Science of persuasion - Summary and Conversation Lesson

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JohnNickels

Educação Tecnologia

• Dr. Robert Cialdini: Professor
Emeritus of Psychology and
Marketing, Arizona State
University.
• He is best known for his 1984
book on persuasion and
marketing, Influence: The
Psychology of Persuasion

Scarcity
• How much of something exists
• British airlines discontinued use of Concord
• What is unique
• What do they stand to lose

Reciprocity
• People give back what they have received
• Candy with the tip: one mint vs two mints
• Candy with the tip: you are special, here’s more
• Personalized
• Unexpected

Authority
• People follow the lead of credible experts
• Display medical diploma
• Uniforms
• Property appraisals and contracts

Consistency
• Ask for small commitments that can be made
• Drive safe postcard vs billboard on lawn
• Voluntary, active, public commitments

Liking
• Three factors:
• Similarities, compliments, cooperation
• 2 groups, time = money vs. Small talk
• Genuine compliments
• Dale Carnegie

Consensus
• Actions and behavior of others influences our
actions
• Towels on floor of hotel room: environmental
benefits vs. awareness of others’ actions
• THIS room

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Science of persuasion - Summary and Conversation Lesson

1. Dr. Robert Cialdini Steve Martin

2. • Dr. Robert Cialdini: Professor Emeritus of Psychology and Marketing, Arizona State University. • He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion

3. What are the six shortcuts?

4. Scarcity • How much of something exists • British airlines discontinued use of Concord • What is unique • What do they stand to lose

5. Reciprocity • People give back what they have received • Candy with the tip: one mint vs two mints • Candy with the tip: you are special, here’s more • Personalized • Unexpected

6. Authority • People follow the lead of credible experts • Display medical diploma • Uniforms • Property appraisals and contracts

7. Consistency • Ask for small commitments that can be made • Drive safe postcard vs billboard on lawn • Voluntary, active, public commitments

8. Liking • Three factors: • Similarities, compliments, cooperation • 2 groups, time = money vs. Small talk • Genuine compliments • Dale Carnegie

9. Consensus • Actions and behavior of others influences our actions • Towels on floor of hotel room: environmental benefits vs. awareness of others’ actions • THIS room

10. Summarize:

Science of persuasion - Summary and Conversation Lesson

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