieved)
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