Psychology A2 · Consumer Psychology. The idea in plain words, the rules to remember, the mistake to avoid and a worked example, written and checked by Mega Lecture.
Sellers can focus on three things. A customer-focused seller asks what the buyer needs and fits the product to it. This builds trust and a long-term relationship. A competitor-focused seller compares the product with rivals. A product-focused seller describes features without asking what the buyer wants.
In disrupt-then-reframe, the seller says something odd (the price in pennies), then at once gives a reason to buy (“it’s a bargain”). The odd phrase interrupts the buyer’s counter-arguments, and the reframe fills the gap.
It works best on people with a high need for cognitive closure: a wish for a firm answer and a dislike of uncertainty. Kardes et al. (2007) supported this in field and laboratory studies.
Students mix up Cialdini’s principles. Check what does the work: a free gift is reciprocity, an expert is authority, “most people buy this” is social proof, “last few” is scarcity.
Answer: Social proof: people follow the behaviour of others, especially others like themselves.
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