W10 - Persuasion Flashcards
What are the 7 principles of persuasion (Cialdini)?
- Reciprocity
- Authority
- Commitment/Consistency
- Scarcity
- Liking
- Social Proof
- Unity (shared social identity that is beyond surface similarity)
*Several can be used simultaneously
What is reciprocity?
Useful for giving something as well as giving concessions.
Ask for a large, legitimate requests first and concede to a smaller request if necessary.
What is authority?
People are more likely to be persuaded by someone who is seen as an authority or expert in a field, due to the belief that their knowledge and credibility lead to trustworthy advice.
Put in expert testimonials.
What is commitment/consistency?
People are more likely to act in ways that align with their previous commitments and beliefs.
Continue the commitment despite situations changing.
What is scarcity?
Useful for quantity, time and information.
We like scarce, rare and dwindling amounts.
What is liking?
We like people who are similar to us.
Compliment them and point out similarities.
What is social proof?
People are influenced by the actions and opinions of others, especially when they are uncertain about what to do.
People are more likely to trust and follow behaviours when they see others doing the same.
Identify some similarities with others before you talk about your product or service.
What is unity?
Shared social identity.
Increases trust and cooperation by making the person feel united to you and be a part of the team.
Recall from decision making
Relation of persuasion with decision-making?
Recall from decision-making that we often choose to conserve cognitive resources by making easier, familiar decisions.
What is The Magnetic Middle concept?
It suggests that people’s behaviour tends to align with the average or norm due to social influence.
In the context of an energy usage study, the results showed that those who consumed more energy were motivated to reduce their usage, while those who consumed less increased their usage.
What can one do to avoid The Magnetic Middle?
Reinforcement and social praise.
Focus on those who do the desirable behaviour.
Does offering people more or less options make them want it more?
Offering less made people want it more.
Reasons:
- Many choices frustrate the decision-maker, influencing them to disengage.
- Many choices use cognitive resources.
- Many choices decrease motivation and interest in the product.
*May not always happen if the person happens to be familiar with the product
Which principle is operating with respect to favours?
Reciprocity
What does reward programs provide?
Reward programs provide reciprocity as the buyer will like you and be encouraged to come back
Do favours gain or lose value (and hence persuasive power) over time?
It depends on whether you are the giver / recipient of the favour.
Recipients typically place more immediate value on the favour, feeling gratitude at the time, while givers may feel their help was more significant in retrospect. Over time, memories fade, and recipients may downplay the favour, while givers may exaggerate its impact.
How to hence improve the situation?
- Recipient to acknowledge so that you are aware of the favour’s value in the future, and hence not damage relationships by diminishing the value.
- You can express that you helped them, but you also expect that they would reciprocate in the future.
eg. Gift
Does offering something for free influence buyers?
Buyers more willing to pay when it is not a gift.
What can you do?
- Instead of ‘free’, remind the person of the value / what it would cost to purchase the item.
Conservation of Resources theory:
How do you increase sales of a $100 watch?
Introduce a $200 watch.
Reasons:
- Individuals prefer choice alternatives that are considered compromises.
- Conservation of Resources theory: We save mental resources by making the compromise.
What can you do to the message?
Grant’s study (Commitment/Consistency):
How to ensure that commitment is continued?
Make the message relevant to the audience’s perspective.
Are simple or complex company / brand names more valuable?
Easier and clearer names are viewed to be more persuasive, hence viewed to be more valuable.
Why do rhymes work?
Easy to remember due to Availability Heuristic (familiarity, simplicity).
How can you phrase yourself to strengthen your persuasion attempt?
Providing a reason to your request
How will you influence a person to be more likely to vote on election day?
Ask the person to predict whether he /she will vote.
Those who were asked are more likely to vote compared to those who weren’t asked.
Reason: People respond in a socially desirable way, hence they desire to act consistently with their reports.
Do Nice Guys – and Gals – Really Finish Last? The Joint
Effects of Sex and Agreeableness on Income:
Examines the relationship between agreeableness, sex and gender.
What does the research indicate about gender and earnings, and why?
More agreeableness would suggest lesser income, since individuals will avoid conflict.
Men - Agreeable men earn significantly less than less agreeable men, showing a stronger penalty for agreeableness.
Women - Agreeableness affects women’s income less, likely due to societal expectations aligning agreeableness with traditional female roles.
How are disagreeable traits viewed across genders?
Men - Disagreeable traits in men are often viewed as assertive and confident, which are traits rewarded in the workplace.
Women - Disagreeable traits in women are often viewed negatively.
