A two-part lecture on the psychology of influence, techniques on how to be more persuasive among people, and explanations behind the seemingly irrational behavior of subordination and concession.

1. A Closer Look at the
Weapons of Social
Influence
Unraveling the Psychology Behind Persuasion
Aldrin S. Nepomuceno
Web Content Creation Manager
One Jump Web Inc.
October 5, 2012

2. The Mysterious Social Rules
• Reciprocity
• Consistency
• Social Proof
• Authority
• Likeability
• Scarcity

3. RECIPROCITY
“It’s the first gift that is the hardest to pay
back.”

4. Technique No. 1
If someone makes a
concession, he is
obligated to respond with
another concession… and
more!

5. Technique No. 2
“Rejection, then retreat: Exaggerated request
rejected, desired lesser request acceded to”

6. Technique
No. 3
Contrast Principle: Sell the
costly item first, or present the
most undesirable option first.

7. Reciprocation @ Work
The Great Ethiopian
Famine

8. Commitment & Consistency

9. Technique No. 1
“Elicit a
commitment and
then, expect
consistency.”

10. A public,
active, and
effortful
commitment
tend to be a
lasting
commitment
Technique No. 2

11. Technique No. 3
“Get a
large favor
by first
getting a
small one”

12. Outcomes of Consistency
Commitments
people own, take
inner responsibility
for, are profound.
Commitments lead
to inner change and
grow their own legs.

13. SOCIAL PROOF
“When all think alike, no one thinks very much.”
- Walter Lippman

14. The Kitty Genovese Case

15. Social Truths
1. We use to determine what is
correct by finding out what other
people think is correct.
2. The greater the number of
people who find an idea correct,
the more the idea will be correct.
3. Pluralistic ignorance: Each person
decides that since nobody is
concerned, nothing is wrong.

16. Examples from the Book
Study: Researchers publicize that people in
New Haven, CT, are charitable people. Two
weeks later: Researcher calls housewives
and asks for donations. Result?
Donations Increased.
• People emulate the same people.
• People follow authorities, even when the
authorities are not like them.

17. EXAMPLES
• Laugh tracks
• Faith communities
• Mob behavior
• Inaction towards crime
or emergency
• Applause
• Testimonials