1. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Introduction  What are the factors that cause a person to say yes to another person?  Which techniques most effectively use these factors to bring about such compliance?  Which psychological principles influence the tendency to comply with a request? → Weapons of influence

2. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Introduction  Research Experimental work  Lab experiments  College students Observation of compliance professionals  Sales operators  Fund-raisers  Recruiters  Advertisers  Others

3. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Introduction  Six basic principles Reciprocation Commitment and consistency Social Proof Liking Authority Scarcity  Rule of material self-interest Most people want to get the most and pay the least Very important in driving decisions, also a powerful weapon A given factor, deserves acknowledgement but not extensive description

4. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Ethology → the study of animals in their natural settings  Turkey mothers Good mothers: loving, watchful, and protective Virtually all this mothering is triggered by one thing: the “cheap-cheap” sound of young turkey chicks Stuffed polecat experiment  turkey natural enemy immediately attacked  stuffed polecat with hidden recorder that played the “cheap-cheap” sound → no attack, but also was gathered underneath by mother turkey Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

5. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Ethology → the study of animals in their natural settings  Fixed-action patterns These responses are common They can involve intricate sequences of behavior  Two important things about fixed-action patterns Work very well the majority of the time Humans also present fixed-action patterns Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

6. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Xerox machine experiment (Ellen Langer – Havard social psychologist)  People simply like to have reasons for what they do  Small favor of people waiting in line to use a library copying machine 1- “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”  94% let her skip ahead of them in the line 2- “Excuse me, I have five pages. May I use the Xerox machine?”  60% of positive response 3- “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?”  93% of positive response  the word “because” triggered an automatic compliance response → “because” = “cheap-cheap” Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

7. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Automatic, stereotyped behavior  Prevalent in much of human action In many cases it is the most efficient form of behaving In many other cases it is simply necessary  Extraordinarily complicated stimulus environment, rapidly moving and complex We need shortcuts We can’t be expected to recognize and analyze all the aspects in each person, event and situation we encounter in even one day Not enough time, not enough energy, not enough capacity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

8. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Automatic, stereotyped behavior  Civilization advances by extending the number of operations we can perform without thinking about them Alfred North Whitehead (British philosopher) Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

9. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Automatic, stereotyped behavior  Most of us know very little about automatic behavior patterns  They make terrible vulnerable to anyone who does know how they work  Another glance to ethologist’s work → Mimics animals that copy the trigger features of other animals to makes them produce the automatic response at the wrong time Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

10. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Contrast Principle  Objects’ weight  Evaluation of blind dates  Three pails of water  Real life marketing Retail clothiers  sell costly items first  show ugly items first Real state Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

11. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity The old give and take … and take  The rule says → we would try to repay, in kind, what another person has provided us  “much obligated” = “thank you”  There is no human society that does not subscribe to the rule  Web of indebtness → Human society lowering of the natural inhibitions against transactions systems of aid, gift giving, defense, and trade significant competitive advantage Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

12. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity The old give and take … and take  Social sanction to anyone who violates the rule moocher, ingrate, welsher  There is an obligation to give, an obligation to receive, and an obligation to repay  The rule is over powering  The rule enforces uninvited debts  The rule can trigger unfair exchanges Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

13. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity The old give and take … and take  Mexico and Ethiopia 1985 → 5.000 U$S relief donation 1935 → Mexico aided Ethiopia when invaded by Italy  Prof. Denis Regan → Art appreciation experiment (coke and raffle tickets) coke favor → more success in selling the raffle tickets coke favor → individuals bought twice as many tickets coke favor response → no relation with liking coke U$S 0,10 → average raffle sale U$S 0,50 Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

14. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity The old give and take … and take  Christmas cards to a sample of perfect strangers  The Hare Krishnas’ strategy flowers and books gifts  Real life marketing Free sample  expose the potential clients to the qualities of the product  but the beauty is that it is also a gift Mailings including unsolicited gifts  double the response rates Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

15. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Reciprocal Concessions  Consequence of the rule or reciprocation → is an obligation to make a concession to someone who has made a concession to us Reasonability Good faith  County Youth Counseling experiment 1 st sample  ask them to chaperon a group of juvenile delinquents on a day trip to the zoo → 17% accepted 2 nd sample  ask them to spend 2 hours per week as a counselor to a juvenile delinquent for a minimum of 2 years → 100% refused  then, ask them to chaperon a group of juvenile delinquents on a day trip to the zoo → 50% accepted Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

16. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Reciprocal Concessions  Rejection-then-retreat tactic People don’t only agree to a desired request but actually carry out the request and finally to volunteer to perform further requests  Positive by-products felling a greater responsibility for, and satisfaction with, the arrangement Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

17. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Reciprocal Concessions  Real life marketing Rejection-then-retreat technique  Make a larger request/offer  After refuse make a smaller request/offer  Second request/offer does not have to be small it has to be smaller than the initial one Retail stores  Go up the line from U$S 350 → average sale U$S 550  Go down the line from U$S 3000→ average sale U$S 1000 Request of referrals after refused sale Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

18. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  The rule says → Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment  This will cause us to respond in ways that justify our earlier decision  Even to do things that ordinarily we would not want to do  The person whose beliefs, words, and deeds don’t match may be seen as → indecisive, confused, two-faced, or even mentally ill Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

19. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  On the other side, high degree of consistency → associated with personal and intellectual strength, rationality, stability, and honesty  Consistency saves time, and effort, but sometimes it is also a way of avoiding thing we would rather not realize (shield again thought)  Commitment has the potential to influence not only future behavior, but also self-image  Public and written commitments are stronger  The more effort that goes into the commitment, the greater is its power Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

20. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  Racetrack just after placing a bet, people is much more confident of their horse’s chances of winning than they are immediately before laying down that bet  Staged thefts onlookers would risk personal harm to halt the crime? no commitment → 4 of 20 persons reacted commitment → 19 of 20 persons reacted  Prediction of future action volunteer as a donation collector of the American Cancer Association → when then actually asked to volunteer 700% increase of positive responses Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

21. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  Donations → “Hello, Mr. Smith. How are you feeling today?” → response: “Fine/good/very well” → standard solicitation approach 90% positive response against 18% with only the standard solicitation approach Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

22. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  Korean War POWs Prisoners Camps essay contests  Public-service billboard – “Drive Carefully” 83% refuse 76% acceptance  Estimation of the length of a line experiment  Initiation rites Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

23. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  Real life marketing Toy manufacturers  Sales slump after Christmas holiday season  The problem is not in motivating kids to want more toys after Christmas, is in motivating the parents to buy them –Special toy heavy pre-seasonal advertising –Kids extract Christmas promises of their parents about the special toy –They undersupply the special toys –Parents don’t have no other option → buy a different toy –After Christmas advertising begins again to remind kids of special toy –Parents buy special toy to honor their promises Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

24. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Commitment is the key  Real life marketing Industrial markets sale force  Start a large purchase by starting by a small one  Purpose is not profit, but commitment  No longer a prospect → a customer Establishing and communicating objectives Encouraging people to make public statements Cooling-off laws → have customers, rather than the salesman, fill out the sales agreement Testimonial contests → loyalty Lowball → cause prospect to decide Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

25. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Truths are us  One means we use to determine what is correct is to find out what other people think is correct  The greater number of people who find an idea correct, the more the idea will be correct  When we are unsure of ourselves, when the situation is unclear, when uncertainty reigns, we are most likely to look and accept the actions of others as correct Pluralistic ignorance: everyone is looking to see what everyone else is doing Similarity: social proof operates most powerfully when we observe people just like us Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

26. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Truths are us  Laugh Tracks  Bartenders “salt” their tip jars  Children dog phobia treatment → watch videos of other kids playing with dogs  Catherine Genovese murder (pluralistic ignorance) failure of bystanders to aid a victim 38 bystanders – 35 minutes better chance of receiving aid if there is only 1 bystander?  Liking smoke experiment 75% of lone individuals reported it 38% of 3 person groups reported it 10% of 3 person groups with 2 syndicated Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

27. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Truths are us  Lost wallets 33% of return when finder was dissimilar 70% of return when finder was similar  Jonestown  Applause  Real life marketing Testimonial advertising Creating long lines Restaurants filling tables Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

28. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity The friendly thief  We prefer to say yes to someone we know and like  Compliance factors: similarity of opinion, life-style, background, personality traits familiarity and contact cooperation in shared goals physical attractiveness → favorable traits like talent, kindness, honesty, and intelligence compliments association with positive things (beauty, what’s hip, food) success smile Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

29. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity The friendly thief  Joe Girard 5 car sales a day for 12 years U$S 200.000 a year Secret? “a fair price and someone they liked to buy from”  Real life marketing Tupperware parties  Reciprocation + Commitment + Social Proof + Liking Peer solicitation Good cop / bad cop Eating together Celebrity endorsements Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

30. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Follow the expert  We have a deep-seated sense of duty to authority  Tests demonstrate that adults will do extreme things when instructed to do so by an authority figure  Milgram’s experiment 60% went all the way 0% stopped before 300V Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

31. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Follow the expert  Compliance factors: Titles Uniforms Clothes Trappings of status  Real life marketing Scientific or medical endorsement Uniforms Hiring authority recognized individuals Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

32. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity  Opportunities seem more valuable to us when their availability is limited  We want it even more when we are in competition for it  Potential loss plays an important role in decision making  Mormon church exclusive areas Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

33. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity  In fact, people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value  Avoid potential loss vs. Obtain potential savings  Things that are difficult to posses are typically better than those that are easy to posses  As opportunities become less available, we loose freedoms; and we hate to loose freedoms → Psychological reactance Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

34. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity  Psychological reactance 24 month old boys  two toys, one behind a Plexiglas  two groups, one the Plexiglas to small to restrict access to the toy, the other group the Plexiglas was tall enough to restrict access to the toy  No restriction → no preference for either toy  Restriction → directly to the toy behind the Plexiglas Teenagers  Romeo and Juliet effect Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

35. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity  The scarcity principle applies beyond material commodities → limited information value  Reaction to censorship approval or agreement with censored ideas or arguments  Beef importing company One control group – standard sales presentation → X sales Group #2 - standard sales presentation + information of scarcity in the upcoming months → X sales x 2 Group #3 - standard sales presentation + information of scarcity in the upcoming months + information was exclusive, not know by everyone → X sales x 6 Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

36. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity  Cookies study One group to taste a cookie from a jar with 10 cookies Other group to taste the same cookie from a jar with 2 cookies – This group rate the cookie  → more desirable to eat  → more attractive as a consumer item  → more costly Recent scarcity Scarcity because of competition for limited resources Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity

37. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Influence - The Psychology of Persuasion Robert B. Cialdini, PH.D. Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity  Real life marketing Time limited offers – Now or never Exclusive clients offers Exclusive access areas Limited quantity offers Collector’s issues “If I’m not mistaken, it is the last one available” “I can make you another visit” Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity