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INFLUENCEPresenter: Yurong tao
Thursday, January 16, 14
What is influence?
Influence is the ability to persuade people into doing something
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Rules of Thumb We Usually Follow
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Expensive = Good
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Follow the crowd
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Goods of limited supply is usually good.
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Why are people so resistless to those rules?
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Automatic behavior pattern (click, whirr)
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Weapon of influence
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Reciprocation
We try to repay, in kind, what another person has provided us
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Reasons
The rule allows one individual to give something to another with confidence that it is not being lost.
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Tactics
Providing a person with a favor and then asking for one in return
Examples:
Food tryout
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A Simple Variation: Reciprocal Concession
People will have an obligation to make a concession to someone who has made a concession to us.
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Tactic
Rejection-Then-Retreat:
First make a large request that a person will most likely turn down
Then, after that person has refused, make a smaller request that you were really interested in all along.
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Commitment and Consistency
People tend to be and look consistent within their words, attitudes, and deeds.
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Reasons
Reason 1: Consistency is highly valued by society
Reason 2: Consistency provide a beneficial approach to daily life
Reason 3: Consistency affords a valuable shortcut through the complexity of modern existence.
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Tactics
Induce people to:
Make a commitment.
Make an active, public, effortful commitment.
Make an internally motivated commitment.
Example:
Ads without price.
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Social Proof
We determine what is correct by finding out what other people think is correct.
Example: Canned laughter
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Reasons
Usually, when a lot of people are doing something, it is the right thing to do. People use this principle as a determining shortcut.
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Tactics
Create conditions of
Uncertainty
Similarity
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Examples
Average-person-on-the-street testimonials on TV
Video
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Liking
People prefer to say yes to individuals they know and like.
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Tactics
Increase physical attractiveness.
Increase similarity.
Use compliments.
Increase familiarity.
Increase positive association.
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Authority
People have strong pressure for compliance with the requests of an authority.
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Reasons
Reason 1: People are often told from childhood that obeying orders is good conduct.
Reason 2: Genuine authorities usually possess high levels of knowledge, wisdom, and power.
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Tactics
Use symbols of authority:
Titles
Clothing
Trappings
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Scarcity
People assign more values to opportunities when they are less available.
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Reasons
Things that are difficult to attain are typically more valuable, the availability of an item or experience can serve as a shortcut cue to its quality.
As things become less accessible, we loss freedom.
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Tactics
Quantity limits
Time limits
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Apple’s Scarcity Tactic
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Conclusion
Six weapons of influence
Reciprocation, Consistency, Social proof, Liking, Authority, Scarcity
Defense
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Reference
Cialdini, Robert B. "Influence: Science and practice." Boston: Allyn & Bacon(2001).
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