Application of Compliance Theory to the Sale of Pharmaceuticals
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Application of Compliance Theory to the Sale of Pharmaceuticals

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This presentation summarizes the application of psychologist Robert Cialdini\'s compliance theory to the sale of pharmaceuticals.

This presentation summarizes the application of psychologist Robert Cialdini\'s compliance theory to the sale of pharmaceuticals.

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Application of Compliance Theory to the Sale of Pharmaceuticals Application of Compliance Theory to the Sale of Pharmaceuticals Presentation Transcript

  • INFLUENCEScience and PracticeDr. Robert B. Cialdini Presentation by Remy Wainfeld
  • “Each principle is examined as to its ability to produce a distinct kind of automatic, mindless compliance from people, that is, a willingness to say yes without thinking first” (x).
  •  Fixed‐action patterns: “Click, whirr”  Trigger features  Mental shortcuts  Contrast Principle
  •  Repay past favors Repay uninvited favors
  •  Commitment activates consistency Abilify
  •  Social influence  Uncertainty  Similarity Abilify Humira
  •  Physical attractiveness Similarity Compliments Contact and cooperation Conditioning and association
  •  Power of authority pressure Connotation, not content  Titles  Clothes  Trappings
  •  “As opportunities become less available, we lose freedoms.  And we hate to lose the freedoms we already have” (208) Limited quantities Time limits
  • “…with the sophisticated mental apparatus we have used to build word eminence as species, we have created an environment so complex, fast‐paced, and information‐laden that we must increasingly deal with it in the fashion of the animals we long ago transcended” (235)