Applying Cialidini's Influence Framework to Fashion Marketing

1. ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
ADVANCED
CONSUMER BEHAVIOUR
DR. PAUL MARSDEN PHD, CPSYCHOL, FRSA
CONSUMER PSYCHOLOGIST
@MARSATTACKS
MASTERCLASS I

2. 2ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

3. 3

4. 4

5. 5ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
“The single most must-have
quality of a fashion buyer is a
sound market knowledge
and an understanding of
consumer behaviour
MIGUEL HEBRERO

6. 6
CONSUMER
BEHAVIOUR
WHAT IS CONSUMER BEHAVIOUR?
Processes involved when individuals or groups
select, purchase, use or dispose of products,
services, ideas or experiences to satisfy needs
and desires
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Source: Solomon, M. R. 2015, p.28

7. HOW DO CONSUMERS CHOOSE?
HOW DO RETAILERS INFLUENCE CHOICE?
7ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
PSYCHOLOGY OF INFLUENCE
BEHAVIOURAL ECONOMICS

8. 8
THROUGH THE LENS OF BUSINESS BESTSELLERS
MAKING WAVES IN INDUSTRY
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
PSYCHOLOGY OF INFLUENCE BEHAVIOURAL ECONOMICS

9. 9
THROUGH THE LENS OF BUSINESS BESTSELLERS
MAKING WAVES IN INDUSTRY
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
ROBERT CIALDINI RICHARD THALER DAN ARIELY DANIEL KAHNEMAN

10. 10
ROBERT CIALDINI’S
INFLUENCE
THE PSYCHOLOGY OF INFLUENCE
Born 1945. Regents’ Professor Emeritus
of Psychology and Marketing at Arizona
State University. One of the most
influential and most cited psychologists
alive today.
Cialdini’s Influence is a global
bestselling business book and industry
bible on applying the psychology of
social influence to influence consumer
behaviour (Cialdini, 1993, 2009).
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

11. 11ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

12. 12
APPLIED SOCIAL
INFLUENCE
INFLUENCE
Influence refers to the effects that
others, whether real or imagined,
deliberate or not, have on how we think,
feel and behave
In business, we continually influence
others and are influenced by others.
The science of influence is a core topic
of social psychology
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

13. 13
IN TWO MINDS
DUAL PROCESS MODEL OF INFLUENCE
There are many forms of influence, but
we may respond to influence in one of
two ways. If we have the motivation,
ability and opportunity, we may engage
in slow deliberate consideration of
information and options
If not, we may simply respond quickly
and intuitively based on how we feel,
and how we feel is partly determined by
the presence of ‘influence cues’ used by
the influencer. Cialdini’s Influence
focuses on six of these cues
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

14. 14ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
CHOICE
SITUATION
MOTIVATION
ABILITY
OPPORTUNITY
TO PROCESS?
HIGH
LEVEL
LOW
LEVEL
CENTRAL
PERIPHERAL
CAREFUL
(‘SYSTEMATIC’)
MINDFUL
NOT CAREFUL
(‘HEURISTIC’)
MINDLESSNESS
DEPENDS ON
QUALITY OF
ARGUMENTS
DEPENDS ON
PRESENCE OF
INFLUXENCE CUES
Attitude/Behaviour
Change
Information
Processing
RouteElaboration
HOW CONSUMERS CHOOSE. THE DUAL PROCESS ELABORATION LIKELIHOOD MODEL (ELM)
Based on Petty & Cacioppo (1986)

15. 15
SOCIAL PROOF
FOLLOW
THE HERD
AUTHORITY
FOLLOW
THE LEADER
CONSISTENCY
FOLLOW YOUR HABITS
AND COMMITMENTS
LIKING
FOLLOW
THE GOOD
SCARCITY
FOLLOW WHAT’S IN
SHORT SUPPLY
RECIPROCITY
FOLLOW
THE FAVOUR
SUMMARY CIALDINI’S SIX INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

16. SOCIAL PROOF CUE
INFLUENCE CUES
16ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

17. 17
SOCIAL PROOF
We have a tendency to follow what
others are doing in unfamiliar or
uncertain situations
Rather than evaluate information or
options carefully (central or systematic
processing), we simply use a peripheral
cue by conforming to what similar
others appear to be doing in a similar
situation
FOLLOW THE HERD
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

18. 18
SOCIAL PROOF
We have a tendency to follow what
others are doing in unfamiliar or
uncertain situations
Rather than evaluate information or
options carefully (central or systematic
processing), we simply use a peripheral
cue by conforming to what similar
others appear to be doing in a similar
situation
FOLLOW THE HERD
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
https://www.youtube.com/watch?v=BgRoiTWkBHU

19. 19
SOCIAL PROOF
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
X 1 2 3
In a set of famous experiments by
psychologist Solomon Asch in 1951,
over one third of people gave obviously
wrong answers to a simple question and
instead conformed to the group view
(Asch, 1951)
We may conform because we want to
be right (“informational conformity”),
but also because we want to be liked
(“normative conformity”)
INFLUENCE CUES

20. 20
SOCIAL PROOF
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In a set of famous experiments by
psychologist Solomon Asch in 1951,
over one third of people gave obviously
wrong answers to a simple question and
instead conformed to the group view
(Asch, 1951)
We may conform because we want to
be right (“informational conformity”),
but also because we want to be liked
(“normative conformity”)
INFLUENCE CUES
https://www.youtube.com/watch?v=NyDDyT1lDhA

21. 21
SOCIAL PROOF
If people take their cue from what
appears popular and in fashion, then
present your product and business as
popular and in fashion. For example,
use social media likes or lists to show
your popularity
Can you think of any other examples of
how fashion businesses apply the social
proof cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

22. 22
SOCIAL PROOF
If people take their cue from what
appears popular and in fashion, then
present your product and business as
popular and in fashion. For example,
use social media likes or lists to show
your popularity
Can you think of any other examples of
how fashion businesses apply the social
proof cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Trend articles
Social media followers/likes
Best seller lists
Sort by popularity
Wait lines
Customer favourites/reviews

23. 23
SOCIAL PROOF
If people take their cue from what
appears popular and in fashion, then
present your product and business as
popular and in fashion. For example,
use social media likes or lists to show
how your products are popular
Can you think of any other examples of
how businesses apply the social proof
cue to influence fashion consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

24. AUTHORITY CUE
INFLUENCE CUES
24ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

25. 25
AUTHORITY
We have a tendency to comply with or
follow authority figures because they
have ‘source credibility’
Rather than evaluate information or
options carefully (central or systematic
processing), we simply use a peripheral
cue by following what a credible source
(a trusted authority figure with expertise
and experience) appears to be doing or
recommending
FOLLOW THE LEADER
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
CHIARA FERRAGNI

26. 26
AUTHORITY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In a famous experiment on obedience
led by psychologist Stanley Milgram
published in 1963, nearly two thirds
(65%) of volunteers were willing to
administer a potentially lethal 450V
electric shock to a stranger when asked
to do so by someone masquerading as
a scientist in a lab coat (Milgram, 1963)
INFLUENCE CUES

27. 27
AUTHORITY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In a famous experiment on obedience
led by psychologist Stanley Milgram
published in 1963, nearly two thirds
(65%) of volunteers were willing to
administer a potentially lethal 450V
electric shock to a stranger when asked
to do so by someone masquerading as
a scientist in a lab coat (Milgram, 1963)
INFLUENCE CUES
https://www.youtube.com/watch?v=yr5cjyokVUs

28. 28
AUTHORITY
If people follow fashion experts, industry
insiders and fashion influencers, then
‘influence the influencers’ by targeting
and selling through fashion influencers
and opinion leaders. If they buy or
recommend, then others will follow
Can you think of any other examples of
how fashion businesses apply the
authority cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
AIMEE SONG @SONGOFSTYLE

29. 29
AUTHORITY
If people follow fashion experts, industry
insiders and fashion influencers, then
‘influence the influencers’ by targeting
and selling through fashion influencers
and opinion leaders. If they buy or
recommend, then others will follow
Can you think of any other examples of
how fashion businesses apply the
authority cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
AIMEE SONG @SONGOFSTYLE
Influencer marketing
Product seeding
Opinion leader outreach
Magazine editorials
Fashion shows
Fashion professionals
You!

30. CONSISTENCY CUE
INFLUENCE CUES
30ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

31. 31
CONSISTENCY
We have a desire to appear consistent
in what we say and do
Rather than evaluate information or
options carefully (central or systematic
processing), we simply use a peripheral
cue by following our past habits, self-
image, or public commitments
FOLLOW YOUR HABITS AND COMMITMENTS
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

32. 32
CONSISTENCY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In the ‘beach blanket experiment’
psychologist Tom Moriarty tested
whether bystanders would attempt to
stop a beach theft of someone else’s
property (a radio). The proportion
jumped from 20% to 95% if bystanders
had previously agreed to watch their
possessions (Moriarty, 1975).
INFLUENCE CUES

33. 33
CONSISTENCY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In the ‘beach blanket experiment’
psychologist Tom Moriarty tested
whether bystanders would attempt to
stop a beach theft of someone else’s
property (a radio). The proportion
jumped from 20% to 95% if bystanders
had previously agreed to watch their
possessions (Moriarty, 1972).
INFLUENCE CUES
https://www.youtube.com/watch?v=DXQx2AnDb2M

34. 34
CONSISTENCY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Asking people to write down on a slip of
paper the date and time of their next
doctor’s appointment (an active, public
commitment) reduced DNAs (did not
attends) by 18% (Martin, Bassy &
Dunbar-Rees, 2012).
INFLUENCE CUES

35. 35
CONSISTENCY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Psychologists Jonathon Freedman and
Scott Fraser found that only 17% of
residents in a Palo Alto neighbourhood
were prepared to put up a huge ‘drive
carefully’ sign in their front garden.
However, this rose to 55% for residents
who had previously agreed to sign a
drive safely petition, and 79% for
residents who had agreed to display a
small drive ‘safely sticker’ on their
window (Freedman and Fraser, 1966)
INFLUENCE CUES

36. 36
CONSISTENCY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Psychologists Jonathon Freedman and
Scott Fraser found that only 17% of
residents in a Palo Alto neighbourhood
were prepared to put up a huge ‘drive
carefully’ sign in their front garden.
However, this rose to 79% for residents
who had previously agreed to display a
small drive ‘safely sticker’ on their
window (Freedman and Fraser, 1966)
INFLUENCE CUES
https://www.youtube.com/watch?v=8epi0gqAGPI

37. 37ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
YOU MAKE A SMALL
REQUEST
THEY AGREE
YOU MAKE A
BIGGER BUT
CONSISTENT
REQUEST
Stage 2Stage 1Technique
Source Based on Hogg and Vaughan 2011
Foot-in-the-Door
Stage 3
Bait-and-Switch
(Low Balling)
YOU TELL THEM IT’S
NO LONGER
AVAILABLE
YOU MAKE A
BIGGER BUT
CONSISTENT
REQUEST
YOU GET
AGREEMENT TO A
SMALL REQUEST
Door-in-the-Face ? ??
ConsistencyCueReciprocity

38. 38
CONSISTENCY
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
DOVE REAL BEAUTY SKETCHES
If people prefer things that are
consistent with their behaviour, self-
image or public commitments, then
stimulate demand by presenting
products as consistent with their past
behaviour, self-image or past
commitments
Can you think of any other examples of
how fashion businesses apply the
consistency cue to influence fashion
consumers?

39. 39
CONSISTENCY
If people prefer things that are
consistent with their behaviour, self-
image or public commitments, then
stimulate demand by presenting
products as consistent with their past
behaviour, self-image or past
commitments
Can you think of any other examples of
how fashion businesses apply the
consistency cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
DOVE REAL BEAUTY SKETCHES
Newsletter Signups
Following on Social Media
Wishlists
Rentals (rent-the-runway)
Fragrances and accessories
Loyalty clubs
Member get member
Logo apparel
Outlet/Discounts

40. 40
CONSISTENCY
If people prefer what’s consistent with
their behaviour, self-image or public
commitments, then stimulate demand
by presenting products as consistent
with their past behaviour, self-image or
past commitments
Can you think of any other examples of
how businesses apply the consistency
cue to influence fashion consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
DOVE REAL BEAUTY SKETCHES
https://www.youtube.com/watch?v=XpaOjMXyJGk

41. 41
ACTIVITY: THE STORE MANAGER AT THE FLAGSHIP STORE
OF FAST-FASHION STORE ON OXFORD ST. WANTS ADVICE
ON BOOSTING STORE SALES
WORK IN GROUPS, AND BUILD A 3-POINT PLAN (3 INITIATIVES) EACH USING A DIFFERENT INFLUENCE
CUE. PRESENT BACK TO THE GROUP PROVIDING THE PSYCHOLOGICAL RATIONALE FOR YOUR
RECOMMENDATIONS
- SOCIAL PROOF
- AUTHORITY
- CONSISTENCY
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

42. BREAK
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

43. 43
ACTIVITY: LOOK AT THE
PHOTO IN YOUR HANDOUT
SHEET, AND BASED ON YOUR
EXPECTATIONS, GIVE THEM A
SCORE 0-10 FOR THESE
CHARACTERISTICS
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
1. HOW POPULAR ARE THEY?
2. HOW HAPPY ARE THEY?
3. HOW SUCCESSFUL ARE THEY?
4. HOW FRIENDLY ARE THEY?
5. HOW INTELLIGENT ARE THEY?
6. HOW SEXUAL ARE THEY?
7. HOW GOOD ARE THEY?
Trained experts in person perception can make
detailed assessments of people based on a just
few visible cues. How well will you do?

44. 44
A
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
B
1. POPULAR
2. HAPPY
3. SUCCESSFUL
4. FRIENDLY
5. INTELLIGENT
6. SEXUAL
7. GOOD
1. POPULAR
2. HAPPY
3. SUCCESSFUL
4. FRIENDLY
5. INTELLIGENT
6. SEXUAL
7. GOOD

45. 45
1. POPULAR = 7
2. HAPPY = 5
3. SUCCESSFUL = 7
4. FRIENDLY = 6
5. INTELLIGENT = 7
6. SEXUAL = 7
7. GOOD = 5
A
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
B
1. POPULAR = 4
2. HAPPY = 4
3. SUCCESSFUL = 6
4. FRIENDLY = 4
5. INTELLIGENT = 7
6. SEXUAL = 4
7. GOOD = 5
n = 14)

46. 46
THE HALO EFFECT
The ‘halo effect’ is the tendency to assume that if a
person has one positive characteristic, then they will
have others
An example of the halo effect is the ‘what is beautiful
is good’ principle which is our tendency to ascribe
positive characteristics to beautiful people
Halo effect studies show that beautiful people can
appear more intelligent, more successful, more
likeable, more qualified, more talented, having a
better personality and being a better person
People who appear more physically attractive can be
more likely to receive help, get hired, get elected,
and even found innocent in a court of law
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Dion, Berscheid & Walster (1972),
Eagly, Ashmore, Makhijani, & Longo
(1991), Nisbett & Wilson (1977)

47. 47
THE HALO EFFECT
The ‘halo effect’ is the tendency to assume that if a
person has one positive characteristic, then they will
have others
An example of the halo effect is the ‘what is beautiful
is good’ principle which is our tendency to ascribe
positive characteristics to beautiful people
Halo effect studies show that beautiful people can
appear more intelligent, more successful, more
likeable, more qualified, more talented, having a
better personality and being a better person
People who appear more physically attractive can be
more likely to receive help, get hired, get elected,
and even found innocent in a court of law
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Dion, Berscheid & Walster (1972),
Eagly, Ashmore, Makhijani, & Longo
(1991), Nisbett & Wilson (1977)
https://www.youtube.com/watch?v=NyDDyT1lDhA

48. 48
THE HALO EFFECT
The ‘halo effect’ is the tendency to assume that if a
person has one positive characteristic, then they will
have others
An example of the halo effect is the ‘what is beautiful
is good’ principle which is our tendency to ascribe
positive characteristics to beautiful people
Halo effect studies show that beautiful people can
appear more intelligent, more successful, more
likeable, more qualified, more talented, having a
better personality and being a better person
People who appear more physically attractive can be
more likely to receive help, get hired, get elected,
and even found innocent in a court of law
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Dion, Berscheid & Walster (1972),
Eagly, Ashmore, Makhijani, & Longo
(1991), Nisbett & Wilson (1977)
https://www.youtube.com/watch?v=iYhCn0jf46U

49. 49
SOCIAL PROOF
FOLLOW
THE HERD
AUTHORITY
FOLLOW
THE LEADER
CONSISTENCY
FOLLOW YOUR HABITS
AND COMMITMENTS
LIKING
FOLLOW
THE GOOD
SCARCITY
FOLLOW WHAT’S IN
SHORT SUPPLY
RECIPROCITY
FOLLOW
THE FAVOUR
CIALDINI’S SIX INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

50. LIKING CUE
INFLUENCE CUES
50ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

51. 51
LIKING
We have a tendency to comply with or
follow people we like or admire because
they have ‘source attractiveness’
Rather than evaluate information or
options carefully (central or systematic
processing), we simply use a peripheral
cue by following what someone we like,
admire or find attractive appears to be
doing or recommending
FOLLOW THE GOOD
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
BEYONCÉ IVY PARK

52. 52
LIKING
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
The original ‘what is beautiful is good’
study by psychologist Karen Dion and
colleagues in 1972 asked people to
make inferences from photos about the
personality, happiness, competence,
and occupational and marital status of
an attractive, average and unattractive
person depicted in the photos.
Participants systematically rated the
attractive person more positively (Dion,
Berscheid & Walster 1972)
INFLUENCE CUES

53. 53
LIKING
If people take their cue from people
they like, admire or find attractive, then
use these people in endorsements and
advertising, and as models or
spokespersons to stimulate demand
Can you think of any other examples of
how fashion businesses apply the liking
cue to influence fashion consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

54. 54
LIKING
If people take their cue from people
they like, admire or find attractive, then
use these people in endorsements and
advertising, and as models or
spokespersons to stimulate demand
Can you think of any other examples of
how fashion businesses apply the liking
cue to influence fashion consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Celebrity ‘creative directors’
Celebrity endorsements
Attractive models
Sponsorships

55. SCARCITY CUE
INFLUENCE CUES
55ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

56. 56
SCARCITY
If something appears to be scarce, we
perceive it as more desirable and more
valuable
Rather than evaluate information or
options carefully (central or systematic
processing), we simply use a peripheral
cue by attributing value and desirability
to things in short supply
FOLLOW WHAT’S IN SHORT SUPPLY
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
THE BIRKIN BAG

57. 57
SCARCITY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In 1975, the power of scarcity was
demonstrated by psychologist Steven
Worchel and colleagues in the ‘cookie
jar experiments’. When the cookie jar
was nearly empty participants wanted,
valued and appreciated cookies more
(Worchel, Lee, & Adewole, 1975)
INFLUENCE CUES

58. 58
SCARCITY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In 1975, psychologist Steven Worchel
and colleagues demonstrated in the
‘cookie jar experiments’ how people
wanted, valued and appreciated cookies
more as fewer remained available in the
jar (Worchel, Lee and Adewole, 1975).
INFLUENCE CUES
https://www.lynda.com/B2C-Marketing-tutorials/Exclusivity-incentive/191493/370784-4.html

59. 59
SCARCITY
If people take their cue from the relative
scarcity of what’s available (supply and
demand), then use use exclusivity,
limited editions, limited offers and
limited information (insider secrets) to
stimulate demand. People will want
what others can’t have
Can you think of any other examples of
how businesses apply the scarcity cue to
influence fashion consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
LIMITED EDITION CONVERSE SNEAKERS

60. 60
SCARCITY
If people take their cue from the relative
scarcity of what’s available (supply and
demand), then use use exclusivity, limited
editions, limited offers and limited
information (insider secrets) to stimulate
demand. People will want what others
can’t have
Can you think of any other examples of
how fashion businesses apply the scarcity
cue to influence fashion consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
LIMITED EDITION CONVERSE SNEAKERS
Limited editions
Secret sales
Countdowns
Only 2 left in stock
Flash sales
Personalisation
Unique pieces

61. RECIPROCITY CUE
INFLUENCE CUES
61ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

62. 62
RECIPROCITY
We can feel obliged to say yes to those
we owe
Rather than evaluate information or
options carefully (central or systematic
processing), we may simply use a
peripheral cue by following a basic rule
of social interaction, to reciprocate
favours or concessions (tit-for-tat)
FOLLOW THE FAVOUR
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
STRINGS ATTACHED? (INSTRUMENTAL GIFTING)

63. 63
RECIPROCITY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
In the ‘Sweetening the Till’ experiment,
David Strohmetz found that leaving
chocolates with a restaurant bill
increased tips. When one chocolate was
left, tips increased 3%. When two
chocolates were left, tips increased by
14%. And when one chocolate was left,
and then another brought out and
added tips increased by 21%
(Strohmetz, Rind, Fisher, & Lynn, 2002)
INFLUENCE CUES

64. 64
RECIPROCITY
FAMOUS EXPERIMENT
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
Robert Cialdini and colleagues published
demonstrated how people also reciprocate
concessions. They first made an unreasonable
request of participants (volunteer two hours a
week for two years) in order to elicit a
rejection. They then made a concession,
asking for help once-only for just two hours
(what they really wanted all along). Participants
reciprocated making a concession, and were
three times as likely (50% vs. 17%) to agree to
this request compared people who had not
previously been asked the unreasonable
request (Cialdini et al. 1975)
INFLUENCE CUES

65. 65ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
YOU MAKE A SMALL
REQUEST
THEY AGREE
YOU MAKE A
BIGGER BUT
CONSISTENT
REQUEST
Stage 2Stage 1Technique
Source Based on Hogg and Vaughan 2011
Foot-in-the-Door
Stage 3
Bait-and-Switch
(Low Balling)
YOU TELL THEM IT’S
NO LONGER
AVAILABLE
YOU MAKE A
BIGGER BUT
CONSISTENT
REQUEST
YOU GET
AGREEMENT TO A
SMALL REQUEST
Door-in-the-Face THEY DECLINE
YOU MAKE A
CONCESSION BY
MAKING A SMALLER
REQUEST
YOU MAKE A BIG
UNREASONABLE
REQUEST
ConsistencyCueReciprocity

66. 66
RECIPROCITY
If people have a tendency to return
favours, pay back debts, and treat
others as they have been treated, then
give them something first, such as a free
gift or experience, before you ask for
their money
Can you think of any other examples of
how fashion businesses apply the
reciprocity cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

67. 67
RECIPROCITY
If people have a tendency to return
favours, pay back debts, and treat
others as they have been treated, then
give them something first, such as a free
gift or experience, before you ask for
their money
Can you think of any other examples of
how fashion businesses apply the
reciprocity cue to influence fashion
consumers?
APPLIED IN THE BUSINESS OF FASHION
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
VIP invitations
Fitting room services
Personal shopping services
Charity/cause giving
Free guides
Free shopper facilities (charging, drinks)
Special previews
Secret sales for best customers
Free gifts

68. 68
SOCIAL PROOF
FOLLOW
THE HERD
AUTHORITY
FOLLOW
THE LEADER
CONSISTENCY
FOLLOW YOUR HABITS
AND COMMITMENTS
LIKING
FOLLOW
THE GOOD
SCARCITY
FOLLOW WHAT’S IN
SHORT SUPPLY
RECIPROCITY
FOLLOW
THE FAVOUR
SUMMARY CIALDINI’S SIX INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

69. 69
ACTIVITY: THE STORE MANAGER AT THE FLAGSHIP STORE
OF AN UPSCALE FASHION STORE ON NEW BOND ST.
WANTS ADVICE ON BOOSTING STORE SALES
Work in groups, and build a 3-point Plan (3 initiatives) each using a different influence cue. PRESENT Back
to the group providing the psychological rationale for your recommendations
- LIKING consumer tendency to comply with or follow people they like or admire
because of ‘source attractiveness’
- SCARCITY
- RECIPROCITY
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

70. 70
ETHICS
You are now an influencer. Influence
plays a central role in the business of
fashion and as a business school
graduate, your psychological insight will
be in demand
You can choose how to use these
influence cues - for good or for bad. The
choice is yours
WITH GREAT POWER COMES GREAT
RESPONSIBILITY
INFLUENCE CUES
ADVANCED CONSUMER BEHAVIOUR MASTERCLASS

71. 71ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
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REFERENCES

72. 72ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
REFERENCES
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73. 73ADVANCED CONSUMER BEHAVIOUR MASTERCLASS
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