MKT400 Chapter 1-5: MKT400 - the book notes
Document Summary
The business of influence principles that lead to success in commercial. There are 6 principles on which compliance professionals appeared to base most of their psychological influence attempts: reciprocity, consistency, social validation, friendship/liking, authority, and scarcity. Obligates people to return assistance they may have received from others. One person can provide food, service, or information to another with confidence that the effort will not be lost but will be repaid in some fashion. Rule: states that favors must be returned in kind. Those who violate the norm by taking more than they give are often the first to be cut from our circle of friends and are quickly avoided in business dealings. Businesses frequently engage the rule of reciprocity to sell offering free gifts for listening to a sales pitch, free workouts at health spas, free inspections at home, and so on.
