psychology of influence of persuasion.pptx

A summery for those who want to do good in marketing. This is a synopsis from the book psychology of influence of persuasion it is about how you This book, which was a classic in business, served as a precursor to behavioural economics. Its examples might be a little out of date, but its fundamental ideas are still very potent.

1. A SUMMERY BY Ms. Neha Sharma

2. What the book is all about Based on 35 years of empirical research, Cialdini has identified following seven fundamental factors that influence persuasion: 1. Weapons of influence (also known as the "reason why"), 2. Reciprocation, 3. Commitment and consistency, 4. Social proof, 5. Like, 6. Authority, 7. Scarcity.

3. 1) Powerful instruments (Weapons of influence) Reason For - When a request is accompanied by a justification, the likelihood that it will be granted rises: "I have 5 pages, may I use the Xerox machine before you because I'm in a hurry" had a success rate of 94% compared to a success rate of 60% when no justification was provided. Spending increases when salespeople start by displaying the most expensive item to potential clients before moving down the price scale (as the next products seem cheaper in comparison).

4. 2)  Reciprocation / Recurrence Social duties - People naturally loathe being expected to pay them back, thus it’s common for a minor  favor  or gift to elicit a greater one in return.  This feature is taken advantage of all across the world, such as by Hare Krishnas who offer a flower as a "gift" when asking for donations (which they refuse to take back).  The social pressure to donate results in a higher giving rate than merely soliciting alone since the recipient cannot release themselves from the unconscious obligation.  By allowing customers to slice their own complimentary samples,  Indian grocery store sold £1000 worth of cheese in a short period of time. Reject and Retreat: This tactic entails making a big demand (or requesting a big favour ), waiting for it to be rejected, and then making a smaller demand in its place.

5. 3) Commitment and Consistency Once we have made a commitment, we frequently stick to it. According to studies, asking people if they would vote increases the likelihood that they will. This is why it is advised that we speak or in writing announce our goals, as we have a far better chance of following through. For Example: We called households and asked them to guess what they would do if offered to donate three hours of their time to a charitable cause. They were called back three days later and instructed to gather donations for charity. As a result, there were 700% more volunteers than before.

6. 4. Social Proof Everyone is affected by what other people do. We seek advice from others on proper manners when attending an unknown event or circumstance. For example, this is exploited at church collections or in bars. The tips or donations may occasionally be "salted" by having cash already present or by having a stooge donate cash to encourage others to leave tips. The degree to which the person whose activities we are seeing are comparable to ourselves amplifies this effect.

7. 5) Liking In general, we are more likely to say "yes" to requests from people we like than from people we don’t. Our perception of others is influenced by a number of important factors, including their attractiveness, resemblance, praise, contact and cooperation, conditioning, and association. According to studies, we instinctively ascribe qualities like talent, friendliness, honesty, and intelligence to persons who are physically attractive. The fact that "attractive" political candidates received 2.5 times as many votes as their less attractive opponents is not a coincidence. People who share our perspectives, interests, beliefs, and values are appealing to us. To build rapport and connection, we must therefore identify areas of common interest. Endless chain: The likelihood that a customer will buy anything improves when a salesperson approaches someone who has been suggested and says, "Your friend recommended this for you." It's challenging to refuse the salesman because doing so is like rejecting a buddy.

8. 6) Authority People are more likely to comply with someone whose authority they believe to be greater. Error rates in hospitals average 12% every day. This is because, even receiving strange or potentially dangerous requests, nurses and junior doctors very infrequently question the judgement of an authoritative figure. People in positions of leadership are frequently viewed and treated differently by us. People are more liberal in evaluating a person's height and are more circumspect in our interactions when a person's perceived power increases.

9. 7. Scarcity If we believe we will lose something, we are more driven to take action than if we believe we will win something. It would be less persuasive to say "Save £50 a month on..." than "You are losing £50 a month on..." More people want a rare item than one that is easily accessible. An auction's high-stress atmosphere can cause items to sell for more money because purchasers are afraid of losing out to someone else.

10. This book, which was a classic in business, served as a precursor to behavioural economics. Its examples might be a little out of date, but its fundamental ideas are still very potent.