Dr Robert Cialdini and 6 Principles of Persuasion

Question 1

What are the six principles of influence?

Answer 1

1. Reciprocation
2. Social Proof
3. Commitment and consistency
4. Liking
5. Authority
6. Scarcity

Question 2

Define the principle of reciprocation?

Answer 2

Reciprocation recognizes that people feel indebted to those who do something for them or give
them a gift.
For marketers, Cialdini says: “The implication is you have to go first. Give something: give
information, give free samples, give a positive experience to people and they will want to give
you something in return.”

Question 3

Define the principle of social proof?

Answer 3

When people are uncertain about a course of action, they tend to look to those around them to guide their decisions and actions. They especially want to know what everyone else is doing – especially their peers. Testimonials from satisfied customers show your target audience that people who are similar to
them have enjoyed your product or service. They’ll be more likely to become customers
themselves.

Question 4

Define the principle of commitment and consistency?

Answer 4

People do not like to back out of deals. We’re more likely to do something after we’ve agreed to it verbally or in writing, Cialdini says. People strive for consistency in their commitments. They
also prefer to follow pre-existing attitudes, values and actions.People want to be both consistent and true to their word. Getting customers or co-workers to
publicly commit to something makes them more likely to follow through with an action or a purchase.

Question 5

Define the principle of liking?

Answer 5

“People prefer to say ‘yes’ to those they know and like,” Cialdini says. People are also more likely to favour those who are physically attractive, similar to themselves, or who give them compliments. Even something as ‘random’ as having the same name as your prospects can increase your chances of making a sale.

Question 6

Define the principle of authority?

Answer 6

When people are uncertain, they look outside themselves for information to guide their
decisions. Given the incredible influence of authority figures, it would be wise to incorporate
testimonials from legitimate, recognised authorities to help persuade prospects to respond or make purchases.

Question 7

Define the principle of scarcity?

Answer 7

In fundamental economic theory, scarcity relates to supply and demand. Basically, the less there is of something, the more valuable it is. The more rare and uncommon a thing, the more people want it. Say the authors: “The tendency to be more sensitive to possible losses than to possible gains is one of the best-supported findings in social science.”
Therefore, it may be worthwhile to switch your advertising campaign’s message from your
product’s benefits to emphasizing the potential for a wasted opportunity:
- “Don’t miss this chance…”
- “Here’s what you’ll miss out on…”
In any case, if your product or service is genuinely unique, be sure to emphasize its unique
qualities to increase the perception of its scarcity.