Influence ï¼ Principles of Persuasion By Rina Cao

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Text of Influence ï¼ Principles of Persuasion By Rina Cao

  • InfluencePrinciples of PersuasionBy Rina Cao

  • *Performance Against Comon Sense

    Situation What should a salesman do to sell out his jewels , which were high-quality but unsaleable on the original price, in tourist season?

    What would you do if you were the salesman?

  • *Performance Against Comon Sense

    To increase the price.The basic principle(people believe when purchasing): High price= High quality

    Raising Price Sky-high Can Make Tourists Who Wants to Buy Real Good Stuff Purchase More.

  • *The Fixed-Action PatternFast-paced life with complex and confusing economic environmentinfeasible to analyse everything experience classified according to its feature The shortcut the fixed-action pattern is neededthe more complex our life is, the more we are to rely on the short-cut, which is not that reliable sometimes.turn to a weapon when exploited to persuade consumers into purchasing

    And that is psychology of consumption

  • Reciprocity

  • *ReciprocityPeople tend to return a favorReturn in a similar way Expect for another favor if possible

    Comparison eg. good cop/ bad cop strategyCompromise A So-Called Free eg. free samples in marketing

  • *Reciprocity: A CaseEthiopia provided thousands of dollars in humanitarian aid to Mexico after the 1985 earthquake, despite Ethiopia suffered from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935.

  • Social Proof

  • *Social Proof

    People will do things that they see other people are doing.Criterion for telling right from wrong: others' thoughtWhen will something make sense?When others are doing so in a certain occasion.

  • *Social Proof: A Experiment

    One or more confederates look up into the sky.

  • *Social Proof: A Experiment

    Bystanders would then look up into the sky to see what they were seeing.

  • *Social Proof: A ExperimentThe experiment stopped because of traffic jam.

  • *Social Proof: A CaseWhen a suicide was widely reported, the local suicide rate rose surprisingly( about 7 times) instead.

    People sometimes act indifferently just because others dont offer a helping hand. So, what would you do to ask for rescue if you had an acute stroke in the street ?

  • Other Principles

  • *Commitment and Consistency

    If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement.

  • *Authority

    People will tend to obey authority figures, even if they are asked to perform objectionable acts.

  • *Liking People are easily persuaded by other people that they like.


    Perceived scarcity will generate demand.

  • Thinking as an economist.Learning about persuasion. Protecting yourself from psychological hintwhen perchasing.Making rational choices.

  • *Reference

    Influence: The Psychology of PersuasionRobert B. Cialdini

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