Term
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dissonance = acts that are inconsistent with the sense of self -> inconsistencies between behaviour and who we think we are
- high SE ppl show more dissonance and more attitude change than low SE ppl |
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| motivation = want to affirm the self, not reduce dissonacne -> want to restore your self concept by either attitude change or self affirmation (strengthen beliefs by not changing your behaviour too much) |
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SCT: high SE -> high standards so when violated those standards there is a lot of inconsistency = more dissonance and attitude change
SAT: high SE ppl show less attitude change than low SE ppl -> more positives to weigh against inconsistent behaviour |
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Term
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there are 2 standards ppl look at
1. normative standards: what would others do/expect?
- this leads to nomothetic dissonance: inconsistencies b/w behaviour and general social standards, generic dissonance with respect to expectations of others and society
2. personal standards: what does it mean to me? lots of inter-personal variability
- this leads to idiographic dissonance: discrepancy between behaviours and what we personally expect from ourselves |
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| ppl assume that if something is priced high it must be of high value so ppl buy it bc high price must = good quality |
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a sale lets ppl compare the previous price of the product to the new sale price, if u buy now you will save money
sale model: when stores drop their everyday prices
everyday low prices model: having lower prices than every one else every day -> ex. walmart
sale model works better |
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Term
| contract effect: contrast price to competitors price |
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| an implicit measure - announce that your product is cheaper than your competitors and ppl wont actually go out and look so they will just buy your product/serivce |
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buy one get one free
people prefer bogo to 50% disount even though they are the same thing bc ppl love free stuff
inflate the initial price to improve profit margain |
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| contrast effects: sell more expensive of 2 times first |
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Definition
| after you try to sell an expensive item first, everything afterwards thats cheaper in contrast gives the illusion that you are getting a better deal |
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when someone does a favour for you, gives you a good deal, gives you something for free you feel obligatd to reciprocate
"you scratch my back ill scratch yours" |
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Term
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Definition
initally ask for a large request, if that is refused then ask for a smaller request
the second smaller request is accepted more often than ppl who received the first large request than by those who did not receive an initial large request bc second offer doesnt seem so bad compared to the first large one |
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| desirable group membership |
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you want to be like certain ppl so you do what they do
ex. celeb endoresements |
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| self image and self esteem |
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Definition
| related to attribution and self perception mdoels of dissonance -> base our attituides on our behaviours |
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| start off by asking them for a small request (that is likely to be accepted), than once they have accepted the small request you make a larger one and they will likely agree bc they want to seem consistent and agreeable since they already agreed to the initial request |
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Term
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Definition
| offer someone a really goo deal on something, then agree to follow through with the otherr, then once they have agreed you change the terms of the deal as to make it much less attractive, and what happens is that most ppl still follow though with the new unattractive deal bc they want to be consistent since they have already agreed |
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Term
| bait and switch technique |
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| advertise or offer one product or service, then indicate that it is no longer available and offer a higher priced alternative |
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| humans are generally more worried about loosing things than they are excited about gaining things |
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| we have a desire to do what other ppl are doing, we base if it is worth doing depending on how many others are doing it as well |
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we are drawn to things that are, or will soon be scarce sometimes regardless of their value
we fear loss more than we welcome gain |
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