Harnessing the Science of Persuasion (HBR, Cialdini)

Question 1

What are the six fundamental principles of persuasion?

Answer 1

• Liking
• Reciprocity
• Social Proof
• Consistency
• Authority
• Scarcity

Question 2

What is the principle of liking?

Answer 2

People like those who like them.

Question 3

What is the application of the principle of liking?

Answer 3

Uncover real similarities, and offer genuine praise.

Question 4

What is the Tupperware party retailing phenomenon?

Answer 4

“The demonstration party for Tupperware products is hosted by an individual. […] The guests’ affection for their hostess predisposes them to buy from her.”

“When guests at a Tupperware party buy something, they aren’t just buying to please themselves. They’re buying to please their hostess as well.”

Question 5

What are the two standout factors that reliably increase liking?

Answer 5

• Similarity
• Praise

Question 6

When is the ideal time to establish bonds?

Answer 6

Bonds need to be established EARLY, because they create a presumption of goodwill and trustworthiness in every subsequent encounter.

Question 7

What does praise do?

Answer 7

It charms and disarms.

It can also repair a damaged, unproductive relationship.

Question 8

What is the principle of reciprocity?

Answer 8

People repay in kind.

Question 9

What is the application of the principle of reciprocity?

Answer 9

Give what you want to receive.

Question 10

How can leaders employ the principle of reciprocity?

Answer 10

Leaders should model the behavior they want to see from others. In other words, managers can elicit the desired behavior from coworkers and employees, by displaying it first.

Question 11

What is the principle of social proof?

Answer 11

People follow the lead of similar others.

Question 12

What is the application of the principle of social proof?

Answer 12

Use peer power whenever it is available.

Question 13

How do customer testimonials work in sales?

Answer 13

Testimonials from satisfied customers work best when the satisfied customer and the prospective customer share similar circumstances.

Question 14

What is the principle of consistency?

Answer 14

People align with their clear commitments.

Question 15

What is the application of the principle of consistency?

Answer 15

Make commitments:
- Active
- Public
- Voluntary

Question 16

What is a choice made “actively”?

Answer 16

One that’s spoken out lout, written down, or otherwise made explicit

Question 17

What does research into the social dimensions of commitment suggest about written statements?

Answer 17

Written statements become even more powerful when they are made public.

Question 18

What is the importance of formalizing commitments?

Answer 18

They won’t become like New Year’s resolutions, when people make private commitments and then abandon them.

Instead, they need to be publicly made and visibly posted.

Question 19

Why do commitments have to be voluntary, to be lasting and effective?

Answer 19

If an undertaking is forced, coerced, or imposed from the outside, it is not a commitment, but rather, an unwelcome burden.

Question 20

What is the principle of authority?

Answer 20

People defer to experts.

Question 21

What is the application of the principle of authority?

Answer 21

Expose your expertise. Don’t assume it is self-evident.

Question 22

What should executives do before attempting to exert their influence?

Answer 22

They should take pains to ensure that they establish their own expertise.

Surprisingly often, people mistakenly assume that others recognize and appreciate their experience.

Question 23

What is the principle of scarcity?

Answer 23

People want more of what they can have less of.

Question 24

What is the application of the principle of scarcity?

Answer 24

Highlight unique benefits and exclusive information.

Question 25

What is the power of “loss language”?

Answer 25

Making limited-time, limited-supply, and one-of-a-kind offers, that are framed in terms of what people stand to lose if they don’t act on the information.

“Potential losses figure far more heavily in managers’ decision-making than potential gains.”