Principles of Persuasion and how they are applied to online games

1. Elisa
Heiken

2. • 6
Principles
of
Persuasion
• How
Persuasion
is
u4lized
in
E-­‐Commerce
and
Facebook
games
to
convince
people
to
spend

3. Classic
economic
theories
assume
that
consumers
behave
ra/onally,
making
decisions
based
solely
on
facts
or
logic.
However,
experiments
show
that
people’s
emo/ons
and
thoughts
affect
how
they
make
choices
about
money.

4. Life
is
about
making
choices.

5. More
Informa/on
=
More
difficult
to
choose

6. More
Op/ons
=
More
difficult
to
choose

7. Must
buy
more
energy!
Slide
adapted
from
Thomas
Vande
Casteele

8. Dr.
Robert
Cialdini

9. Weapons
of
Influence
1.
Reciprocity
5.
Authority
2.
Social
Proof
3.
Commitment/
Consistency
4.
Liking
6.
Scarcity

10. 1.
Reciprocity
1.
Reciprocity
“You
scratch
my
back,
and
I’ll
scratch
yours.”

11. When
people
give
you
something,
you
feel
the
need
to
give
something
back.

12. ü People
feel
indebted
to
those
who
do
something
for
them
or
give
them
a
giV.
ü Most
people
will
make
an
effort
to
avoid
being
considered
a
moocher,
ingrate,
or
person
who
does
not
pay
their
debts.

13. ü Waiters
who
give
a
piece
of
candy
with
the
bill
get
3.3%
larger
/ps.
ü Waiters
who
give
two
pieces
of
candy
get
14.1%
larger
/ps.
ü Waiters
who
delayed
the
ac/on
of
giving
the
second
piece
of
candy,
for
emphasis,
raised
/ps
by
23%.

14. Would
you
be
inclined
to
return
if
you
got
something
for
free?

15. Sure,
you
are
given
the
op/on
to
,but
does
anyone
ever
do
that?

16. Reciprocal
Concessions:
Rejec/on-­‐
Then
-­‐Retreat
The
rule
of
reciprocity
also
applies
to
non-­‐material
exchanges.
So
that
if
you
make
a
large
request,
are
refused,
and
then
make
a
smaller
request
as
a
concession,
you
are
three
/mes
more
likely
to
get
compliance
than
if
you
asked
for
what
you
wanted
straightaway.

17. 1.
Make
a
request
of
the
other
person
that
is
excessive
and
to
which
they
will
most
naturally
refuse.
Can
I
have
$100?
2.
Look
disappointed,
but
then
make
a
request
that
is
more
reasonable.
How
about
$10?
The
other
person
will
then
be
more
likely
to
accept.

18. 2.
Social
Proof
In
a
world
of
ever
increasing
informa/on,
we
rely
on
other
people’s
choices
to
make
our
own.

19. People
frequently
simplify
decisions
by
mimicking
the
ac/ons
of
people
around
them
and
by
adhering
to
social
norms.

20. See
what
other
customers
are
doing
on
Amazon

21. From
Reviews
to
Reviews
of
Reviews

22. My
friend
Chuka
wouldn’t
be
playing
Hidden
Chronicles
if
it
wasn’t
fun.
Over
69
million
views?
69
million
people
can’t
be
wrong!

23. Ray
Mazza,
Crea4ve
Director
at
Playfish,
found
that
referrals
came
from
the
the
corner
of
Facebook
(GDC,
2012).
Only
7%
93%
of
their
/cker
up
in
came
from
the
Feed
and
Timeline
combined.
A
minor
amount.

24. 3.
Commitment/Consistency
The
moment
you
decide
on
something,
you
start
convincing
yourself
it’s
the
right
choice.

25. Once
a
person
has
made
a
commitment,
they
are
likely
to
follow
through
even
if
they
know
that
ac/ng
consistently
with
that
commitment
will
not
be
beneficial.

26. Example:
Toy
manufacturers
hype
up
a
par4cular
toy
before
Christmas,
and
then
purposely
undersupply
it.
That
way,
parents
who
have
already
promised
it
to
their
children
buy
an
equal
value
of
toys
before
Christmas,
and
then
buy
the
requested
toy
in
January
a[er
supplies
are
again
made
available.

27. Members:
ü Increase
purchases
on
Amazon
from
$400
a
year
to
$900
a
year
aVer
joining.
ü Spend
130%
more
than
regular
Amazon
customers.
ü May
be
responsible
for
as
much
as
20%
of
Amazon's
overall
sales
in
the
U.S.
ü 82%
buy
on
Amazon
even
if
the
item
is
less
expensive
somewhere
else
ü 92%
plan
to
renew
their
membership.

28. You’ve
subconsciously
promised
yourself
that
you
will
buy
something
in
order
to
get
your
money’s
worth
out
of
the
/cket.

29. 4.
Liking
• E
Ever
deny
a
request
from
a
friend?

30. People
“prefer
to
say
yes
to
the
requests
of
people
we
know
and
like”.
So
increasing
the
degree
to
which
you
are
liked
by
someone
will
increase
the
probability
that
they
will
comply
with
your
requests.

31. We
like
people
bejer
and
believe
them
more
when
they
are:
ü Ajrac/ve
ü Similar
to
us
ü Fond
of
us
ü Familiar
to
us
ü Engaged
in
a
coopera/ve
effort
with
us
ü Associated
with
things
we
like
ü Present
while
we
are
ea/ng

32. Since
we
are
not
there
to
charm
players,
what
can
we
do?

33. Chadwick
Mar/n
Bailey
found
that
Facebook
fans,
at
51%,
and
Twijer
followers,
at
67%,
are
more
likely
to
purchase
from
a
brand
aVer
following
it
on
social
media.

34. Tim
Schaffer
from
Double
Fine
Adventure
ajached
meaning
to
his
brand
by
including
videos
and
friendly
wri/ng
style
in
order
to
introduce
himself
to
his
customers.

35. Zappos
took
the
approach
of
ajaching
faces
to
their
products

36. Use
of
handwri/ng
can
make
something
appear
more
human

37. A
likeable
celebrity
can
help.

38. Or
two.

39. 5.
Authority

40. Most of us are raised with a respect
for authority, both real and implied.
People usually associate the
symbols of authority (titles,
appearance, possessions) with
the true substance.

41. Once
someone
has
accepted
you
as
an
authority,
they
will
follow
your
instruc/ons
even
against
their
own
judgment,
ethics,
and
feelings
(Milgram,
1974).

42. Creden/als
can
be
powerful
for
establishing
authority

43. How
can
authority
be
established
in
an
online
gaming
environment?

44. Expert
Tes/monials
People
speaking
knowledgably
about
the
product
without
the
percep/on
of
pro-­‐
company
bias
inherent
in
most
marke/ng
materials.
Tes/monials
are
amazingly
effec/ve,
because
they
save
customers
a
step
in
the
buying
process.

45. Would
you
want
to
read
this
book
aVer
reading
these
reviews?
When
the
Journal
of
Social
and
Clinical
Psychology
calls
a
book
“a
proverbial
gold
mine”,
I’m
interested
in
its
content.

46. 6.
Scarcity
Hard-­‐to-­‐get
things
are
perceived
as
be,er
than
easy-­‐to-­‐get
things.

47. ü People
are
much
more
sensi/ve
to
poten/al
losses
than
to
poten/al
gains.
ü Opportuni/es
seem
more
valuable
to
us
when
they
are
less
available.

48. Scarcity
is
par/cularly
effec/ve
in
e-­‐commerce
environments

49. Scarcity
in
Access

50. Not
even
sure
what
this
app
does.
I
downloaded
this
only
aVer
reading
on
a
blog
that
it
had
a
long
wai/ng
list!
Long
wai/ng
list
=
Good
Product

51. Scarcity
in
Time

52. Both
the
Sims
and
CastleVille
allow
their
users’
quests
to
expire.
They
also
offer
/me-­‐limited
items
in
the
store.

53. Scarcity
in
Amount

54. Triple
Whammy
ü Limited
access
ü Limited
/me
ü Limited
stock

55. Combine
these
principles
to
persuade
the
masses…

56. Social
Proof
+
Authority
Social
Proof
Scarcity
Liking
Scarcity
Commitment

58. Liking
Scarcity
Social
Proof
Liking

59. Scarcity
in
4me
Social
Proof
Liking
Reciprocity
The
SIMs
and
many
other
Facebook
games
already
u/lize
these
principles.
However,
there
is
a
lot
room
for
growth.

60. Now
that
we’ve
learned
the
6
Principles
of
Persuasion,
what
do
you
want
to
do
tonight,
Brain?
The
same
thing
we
do
every
night,
Pinky…
…try
to
take
over
the
world!