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 effectiveness.

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Psychology Of Persuasion for Social Enterprise

  1. 1. The Psychology of Persuasion Compliance engineering for social enterprise C. Caldwell Oct 2009
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.