1. Value - www.overstock.com
What value is offered? Items that are no longer in department stores or are discontinued are sold at an extremely low price.
Is it "real" or is just hype? The prices are a lot better than what you would pay in department stores
Would you recommend it? Yes. You get good quality products at much lower prices then originally offered.
2. Reciprocation - www.google.com
What does the site claim to have given visitors? its the best available search engine
What does it expect in return? customer loyalty, people returning again and again to use their services
3. Commitment and Consistency - www.ford.com
How does the site illustrate or describe its commitment to customers? By concentrating on safety and other aspects that would keep the customer returning to Ford when its time to purchase a new car.
What has the brand or organization been consistent about? commitment to customers and constantly trying to improve the cars they produce.
How and why are customers supposed to be committed to their product? Ford has a loyal fanbase, especially with truck owners. They try to sell the concept that once you get a ford vehicle you never change brands.
4. Social Proof - www.apple.com
How does the site demonstrate that its product or service has won popularity among people we identify with or look up to? The iPod is an extremely successful product and is one of the defining products of our generation. The ads on the website for the ipod are very successful at targeting their audience for example, the silhouettes in the commercial can represent anyone.
5. Liking - www.folgers.com
How does the site's writing create a warm feeling in visitors? The home page displays multiple "warm" images like a cup of coffee with biscotti and a man drinking his first cup of coffee in the morning.
How do images and text make the company likable? the images make the user want to drink their coffee and that its something that can soothe them in the morning. The warm colors of the website also assist in making the user very comfortable when browsing the site.
6. Authority - www.nikebasketball.com
What authority figure or figures have been employed to instill confidence in customers/vistors? In their new advertisement, Nike has gathered current popular basketball players that are referred to as "the second coming" and is selling their shoes through them. Players like Tony Parker, Steve Nash, and LeBron James are all in the advertisement.
Are they genuine authorities or contrived? In the basketball community these are the best players, but they aren't authority figures to those who aren't interested in basketball.
7. Scarcity - http://disneyvideos.disney.go.com/
How does the site create a feeling of scarcity? it advertises that their DVDs of certain movies will only be available for a short time and will then be put "in the disney vault" and the consumer will be unable to buy it.
What is scarce? Their movie releases
What is it important to "act now"? because you will not be able to purchase the product for a while
Does the sites use of the scarcity principle work? yes, their sales usually go up when those ads are displayed, even though the product is still available on sites like ebay.
Mary Ann, Anna, & John
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