The Science of Persuasion Questions based on eye-catching features* and skimming*.
1a. List the eye-catching features in and around the text.
Capital letters within the text – NEW IMPROVED                    Underlined header – Reciprocation Footnotes-  a stake – עניין                               b.
From what academic (scientific) field of study is the text?
Social Psychology  (2+1 =
3 points)
2 . Skim the text by reading the introduction (par. 1 — 2). Read or re-read the     section headings and the captions next to the pictures.
a.
Based on the captions and the introduction, what is the author's purpose in this text?
It seems its purpose is to awaken us to how the fact we are being tricked by the professions of persuasion     b. In par. 2, the author mentions "six basic tendencies of human behavior". In the table  below, list the tendencies and indicate the sections in which each tendency is discussed.
(Note that there are 8 sections -פרקים- in this text. They have been numbered (I) – (VIII).)        Basic tendencies of human behavior:
1 . Reciprocation discussed in section (II)
2 . Consistence discussed in section (III)
3 . Social validation discussed in section (IV)
4 . Liking discussed in section (V) 5. Authority discussed in section (VI)
6 . Scarcity discussed in section (VII) (4+2 = 6 points) Important Words in the text (use a dictionary if needed.).

3 . In paragraph 1, the author mentions "psychological pressures that get you to say     yes to requests". Check (P) the appropriate boxes in the table below, showing the     expressions in the table below that refer to    a. using psychological pressure    b. saying yes a. using psychological pressure b. saying yes persuasion / to persuade (title) P to be persuaded P to agree to a request (information under title) P to influence (par. 2) P compliance / to comply (par. 2) P to convince (par. 4) P to be likely to follow (par. 11) P to make us comply (par. 13) P (4 points) Close Reading Questions based on sections II – IV
4 a. Quote (in English) the definition of "reciprocity" which is given in the text.
All societies accept a norm that requires individuals to repay in kind what they have received.
b. Give an example (from the text) that shows how reciprocity is used in business.    When the Disable American Veteran organization included in their request a set of personalized address labels, the success rates of contribution almost doubled.
(4+2= 6 points). 5. According to the author's description of his experiment in paragraph 6, who makes     a concession?      the author      the random sample of people     P both the author and the random sample     Support your answer by explaining the concession(s).
The author asks for less, hence sample feels obliged to accept – because the offer id now more considerate in what they wish to assist.
A less demanding request by the author got him a  more positive attitude.
(5 points)   ….