Advertising Week 3

 There are many techniques used in advertising. The foot-in-the-door, low-ball, bait-and switch, labeling and legitimization-of-paltry-favors are recognized as techniques based on commitment and consistency, according to psychology books. Commitment and consistency rely on a customer to make a commitment, then relies on the customer's consistency to make a purchase. Mentally, people do not like to be inconsistent.
 The foot-in-the-door technique focuses on a small request to begin with then after the consumer says yes, it gets harder for them to say no to bigger requests. Cable companies use this technique all the time when they try to get a consumer to bundle or upgrade their service. They do it well. The company lures customers in with an introductory rate. Then, after a year, the price goes up. The customer is likely to stay with the company because it is easier than switching to the competition. The low-ball technique is used in the same manner as the foot-in-the door technique.
 The bait-and-switch technique is used an advertisements to get a customer into the store. A customer sees something they want advertised; but, when they get to the store, the product is sold out. But, the advertisement worked anyway because the customer is in the store. Although this is frustrating as a consumer, the consumer may go ahead and purchase a like item because 1) they were already planning on spending the money, 2)  they are at the store, 3) a like product is available, and 4) it would be inconsistent to stop when they are so close to what they wanted, even if it is different. This technique was used unethically by many carpet cleaning businesses, according to the following web page:  http://mottscarpetcleaning.com/articles/bait_switch.html
The labeling technique and the legitimization-of-paltry favors techniques work by giving the customer a reputation or label to live up to. Non-profit companies are likely to use these types of techniques because the rely on the goodness of others to help them in many circumstances. The "every penny will help" is the perfect example of a paltry (small) favor. Labeling is used in ads any time a target is presented. Neosporin commercials are a perfect example of labeling "good"  mothers.