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Lecture 19

Most of Lecture 19 notes

2 Pages
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Department
Psychology
Course Code
PSYA02H3
Professor
John Bassili

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Chapter 15: Lecture 19
Social influence: changes in our behavior that is the result of direct/indirect influence by
others
-can be used in clever, shady ways (ex. In car sales)
The Low Ball Technique: by giving a price lower than the other dealers to get your deal;
at the end they will raise the price after reeling you into a conversation and making it seem
as if they have made a deal with you already
-Reasons salesperson may come up with it includes option not included, manager says
we will lose money, calculation errors, trade in re-appraised lower
-This technique works; even though the commitment has broken because they are not
offered the same price, they are still more likely to go ahead with the deal
WHY? Reason: they have committed themselves to buying the car already once a low
price has been offered (psychological commitment: not able to pull back and walk away)
What customers should do: Anchor and Adjustchoose a price and pull against it by
going in knowing invoice price and working around it
-more reliable if customer looks into consumer reports
Conformity: when people dissent, there is pressure that we should listen to them
Aschs conformity situation: 9 participants and everyone but one is told to say the wrong
answer, the 9th participant who knows the right answer is conformed to agree with the other
participants
-1/3 of the participants, say the wrong answer
Few factors that affect Conformity: size of majority, unanimity, and commitment
Size of majority: one is more likely to conform, if the number of people in majority
increases (where as if there were only 2-3 other participants who said the wrong answer,
one will not conform); relationship is not linear
Unanimity: the amount of conformity drops if there is a single person that decides to say
the right answer (in other words, deviates from the majority)
Commitment: the more the subject has a prior commitment to their answer, the more likely
for the person not to conform
Two Main Reasons People Conform
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Description
Chapter 15: Lecture 19 Social influence: changes in our behavior that is the result of directindirect influence by others -can be used in clever, shady ways (ex. In car sales) The Low Ball Technique: by giving a price lower than the other dealers to get your deal; at the end they will raise the price after reeling you into a conversation and making it seem as if they have made a deal with you already -Reasons salesperson may come up with it includes option not included, manager says we will lose money, calculation errors, trade in re-appraised lower -This technique works; even though the commitment has broken because they are not offered the same price, they are still more likely to go ahead with the deal WHY? Reason: they have committed themselves to buying the car already once a low price has been offered (psychological commitment: not able to pull back and walk away) What customers should do: Anchor and Adjustchoose a price and pull against it by going in knowing invoice price an
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