Marketing Strategy
Completion requirements
Principles of Influence for Marketing/Sales
- Aristotle (Rhetoric)
- Logos (Logic)
- Pathos (Emotion)
- Ethos (Ethics)
- R. Cialdini - 6 Rules of Influence
- Reciprocation, Commitment Consistency, Authority, Social Proof, Liking & Scarcity
Reciprocation
- People generally feel obliged to return favours to them.
Commitment & Consistency
- People have a general desire to appear consistent in their behavior.
- Strong desire to commitments by providing reasons to justify them.
Social Proof
- People generally look to other people similar to themselves in making decisions.
Liking
- People are more likely agree to brands which they like:
- Physical Attractiveness
- Common goals
Authority
- People act in an automated fashion to commands from authority, particularly to leading brands.
Scarcity
- People tend to want brands as they become less available.
