Harnessing the Science of Persuasion (HBR, Cialdini) Flashcards
What are the six fundamental principles of persuasion?
- Liking
- Reciprocity
- Social Proof
- Consistency
- Authority
- Scarcity
What is the principle of liking?
People like those who like them.
What is the application of the principle of liking?
Uncover real similarities, and offer genuine praise.
What is the Tupperware party retailing phenomenon?
“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.”
What are the two standout factors that reliably increase liking?
- Similarity
- Praise
When is the ideal time to establish bonds?
Bonds need to be established EARLY, because they create a presumption of goodwill and trustworthiness in every subsequent encounter.
What does praise do?
It charms and disarms.
It can also repair a damaged, unproductive relationship.
What is the principle of reciprocity?
People repay in kind.
What is the application of the principle of reciprocity?
Give what you want to receive.
How can leaders employ the principle of reciprocity?
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.
What is the principle of social proof?
People follow the lead of similar others.
What is the application of the principle of social proof?
Use peer power whenever it is available.
How do customer testimonials work in sales?
Testimonials from satisfied customers work best when the satisfied customer and the prospective customer share similar circumstances.
What is the principle of consistency?
People align with their clear commitments.
What is the application of the principle of consistency?
Make commitments:
- Active
- Public
- Voluntary
What is a choice made “actively”?
One that’s spoken out lout, written down, or otherwise made explicit
What does research into the social dimensions of commitment suggest about written statements?
Written statements become even more powerful when they are made public.
What is the importance of formalizing commitments?
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.
Why do commitments have to be voluntary, to be lasting and effective?
If an undertaking is forced, coerced, or imposed from the outside, it is not a commitment, but rather, an unwelcome burden.
What is the principle of authority?
People defer to experts.
What is the application of the principle of authority?
Expose your expertise. Don’t assume it is self-evident.
What should executives do before attempting to exert their influence?
They should take pains to ensure that they establish their own expertise.
Surprisingly often, people mistakenly assume that others recognize and appreciate their experience.
What is the principle of scarcity?
People want more of what they can have less of.
What is the application of the principle of scarcity?
Highlight unique benefits and exclusive information.
What is the power of “loss language”?
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.”
