Presentation on theme: "THE PSYCHOLOGY OF PERSUASION Robert B Cialdini Robert B Cialdini."— Presentation transcript:
THE PSYCHOLOGY OF PERSUASION Robert B Cialdini Robert B Cialdini
Learning – Single Loop Learning Problem Solving - developing alternative solutions Implementation Becomes routine Something tells us we have a problem or an opportunity to make an improvement Decision Making – choosing the best Kaizen, continuous improvement, quality circles, six sigma
Organisational LearningObserve mplementAssess Implement AssessDesign Frame- works Routines Existing mental models Single loop learning Frame- works Routines Revised Mental models Double loop learning Paradigm Shift Other Department’s frameworks and routines Negotiation of Cognitive Dissonance Other Department’s frameworks and routines Other Department’s frameworks and routines Other Department’s frameworks and routines frameworks and routines Cognitive Dissonance
The Spiral Of Knowledge Creation - NonakaIndividualGroupOrganisationInter-organisation Explicit Tacit Creative chaos, striving to learn, reflective action, rivalry, strategic rotation, information redundancy, New information Explicit Tacit Harmonious mental models Cognitive Dissonance
Aristotle Persuasion by logic, emotion and character Central Route – deep thinking – stable and resistant to competing messages – rhetoric - logic Storytelling – transportation – emotion - empathy Peripheral Route – Heuristics character - sincerity
CICERO If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.
Persuasion – Preaching to the converted Audience Analysis What do they Want and Need to Hear PASSION Goal Attention Appeal to their emotions to re- enforce their existing beliefs Understanding Belief Buy In Make a logical argument for their existing beliefs Tie your arguments to their logical and re- enforced beliefs
Persuasion – Changing someone’s mind Audience Analysis What do they Want and Need to Hear Combine familiarity and surprise – deep thinking emotion to convince them of the new beliefs. Use emotion to convince them of the new beliefs. PASSION Audience involvement rhetorical questions – deep thinking Goal Attention Understanding Belief Buy In
Who was the most successful American President in the last 50 years?. I have left orders to be awakened at any time in case of national emergency, even if I’m in a cabinet meeting. Reaganomics, Cold War The government’s view of the economy could be summed up in a few short phrases: If it moves, tax it. If it keeps moving, regulate it. And if it stops moving, subsidize it. Information is the oxygen of the modern age. It seeps through the walls topped by barbed wire, it wafts across the electrified borders. The nine most terrifying words in the English language are, ‘I’m from the government and I’m here to help.’ Coercion, after all, merely captures man. Freedom captivates him. Above all, we must realize that no arsenal, or no weapon in the arsenals of the world is so formidable as the will and moral courage of free men and women. It is a weapon our adversaries in today’s world do not have.
Persuasion by logic, emotion and character – can we combine all three? Central Route – deep thinking – stable and resistant to competing messages – rhetoric - logic Storytelling – transportation – emotion - empathy Peripheral Route – Heuristics character - sincerity Character – how we look and sound. Rhetoric – startling arguments - power of three Emotion – Soaring Oratory and pictures
Reciprocation Commitment consistency Social proof Liking Authority Scarcity SIX PILLARS OF PERSUASION - CIALDINI
RECIPROCATION In negotiation ask for a big favour they decline, then ask for a smaller favour - they grant it as long as the initial request is not seen as ludicrous. People who agree with the lesser demand are found to have a greater commitment to the bargain and a greater satisfaction with the deal. Lyndon Johnson Succeeded – Carter did not
Negotiating a money split UCLA Extreme first demand and stuck hard Moderate demand and stuck hard Extreme first demand and then gradually retreated to the moderate demand Produced the best result Felt more responsibility Felt more satisfaction and therefore more likely to agree to other requests
Commitment and Consistency 1.Racetrack – more confident after you bet – once you commit you try and act consistently 2.Beach experiment – get them to commit and they will risk all 3.Friedman and Fraser – 3” sign to 10’ sign Even signing a petition changed it. 4.Our deeds define us even to ourselves. 5.Deutsch & Gerard length of lines written down. Written down and erased and just kept in mind Commitments are stronger when they are public and effort-full – boot-camps. Once made we see ourselves differently and will act consistent with the new commitment even if the original reason is removed – doghouse approach
SOCIAL PROOFS THE WERTHER EFFECT DAVID PHILLIPS FOLLOWED PUBLICISED SUICIDES AND FOUND AN ADDITIONAL 58 SUICIDES AFTER EACH ONE AND ADDITIONAL CAR AND PLANE CRASHES
HEAVYWEIGHT FIGHTS PROMPT INCREASES IN HOMICIDES
LIKING Attractiveness Similarity – mirror and match - NLP Compliments – don’t even have to be accurate Contact and co-operation – jigsaw schooling Association Association
AUTHORITY TITLE, CLOTHES, POSTURE JAY WALKING 350% TRAPPINGS ETC
SCARCITY – PSYCHOLOGICAL REACTANCE WE HATE TO LOSE OUR FREEDOM OF CHOICE Terrible twos Terrible twos Teenage rebellion Teenage rebellion Parental interference in love affairs 140 couples Parental interference in love affairs 140 couples Dade County Florida banned phosphates Dade County Florida banned phosphates Censorship – we value what has been censored Censorship – we value what has been censored Normal 100% becoming scarce 200% becoming scarce and not many people know this 600% Normal 100% becoming scarce 200% becoming scarce and not many people know this 600% Newly scarce more valued than always scarce Newly scarce more valued than always scarce
Reciprocation Commitment consistency Social proof Liking – attractiveness, similarity, compliments, co-operation, association. Authority Scarcity SIX PILLARS OF PERSUASION - CIALDINI
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