INDEX
Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.
A
Adler, Alfred, 161
Advertising:
authority in, 129
benefits in, 148–149
exposure to and recall for, 151
inoculation theory in, 24
length-implies-strength heuristic in, 183–184
message organization in, 157–158
repetition in, 172
sales vs., 88
transtheoretical model in, 46–47
Advertising psychology, 3
Affirmation generators, 65, 92
Affirmation of decision, 166
Age of Propaganda (Anthony Pratkanis and Elliot Aronson), 61
AIDPA advertising formula, 152–156
Arguments against own product, 17–18
Aristotle, 114
The Art of Plain Talk (Rudolf Flesch), 158–159
Ash, Mary Kay, 165
Aspirational-group membership, 113
Assertions, emotionally charged, 91
Association, 161–163
Associative-group linking, 114, 170
Atlas Shrugged (Ayn Rand), 54
Attention:
in AIDPA formula, 153
and fear, 62–63
giving gifts to get, 133
and message organization, 156–157
and repetition/redundancy, 171–173
Attitude, 89
Attributes (in means-end chain), 73–74
Audience, other, 148–149
Auditory demonstrations, 116
Auditory representational systems, 27, 126–127
Authority, 128–131
celebrity endorsements for, 129–131
as CLARCCS cue, 108
credibility of, 128–129
defined, 129
and reciprocation, 131
Availability, 141–142
Awareness, 44–45
B
Balance theory, 118 (See also Liking-agreement heuristic)
Bandwagon effect, 34, 109–110, 114, 117
Baumeister, Roy, 110
Behavior:
fear as driver of, 59–60
herd, 50 (See also Social proof)
hypocritical, 136–137
Beliefs, 93–106
of consumers about selves, 160
core, 73
defined, 93
reasons for defending, 95–96
reranking of, 101–106
unchallenged, 100–101
using fear, humor, and guilt to change, 97–100
Belonging, 110–111
Benefit(s):
in AIDPA advertising formula, 153–154
bottom-line, 76–78
promise of, 148–149
psychological, 168–169
in reason-why approach, 87–88
value of psychological, 168–169
Bernstein, D., 181
Birdwhistell, Ray, 120
Body language, 119–121
Boston University School of Medicine, 122
Bottom-line benefits, 76–78
“Box of fear,” 61
Brain, 7–13
desire flow path in, 12–13
and focus of consumers, 150–151
hemispheres of, 97
LifeForce-8 desires in, 7–9
secondary desires in, 9–11
sensory-specific language in, 26–27
Brand loyalty, 163
Burg, Bob, 34
Buzzwords, 111
C
C. Bechstein, 128
Caples, John, 176
Card, Orson Scott, 95
Card stacking, 34
Cashvertising (Drew Eric Whitman), 3
Celebrity endorsements, 129–131
Central route processing, 82–86
and commitment/consistency, 137
for defense of beliefs, 101
motivating customers to use, 83–84
peripheral vs., 82–83
and relevance of decision, 84–85
sales presentations appealing to, 89
and significance, 85–86
strength of attitude developed with, 89
Chaiken, Shelly, 181–182
Cialdini, Robert B., 107–108, 141
CLARCCS cues, 108
Closing ratios, improving, 186
Commitment/consistency, 136–139
aversion to hypocritical behavior, 136–137
as CLARCCS cue, 108
and ending sales pitches with questions, 138–139
example of, 137
scripts using, 137–138
Commonsense, appeals to, 92
Communication:
about scarcity, 140–141
about your availability, 141–142
determining appropriate style of, 88–90
unspoken, 119–122
Comparatives, sacrificial, 177–180
Comparisons, 107–117
associative- vs. dissociative-group linking, 114–117
in bandwagon effect, 109–110
and cues, 107
and liking heuristic, 111
and need to belong, 110–111
and peer pressure, 108–109
scripts using, 104, 112–113, 115–117
in six shortcuts to influence, 107–108
visual aids for making, 113–114
Competition:
effects of message sidedness on, 176
inoculating customers against, 17–18
motivating prospects away from, 61–63
selling against, 67–70
sensory-specific language on, 28–29
Complex equivalence, 91
Compliments, 169
Connolly, Cyril, 163
Consequences (in means-end chain), 73–74
Consistency (see Commitment/consistency)
Consultants, 141–142
Consumer advocate approach:
encouraging central route processing with, 92
fear in, 66–67
inoculation theory in, 21
sensory-specific language in, 29–30
social proof in, 57
Consumer cause and effect, 74–75
Consumer psychology, 1–5
advertising psychology vs., 3
applicability of, 185
basics-only salesmanship vs., 2–4
ethics of using, 4–5
persuasion with, 185
salespeople’s use of, 1–4
(See also specific topics)
Contemplation stage, 45
Contracts, 157
Convincer strategy, 48–49, 69, 107
Cooperation, mutual, 132–133
Core beliefs, 73
Creative hemisphere, 97
Credibility, 41, 128–129, 176–177
Credibility enhancers, 112, 155
Credibility generators, 65
Credibility stacking, 57
Credibility strings, 22
Credibility transfer, 31–41
and defensive behavior by prospects, 31–34
example of, 35–39
name- and logo-dropping in, 39–40
and peripheral route processing, 34–35
and prospects’ mindset, 37
and trust, 40–41
Cross-over mirroring, 125
Cues:
with comparisons, 107
of influence, 108
in inoculation, 22
and liking-agreement heuristic, 118–119
in peripheral route processing, 83, 86–87, 91
Cues of life model, 108
Culture, reciprocation in, 132–133
Curious facts, 104–105
D
Data, persuasive value of, 182
Data dumps, 104
Decision making, thinking power for, 84–85
Decisions:
affirmation of, 166
Defense:
of opinions, 90–91
of purchasing decision, 17, 18, 23–24
Defensive behavior, 31–34, 176–177
DeLozier, Judith, 119
Demonstrations, 92, 116, 131, 154–155
Desire(s):
in AIDPA formula, 154–155
reason-why approach to, 87
secondary (learned), 9–11, 81, 180
(See also LifeForce-8 desires [LF8])
Desire flow path, 12–13
Difference, statements of, 65, 92
Disassociation, 112
Discount policies, 179
Dissatisfaction generators, 22, 23, 65, 91, 92, 117, 168
Dissociative-group linking, 114–117
“Don’t ripple the pond” questioning, 79
Doubt, 94–95
Ego:
and associative-group thinking, 114
and core desires, 80
defense of decisions by, 17, 18, 23–24
Ego morphing, 160–170
and associating prospects with product’s image, 161–163
and brand loyalty, 163
and compliments, 169
and discussions of benefits, 148
ego satisfaction provided by product/service, 169–170
examples of, 163–165
with expensive products, 164–165
foundation of, 160–161
in sales presentations, 165–170
and value of psychological benefits, 168–169
visual aids for, 170
Ego satisfaction, 112, 169–170
Elaboration likelihood model, 82–92
consumers urge to protect their opinions in, 90–91
and curse of generality, 87–88
determining appropriate communication style for product in, 88–90
and information distribution as sales, 87–88
motivating customers to use central route processing, 83–84
peripheral vs. central route processing in, 82–83
and reason-why approach to stimulating desire, 87
significance and central route processing, 85–86
strength of attitude in, 89
and thinking power for decision making, 84–85
and using cues to sell products, 86–87, 91
Emotional content, redundant messages with, 173–174
Emotionally charged assertions, 91
Emotions, 145–149
as drivers of sales, 145–146
and logic for adults vs. toddlers, 147–148
other audience scripts to appeal to, 148–149
in peripheral route processing, 83
and persuasion with examples vs. statistics, 146–147
and promise of benefits as motivator, 148–149
Encoding, 172
Endorsements, 129–131
Epstein, Todd, 119
Equivalence, complex, 91
Erikson, Milton H., 119
Ethics of using consumer psychology, 4–5
Expensive products, 87, 164–165
Experience, 128–129
Expertise, 128–129
Experts, credibility transfer from, 32–33
F
Facts, curious, 104–105
FDA (U.S. Food and Drug Administration), 129
Fear, 59–70
about being taken advantage of, 58
changing beliefs with, 97–100
in consumer advocate approach, 66–67
and convincer strategy of prospects, 69
as driver of behavior, 59–60
example using, 63–66
gift giving to overcome prospects’, 134
inducing, 61
and LifeForce-8 desires, 60, 62, 66, 70
motivating people with, 61–63
in sales pitch, 63
scaring people into inaction, 61
selling against your competition, 67–70
in statement of selling proposition, 66
Feedback, 53–54
Feustel, T. C., 173
Final-link justification, 75–76
Flesch, Rudolf, 158–159
Focus, consumer, 150–152
Focus directors, 91
Franklin, Benjamin, xiv
Fripp, Patricia, 172
Future pacing, 156
G
Generality, curse of, 87–88
Gift certificates, 133–135
Gifts, 130–135
Glittering generalities, 34
Goethe, Johann Wolfgang von, 100
Guilt, 97–100
Gustatory elements of experience, 27
H
Hammer, Dick, 86
Hazlitt, William, 139
Healthy products, ego morphing with, 163–164
Herd behavior, 50 (See also Social proof)
Honesty, 175–176
Hopkins, Claude, 87
Humor, 97–100
Hypocritical behavior, 136–137
I
Image(s):
associating prospects with, 161–163
creating clear, 25–26
Implication, 30
Inaction, scaring people into, 61
Incentives, 54
Information distribution, sales vs., 87–88
Inoculation theory, 16–24
in advertising, 24
example of, 18–21
scripts for, 21–23
steps in, 17–18
Institute for Propaganda Analysis (IPA), 34
Integrity, 67
Intellectual hemisphere, 97
Intention, questioning competition’s, 67
Internal representations, 27–29, 124–127, 154–155
IPA (Institute for Propaganda Analysis), 34
J
Jefferson, Thomas, 108
Jobs, Steve, 157
Johnson, Samuel, xix
K
Kallgren, C. A., 118–119
Kinesthetic demonstrations, 116
Kinesthetic representational systems, 27, 126–127
L
La Fontaine, Jean de, 8
LaValle, John, 119
Leading, 122
Learned desires (secondary desires), 9–11, 81, 180
Learned wants, 9–11
Leary, Mark, 110
Length-implies-strength heuristic, 181–184
in advertising, 183–184
and comparisons, 114
and furnishing proof, 155
Length-implies-strength heuristic
and message organization, 183
research on, 181–182
in sales presentations, 182–184
and social proof, 51–52
Leonardo da Vinci, 159
LifeForce-8 desires (LF8):
appealing to, 12
in brain, 7–9
in ego-morphing script, 168
and means-end chain, 78–81
in message-sided script, 180
secondary desires vs., 10–11
Liking-agreement heuristic, 118–127
and comparisons, 111
identifying representational systems of prospects, 125–127
and rapport building with NLP, 122–127
and reranking beliefs, 103
and unspoken communication, 119–122
Little, Caroline, 129
Logo-dropping, 39–40
Loyalty, brand, 163
M
Maintenance stage, 45
Marlboro, 86–87
Maslow, Abraham, 110
Matching, 122–125
McGuire, William J., 16
McLaren, Wayne, 86
McLean, David, 86
Mean, coming across as, 21
Means-end chain, 71–81
attributes, consequences, and values in, 73–74
bottom-line benefits of products/services in, 76–78
and consumer cause and effect, 74–75
in critical core beliefs, 73
and discussions of benefits, 148
final-link justification in, 75–76
and LifeForce-8 desires, 78–81
questioning customers about core desires, 78–80
and reasons customers buy products, 71–73
scripts for uncovering core desires, 80–81
Message organization, 150–159
in advertising, 157–158
and AIDPA, 152–156
in contracts, 157
and focus of consumers, 150–152
improving prospects’ attention with, 156–157
and length-implies-strength heuristic, 183
numbered steps for, 158
and word choice for presentations, 158–159
Message sidedness, 175–180
and being honest about product weaknesses, 175–176
improving credibility with, 176–177
scripts using, 177–180
and social proof, 177
using sacrificial comparatives, 177–180
Millay, Edna St. Vincent, 37
Mindset, prospects’, 37
Minor-closing question, 106
Motivation:
for central route processing, 83–84
from fear, 61–63
and promise of benefits, 148–149
for satisfying desires, 10–11
Mutual cooperation, 132–133
N
Name-calling, 34
Name-dropping, 39–40, 112–113, 117
to belong, 110–111
justifying purchases with, 162
psychological, 80–81
Negative-speculation generators, 91
Neuro-Linguistic Programming (NLP):
rapport building with, 122–127
reframing in, 117
unspoken communication in, 119–122
Newspaper advertisements, 52–53
Newspaper Advertising Magic (seminar), 129
Nonverbal communication, 119–122
Numbered steps, using, 158
O
Ogilvy, David, 158
Olfactory elements of experience, 27
Open-ended questions, 46
Opinions, protecting, 90–91
Ordering process, 158
Ordinals, power of, 18
Ortega y Gasset, José, 76
Other audience scripts, 148–149
P
Peripheral route processing, 34–35
central vs., 82–83
sales presentations appealing to, 89
Perls, Fritz, 119
Personal demonstrations, 131
Persuasion:
with consumer psychology, 185
with cues, 86–87
encouraging central route processing with, 91–92
with examples vs. statistics, 146–147
and length-implies-strength heuristic, 181, 182, 184
Petitions, 136–138
Physical self, fusing beliefs and, 95–96
Pitches (see Sales pitches)
Plain folks, 34
Ponds, 50
Powell, Richard, 152
Precontemplation stage, 45
Predicates, 124
Preparation stage, 45
Presentations (see Sales presentations)
Primary claims, restating, 105
Prochaska, James O., 46
Products:
associating prospects with image of, 161–163
bottom-line benefits of, 76–78
central vs. peripheral route processing for, 88–90
as delivery mechanisms, 78
ego satisfaction provided by, 169–170
expensive, 164–165
healthy, 163–164
prospects’ awareness of your, 42–43
psychic benefits of, 163
reasons customers buy, 71–73
talking about competition vs., 67–70
using scarcity to sell, 142–143
weaknesses of, 175–176
Promise of benefits, 148–149
Proof, 155, 170 (See also Social proof)
Propaganda, 34
Psychological benefits, 168–169
Psychological needs, 80–81
Psychology:
advertising, 3
consumer (see Consumer psychology)
Pullback statements, 167
Purchasing decision, defense of, 17, 18, 23–24
Q
Question(s):
for customers about core desires, 78–80
ending sales pitches with, 138–139
establishing rapport with, 113
open-ended, 46
R
Rand, Ayn, 54
Rapport:
defined, 103
and liking-agreement heuristic, 119
reestablishing, 105
for reranking beliefs, 103
testing level of, 125
Ratification (of current position), 81, 103, 104
Rationalizations, 167–168
Reasonable statements of logic, 104
Reasonableness, statements of, 65, 92, 155, 180
Reason-why approach, 87
Reciprocation, 131–135
and authority, 131
as CLARCCS cue, 108
and giving gifts to prospects, 133–135
and mutual cooperation, 132–133
Redefinition, 112, 116, 117, 154, 166, 167, 179
Redundancy, 171–174
benefits of using, 172–174
repetition vs., 171–172
scripts using, 173
Reframing, 117
Relationships, gifts to establish, 135
Relevance, central route processing and, 84
Repetition, 171–172
Representational systems, 27–29, 124–127, 154–155
Reranking beliefs, 101–106
Resistance, yes sets and, 44
S
Sacrificial comparatives, 177–180
Salasoo, A., 173
Sales:
advertising vs., 88
emotions as drivers of, 145–146
information distribution as, 87–88
Sales pitches:
ending, with questions, 138–139
message organization in, 152, 157
tailoring, 183
using fear in, 63–66
verbal-only, 54–57
Sales presentations:
central vs. peripheral route processing of, 89
comparisons in, 111–113
discussing benefits in, 148–149
ego morphing in, 165–170
give-and-take in, 185–186
improving attention paid to, 156–157
length-implies-strength heuristic in, 182–184
LifeForce-8 desires in, 8
redundancy in, 173–174
testimonials in, 52
visual aids for, 54–56, 113–114, 170
word choice for, 158–159
Salesmanship, basics-only, 2–4
Salespeople, use of consumer psychology by, 1–4
Sales-support materials, 40, 46–47
Satir, Virginia, 119
Satisfaction:
in desire flow path, 12–13
Scarcity, 140–144
as CLARCCS cue, 108
communicating your availability, 141–142
scripts using, 140–141, 143–144
selling products/services based on, 142–143
word choice for communicating, 140–142
Scientific data claims, 104
Secondary desires (learned desires), 9–11, 81, 180
Selection (sacrificial comparative), 179
Self, fusing beliefs and, 95–96
Self-talk, confirmations of, 148–149
Selling, telling vs., 28
Sensory-specific language, 25–30
in consumer advocate approach, 29–30
creating clear images with, 25–26
and power of word choice, 26–28
scripts using, 25–29, 105, 117
and tension, 12–13
Services:
bottom-line benefits of, 76–78
ego satisfaction provided by, 69–170
prospects’ awareness of, 42–43
using scarcity to sell, 142–143
Setting the space, 65
Sheehan, George, 74
Shiffrin, R. M., 173
Shock, credibility transfer and, 38
Significance, central route processing and, 85–86
Simplicity of message (see Message organization)
Situational language, 65
Social proof, 48–58
in AIDPA formula, 155
in consumer advocate approach, 57
and convincer strategy, 48–49
and credibility stacking, 57
defined, 49–50
and length-implies-strength heuristic, 51–52
and message sidedness, 177
script for building, 58
from visual aids, 54–56
Space generators, 65
Specific negative comparatives, 180
Speed (sacrificial comparative), 178
Statements of difference, 65, 92
Statements of reasonableness, 65, 92, 155, 180
Statements of unique selling proposition, 66
Statistics, persuasion with, 146–147
Stec, A. M., 181
Steinway & Sons, 128
Stimulus (in desire flow path), 12–13
Stress, focus and, 151
Survival:
and bandwagon effect, 109–110
and consumer cause and effect, 74
defense of beliefs as matter of, 32, 95–96
in LifeForce-8 desires, 7, 60, 62, 66
social proof as mechanism of, 50, 56, 57
T
Takeaways, 65
Telling, selling vs., 28
Tension (in desire flow path), 12–13
Test closes, 183
Testimonials, 34
addressing objections with, 57
in advertising, 58
capturing new, 53–54
creating social proof with, 50–53
Thinking power (for decision making), 84–85
Thomas à Kempis, 4
Time management, 49
T-model (see Transtheoretical model (TTM))
Transparency, competition’s, 67
Transtheoretical model (TTM), 42–47
for advertisements and materials, 46–47
example using, 43–44
five stages of awareness in, 44–45
and prospect’s awareness of your product/service, 42–43
Trust, 40–41
TTM (see Transtheoretical model)
U
Unchallenged beliefs, 100–101
Unique selling proposition (USP), 66
Unspoken communication, 119–122
Unverifiable scientific assertions, 91
U.S. Food and Drug Administration (FDA), 129
USP (unique selling proposition), 66
V
VAKOG internal representations, 27–29, 124–127, 154–155
Value(s):
in means-end chain, 73–74
of psychological benefits, 168–169
Vanity appeal, 148, 160 (See also Ego morphing)
Verbal-only sales pitches, 54–57
Visual aids, 54–56, 113–114, 170
Visual demonstrations, 116
Visual representational systems, 27, 126–127
Visualization generators, 65
W
Waiting lists, 142
Wall, Barbara, 63
Wants, learned, 9–11
Weaknesses, product’s, 175–176
Weiden, Dan, 135
White lab coat, credibility transfer with, 34
Whitman, Drew Eric, 3
Wilson, Robert, 60
Wood, W., 118–119
Word choice:
for communicating scarcity, 140–142
in desire flow path, 12–13
power of, 26–28
in sales presentations, 158–159
Y