seminar 4 Flashcards
What are the six key principles of persuasion identified by Robert Cialdini?
- Liking Principle
- Reciprocity Principle
- Social Proof Principle
- Consistency Principle
- Authority Principle
- Scarcity Principle
These principles rely on heuristics for decision-making.
What is the Liking Principle?
People are more likely to comply with requests from those they like.
Factors that increase liking include perceived similarity, praise, physical attractiveness, and building rapport.
What factors increase liking according to the Liking Principle?
- Perceived similarity
- Praise & compliments
- Physical attractiveness
- Building rapport & connection
These factors create a positive association with the persuader.
What is the Reciprocity Principle?
People feel obligated to return favors when they receive something first.
This principle is often applied through gift-giving and strategic requests.
How does the ‘Door-in-the-Face’ technique work?
Start with a large request, then follow up with a smaller request.
The smaller request seems more reasonable in comparison.
What is the Social Proof (Consensus) Principle?
People follow the actions of others, assuming that the majority’s behavior is correct.
This principle is often utilized in marketing and social influence.
What are some methods through which social proof works?
- Testimonials & reviews
- Celebrity endorsements
- Statistics & majority opinion
- Peer pressure
These methods boost persuasion by leveraging others’ behaviors.
What is the Consistency (Commitment) Principle?
People want to remain consistent with their past actions and commitments.
This principle emphasizes the importance of small initial commitments.
How does making an active and public commitment affect consistency?
It strengthens commitment and makes it more likely that people will stick to their promises.
Examples include signing petitions or making public statements.
What is the Authority Principle?
People trust and follow experts or authority figures.
This principle highlights the impact of titles, professional appearance, and endorsements.
What factors contribute to authority in persuasion?
- Titles & credentials
- Uniforms & professional appearance
- Public figures & influencers
- Longevity & experience
These factors increase trustworthiness and compliance.
What is the Scarcity Principle?
People value things more when they seem rare or limited.
This principle is often used to create urgency in decision-making.
What are common tactics used in the Scarcity Principle?
- Limited-time offers
- Low-stock warnings
- Exclusive deals
- Fear of missing out (FOMO)
These tactics encourage quicker decision-making.
What should offers feel like for effective persuasion?
Offers should feel sincere.
If people feel manipulated, they are likely to resist persuasion.
What is a key technique for effective persuasion regarding participation?
Participation should feel voluntary.
Forced persuasion leads to rejection.
What is an example of the Liking Principle in action?
A salesperson finds something in common with the customer.
This builds rapport and increases the likelihood of compliance.
What is an example of the Reciprocity Principle in action?
A free sample makes people feel like they should buy the product.
This creates a sense of obligation to return the favor.
What is an example of the Social Proof Principle in action?
A restaurant shows customer reviews to attract more guests.
This leverages the behavior of others to influence new customers.
What is an example of the Consistency Principle in action?
A person who signs a petition is later asked to donate money.
This builds on their previous commitment to increase compliance.
What is an example of the Authority Principle in action?
A toothpaste brand uses dentists in its ads.
This enhances credibility and trust in the product.
What is an example of the Scarcity Principle in action?
“Only 5 seats left at this price!”
This creates urgency and increases perceived value.
