This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Introduction Both simple and powerful, the liking technique (LT) is a form of compliance in which we allow favorable, familiar people and bonds to influence us. People are more likely to respond favorably to people they like (Cialdini, 2014). If we like someone, we are more willing to do what they ask of us (Jacobs, 2017). When we are comfortable w

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Introduction Physical and digital environments come together in what Legorburu and McColl (2014, loc. 2202) define as the “experience space” (ES). In conjunction with the organizing idea (OI), the ES is one more construct in storyscaping. Describing a world is one thing, but the ES adds that extra zhooshthat makes a campaign more attractive and com

(Re) pay It Forward: Reciprocation and Obligation in Advertising Introduction Cialdini (2014) states that individuals feel compelled to repay the subject of a positive action or of a favorable act. This sense of obligation stems from an inherent tendency one feels to balance the scales and to respond through an equal or an approximate gesture (Cialdini, 2014; Tiger & Fox, 1997). It is human nature to ponder future repayment of favors, gifts, invitations, and kind acts—an inst

In the Public, I: Consistency and Commitment in Written Statements Introduction Consistency and commitment are powerful principles in human psychology. Cialdini (2014) states that individuals share a desire to appear consistent because society views this virtue as valuable. Consistency pairs closely with commitment: in the pursuit to appear consistent, people often commit to behaviors that adhere fiercely to an action or to an opinion. Cialdini (2014) highlights the power of

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Short Cuts: Social Proof at the Barbershop Introduction Everybody knows that celebrity endorsements are effective—all of the psychologists agree. Seventy percent of consumers check product reviews before purchasing items, and eighty-eight percent of them trust these reviews enough to make a purchase (Hallen, 2014; Bernazzani, 2019). Placing logos o