Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Introduction
What are the factors that cause a person to say yes to another person?
Which techniques most effectively use these factors to bring about such compliance?
Which psychological principles influence the tendency to comply with a request?
• → Weapons of influence
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Introduction
Research
• Experimental work
Lab experiments
College students
• Observation of compliance professionals
Sales operators
Fund-raisers
Recruiters
Advertisers
Others
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Introduction
Six basic principles
• Reciprocation
• Commitment and consistency
• Social Proof
• Liking
• Authority
• Scarcity
Rule of material self-interest
• Most people want to get the most and pay the least
• Very important in driving decisions, also a powerful weapon
• A given factor, deserves acknowledgement but not extensive description
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Ethology → the study of animals in their natural settings
Turkey mothers
• Good mothers: loving, watchful, and protective
• Virtually all this mothering is triggered by one thing: the “cheap-cheap” sound of young turkey chicks
• Stuffed polecat experiment
turkey natural enemy immediately attacked
stuffed polecat with hidden recorder that played the “cheap-cheap” sound → no attack, but also was gathered underneath by mother turkey
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Ethology → the study of animals in their natural settings
Fixed-action patterns
• These responses are common
• They can involve intricate sequences of behavior
Two important things about fixed-action patterns
• Work very well the majority of the time
• Humans also present fixed-action patterns
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Xerox machine experiment(Ellen Langer – Havard social psychologist)
People simply like to have reasons for what they do
Small favor of people waiting in line to use a library copying machine
• 1- “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”
94% let her skip ahead of them in the line
• 2- “Excuse me, I have five pages. May I use the Xerox machine?”
60% of positive response
• 3- “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”
93% of positive response
the word “because” triggered an automatic compliance response → “because” = “cheap-cheap”
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Automatic, stereotyped behavior
Prevalent in much of human action
• In many cases it is the most efficient form of behaving
• In many other cases it is simply necessary
Extraordinarily complicated stimulus environment, rapidly moving and complex
• We need shortcuts
• We can’t be expected to recognize and analyze all the aspects in each person, event and situation we encounter in even one day
• Not enough time, not enough energy, not enough capacity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Automatic, stereotyped behavior
Civilization advances by extending the number of operations we can perform without thinking about them
Alfred North Whitehead
(British philosopher)
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Automatic, stereotyped behavior
Most of us know very little about automatic behavior patterns
They make terrible vulnerable to anyone who does know how they work
Another glance to ethologist’s work → Mimics
• animals that copy the trigger features of other animals to makes them produce the automatic response at the wrong time
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Contrast Principle
Objects’ weight
Evaluation of blind dates
Three pails of water
Real life marketing
• Retail clothiers
sell costly items first
show ugly items first
• Real state
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
The old give and take … and take
The rule says → we would try to repay, in kind, what another person has provided us
“much obligated” = “thank you”
There is no human society that does not subscribe to the rule
Web of indebtness → Human society
• lowering of the natural inhibitions against transactions
• systems of aid, gift giving, defense, and trade
• significant competitive advantage
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
The old give and take … and take
Social sanction to anyone who violates the rule
• moocher, ingrate, welsher
There is an obligation to give, an obligation to receive, and an obligation to repay
The rule is over powering
The rule enforces uninvited debts
The rule can trigger unfair exchanges
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
The old give and take … and take
Mexico and Ethiopia
• 1985 → 5.000 U$S relief donation
• 1935 → Mexico aided Ethiopia when invaded by Italy
Prof. Denis Regan → Art appreciation experiment (coke and raffle tickets)
• coke favor → more success in selling the raffle tickets
• coke favor → individuals bought twice as many tickets
• coke favor response → no relation with liking
• coke U$S 0,10 → average raffle sale U$S 0,50
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
The old give and take … and take
Christmas cards to a sample of perfect strangers
The Hare Krishnas’ strategy
• flowers and books gifts
Real life marketing
• Free sample
expose the potential clients to the qualities of the product
but the beauty is that it is also a gift
• Mailings including unsolicited gifts
double the response rates
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Reciprocal Concessions
Consequence of the rule or reciprocation → is an obligation to make a concession to someone who has made a concession to us
• Reasonability
• Good faith
County Youth Counseling experiment
• 1st sample ask them to chaperon a group of juvenile delinquents on a
day trip to the zoo → 17% accepted
• 2nd sample ask them to spend 2 hours per week as a counselor to a
juvenile delinquent for a minimum of 2 years → 100% refused
then, ask them to chaperon a group of juvenile delinquents on a day trip to the zoo → 50% accepted
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Reciprocal Concessions
Rejection-then-retreat tactic
• People don’t only agree to a desired request
• but actually carry out the request
• and finally to volunteer to perform further requests
Positive by-products
• felling a greater responsibility for, and satisfaction with, the arrangement
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Reciprocal Concessions
Real life marketing
• Rejection-then-retreat technique Make a larger request/offer
After refuse make a smaller request/offer
Second request/offer does not have to be small it has to be smaller than the initial one
• Retail stores Go up the line from U$S 350 → average sale U$S
550
Go down the line from U$S 3000→ average sale U$S 1000
• Request of referrals after refused sale
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
The rule says → Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment
This will cause us to respond in ways that justify our earlier decision
Even to do things that ordinarily we would not want to do
The person whose beliefs, words, and deeds don’t match may be seen as → indecisive, confused, two-faced, or even mentally ill
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
On the other side, high degree of consistency → associated with personal and intellectual strength, rationality, stability, and honesty
Consistency saves time, and effort, but sometimes it is also a way of avoiding thing we would rather not realize (shield again thought)
Commitment has the potential to influence not only future behavior, but also self-image
Public and written commitments are stronger
The more effort that goes into the commitment, the greater is its power
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
Racetrack
• just after placing a bet, people is much more confident of their horse’s chances of winning than they are immediately before laying down that bet
Staged thefts
• onlookers would risk personal harm to halt the crime?
• no commitment → 4 of 20 persons reacted
• commitment → 19 of 20 persons reacted
Prediction of future action
• volunteer as a donation collector of the American Cancer Association → when then actually asked to volunteer 700% increase of positive responses
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
Donations
• → “Hello, Mr. Smith. How are you feeling today?”
• → response: “Fine/good/very well”
• → standard solicitation approach
• 90% positive response against 18% with only the standard solicitation approach
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
Korean War POWs
• Prisoners Camps essay contests
Public-service billboard – “Drive Carefully”
• 83% refuse
• 76% acceptance
Estimation of the length of a line experiment
Initiation rites
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
Real life marketing
• Toy manufacturers
Sales slump after Christmas holiday season
The problem is not in motivating kids to want more toys after Christmas, is in motivating the parents to buy them
– Special toy heavy pre-seasonal advertising
– Kids extract Christmas promises of their parents about the special toy
– They undersupply the special toys
– Parents don’t have no other option → buy a different toy
– After Christmas advertising begins again to remind kids of special toy
– Parents buy special toy to honor their promises
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Commitment is the key
Real life marketing
• Industrial markets sale force Start a large purchase by starting by a small one
Purpose is not profit, but commitment
No longer a prospect → a customer
• Establishing and communicating objectives
• Encouraging people to make public statements
• Cooling-off laws → have customers, rather than the salesman, fill out the sales agreement
• Testimonial contests → loyalty
• Lowball → cause prospect to decide
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Truths are us
One means we use to determine what is correct is to find out what other people think is correct
The greater number of people who find an idea correct, the more the idea will be correct
When we are unsure of ourselves, when the situation is unclear, when uncertainty reigns, we are most likely to look and accept the actions of others as correct
• Pluralistic ignorance: everyone is looking to see what everyone else is doing
• Similarity: social proof operates most powerfully when we observe people just like us
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Truths are us
Laugh Tracks
Bartenders “salt” their tip jars
Children dog phobia
• treatment → watch videos of other kids playing with dogs
Catherine Genovese murder (pluralistic ignorance)
• failure of bystanders to aid a victim
• 38 bystanders – 35 minutes
• better chance of receiving aid if there is only 1 bystander?
Liking smoke experiment
• 75% of lone individuals reported it
• 38% of 3 person groups reported it
• 10% of 3 person groups with 2 syndicated
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Truths are us
Lost wallets
• 33% of return when finder was dissimilar
• 70% of return when finder was similar
Jonestown
Applause
Real life marketing
• Testimonial advertising
• Creating long lines
• Restaurants filling tables
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
The friendly thief
We prefer to say yes to someone we know and like
Compliance factors:
• similarity of opinion, life-style, background, personality traits
• familiarity and contact
• cooperation in shared goals
• physical attractiveness → favorable traits like talent, kindness, honesty, and intelligence
• compliments
• association with positive things (beauty, what’s hip, food)
• success
• smile
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
The friendly thief
Joe Girard
• 5 car sales a day for 12 years
• U$S 200.000 a year
• Secret? “a fair price and someone they liked to buy from”
Real life marketing
• Tupperware parties Reciprocation + Commitment + Social Proof + Liking
• Peer solicitation
• Good cop / bad cop
• Eating together
• Celebrity endorsements
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Follow the expert
We have a deep-seated sense of duty to authority
Tests demonstrate that adults will do extreme things when instructed to do so by an authority figure
Milgram’s experiment
• 60% went all the way
• 0% stopped before 300V
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Follow the expert
Compliance factors:
• Titles
• Uniforms
• Clothes
• Trappings of status
Real life marketing
• Scientific or medical endorsement
• Uniforms
• Hiring authority recognized individuals
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Scarcity
Opportunities seem more valuable to us when their availability is limited
We want it even more when we are in competition for it
Potential loss plays an important role in decision making
Mormon church
• exclusive areas
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Scarcity
In fact, people seem to be more motivated by
• the thought of losing something
• than by the thought of gaining something of equal value
Avoid potential loss vs. Obtain potential savings
Things that are difficult to posses are typically better than those that are easy to posses
As opportunities become less available, we loose freedoms; and we hate to loose freedoms → Psychological reactance
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Scarcity
Psychological reactance
• 24 month old boys
two toys, one behind a Plexiglas
two groups, one the Plexiglas to small to restrict access to the toy, the other group the Plexiglas was tall enough to restrict access to the toy
No restriction → no preference for either toy
Restriction → directly to the toy behind the Plexiglas
• Teenagers
Romeo and Juliet effect
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Scarcity
The scarcity principle applies beyond material commodities → limited information value
Reaction to censorship
• approval or agreement with censored ideas or arguments
Beef importing company
• One control group – standard sales presentation → X sales
• Group #2 - standard sales presentation + information of scarcity in the upcoming months → X sales x 2
• Group #3 - standard sales presentation + information of scarcity in the upcoming months + information was exclusive, not know by everyone → X sales x 6
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Scarcity
Cookies study
• One group to taste a cookie from a jar with 10 cookies
• Other group to taste the same cookie from a jar with 2 cookies – This group rate the cookie
→ more desirable to eat
→ more attractive as a consumer item
→ more costly
• Recent scarcity
• Scarcity because of competition for limited resources
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
Influence -The Psychology of Persuasion
Robert B. Cialdini, PH.D.
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
Scarcity
Real life marketing
• Time limited offers – Now or never
• Exclusive clients offers
• Exclusive access areas
• Limited quantity offers
• Collector’s issues
• “If I’m not mistaken, it is the last one available”
• “I can make you another visit”
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
• Weapons of Influence
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity