Influence: Who’s Got the Power?

Professor Gaetan T. Giannini, MBA

This presentation is based on the work of Robert Cialdini, PhD. and his book Influence: Science & Practice

Fixed Action Patterns

■ Automatic behavior triggered by a single piece of relevant information (a.k.a. trigger feature).

■ Mother turkey v. the stuffed Pole cat story.

■ Price v. Quality Pattern– Indian Jewelry– Yuengling Beer

Can we overcome

■ Yes, but only we have the ability and desire to do so.

Advantages of FAP

■ Efficiency & Economy– Time– Energy–Mental Capacity

■ Do you have time to research every decision you make?

Disadvantages of FAP

■ Vulnerability■ Decision based on one piece of

information.■ Sellers know about FAP.

Factor #1: Reciprocation

■ One of the most basic rules of human culture is that one person is obliged to repay a debt to another.

■ Deviating from this rule causes a person to suffer social consequences.

Reciprocation in Action

■ Initial favors, or giving makes an individual more likely to comply with a future request of the giver.

■ Keen negotiators may plan some “give-away” concessions to influence their opponent into giving valuable concession in return.

■ Exchanges can be terribly unbalanced.

Reciprocation in Action

■ Address Labels■ Rejection-then retreat

– Car salesman– Fund raiser

■ Free samples

Defense against the Dark Arts

■ Refuse the gift– Tough for us to do.

■ Redefine & graciously accept gifts purpose and value.

Factor #2: Commitment & Consistency

■ Personal consistency is valued by society– Do what you say you will.– Keep promises– We can count on you!

■ Consistency valuable in daily life– Daily routine– Policy & procedure at work.

■ Acts as a decision making shortcut.– This is the way I do things.– All ______________ do this this way.

Sacrifice equals strength

■ The more we sacrifice the more committed we are to behave in a prescribed manor.

■ What’s to sacrifice?– Our word– Our social standing– Discomfort– Pain & suffering–Money

Commitment & Consistency in Action

■ Restaurant reservations.– Answer this questions: “If you are unable to make it, will

you call?” Insist on response. ■ Car dealers

– If I can get you that price will you buy the car today?■ Fraternities & Sororities

– Initiation– Hazing– Oaths

■ The marines– Boot-camp– Culture– Battle

Defense Against the Dark Arts

■ Be aware that you being asked to commit

■ No when to say “NO!”

Factor #3: Social Proof

■ A behavior is correct to the degree we see others performing it.

■ Decision shortcut: – During times of uncertainty (Having trouble

deciding)– In ambiguous situations (Having trouble

figuring out the situation.) – Social Similarity

■ Safety in numbers– Nobody got fired for buying IBM– Are Microsoft products the best?– Everybody else dresses this way.

Social Proof in Action

■ Looking up experiment■ To litter or not?■ Teenage smoking■ Canned laughter■ Fashion, tech & toy trends■ Seagram’s marketing story■ Cults

– Don’t drink the Kool-Aid

Defense against the Dark Arts

■ Be sensitive to counterfeit or misrepresented social proof.

■ Actions of similar others should not be the sole basis for our own decisions.– Enron, WorldComm, etc.– Your mother told you.

Factor #4: Liking■ We are more likely to say yes to people

we like.■ Decision shortcut

– Liking implies trust– Trust increases the likelihood of

acquiescence. ■ A single positive attribute often leads to

liking.– Affability– Good looks

• Physical attribute of a person• Aesthetics of packaging

– Association• This person is a friend/associate of Tom, and I

like Tom, so…• Product families.

Liking in Action

■ Describe the personality of successful sales people you’ve met.

■ Our most popular modern Presidents:– JFK– Reagan– Clinton

■ Product packaging– Does coffee taste better from a Starbucks

cup?– Is wine with a cork better than with a screw

top?– Is blister-packed chewing gum worth more?

Defense Against the Dark Arts

■ Beware of strangers with candy.■ Understand that beauty is only

skin deep.■ When making a decision, recognize

the “liking feeling” and use that as your trigger for doing more research.

■ Remember, most bad relationships start here.

Factor #5: Authority■ We generally believe that recognized experts

possess high levels of knowledge, wisdom and power.

■ Decision shortcut:– Expert says so, that’s all I need to know.

■ We, unfortunately, tend to respond to symbols of authority, rather than true substance.– Celebrity– Credentials/Titles– Social recognition– Dress/Appearance– Wealth

Authority in Action

■ Doctor recommended…■ As stated in the Wall Street

Journal…■ Consumer Reports■ The expert witness■ Ebert & what’s his name…■ Clones or college presidents?■ Write a book, get on Oprah.

Defense Against The Dark Arts

■ Recognize the persuasive power of authority.

■ Determine if the person is truly an expert.

■ Look for multiple indication of expert status.

■ Define what makes that person an expert.

■ Is the expert sharing facts or opinions?■ Is the expert beholden to a company or

a cause?■ Beware of expert enhancement tactics.

– Giving negative about oneself, product, etc., before starting their pitch.

– Listing impressive titles, accomplishments, etc

Factor #6 Scarcity■ Early survival depended on getting

food, shelter, etc., when it was available.

■ Limited numbers, or a potential for loss triggers action response.

■ The less available, the more valuable. The supply/demand thing.

■ Loss of accessibility to things limits freedom.

■ Items more valuable when newly scarce.

Scarcity in Action

■ I’ve got a secret…■ Your last chance to act…■ This is the last one on the lot.■ A once in a lifetime offer.■ Belong to a country club?■ Rolex, Mercedes, Tiffany…■ Furby, Tickle Me Elmo, Cabbage

Patch Kids…

Defense Against the Dark Arts

■ Don’t let emotion or desire overcome rational thought.

■ Start with your own alternatives.■ If you are getting excited, and

have to have it, you are about to make a mistake.

■ Scarce doesn’t mean its better.