Marketing Distillations: Difference between revisions
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=Influence by Robert Cialdini= | =Influence by Robert Cialdini= | ||
Contains tactics that could be used unscrupulously. OSE's goal is not to compel people through deceit that would otherwise not want to help but to facilitate people that do want to help. Knowledge and awareness of these tactics helps in defending against them being used deceitfully. | |||
Chapter 1 Summary | |||
* People have almost automatic behavior sequences that can be triggered by a single feature of relevant information in a situation. | |||
* Much of the compliance process is from people's automatic shortcut responding. Most people have a predefined set of trigger conditions to decide when they want to comply. | |||
Example ad:<blockquote>Unsightly crabgrass can be conquered - but only with the help of concerned citizens like you. Your generous contribution makes research possible to reach our goal of a crabgrass free world. Please join us and make your donation payable to the Society for the Prevention of Crabgrass. A return envelope has been provided for your convenience!<br> | |||
<br> | |||
Yes, I want to further the Society's efforts for a crabgrass-free world.<br> | |||
<br> | |||
Enclosed is my contribution in the amount of:<br> | |||
<br> | |||
$25 $10 $5 $15 $_____</blockquote> | |||
Possible implementations: | |||
*"If you care about freedom, the environment, compassion, and the future then you are the person that can make this possible." | |||
*"Freedom, justice, the environment, and the world can be protected only if caring people like you take action." | |||
Chapter 2 Summary | |||
* The reciprocation rule is wide spread in human cultures. It requires that people try to repay what another person has provided. People are trained from childhood that failure to abide the rule could result in social disapproval. | |||
* | |||
Revision as of 23:32, 12 February 2009
Distillations of books on marketing.
Influence by Robert Cialdini
Contains tactics that could be used unscrupulously. OSE's goal is not to compel people through deceit that would otherwise not want to help but to facilitate people that do want to help. Knowledge and awareness of these tactics helps in defending against them being used deceitfully.
Chapter 1 Summary
- People have almost automatic behavior sequences that can be triggered by a single feature of relevant information in a situation.
- Much of the compliance process is from people's automatic shortcut responding. Most people have a predefined set of trigger conditions to decide when they want to comply.
Example ad:
Unsightly crabgrass can be conquered - but only with the help of concerned citizens like you. Your generous contribution makes research possible to reach our goal of a crabgrass free world. Please join us and make your donation payable to the Society for the Prevention of Crabgrass. A return envelope has been provided for your convenience!
Yes, I want to further the Society's efforts for a crabgrass-free world.
Enclosed is my contribution in the amount of:
$25 $10 $5 $15 $_____
Possible implementations:
- "If you care about freedom, the environment, compassion, and the future then you are the person that can make this possible."
- "Freedom, justice, the environment, and the world can be protected only if caring people like you take action."
Chapter 2 Summary
- The reciprocation rule is wide spread in human cultures. It requires that people try to repay what another person has provided. People are trained from childhood that failure to abide the rule could result in social disapproval.