ML #6 - Influence & Persuasion

Match the term to the correct description

• Propaganda

• The management of the relationship between the public and a brand.

• Advertisement

• Information distributed with the direct purpose of promoting a certain point of view.

• Public Relations

• A public notice promoting a product, event or service.

In the 1920s Edward Bernays had this to say about people:

"The human being - male or female - is a ________ animal. Man is fearful or solitude...He is more sensitive to the voice of the ________ than to any other influence."

What is the word that fits the blank spaces. (Please note, that it is the same word that fits both blank spaces)

• herd

• wild

• alpha

• beta

Who was it the developed a pyramid that outlines the needs of people?

• Abraham Maslow

• Edward Bernays

• Jean Piaget

• Ivan Pavlov

Reorder the items found in the hierarchy of needs from foundational (5) to top (1).

• Destiny

• Accomplishment

• Love and Belonging

• Safety

• Food, water, shelter, sleep

Match the following terms to the descriptions on what really persuades people.

• Consensus

• What's being said vibes with what we already believe, so we'll probably go along with it.

• Consistency

• We like the person, are friends with them, or trust them, so we are likely to listen.`

• Authority

• If it's popular, we are easily swayed to think it's good too.

• Likeability

• We think the person talking is an expert, so we're likely to believe them.

Match the following terms to the descriptions on what really persuades people.

• False Dilemma

• This is the way it has always been done.

• Red Herring

• A product is pitted against one other product, but it gives the feeling its better than ALL other products.

• Scarce

• Something is a limited edition version of a product.

• Traditional Wisdom

• Focusing on something that has little to nothing to do with the topic of the advertisement.