1. UNIT 9 CLARCCS: A Closer Look at Peripheral Cues, cont. . . .

2. Review 1. Comparison 2. Liking 3. Authority (Milgram Studies)

3. RECIPROCITY The Principle: When someone does something for us, we are likely to reciprocate and do something for them

5. Commitment/ Consistency The Principle: If someone commits to an issue or position, they will try to remain consistent with that position

6. Commitment 1. We obtain a commitment to an issue. (petitions) 2. We rely on the receivers need to remain consistent with the commitment

7. Foot-in-the-door Approach Commitment Need to be Consistent with Commitment Compliance The Foot in the door is the initial commitment

8. Examples

9. Those Annoying Phone Calls (Howard, 1990) Cold Calls – 2 Conditions 1. “Can I visit you to sell cookies?” 2. “How are you doing this evening, good . . . . Can I visit you to sell cookies?”

10. RESULTS 1. Regular Pitch – 18% 2. Warming Question – 89% bought cookies

11. 2. Cults 3. Fraternities/Sororities 4. Car Sales

12. SCARCITY The Principle: Opportunities seem more valuable when they are less available For a Limited Time Only!!!!!!

13. Perception of Value This changes as something becomes more scarce. As scarcity increases,the item seems more valuable

14. Loss of Freedom When restricted from doing something, we will value the restricted task more Harriet The Spy Syndrome

15. Limiting Access to Messages (Censorship) We want censored information more and tend to react more favorably to it than we were before the restriction

16. Two Conditions 1. New Scarcity: Works when we are not use to a restriction (Prohibition) 2. Competition: Is there heavy competition for the scarce resources