Power of Persuasion

by Alena DziamidavaVSFS PMC Marketing CommunicationPresentation Skills 1PhDr. Ladislava Knihová

Tipping point

• Reciprocity• Walking an extra

mile• Freebie• Social proof• Liking• …

Roadmap

• Persuasion and the persuaded• 2 ways to get your message across• 6 weapons of influence• Looking and seeing

Persuasion isan active attempt to change beliefs

and attitudesDifficulties• We analyse data in

consistency with what we already know selective vision

• We are lazy and have no time we like shortcuts

Elaboration Likelihood ModelHow likely are people to think about my message?

1970s by Richard E. Petty and John Cacioppo2 routes of decision-making based on Motivation and Ability

(MA)

Central (systematic): high MA, arguments, logic

Peripheral:

low MA, cues

Peripheral route: 6 Weapons of Influenceaccording to R. Cialdini

Logical = difficult Peripheral = easy

ReciprocityCommitmen

tSocial proof

LikingAuthorityScarcity

1. ReciprocationThe old Give-and-Take… and Take

• When you offer something first for free, people feel a real sense of indebtedness towards you.

• Gift-giving culture• Marketing:

o offer first, pay-it-forwardo exclusive and uniqueo make sure they know it’s from

you

2. Commitment and consistencyA Foot in the Door

• We just make a single decision, and use that as reference for subsequent related choices.

• Positive self-image• Marketing:

o small actionso public commitmentso rewards

3. Social proofThe Truth are Us

• We form evaluations about something based on the actions of other people.

• Word-of-mouth, follow the crowd• Marketing:

o Users o ‘Wisdom of crowds’o Peers 

4. LikingLaws of Attraction

• We are more likely to comply with requests made by people that we like.

• Liking = trusting• Marketing:

• Physical attractiveness • Similarity • Compliments• Contact and Cooperation (CSR)• Conditioning and Association –

Transfer of meaning

5. AuthorityTrust Me, I’m a Doctor!

• We usually comply with authority, even with the perceived one.

• Law-abiding citizen• Marketing:

• titles – positions of power / experience

• “clothes” – superficial cues that signal authority

• trappings – accessories/indirect cues that accompany authoritative roles Virgin America Safety Video

Liking + Authority + Social proof =

Celebrity Endorsement• Celebrity / audience fit• Celebrity / brand fit• Celebrity attractiveness• Practical considerations

(costs, celeb exposure, risks…)

• Social network

6. ScarcityCatch it before it’s gone

• We attach more value to things that are few in quantity

• Demand & supply• Marketing:

• Limited number • Deadline (Limited time)

Looking and SeeingReciprocationCommitment and consistencySocial proofLiking (incl. celebs endorsement)Authority (incl. celebs endorsement)ScarcityFootnote: These mechanisms are intrinsic and vital for the survival of our society!

• www.scnsoft.com

Thank you for your attention!

References

• Petty, R. and Cacioppo, J. Communication and persuasion: central and peripheral routes to attitude change

• Cialdini, Robert B. Ph.D. Influence: The Psychology of Persuasion

• Khan, Barbara E. Ph.D. Persuasion, Coursera Introduction to Marketing by University of Pennsylvania (www.coursera.org/learn/wharton-marketing)

• Hum, Samuel for www.referralcandy.com/blog/