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The Psychology of Marketing in Skateboarding

Rayce is exploring the idea of using online videos to sell his line of custom-made skateboards. While his friend is making a video of him performing tricks at a local skate part, a large crowd forms to watch. Each time Rayce successfully completes a trick, the crowd loudly applauds and yells, showing their approval.

Group 1

Explain how the term below relates to Royce’s skateboarding while the crowd is watching him.

Question 1a

Short answer

Social facilitation (point 1)

Group 2

Later, Rayce puts the video of himself online, complete with bright graphics and fast-paced music. He quickly gains new customers for his business by allowing people to try his skateboard free for an hour. Explain how each of the following relates to the effectiveness of this sales campaign.

Question 2a

Short answer

Peripheral route to persuasion (point 2)

Question 2b

Short answer

Reciprocity norm (point 3)

Question 2c

Short answer

Mere-exposure effect (point 4)

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