Influence：Principles of Persuasion

By Rina Cao

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Performance Against Comon Sense

• Situation： What should a salesman do to sell out his jewels , which were high

-quality but unsaleable on the original price, in tourist season?

What would you do if you were the salesman?

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Performance Against Comon Sense

To increase the price. The basic principle(people believe when purchasing):

High price= High quality

→ Raising Price Sky-high Can Make Tourists Who Wants to Buy Real Good Stuff Purchase More.

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The Fixed-Action Pattern

• Fast-paced life with complex and confusing economic environment infeasible to analyse everything experience classified according to its feature

→ The shortcut—— the fixed-action pattern is needed the more complex our life is, the more we are to rely on the short-cut, whic

h is not that reliable sometimes. turn to a weapon when exploited to persuade consumers into purchasing

And that is psychology of consumption

Reciprocity

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Reciprocity

• People tend to return a favor– Return in a similar way

– Expect for another favor if possible

Comparison eg. good cop/ bad cop strategyCompromise A So-Called Free eg. free samples in marketing

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Reciprocity: A Case

Ethiopia provided thousands of dollars in humanitarian aid to Mexico after the 1985 earthquake, despite Ethiopia suffered from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support

Mexico provided when Italy invaded Ethiopia in 1935.

Social Proof

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Social Proof

• People will do things that they see other people are doing.

• Criterion for telling right from wrong: others' thought• When will something make sense?

When others are doing so in a certain occasion.

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Social Proof: A Experiment

One or more confederates look up into the sky.

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Social Proof: A Experiment

Bystanders would then look up into the sky to see what they were seeing.

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Social Proof: A Experiment

The experiment stopped because of traffic jam.

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Social Proof: A Case

• When a suicide was widely reported, the local suicide rate rose surprisingly( about 7 times) instead.

• People sometimes act indifferently just because others don’t offer a helping hand.

So, what would you do to ask for rescue if you had an acute stroke in the street ?

Other Principles

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Commitment and Consistency

• If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement.

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Authority

• People will tend to obey authority figures, even if they are asked to perform objectionable acts.

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Liking

•People are easily persuaded by other people that they like.

Scarcity

Perceived scarcity will generate demand.

Thinking as an economist.Learning about persuasion.

Protecting yourself from psychological hintwhen perchasing.

Making rational choices.

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Reference

Influence: The Psychology of PersuasionRobert B. Cialdini

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THANK YOU!