100 likes | 210 Views
What do you do when the consumer either does not want your product, or does not want to pay attention to your message?. Use Persuasion / Compliance Techniques 1) Use Attention Getting Devices 2) Appeal to Attitudinal Consistency 3) Use Sequential Request Techniques
E N D
What do you do when the consumer either does not want your product, or does not want to pay attention to your message? • Use Persuasion / Compliance Techniques • 1) Use Attention Getting Devices • 2) Appeal to Attitudinal Consistency • 3) Use Sequential Request Techniques • 4) Appeal to their Norm of Reciprocity
Attention Getting Devices • Show concern for customer • Student loan consolidators. . . • Tell them it’s Local Organization • Portales Charity • Name Recognition • Letter in the mail... • Personalization techniques
Appeal to Need for Attitudinal Consistency • Get consumer to say yes. • Increases likelihood of saying yes again • Would you like to win a new Chevy Blazer? • We thank you for your support in the past, Mr. Stockmyer • some completely bogus
Sequential Request Techniques • 1) Foot-in-the-Door • Get agreement on small donation, then go for a larger amount • Initial request may not be monetary... • 2) Door-in-Face • Ask for a LARGE donation, get turned down, then go for a more reasonable amount • You’re a real jerk if you can’t give $5.00
Sequential Request Techniques • 3) “Lowballing” • Get an initial agreement to buy, then reveal hidden costs • Optional Alarms in wife’s car • Magazine girl • 4) That’s not all technique • Either reduce the price at the end of ad, or offer “Free” bonus products to make the deal seem better • Infomercials
Appeal to Norm of Reciprocity • People feel the need to repay favors • Even for small amounts like 10 cents • Ever receive a penny or nickel in mail? • Free Stamp to order magazines