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Science of persuasion - Summary and Conversation Lesson


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Science of persuasion - Summary and Conversation Lesson

  1. 1. Dr. Robert Cialdini Steve Martin
  2. 2. • Dr. Robert Cialdini: Professor Emeritus of Psychology and Marketing, Arizona State University. • He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion
  3. 3. What are the six shortcuts?
  4. 4. Scarcity • How much of something exists • British airlines discontinued use of Concord • What is unique • What do they stand to lose
  5. 5. Reciprocity • People give back what they have received • Candy with the tip: one mint vs two mints • Candy with the tip: you are special, here’s more • Personalized • Unexpected
  6. 6. Authority • People follow the lead of credible experts • Display medical diploma • Uniforms • Property appraisals and contracts
  7. 7. Consistency • Ask for small commitments that can be made • Drive safe postcard vs billboard on lawn • Voluntary, active, public commitments
  8. 8. Liking • Three factors: • Similarities, compliments, cooperation • 2 groups, time = money vs. Small talk • Genuine compliments • Dale Carnegie
  9. 9. Consensus • Actions and behavior of others influences our actions • Towels on floor of hotel room: environmental benefits vs. awareness of others’ actions • THIS room
  10. 10. Summarize: