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Ayogo’s Design Principles Part 1

Summarized by Mavis DixonLinkedIn: https://ca.linkedin.com/in/mavisdixonFor more of this kind of information follow @ayogo on twitter

Persuasive TechnologyR.B. Cialdini’s 6 Principles of Influence

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6 Principles: Weapons of InfluenceRobert B. Cialdini, Ph.D. developed six techniques for persuasion that are influential in contextualizing and influencing choice and behavior.

1. Reciprocation2. Commitment and Consistency3. Social Proof4. Liking5. Authority6. Scarcity

Cialdini, Robert B. "Harnessing the science of persuasion." Harvard Business Review 79.9 (2001): 72-81.

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ReciprocationPeople are compelled to return a favour or repay in kind.

The persuasive technique is to anticipate cooperation with individuals by first providing something of value to that person prior to asking for a favor in return. Or give what you want to receive.

If I buy you a cup of coffee, things won’t fully sit right with you, if you can not buy me a coffee or provide something of similar value to balance the gift.

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LikingPeople like those who like them.

The persuasive technique is to uncover real similarities and offer genuine praise.

In an experiment using Tupperware House Party sales, the relationship between how much guests likes their hostess weighed twice as heavily on purchasing decisions than their regard for the product itself.

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Social ProofPeople follow the lead of similar others.

The persuasive technique is to make visible that others have preceded them in their use and appreciation of a service. There are testimonials, visible users, and a crowd active in the space.

Residents in New York were asked to return a lost wallet to its owner. They were more likely to attempt to return the wallet if the they learned that someone had previously attempted to return it.

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ConsistencyPeople align with their clear commitments.

The persuasive technique is to make commitments active, public and voluntary.

People need agency and active engagement to follow through fon good intentions. A choice that is written down, spoken out loud to others or published in a visible place is considerably more likely to direct someone’s future conduct than a choice left unspoken.

One group of students were given a form to fill out saying they would volunteer for a project. A second group received a form which they needed to complete only if they did NOT want volunteer. 3 out of 4 volunteers came from the group that filled out the form stating their intention to volunteer.

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AuthorityPeople defer to experts.

The persuasive application is to expose your expertise - make it visible, storied and credentialed.

In an experiment, when the credentials of the care providers (physical therapists asking the participant to exercise) were prominently displayed on the walls of the therapy room, compliance jumped 34% and did not decline.

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ScarcityPeople want more of what they can not have.

Persuasive technique in action - introduce limits - in quantity, time and exclusive access. A one-of-a-kind, ending soon call to action will spur action. Frame offers not only in terms of what you will gain, but what you will lose if you don’t act.

Scarcity is amplified by Loss Aversion. The power of “loss language” was demonstrated in a 1988 study of California home owners written up in the Journal of Applied Psychology. Half were told that if they fully insulated their homes, they would save a certain amount of money each day. The other half were told that if they failed to insulate, they would lose that amount each day. Significantly more people insulated their homes when exposed to the loss language.

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