Decision Making and Influence: Presentation for Campus Environmental Sustainability Team (CEST) August 5, 2010.

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Presentation transcript:

Decision Making and Influence: Presentation for Campus Environmental Sustainability Team (CEST) August 5, 2010

Social Marketing Approach “Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.” *Most environmental behaviors fall under this

Internal Factors Personality Motivations Learning Participation Attitudes External Factors Culture Social Class Reference Groups Family The Decision-Making Process 1. Need Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase Decision 5. Participation / Experience 6. Evaluation 7. Dissatisfaction / Dropout Situational Factors Physical Surroundings Social Surroundings Task Definition Time Antecedent States VERY COMPLICATED!

Professionals (mostly advertisers) use the following psychological principles to get us to do what they want.  Reciprocation  Commitment and Consistency  Social Proof  Liking  Authority  Scarcity  ALL of these principles are decision-making short-cuts and are used in many marketing tactics!

 Reciprocation principle is a rule that is taught in childhood.  When somebody gives a gift or offers to perform a favor for another, there is a social obligation of repayment in the future.  There is a obligation to take a gift for fear of being viewed in a negative way  Can you think of examples?

 People have a desire to be consistent with previous actions and beliefs.  We do this to justify decisions that we have made earlier.  For us to remain consistent, we must have made a commitment.  Can you think of examples?

 What other people think is correct.  The more people using the behavior the more correct it looks.  Most of the time we use the social proof short-cut when we are unsure of our course of action. If we are uncertain of what to do, we will accept what others think is correct.  Can you think of examples?

 Humans are more likely to say yes to a person that we know and like compared to a complete stranger.  There are five factors hat influence overall liking: physical attractiveness, similarity, complements, contact and cooperation, and conditioning and association.  The classic case of the compliance of liking is the typical Tupperware party  Can you think of examples?

 We have been taught to obey and not question authority  We obey authority as a decision-making short cut because we feel that authority figures posses high levels of knowledge and power.  Ex. The Milgram studies  feature=related feature=related  Can you think of examples?