A Case study by Robert B. Cialdini

1. Robert B. Cialdini
HARNESSING THE SCIENCE OF
PERSUASION
Presented by:-
Gagan Doshi

2. INTRODUCTION
Process aimed at changing a person’s or group’s
attitude towards some event, idea, object by using
written or spoken words.

3. PRINCIPLES OF PERSUASION

4. PRINCIPLE OF LIKING
• People like those who like them.
• Example :-
Tupperware party is true for
business.
• Liking can be increased by
Similarity
Praise

5. PRINCIPLE OF RECIPROCITY
• Give what you want to receive.

6. Example :-
• Disabled American veterans organisation

7. PRINCIPLE OF SOCIAL PROOF
Psychological phenomenon where
people assume the action of others in
order to reflect correct behaviour of a
given situation.

8. PRINCIPLE OF CONSISTENCY
• People align with their clear
commitments.
• People should make their
commitments
• Active
• Public
• Voluntary

9. • Psychologists call consistency a “Decision heuristic” –
A shortcut for making decisions.
• Consistency helps us in avoiding unpleasant emotions.
• Commitment is a key to trigger the rule of consistency.

10. PRINCIPLE OF AUTHORITY
We are more likely to be persuaded by
someone who we believe holds more
power or knowledge than we do.
Application :-
• Expose your expertise
• Don’t assume it’s self-evident
• Establish expertise early in the game

11. • EXAMPLE
Experts view on the topic –
Effects on public opinion – Dramatic

12. PRINCIPLE OF SCARCITY
• People want more of what they can
have less of.
• Items and opportunities are seen to be
more valuable as they become less
available.

13. Example :-
• Power of loss language – California study(1998)
Insulation of home
• Purchase decision of wholesale beef buyers
Overseas weather condition

14. SUMMING UP
Although the principles can be applied
separately, they should be applied in
combination to compound their impact.
Rules of ethics must be
emphasised upon. Dishonest or
high-pressure tactics work only in
short run.

15. THANK YOU

16. QUESTIONS
IF ANY ?