THE PSYCHOLOGY OF PERSUASION Robert B Cialdini
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Transcript of THE PSYCHOLOGY OF PERSUASION Robert B Cialdini
THE PSYCHOLOGY OF PERSUASION
Robert B Cialdini
Aristotle Persuasion by logic, emotion and character
Central Route – deep thinking –
stable and resistant to competing messages –
rhetoric - logic
Storytelling – transportation
– emotion -empathy
Peripheral Route –
Heuristics character -
sincerity
CICERO
If you wish to persuade me, you mustthink my thoughts, feel my feelings and speak my words.
Persuasion – Preaching to the convertedAudience Analysis
What do they Want and Need to Hear
PASSION
Goal
Attention
Appeal to their emotions to re-
enforce their existing beliefs
UnderstandingBelief
Buy In
Make a logical argument for their
existing beliefs
Tie your arguments to their logical and re-
enforced beliefs
Persuasion – Changing someone’s mindAudience Analysis
What do they Want and Need to Hear
Combine familiarity and surprise – deep
thinking Use emotion to convince them of the new beliefs.
PASSION Audience involvement rhetorical questions –
deep thinking
Goal
AttentionUnderstanding
Belief
Buy In
Who was the most successful American President in the last 50 years?
. I have left orders to be awakened at any time in case of national
emergency, even if I’m in a cabinet meeting.
Reaganomics, Cold WarThe government’s view of the economy could be summed up in a
few short phrases: If it moves, tax it. If it keeps moving, regulate it. And if it stops moving, subsidize it.
Information is the oxygen of the modern age. It seeps through the walls topped by barbed wire, it wafts across the electrified borders.
The nine most terrifying words in the English language are, ‘I’m from the government and I’m here to help.’
Coercion, after all, merely captures man. Freedom captivates him.Above all, we must realize that no arsenal, or no weapon in the arsenals of the world is so formidable as the will and moral courage of free men and women. It is a weapon our adversaries in today’s world do not have.
Persuasion by logic, emotion and character – can we combine all three?
Central Route – deep thinking –
stable and resistant to competing messages –
rhetoric - logic
Storytelling – transportation
– emotion -empathy
Peripheral Route –
Heuristics character -
sincerity
Character – how we look and sound.Rhetoric – startling arguments - power of threeEmotion – Soaring Oratory and pictures
Reciprocation
Commitment consistency
Social proof
Liking
Authority
Scarcity
SIX PILLARS OF PERSUASION - CIALDINI
RECIPROCATION
In negotiation ask for a big favour they decline, then ask for a smaller favour - they grant it as long as the initial request is not seen as ludicrous.
People who agree with the lesser demand are found to have a greater commitment to the bargain and a greater satisfaction with the deal.
Lyndon Johnson Succeeded – Carter did not
Negotiating a money split UCLAExtreme first demand and stuck
hard
Moderate demand and stuck hard
Extreme first demand and then gradually retreated to the
moderate demand
Produced the best resultFelt more responsibilityFelt more satisfaction and therefore more likely to agree to other requests
Commitment and Consistency1. Racetrack – more confident after you bet – once you commit
you try and act consistently2. Beach experiment – get them to commit and they will risk all3. Friedman and Fraser – 3” sign to 10’ sign Even signing a
petition changed it.4. Our deeds define us even to ourselves.5. Deutsch & Gerard length of lines written down. Written down
and erased and just kept in mind
Commitments are stronger when they are public and effort-full – boot-camps. Once made we see ourselves differently and will act consistent with the new commitment even if the original reason is removed – doghouse approach
SOCIAL PROOFS THE WERTHER EFFECT
DAVID PHILLIPS FOLLOWED PUBLICISED SUICIDES AND FOUND AN ADDITIONAL 58 SUICIDES AFTER EACH ONE AND ADDITIONAL CAR AND PLANE CRASHES
HEAVYWEIGHT FIGHTS PROMPT INCREASES IN
HOMICIDES
LIKING
Attractiveness
Similarity – mirror and match - NLP
Compliments – don’t even have to be accurate
Contact and co-operation – jigsaw schooling
Association
Association
AUTHORITYTHE MILGRAM
STUDY
AUTHORITY TITLE,
CLOTHES,POSTURE JAY WALKING
350% TRAPPINGS
ETC
SCARCITY – PSYCHOLOGICAL REACTANCE WE HATE TO LOSE OUR FREEDOM OF CHOICE
• Terrible twos• Teenage rebellion• Parental interference in love affairs 140 couples• Dade County Florida banned phosphates• Censorship – we value what has been censored• Normal 100% becoming scarce 200% becoming
scarce and not many people know this 600%• Newly scarce more valued than always scarce
Reciprocation
Commitment consistency
Social proof
Liking – attractiveness, similarity, compliments,
co-operation, association.
Authority
Scarcity
SIX PILLARS OF PERSUASION - CIALDINI