INFLUENCEPresenter: Yurong tao

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What is influence?

Influence is the ability to persuade people into doing something

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Rules of Thumb We Usually Follow

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Expensive = Good

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Follow the crowd

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Goods of limited supply is usually good.

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Why are people so resistless to those rules?

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Automatic behavior pattern (click, whirr)

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Weapon of influence

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Reciprocation

We try to repay, in kind, what another person has provided us

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Reasons

The rule allows one individual to give something to another with confidence that it is not being lost.

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Tactics

Providing a person with a favor and then asking for one in return

Examples:

Food tryout

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A Simple Variation: Reciprocal Concession

People will have an obligation to make a concession to someone who has made a concession to us.

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Tactic

Rejection-Then-Retreat:

First make a large request that a person will most likely turn down

Then, after that person has refused, make a smaller request that you were really interested in all along.

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Commitment and Consistency

People tend to be and look consistent within their words, attitudes, and deeds.

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Reasons

Reason 1: Consistency is highly valued by society

Reason 2: Consistency provide a beneficial approach to daily life

Reason 3: Consistency affords a valuable shortcut through the complexity of modern existence.

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Tactics

Induce people to:

Make a commitment.

Make an active, public, effortful commitment.

Make an internally motivated commitment.

Example:

Ads without price.

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Social Proof

We determine what is correct by finding out what other people think is correct.

Example: Canned laughter

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Reasons

Usually, when a lot of people are doing something, it is the right thing to do. People use this principle as a determining shortcut.

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Tactics

Create conditions of

Uncertainty

Similarity

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Examples

Average-person-on-the-street testimonials on TV

Video

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Liking

People prefer to say yes to individuals they know and like.

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Tactics

Increase physical attractiveness.

Increase similarity.

Use compliments.

Increase familiarity.

Increase positive association.

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Authority

People have strong pressure for compliance with the requests of an authority.

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Reasons

Reason 1: People are often told from childhood that obeying orders is good conduct.

Reason 2: Genuine authorities usually possess high levels of knowledge, wisdom, and power.

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Tactics

Use symbols of authority:

Titles

Clothing

Trappings

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Scarcity

People assign more values to opportunities when they are less available.

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Reasons

Things that are difficult to attain are typically more valuable, the availability of an item or experience can serve as a shortcut cue to its quality.

As things become less accessible, we loss freedom.

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Tactics

Quantity limits

Time limits

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Apple’s Scarcity Tactic

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Conclusion

Six weapons of influence

Reciprocation, Consistency, Social proof, Liking, Authority, Scarcity

Defense

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Reference

Cialdini, Robert B. "Influence: Science and practice." Boston: Allyn & Bacon(2001).

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