Class 4 Flashcards
6 key routes to persuasion according to Robert Cialdini
- Liking
- Reciprocity
- Consistency
- Reference groups
- Authority
- Scarcity
6 Routes to persuasion
- Liking
We comply with those who like us
Physical attractiveness - halo effect we like people bc we believe they have better qualities than us
Similarity: we like similar others those who mimic us
Familiarity: we like familiar things (mere exposure effect)
Liking: we like people who signal us that they like us (through touches and smiles)
Reciprocity (Gegenseitigkeit)
People repay in kind
Optimal use - be first to give an unexpected personalized gift
Restaurant tips increased 23% when bringing a mint without asking
Consistency
People fulfill public and voluntary commitments
Asking people to commit enhances likelihood of them doing it
Ie no show for restaurant reservations
Instead of asking them to call tell them to answer whether they would call if they are not coming
Reference group
People follow others
By a normative influence (people like to follow others
By informational influence (what others are doing should be right
I e highlighting the “most popular” items on the menu increases orders by about 15-20%
Authority
People refer to experts (alleged experts)
Speak to Peter our head of sales with 20yrs of experience raised sales by 15%
Scarcity
People want more of what they can have less
Especially when it was available but isn’t anymore
Special Influence of online rating/ reviews
When
The situation is ambiguous / risky (I.e an intangible service)
The reviewer is similar
The review is negative
Small area hypothesis
We are more motivated the closer we are to our goal
In the beginning focus more on progress made (30% progress is better than 70% missing) - use case loyalty program
Two routes to persuasion
Number of arguments
-used by low involvement products
Number and strength of arguments
-high involvement products
Eye context and gestures
Eye contact helps when clients agree with salesperson and are almost buying the product
Handmade products
Are an expression of love and specialty.
Therefore people are more likely to buy it for a close person
Better evaluated among high cost items
Peak end rule
People remember most exterme and recent (last) experience
Important to deliver very high satisfaction in the last service encounter
Compromise effect
Consumers are more likely to select the middle option- when a third option is added most people will go for the middle
Recovery process
Companies have to initiate it first and apologize
Makes it more likely that the customer is writing bad reviews
