COMMENT THIS DISCUSSION IN 2 PARAGRAPHS?

Persuasion and Influence

Despite marketers being barred from using deception to market products in the market, many are still indulging in false marketing by persuading customers to buy the products they are selling yet knowing they are not to standard as they market them to be. In addition, firms have now embraced new marketing techniques of using social influences such as musicians and socialites like media personalities and movie stars to be their brand ambassadors, as such, consumers are lured to buying the products since they want to be associated with a given reference group in the society (Magee, 2014).

My latest two purchases are; a year ago after getting a job promotion from a supervisor to a senior line manager in a production company, I decided to buy a new car model that was the latest model as compared to what other junior staffs had. My decision to buy a BMW X6 model was swayed by social proof and the liking for authority and respect that the junior subordinates would accord me. First, the decision to buy a car that was new in the market and talk of town was to ensure people acknowledge my authority and respect me; secondly, I wanted social proof from my friends who had discouraged me over the years when I started as an office cleaner for the company (Cialdini, 2001). The second purchase I made was buying an iPhone for a cousin who had once hosted me at her place when I had no place to stay while working as a graduate trainee. I made this purchase since I was always feeling in debt to her hence I wanted to return the favor by treating her with a new phone.

In the future to avoid such pitfalls I will do my own research on what products are best and within my own limits and budget such that any purchase I make does not cost me a lot or lead me to bankruptcy. in addition, I will not put into consideration of what others have to say about my purchases and neither will I allow myself to do things in order to be associated with a given reference group. Lastly, I will always ensure I have the cognitive awareness of my limitations this will help me to evaluate my decisions arguments therefore before making any purchase I will be able to do an inductive and deductive reasoning to support the outcome of the purchase decisions I make.

References

Cialdini, R. E. (2001). Harnessing the Science of Persuasion. Harvard Business Review, 72-79

Magee, R (2014) Persuasion: A social science approach. San Diego: Bridgepoint Education, Inc.

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From Harvard Business School HBX CORe 2020 Economics for Managers

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