Key Principles of Persuasion

15 replies
Good morning, Warriors!

I elected to drop this piece here because, even though it is most often applied to marketing, persuasion is a two-way street. Plus, most of the marketing guru's amongst you already know how to employ these principles (and many more) as strategy. But no matter how familiar we are with them, like many other things in self-development and maintenance, they are things that should be reviewed periodically as part of our self-inventory. Also, as hard as it is to believe, this might be someone's first introduction to these principles.

My undergrad degree was in Psychology, but that was some time ago. So, this piece is a combination of my words and things found around the web. I keep my own personal set of notes, so unfortunately I cannot attribute specific notes or direct quotes to any single person or place. But I Don't think any of this is copyrighted stuff, anyway. It's all been common knowledge for at least 30 years or more.

Please keep in mind that was is given below are very brief summaries of the principles (as each principle alone probably has an entire book dedicated to it somewhere out there.) Also, I've included some direct quotes of Dr. Cialdini from various educational film and video clips.

Some background on the 6 Key Principles of Persuasion

Psychologist Robert Cialdini, of Arizona State University, spent three years examining the universal principles and tactics of influence professionals - from the inside. As a sales trainee, a fundraiser and an advertising copywriter.

Currently, Dr. Cialdini is a Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. Besides being a psychology professor, he has authored numerous books and probably done more interviews than most of the more popular names we hear about today in marketing circles.

He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion. Influence has sold over 2 million copies and has been translated into twenty-six languages. It has been listed on the New York Times Business Best Seller List. Fortune Magazine lists Influence in their "75 Smartest Business Books of All Time."

Some of his most notable books are business classics, such as

  • Influence: The Psychology of Persuasion

  • On-line Persuasion: An examination of differences in computer-mediated interpersonal influence

  • Social Psychology: Goals in Interaction

  • Yes!: 50 Scientifically Proven Ways to Be Persuasive

The 6 Key Principles of Persuasion

Reciprocity

People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering 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. The good cop/bad cop strategy is also based on this principle.


Originally Posted by Robert Cialdini


One of the universal principles I've found is the principle of reciprocation, which suggests that we are obligated to give back to others the form of behavior that they have given to us. So, if someone does us a favor, we are significantly more likely to say yes when they ask for a favor in return. That's why the Hari Krishna society, for example, in the airport will come up to you and give you something before they ask for donation. It can be a flower, a book, whatever.
Keep those free reports coming!

Scarcity

Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.


Originally Posted by Robert Cialdini


A second principle that we can talk about is the principle of scarcity. The idea that things that are rare, that are scarce, that are diminishing in their availability to us, are more attractive. We want them more. As a consequence, many merchandisers will use strategies in which they'll give us time deadlines or availability limits on a product they want to sell. And because we can't have it after a certain time, we want it more, and we go out and buy it.
Limited-Time offer, our available slots are filling up quick, sign up by this date to get...

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. Cialdini notes Chinese brainwashing on American prisoners of war to rewrite their self-image and gain automatic unenforced compliance.


Originally Posted by Robert Cialdini


Another principle we can talk about is the principle of commitment. The idea that once we've made a stand, once we've taken a position on an issue, we are much more willing to say yes to any request that is consistent with that commitment. So, very often individuals will try to get us to make a small commitment that is consistent with the direction they want us to go. For example, a study was done in Toronto that showed if you can get people to agree to wear a little lapel pin that says, "Support your United Way"; two weeks later they will be twice as likely to give a donation to the United Way when the solicitors come and canvas the neighborhood.
Sometimes the Opt-In is just not enough, make 'em take action!

Authority

People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre.


Originally Posted by Robert Cialdini


Another principle we can talk about is the principle of authority. This is the idea that we are much more willing to follow the lead of someone who is a legitimately constituted expert or an authority.
If you're old enough to remember, "I'm not a doctor, but I play one on TV..." well, now you know where it came from.

Liking

People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them.


Originally Posted by Robert Cialdini


Another principle we can talk about is the principle of liking. People are much more willing to say yes to a request from someone they know and like. Of course, the classic example of this is the Tupperware party. Where they have arranged so that we are saying, "Yes," not to a stranger across a counter - we're saying "Yes" to a friend or a relative who's invited us there. And we know they'll be getting a cut of everything we buy.
My wife proves this one true over and over again. Except the parties she goes to are Lia Sophia, Pampered Chef, and Tastefully Simple. Exact same thing, just seems to cost about ten times more than the damn Tupperware did!

Social Proof

People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic.


Originally Posted by Robert Cialdini


A final principle we can talk about is the principal of consensus. The idea that we're much more willing to say yes to a request, if we have information that a lot of people around us are saying yes to that request. So, people can give us evidence, this is the largest selling, the fastest growing product, and were much more willing to say, "Yes! This is something for me," because everybody around us is doing so.
God bless those famous Fiverr video testimonials, lol!

Final Thoughts

Okay, that was one hell of a project. But if it introduces just one new person to these principles, then it was totally worth it. Further, it was a great journey of reflection and remembrance of some fundamental tenants to help keep my own consumer tendencies in check.

On a side-note, if someone were to ever combine these principles with some of the principles in Gavin de Becker's book, The Gift Of Fear, then they would probably be one of the most scam-proof, mentally prepared Warriors on the planet. (Are you familiar with the Unsolicited Promise?)

In any case, it was actually pretty fun to put together. I hope it helps someone out there.

Best of luck and have a great day!
#key #persuasion #principles
  • Profile picture of the author Hermes Urbanus
    Thanks! The experience was a nice refresher for me.

    EDIT:
    Hey, where did the post above this one go...? Phantom of the forums?
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  • Profile picture of the author Dorian Anthony
    Nice Post. I think social proof is one of the most powerful methods of marketing. Definitely something that works on me.
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  • Profile picture of the author Ron Lafuddy
    Excellent!

    Thank you for your efforts. Much appreciated.
    I especially enjoyed your comments highlighted in red.
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    • Profile picture of the author PTR
      Nice post and good summary of some of Cialdini's work.

      I would strongly recommend that people actually read his Influence book if you have the opportunity; even without the 'learning' it's a fascinating read and well worth the time.
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  • Profile picture of the author patrickamcc
    blerg snsa
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  • Profile picture of the author IMBlest
    Great post!

    I've heard of Robert Cialdini before.

    But your post has really encouraged me to read his book, Influence: The Psychology of Persuasion.
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  • Profile picture of the author Memetics
    Influence: The Psychology of Persuasion is a must read for anyone interested in the field.

    When you've read it buy a good book on evolutionary psychology and read that too. It will give you the knowledge to understand WHY his criteria work so well.

    Once you know why you can tinker around under the hood and create whatever you need when it's needed.
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    First we believe.....then we consider.

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    • Profile picture of the author Shadowflux
      Influence by Cialdini is a great book and I'm always recommending it.

      One thing which I feel was somewhat left out, in the book, is the desire for inclusion. People want to be accepted by a group. They want to be a part of something bigger, something which other people are a part of. I think this is an important aspect in human nature and it's worth the time you spend meditating on it.

      This is why so many persuasive people run a group of some sort. It's also why things like cults always have group meetings. When someone is alone, they're more inclined to make decisions as an individual. When they're in a group, however, they will often lose their own personal identity in favor of a group identity.

      It doesn't matter what the group does. It could be a UFO cult or an MLM recruitment meeting. People simply want to be a part of something. Things do, of course, sometimes go downhill once they've joined the group but this need for acceptance and inclusion is one of the main reasons they joined in the first place.

      In terms of marketing, this means a group dynamic may be more effective than an individual dynamic. A lot of sales copy focuses solely on the reader as an individual. Sometimes you can have more success if the copy is like an invitation to join a group which is already doing what the reader wants to do. They have the desire to make money, for example, but it's the need to join a group which really solidifies their decision.
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      • Profile picture of the author Memetics
        With the exception of scarcity all of Cialdini's principles are derived from the meta program of inclusion.

        The human brain evolved in a society where everyone lived in tribes of up to 150 people (Bigger tribes tended to splinter) for over a 100,000 years.

        Living in a tribe brought the advantages of protection and shared resources; things which are of great benefit to your gene line. To be thrown out of the tribe and having to survive on your own generally brought an abrupt end to it.

        Besides the fact you had no one to mate with you also stood a good chance of either being killed by predators or starving to death.

        The other 5 principles are all important because by following them your chances of banishment were dramatically reduced.

        Consider the principles from a stoneage evolutionary perspective.

        Liking:If the people in your tribe liked you they are less likely to banish you.

        Authority: If you challenged an authority and lost you would be either killed or banished.

        Reciprocity: If you helped others when they needed it they would help you, freeloaders would be a liability to the group and banished.

        Consistency: Not being consistent with what you say you will do and what you actually do could get people killed in such brutal times. Liability to the tribe again; banishment.

        Social proof: If everyone is doing something then it's usually a norm of the tribe which has worked in the past. Upsetting the applecart could get everyone killed so yet again you're out on your ear.

        So important to your genes survival were these principles that the brain evolved the negative emotions of shame and guilt to prevent you from breaking them.

        Like I said; Buy a good book on evolutionary psychology and the "secrets" of persuasion are all there in their purest form.
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        • Profile picture of the author Hermes Urbanus
          Originally Posted by Shadowflux View Post

          This is why so many persuasive people run a group of some sort. It's also why things like cults always have group meetings. When someone is alone, they're more inclined to make decisions as an individual. When they're in a group, however, they will often lose their own personal identity in favor of a group identity.
          Well said! Social-Psych was the field that got me hooked on psychology in the first place. Studying group behavior and dynamics at the micro-level is one of the most interesting areas of the social sciences.

          Originally Posted by Memetics View Post

          Like I said; Buy a good book on evolutionary psychology and the "secrets" of persuasion are all there in their purest form.
          Another favorite field of mine. The ironic thing about Evo-Psych is that it is truly one of the fields that sends people running away screaming. People want to understand people, but when they found out why it is that they themselves do some of the things they do or make the choices that they do -- instant shut down and denial. LoL!
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  • Profile picture of the author mpollak450
    It's great to review those principles. Thanks for that! I really think one that is over looked a lot is "Love." When your motivations are based in love for others, your actions, words, content, questions, etc will be received with many more open arms than skepticism. It falls under reciprocity by showing love in your actions, even in business and even through a webpage or email, it will generally compel others to positive action.
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  • Profile picture of the author Rory Singh
    I don't like to 'persuade' anyone. Have you ever tried to persuade your spouse to see things your way?

    I would much rather 'sort' through people who have already decided for themselves to persuade themselves.

    You can only help people that want to be helped.
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    • Profile picture of the author Hermes Urbanus
      Originally Posted by Rory Singh View Post

      Have you ever tried to persuade your spouse to see things your way?
      Brother, when it comes to my wife, I get my way... At least until she gets home.
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    • Profile picture of the author Memetics
      Originally Posted by Rory Singh View Post

      I don't like to 'persuade' anyone. Have you ever tried to persuade your spouse to see things your way?

      I would much rather 'sort' through people who have already decided for themselves to persuade themselves.

      You can only help people that want to be helped.
      What about people who want to be persuaded? We all carry a status quo bias to conserve energy and resources (evo psychology again) but it's a hindrance in the abundancy modern world.

      If you're coming from a good place then it's an ethical thing to persuade someone if they're going to benefit from it.
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      First we believe.....then we consider.

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  • Profile picture of the author hudsonliberty
    A lot of material to digest in a short period of time. I liked the end quotes explaining your experience with each. They were witty and wise.
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