Science Of Persuasion

Science Of Persuasion

researchers have been studying the factors that influenced us to say yes to the requests of others for over 60 years and there can be no doubt that there is a science to how we are persuaded and a lot of this science is surprising when making a decision it would be nice to think that people consider all the available information in order to guide their thinking but the reality is very often different in the increasingly overloaded lives we lead more than ever we need shortcuts or rules of thumb to guide our decision-making my own research has identified just six of these shortcuts as universals that guide human behavior they are reciprocity scarcity Authority consistency liking and consensus understanding these shortcuts and employing them in an ethical manner can significantly increase the chances that someone will be persuaded by your request let's take a closer look at each in turn so the first universal principle of influence is reciprocity simply put people are obliged to give back to others the form of behavior gift or service that they have received first if a friend invites you to their party there's an obligation for you to invite them to a future party you are hosting if a colleague does you a favor then you owe that colleague a favor and in the context of a social obligation people are more likely to say yes to those that they owe one of the best demonstrations of the principle of reciprocation comes from a series of studies conducted in restaurants so the last time you visit a restaurant there's a good chance that the waiter or waitress will have given you a gift probably about the same time that they bring your bill a liquor perhaps or a fortune cookie or perhaps a simple mint so here's the question does the giving of a mint have any influence over how much tip you're going to leave them most people will say no but that mint can make a surprising difference in the study giving diners a single mint at the end of their meal typically increase tips by a around 3% interestingly if the gift is doubled and two mints are provided tips don't double they quadruple a 14% increase in tips but perhaps most interestingly of all is the fact that if the waiter provides one mint starts to walk away from the table but pauses turns back and says for you nice people here's an extra mint tips go through the roof a 23% increase influenced not by what was given but how it was given so the key to using the principle of reciprocation is to be the first to give and to ensure that what you give is personalized and unexpected the second universal principle of persuasion is scarcity simply put people want more of those things they can have less of when British Airways announced in 2003 that they would no longer be operating the twice-daily London New York Concorde flight because it had become uncanonical to run sales the very next day took off notice that nothing had changed about the Concorde itself it certainly didn't fly any faster the service didn't suddenly get better and the airfare didn't drop it had simply become a scarce resource and as a result people wanted it more so when it comes to effectively persuading others using the scarcity principle the science is clear it's not enough simply to tell people about the benefits they'll gain if they choose your products and services you'll also need to point out what is unique about your proposition and what they stand to lose if they fail to consider your proposal our third principle of influence is the principle of Authority the idea that people follow the lead of credible knowledgeable experts physiotherapists for example are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms people are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform than casual clothes what the science is telling us is that it's important to signal to others what makes you a credible knowledgeable authority before you make your influence attempt of course this can present problems you can hardly go around telling potential customers how brilliant you are but you can certainly arrange for someone to do it for you and surprisingly the science tells us that it doesn't seem to matter if the person who introduces you is not only connected to you but also likely to prosper from the introduction themselves one group of real estate agents were able to increase both the number of property appraisals and the number of subsequent contracts that they wrote by arranging for reception staff who answered customer inquiries to first mention their colleagues credentials and expertise so customers interested in letting a property were told lettings let me connect you with Sandra who has over 15 years experience letting properties in this area customers who wanted more information about selling properties were told speak to Peter our head of sales he has over 20 years experience selling properties I'll put you through now the impact of this expert introduction led to a 20% rise in the number of appointments and a 15% increase in the number of signed contracts not bad for a small change in formed from persuasion science that was both ethical and costless to implement the next principle is consistency people like to be consistent with the things they have previously said or done consistency is activated by looking for and asking for small initial commitments that can be made in one famous set of studies researchers found rather unsurprisingly that very few people would be willing to erect an unsightly wooden board on their front lawn to support a drive safely campaign in their neighborhood however in a similar neighborhood close by four times as many homeowners indicated that they would be willing to erect this unsightly billboard why because 10 days previously they had agreed to place a small postcard in the front window of their home that signaled their support for a drive safely campaign that small card was the initial commitment that led to a 400% increase in a much bigger but still consistent change so when seeking to influence using the consistency principle the detective of influence looks for voluntary active and public commitments and ideally gets those commitments in writing for example one recent study reduced missed appointments at health centers by 18 percent simply by asking the patient's rather than the staff to write down appointment details on the future appointment card the fifth principle is the principle of liking people prefer to say yes to those that they like but what causes one person to like another persuasion science tells us that there are three important factors we like people who are similar to us we like people who pay us compliments and we like people who cooperate with us towards mutual goals as more and more of the interactions that we are having take place online it might be worth asking whether these factors can be employed effectively in let's say online negotiations in a series of negotiation studies carried out between MBA students at two well-known business schools some groups were told time is money get straight down to business in this group around fifty five percent were able to come to an agreement a second group however we're told before you begin negotiating exchange some personal information with each other identify a similarity you share in common then begin negotiating in this group ninety percent of them were able to come to successful and agreeable outcomes that were typically worth eighteen percent more to both parties so to harness this powerful principle of liking be sure to look for areas of similarity that you share with others and genuine compliments you could give before you get to business the final principle is consensus especially when they are uncertain people will look to the actions and behaviors of others to determine their own you may have noticed that hotels often place a small card in bathrooms that attempt to persuade guests to reuse their towels and linen most do this by drawing a guests attention to the benefits that reuse can have on environmental protection it turns out that this is a pretty effective strategy leading to around 35 percent compliance but could there be an even more effective way well it turns out that about 75 percent of people who check into a hotel for four nights or longer will reuse their towels at some point during their stay so what would happen if we took a lesson from the principle of consensus and simply included that information on the cards and said that 75 percent of our guests reuse their towels at some time during their stay so please do so as well it turns out that when we do this towel reuse Rises by 26% now imagine the next time you stay in a hotel you saw one of these signs you picked it up and you read the following message seventy-five percent of people who have stayed in this room have reused their towel what would you think well here's what you might think I hope they're not the same towels and like most people you probably think that this sign will have no influence on your behavior whatsoever but it turns out that changing just a few words on a sign – honestly point out what comparable previous guests have done was the single most effective message leading to a 33 percent increase in reuse so the science is telling us that rather than relying on our own ability to persuade others we can point to what many others are already doing especially many similar others so there we have it six scientifically validated Princip of persuasion that provide for small practical often costless changes that can lead to big differences in your ability to influence and persuade others in an entirely ethical way they are the secrets from the science of persuasion you

46 thoughts on “Science Of Persuasion

  1. Our video on the Six Universal Principles of Persuasion has over ten million views! Thank you for supporting Dr. Robert Cialdini and INFLUENCE AT WORK. We’re thrilled to help so many people maximize their professional success!

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    What is your favorite or most used principle of persuasion? How has it helped you out in your personal or professional life?

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  2. 1. Reciprocity
    People are more persuaded to give when they have received something unexpected as a way to return their gratitude.
    2. Scarcity
    People are more persuaded to buy when the service or good is limited supply.
    3. Authority
    People are more easily persuaded to buy from someone with credentials, even if the credentials being given to them are from someone in the same company.
    4. Consistency
    People are more persuaded to do an action when it’s not much of a stretch from an action they’ve taken previously.
    5. Liking
    People are more easily persuaded to buy from people they like. People like someone that is similar to them, offers genuine compliments, and works toward a similar goal as them.
    6. Consensus
    People will be more persuaded to do something if they are told everyone else is doing it.

  3. Wow. Now i get it. The reason why i cant convince my mother to quit chemo is because a doctor who is an "authority" on health has told him despite all the explanation i told to my mother that chemo would do more harm than good to her because i have read tons of comments in the internet about people who regret having chemo. Maybe i just give up on convincing my mother to quit chemo because i am just a simple guy who loves to read about natural health remedies on the internet and the doctor has already cast a spell on my mother using scare tactics.

  4. I love this book!

    Influence: The Psychology of Persuasion (2006) by Robert B. Cialdini

    This is interesting, Cialdini writes, "What I'm talking about is pre-suasion, directing their minds to the moment before they experience the content. There's this interesting study. A guy goes to a shopping mall in France. And he tries to get women's phone numbers as they pass various shops so he could call for a date. But in neither of those cases was he very successful. He only got a number 13% of the time. But there was one kind of shop that doubled his success rate when women were passing it, a flower shop. Why? Because flowers put women in the mindset of romance." Wow! I love to learn psychology and the human mind. When I listened to Les Brown, my favorite motivational speaker, he had a list of books he recommended. Top 10 on his list was this book, which was a really fascinating and enlightening read. It reminds me why being a skeptic and a cynic sometimes are so valuable and necessary – particularly in today's world.


  5. Fabulous information. I knew the one about the towels from a book YES! 50 secrets about the power of persuasion. Another tip is to tell a lie for long enough till people actually believe it: science, politics, food industry, drug industry can use it but even yourself you can use it too. You can tell yourself "I am smart…I am smart…I am smart" or beautiful or likeable or musically talented…or whatever else. If you say this often enough and long enough you will start to believe in it. Let's call it self-persuasion. People who will like this comment are on average 87% smarter and better looking than those who will not like it.

  6. Π—Π°Π΅Π±Π°Π»! МСня Π·Π°ΡΡ‚Π°Π²Π»ΡΡŽΡ‚ это ΡΠΌΠΎΡ‚Ρ€Π΅Ρ‚ΡŒ Π½Π° ΡƒΡ€ΠΎΠΊΠ΅ Π΄ΠΈΠ·Π°ΠΉΠ½Π°

  7. Reciprocity: mints is a bad example, how do we know the mints or "gifts" were the cause of the increase tip? Was there a control group? Also how do we know the servers who used mints weren't just better at their job?

    I believe it works but I just feel like that's a shitty example.

  8. Not badβœŠπŸ‘ŒπŸ€˜πŸ–πŸ‘πŸ‘πŸ‘‹πŸ‘‹β˜οΈπŸ‘†πŸ‘‡πŸ‘‡πŸ‘ˆπŸ‘‰πŸ‘‰πŸ––πŸ–•βœ‹πŸ‘ŠβœŒβœŒβœŠπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘ŒπŸ‘Œ

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