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Lecture 8

Lecture 8 Review: Liking

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Western University
Psychology 3721F/G
Nelson Heapy

Lecture 8 Review: Liking Strangers Becoming Friends  The Tupperware Party o One of the most effective selling contexts that has ever been invented o More effective than retail salesperson because it takes advantage of all types of persuasion o Stressing the quality over the price even though these products are very overpriced o Takes place under an unusual circumstance for selling – Involves a friend of yours making their home available for you and their other friends o there will be a Tupperware salesperson/representative person there o Will play various games where everyone gets a free Tupperware gift o Reciprocity  Involves reciprocity – you will get gifts and be put in the position where you must reciprocate o Commitment  Commitment – have made a commitment to be at this party, in a context where you are aware that someone is going to try to sell you something – committed yourself to a context where the primary behaviour is buying  You also know that your friend is hosting the party in hopes of benefitting from the sales  All these conspire together to make you buy something  A situation where you are dealing with someone who has a relationships with you that suggests that they are held in esteem from you  Not to buy something in this context is almost perverse o Social proof  not only someone trying to sell you something, the person's whose home you are in is a friend of yours, you know most of the guests that are also invited to the party – maybe people showing you what the right thing to do is  There are always people who wants to buy a bunch of the Tupperware – leads other to buy more than they initially wanted to  Most important – the hostess is a friend o If you are dealing with a friend, you are dealing with something that is a „leg up‟ on the other persuasion techniques o Not only with Tupperware, these sort of parties happen with all sorts of products that are usually high quality but very overpriced o Taking advantage of the fact you are in your friend‟s home is a unique selling tactic that makes people pay more than they would otherwise  We‟ve encountered this at the door before Joe Girard as Bad TV Guest  Why we feel liking for strangers o Joe Girard: one of the biggest sellers of cars – more than any other human being on the planet o Every one wanted to know the secret to his success o Would go on TV shows and only have one thing to say – just trying to be friends with the people he is dealing with – never elaborates, just states that he wanted to be friendly with his customers o Makes them feel welcome and appreciated and will come back due to the friendly relationship o These people would buy several cars from him – the secret to his success, just being a friend o Get a sense of the person who is looking to buy a car – most potential customers are suspicious and nervous o Joe tries to put them at ease – will look over their car and notice the items in the car that as an indication of what the person likes to do and would start conversations about it to make it seem like you have something in common with him o He is sincere in wanting to create a friendship relationship with his customers o Physical attractiveness  Physical attractiveness is a large unfair advantage towards the person who has those physical attributes  Physical attractiveness is a real advantage to a compliance practitioner  Correlated with height (for men and women)- taller people rated more attractive than shorter people  Not just cultural, but fairly widespread  Looking at the various levels of management in companies – correlation with height and the level of management you are in – the higher level of management someone is, the taller they are  Rated as attractive, but seems to be associated with kinds of success  The same outcome occurs in studies of the height of people in the army – there is a correlation between the rank achieved while in the army and the person‟s height – found in men but more so in women  The rated attractiveness of a defended has a direct baring of the guilty/not guilt decision and the sentence length – the more attractive individual is less likely to be found guilty and will have a shorter sentence time on average  However, if their attraction was directly related to them using their beauty as a way of gaining compliance that was illegal, the opposite is true – longer sentence time and more likely to be found guilty than women who did the same crime but were considered less attractive  In terms of a variety of other studies, there is a halo effect: knowing nothing about a person, if you look at an array of pictures that were pre-judged by other participants in terms of their attractiveness and you were asked to give an impression of that person – you are wiling to attribute good characteristics about someone who is a complete stranger  once you have the positive attribute of beauty provided to you, people are likely to attribute good qualities towards you even when they know nothing about you besides what you look like o Similarity – just like you  If Joe Girard has something in common with the person he is trying to sell a car to, he tends to sell them more  Where Joe Girard would look at the car to see if they like something that he does so he can chat with you about it, someone else will cynically pretend that they share an interest with you  Two of the things that Joe offers as insights: he wants to be friends with people, and that he has noticed that people like compliments o Compliments – Joe Girard‟s trick  People love being complimented and we are huge suckers for compliments  We like people who like us, we like people who think well of us, and we get a kick out of getting compliments from people  We find getting a compliment from a stranger as more potent than getting a compliment from someone you know Contact  The unfortunate assumption o The more you are in contact with people, the more they become familiar to you and the more you tend to like them o The issue is that studies of attractiveness have shown that if you live in residence in a room that is near a highly used service (elevator, laundry, etc.) more people will be around you and you will be in contact with more people and will be more liked than the person at the end of the hallway  Busing isn‟t the complete answer o The issue of racial busing in the united states o A real radical shift and change in a variety of attitudes and legal issues that was unprecedented in the history of the country o Many of the states in the south had to find ways of coming to terms of the civil rights acts concerning the right for blacks to be integrated into the white community o Bringing black children into white schools and vice versa – trying to equalize the racial mix within grade schools o Based on the assumption that young children can intermingle with those of the opposite race and do not discriminate one another – thought it would lead to a new generation of people where there was no racial discrimination  The school cliques o Unfortunately, this was not quite the case – one thing that was glossed over was the realities of microcultre that comes about because regardless if you bus black kids into white neighbourhoods and vice versa, black people still come from black neighbourhoods and white people still come from white neighbourhoods o There are different cultures associated with these neighbourhoods o They also come from different families – kids coming from backgrounds where they have lives in neighbourhoods where different things have happened o What happens when these kids are bused into the same schools is that they segregate themselves in the classrooms o For many kids, the teacher was a big deal in grade school – unfortunately, the white kids usually have more experience from home in regards t
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