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Psychology Of Persuasion for Social Enterprise
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Psychology Of Persuasion for Social Enterprise


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Describing methods of triggering compliance behavior by applying Robert Cialdini's points from 'Psychology of Persuasion' and a basic overview of neuro linguistic programming to enhance communication …

Describing methods of triggering compliance behavior by applying Robert Cialdini's points from 'Psychology of Persuasion' and a basic overview of neuro linguistic programming to enhance communication effectiveness.

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  • 1. The Psychology of Persuasion Compliance engineering for social enterprise C. Caldwell Oct 2009
  • 2. Compliance or getting to YES What’s covered • Implications for developing new clients and client behaviours • New behaviours for yourself • Greater chance of success • Introduction to Neuro-Linguistic Programming
  • 3. Six Principles Six basic psychological principles that direct human behavior: 1. Contrast 2. Reciprocity 3. Social proof 4. Authority 5. Liking 6. Scarcity
  • 4. How We Think Automatic behavior is a vulnerability that can be exploited • Quicker pace to life means less time to think and contemplate • Reliance on less cues for guidance
  • 5. Contrast Exploiters will mimic trigger features to create automated response • Two Homes, One Buyer - comparing price and quality • Bad Marks at College?...lets get some perspective, at least she is not pregnant • What is the last thing you did? Now compare with a similar experience just before to understand the influence of the previous experience on your decision
  • 6. Reciprocity The custom of obligation drives us to return the favour • Societal and cultural obligations form our behaviours and create social order • You owe me one! • Social proof is more powerful when observing people who are just like us
  • 7. Social Proof We will make fewer mistakes by acting in accord with social evidenced than contrary to it • Suicide statistics creates more of the same - exposure to news replicates behaviour • How do I look? How am I doing? Self- correcting behaviour to fit in • Don’t just stand something! Why in emergencies, people stand and watch
  • 8. Liking Cooperation is a valuable source of liking; establishing that similar goals exist and mutual effort is required •We win! They lose! - why we cheer teams when they win and dis’ them when they don’t • Come together...right now...Tupperware! • Boys Summer Camp - We purposefully manipulate the visibility of our connections with winners and losers in order to make ourselves look good to anyone who views these connections
  • 9. Authority Authority imparts a human social organization that allows for development of social structures and social control that would otherwise be impossible • Don’t listen to him...he’s wearing a potato sack - Why we listen to suits more often • Absolutely shocking - The Milgram experiment • We are socially groomed to obey authority
  • 10. Scarcity Opportunities seem more valuable to us when their availability is limited •This slide will only be up for a limited time, so hurry • There are still a few chocolates available - watch people react • Information can also be exclusive and scarce - a modern age commodity
  • 11. Summary Some simple triggers: Say What? • Pretty good deal compared to the other • Here’s what I can do for you, will you do this for me? • Here is what the others are doing... • Your boss would want you to do this... • (Mirror actions, clothes, speaking style - be attractive) • This is a one of a kind opportunity we need to!
  • 12. Neuro-Linguistic Programming • NLP - a better way to understand behaviour Text • We gather information through our senses, then through our values and beliefs • Filtered information input -> Internal Map - > ‘State of being’ -> behaviour output
  • 13. NLP - Why? • know what you want and how to get it • build better relationships • enhance self-esteem and self-confidence • strengthen your ability to connect to others • COMMUNICATE more effectively
  • 14. NLP - How? Using the Four Pillars of NLP: Outcomes, Sensory Acuity, Behavioural Flexibility, Rapport Presuppositions - some beliefs about NLP: • The map is not the territory • We all have our own unique model • Experience has a structure or encoding • Life, mind and body are one system • Meaning of communication is the response you get • We are always on and communicating • Every behaviour has a reason • People make the best choices they know how • No such thing as failure - only feedback
  • 15. NLP - More presuppositions • If its not working - do something else • We all have the capability - we need to apply at the right time and place • If one person can do it, so can you • No one is ‘wrong’ - we are all good at something • In a system, the person with the most flexibility will control the system • Have more choices in any given situation
  • 16. Predicates • NLP is about processing - Visually, Auditory, Kinaesthetic • Communication is most effective when using the same primary representational system • Our representative system is what we use to make decisions! • Figure out what they use to process and match it when communicating
  • 17. Sources • Cialdini, Robert B. Influence : The Psychology of Persuasion. Rev. ed. New York: Quill, 2003. • Bavister, S.,Vickers, A. NLP: Teach Yourself. London, 2008.