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Эвристики для переговорщиков, продавцов и отдела маркетинга (часть 2)

Социальное подтверждение:

  • воспринимаемая ценность идей повышается с увеличением количества людей, поддерживающих эту идею;
  • эффекты социального давления, социального моделирования, соглашения с референтной группой;
  • техника листа: простое перечисление имен сторонников обладает убеждающим эффектом на контрагента;
  • невмешательство наблюдателей;
  • плюралистическое игнорирование;
  • разграничение обязанностей.

Нормативное воздействие:

  • воздействие, побуждающее соглашаться с положительными ожиданиями других людей;
  • люди вознаграждаются, когда следуют правилам, но наказываются, если не следуют правилам;
  • люди более склонны соглашаться с теми, кто им нравится.

Информационное воздействие:

  • люди склонны соглашаться с людьми, обладающими схожими ценностями;
  • индивидуальные различия: самоконтроль, ориентация на индивидуализм или коллективизм.

Принцип одобрения:

  • люди / объекты, которые нравятся индивидууму, имеют над ним большую власть.

Факторы:

  • большое количество показов;
  • предыдущее знакомство с предметом;
  • физическая привлекательность;
  • похожесть;
  • менеджмент впечатлений;
  • непрямая ассоциация;
  • воспоминания о купании в славе;
  • хорошие новости.

Принцип авторитета:

  • люди склоняются перед авторитетом;
  • авторитетные люди более убедительны и имеют больше власти;
  • принцип замешательства: разорвать восприятие, а затем произвести рефрейминг. Данная технология усиливает воздействие.

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