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Introduction to Social Influence - Heuristics - Heuristics: examples

4 important questions on Introduction to Social Influence - Heuristics - Heuristics: examples

How can the recognition heuristic be used to influence people?

It can be used to influence people by leveraging the power of familiarity. By promoting or associating a particular brand, idea, or product with something that is already widely recognized or familiar, individuals are more likely to trust and choose it over other options.
Furthermore, repeating the brand, idea or product, it becomes know to people. Making them more familiar with it helps to convince them of the trustworthiness and quality. In this way you can assign more value to them.

How can we use the simulation heuristic?

Let people visualize situations, etc., because when they will think about it, it gives them the idea it is more likely to happen.

What does the technique 'alternatives' mean?

You add another alternative to make a specific alternative more attractive. This gives you a reference point.
e.g. A bank which tries to sell saving acount has the following options:

3.2% interest - 5 years
3.4% interest - 10 years

Most people would choose the account for 5 years. However, a new alternative is added:

3.45% interest - 15 years

The difference between 10 and 15 years is a lot less, so 10 years seems more attractive, because they give you much more extra between 5 and 10 years.

What does the 'elaboration likelihood model' entail?

States there are dual processes: one in which you rely more on heuristics (automatic process) and one in which you rely on controlled processes. In order to persuade people, you must rely on those automatic processes, because you don't want them to think on a decision they make (like in a controlled process). It has to be unconscious, so you must create conditions in which people rely on heuristics.

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Social Influence

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