Consumer Behaviour

1a. Automaticity Principle

1b. Automaticity Principle - Because Heuristic

2a. Commitment and Consistency Principle - Foot in the Door

2b. Commitment and Consistency Principle - Low Ball

3a. Reciprocity Principle - Door in the Face

3b. Reciprocity Principle - But That's Not All

3c. Reciprocity Principle - Multiple Deescalating Requests

3d. Reciprocity Principle - Even a Penny

4Scarcity Principle

5a. Liking Principle - Familiarity

5b. Liking Principle - Similarity

5c. Liking Principle - Physical Attractiveness (positive features)

5d. Liking Principle - Ingratiation

6a. Social Validation Principle - Injunctive Norms

6b. Social Validation Principle - Descriptive Norms

6c. Social Validation Principle - List Technique

7.Authority Principle

From the below story, identify and explain 5 different examples from the 17 Behavioural Influence techniques listed above. That is, identify the technique in the story, and explain why you think this is an example of that technique.

John had been waiting for the newest video game, Assassin's Life, for over a year. The reviews for the game have been fantastic, with VGU and Gameworld, the two largest video gaming websites, both giving it a score of 9.5 out of 10, therefore, John was not surprised to hear that the game had sold 2,000,000 copies in the first week.

So, early Saturday morning John arrived at GB Games Store to buy his copy of the game. When he entered the store, he was greeted by the store manager. She introduced herself as Mary, and asked what she could help him with. He told her that he has been waiting a year for the new Assassin's Life game. Mary said he was lucky, because that game was selling really fast, but she thought they still had some copies in the back of the store. John waited excitedly as Mary went into the back of the store to pick up his game. Unfortunately, when Mary returned, she told John that the last copy of the standard edition of the game was just sold 10 minutes ago. She also said that it would be two more weeks before they get a new supply of standard editions. However, Mary said that they did have some platinum editions available. These had much more game content than the standard edition, but were $100, $40 more than the standard edition. John said that was much more than he wanted to spend. Mary said that she thought that maybe they have one copy of the gold edition available. It also had some extra content and was only $20 more than the standard edition. This was still a little more than John wanted to spend so he said no.

Mary could see John's disappointment. She mentioned that she has been playing video games for over 20 years, and is actually a member of a semi-professional gaming team, so Mary said that maybe she could find something else that John would enjoy playing. After speaking with Mary for another 10 minutes John realized that they had a lot in common, and actually played a lot of the same games. Mary mentioned that right now she was playing the game Pirate Bay. It was very similar to Assassin's Life in many ways and John would probably enjoy it. Mary said that Pirate Bay was actually going on sale tomorrow, but she could give the sale to John today, and because John had been unlucky, arriving a little late to the store today, she could add a $10 discount card for his next purchase at the store. John thought that was a very good offer so he decided to buy the copy of Pirate Bay.