Transcript Influence-Principles of Persuasion.ppt

Influence：
Principles of Persuasion
By Rina Cao
Performance Against
Comon Sense
• Situation：
What should a salesman do to sell out his jewels , which were
high-quality but unsaleable on the original price, in tourist season?
What would you do if you were the salesman?
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Performance Against
Comon Sense
 To increase the price.
 The basic principle(people believe when purchasing):
High price= High quality
→ Raising Price Sky-high Can Make Tourists Who Wants to Buy
Real Good Stuff Purchase More.
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The Fixed-Action Pattern
• Fast-paced life with complex and confusing economic
environment
 infeasible to analyse everything
 experience classified according to its feature
→ The shortcut—— the fixed-action pattern is needed
 the more complex our life is, the more we are to rely on the short-cut, which
is not that reliable sometimes.
 turn to a weapon when exploited to persuade consumers into purchasing
And that is psychology of consumption
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Reciprocity
Reciprocity
• People tend to return a favor
– Return in a similar way
– Expect for another favor if possible
 Comparison eg. good cop/ bad cop strategy
 Compromise
 A So-Called Free eg. free samples in marketing
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Reciprocity: A Case
 Ethiopia provided thousands of dollars in humanitarian
aid to Mexico after the 1985 earthquake, despite Ethiopia
suffered from a crippling famine and civil war at the
time.
Ethiopia had been reciprocating for the diplomatic support
Mexico provided when Italy invaded Ethiopia in 1935.
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Social Proof
Social Proof
• People will do things that they see other people are
doing.
• Criterion for telling right from wrong: others' thought
• When will something make sense?
 When others are doing so in a certain occasion.
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Social Proof: A Experiment
One or more confederates look up into the sky.
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Social Proof: A Experiment
 Bystanders would then look up into the sky to see what
they were seeing.
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Social Proof: A Experiment
 The experiment stopped because of traffic jam.
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Social Proof: A Case
• When a suicide was widely reported, the local suicide
rate rose surprisingly( about 7 times) instead.
• People sometimes act indifferently just because others
don’t offer a helping hand.
So, what would you do to ask for rescue if you had an
acute stroke in the street ?
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Other Principles
Commitment and
Consistency
• If people commit, orally or in writing, to an idea or goal,
they are more likely to honor that commitment because
of establishing that idea or goal as being congruent with
their self-image. Even if the original incentive or
motivation is removed after they have already agreed,
they will continue to honor the agreement.
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Authority
• People will tend to obey authority figures, even if they
are asked to perform objectionable acts.
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Liking
•People are easily persuaded by other people that they like.
Scarcity
Perceived scarcity will generate demand.
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Thinking as an economist.
Learning about persuasion.
Protecting yourself from psychological hint
when perchasing.
Making rational choices.
Reference
Influence: The Psychology of Persuasion
Robert B. Cialdini
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THANK YOU!
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