(feature image credit: scientips.com)
“Excuse me, I have five pages. May I use the Xerox machine?”
“Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush”
In this case, where someone stands behind another person in a queue to use the photocopy machine.
The first question worked 60% of the time compared to the second question, which worked 94% of the time. People like to have a reason for what they do. Give them a reason and they’ll more likely comply with your request
This is called the “Weapons of Influence” where Showing potential customers the most expensive item first then working downwards in price leads to an increase in the amount spent (as the next products seem cheaper in comparison).
Says the most cited social psychologist, Robert Cialdini who has explained how people use psychological weapons to influence orders in their day-to-day life through his book: Influence: The Psychology of Persuasion
Have you ever wondered about the Psychology, when people say “Yes” – and how to apply these understandings?
Influence is all about human psychology and how we, as humans, can be persuaded to do different things based on different stimuli and information.
Cialdini has identified six core principles that affect these decision making short cuts, particularly in relation to purchasing and consumption decisions. The main message that he delivers is that if you understand these six principles, then you can use them to your advantage when trying to persuade others to take a specific action or buy a specific product.
These principles are so powerful that they generate substantial change in a wide range of circumstances. Some of these principles you are probably aware of, while other principles of persuasion you might be learning for the first time.
Now, let’s understand each of the 6 universal principles of persuasion identified by Cialdini:
- Reciprocity
The first universal principle of persuasion is reciprocity.
People are more willing to comply with requests (for favors, services, information, concessions, etc.) from those who have provided such things first. The rule of reciprocity is essentially, I do something for you, and in return, you do something for me. If you receive a gift, a service, a free sample or a favour from someone else, then you are more likely to give something back to that person.
We as humans naturally hate being in debt to someone else, and so even a small gift or favor can lead to larger reciprocation.
Companies offering you a higher price then follow up with a lower price by making this concession, it seems like they are doing you a favor! – It’s another way reciprocation works to persuade you
Give and you shall receive! That’s the power of reciprocity.
2. Scarcity
The second universal principle of persuasion is Scarcity.
“only 5 seats left at this price”
“limited edition shoes”
“All flats are sold, only 2 are left, they are filling fast”
The less of something there is, the more people tend to want it. This holds true for experiences as well as for material products. There’s not really much more to say about this one.
From a persuasion and influence perspective this means that to increase interest in your product or service, you may benefit from reducing its availability (or at least creating a sense of scarcity).
In the world of work it may be possible to create a sense of scarcity around your own availability. This may lead to an increase in desire for what you have to offer. Of course, not everyone is in a position to do this, only those with power. Doing so when you don’t have that power may simply lead others to tell you you’re inefficient.
3. Authority
The third universal principle of persuasion is Authority.
This principle of persuasion is something we usually learn early on.
The principle of authority is that the greater the perceived authority of the person, the more likely you are to comply with their demands and comments. People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise. These authorities include doctors, lawyers, businesspersons, police officers, etc.
We generally trust people with credentials and a lot of education.
Authority is very powerful and should be used carefully.
4. Commitment and consistency
The fourth universal principle of persuasion is Commitment and Consistency
This principle is about our “…desire to be (and to appear) consistent with what we have already done. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”
e.g You tell everyone you’re launching a product in 3 months. The public announcement, or what I call “forced accountability,” will motivate you to be more consistent in your execution so you hit your goal.
5. Liking
The fifth universal principle of persuasion is Liking.
Do you like Cricket? Me too…
Simply what it means is, we prefer to say yes to the request of those we like over those we don’t. There are several key properties that determine our view of people: Attractiveness, similarity, compliments, contact & co-operation, conditioning and association. Studies found we automatically attribute traits such as talent, kindness, honesty and intelligence to attractive people. It is no co-incidence that ‘attractive’ political candidates received two and a half times the votes of unattractive rivals.
We like people who are similar to us, with the same views, interests, beliefs and values. We therefore need to find areas of shared interest to increase rapport and connection.
6. Consensus (or social proof)
The sixth and last universal principle of persuasion is Consensus or Social Proof.
“best-selling products”
“117989 People has already bought it”
“ 5 rating by 9 out of 10 people”
What does it reflect?
Humans are social by nature and generally feel that it’s important to conform to the norms of a social group. This means that when it comes to decision making, we often look around us to see what others are doing, before making our mind up.
Interestingly, the more socially specific communications of this type are, the more effective they are.
REFLECTIONS…
The Psychology of Persuasion is all about“how you communicate” and “how you use your words”
One side, now that You’ve learned about these six principles of persuasions, you will be able to have a better understanding on how to use it at work and in your professional environment
On the other side, you’ll also be able to get the skill of handling people who are trying to make a quick buck through deceitful techniques.
About Author: Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini received his PhD from University of North Carolina and post-doctoral training from Columbia University. He holds honorary doctoral degrees (Doctor Honoris Causa) from Georgetown University, University of Social Sciences and Humanities in Wroclaw, Poland and University of Basil in Switzerland. He has held Visiting Scholar appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. Dr. Robert Cialdini has spent his entire career conducting scientific research on what leads people to say “Yes” to requests. The results of his research, his ensuing articles, and New York Times bestselling books have earned him an acclaimed reputation as a respected scientist and engaging storyteller. His books, including “Influence” and “Pre-Suasion”, have sold more than five-million copies in 41 different languages.