This document summarizes Robert Cialdini's research on fixed action patterns and how marketers can leverage these hardwired behaviors to influence consumer purchases. It identifies six key fixed action patterns - authority, reciprocity, scarcity, commitment/consistency, social proof, and liking - and provides examples of marketing tactics aligned with each pattern, such as using symbols of authority to build trust or creating a sense of scarcity to drive demand. The overall message is that understanding human fixed action patterns allows marketers to unconsciously influence consumer behavior.
10. a fixed action pattern is simply a
hard-wired behaviour to a given
circumstance
11. here is what robert cialdani wrote
about a famous fixed action pattern
experiment in his book, influence…
12. “Turkey mothers are good mothers – loving, watchful, and protective. They
spend much of their time tending, warming, cleaning, and huddling their young
beneath them; but there is something odd about their method. Virtually all of
this mothering is triggered by one thing: the “cheep-cheep” sound of young
turkey chicks.
Other identifying features of the chicks, such as smell, touch, or appearance
seem to play minor roles in the mothering process. If a chick makes the cheep-
cheep noise, its mother will care for it. If not, the mother will ignore or
sometimes kill it.
The extreme reliance of maternal turkeys upon this one sound was
dramatically illustrated by behaviouralist M. W. Fox (1974) in his description of
an experiment involving a mother turkey and a stuffed polecat. For a mother
turkey, a polecat is a natural enemy whose approach is to be greeted with
squawking, pecking, clawing rage. Indeed, the experiments found that even a
stuffed model of a polecat, when drawn by a string to a mother turkey, received
an immediate, furious attack.
When, however, the same stuffed replica carried inside it a small recorder that
played the cheep-cheep sound of a baby turkey, the mother not only accepted
the oncoming polecat, but gathered it underneath her.”
21. 1. Authority
There is strong pressure (from systematic
socialization) in society for compliance with
the requests of an authority.
In addition it is frequently adaptive to obey
the dictates of genuine authorities as they
usually possess high levels of knowledge,
wisdom, or power.
As a result, we tend to react to symbols of
power as often as actual content.
33. ALWAYS BE THE FIRST & LAST
TO GIVE, ESPECIALLY IF THE
GIFT HAS LITTLE VALUE TO
YOU
34. 3. Scarcity
That which is rare or is becoming less
available is always more appealing.
Show genuine scarcity in the most tangible
way you can. Point out what will be lost by
not responding. People fear loss, so generate
a feeling of potential loss.
38. 4. Commitment & Consistency
Inconsistency is perceived as confused, two-
faced, or even mentally ill while consistency
is associated with personal & intellectual
strength.
Once you have committed to a purchase, an
action, a belief, or anything like that, it
becomes a piece of your identity and you will
tend to act in a manner that reinforces that
choice, lest you look inconsistent.
52. SHARE THIS DECK
& FOLLOW ME(please-oh-please-oh-please-oh-please)
stay up to date with my future
slideshare posts
http://www.slideshare.net/selenasol/presentations
https://twitter.com/eric_tachibana
http://www.linkedin.com/pub/eric-tachibana/0/33/b53
54. CREATIVE COMMONS ATTRIBUTIONS & REFERENCES
https://www.flickr.com/photos/marsdd/
https://www.flickr.com/photos/wallyg/
https://www.flickr.com/photos/seeminglee/
https://www.flickr.com/photos/sarah_c_murray/
https://www.flickr.com/photos/onthemantlephotography/
https://www.flickr.com/photos/pinksherbet/
https://www.flickr.com/photos/barackobamadotcom/
https://www.flickr.com/photos/davedugdale/
https://www.flickr.com/photos/andy-howell/
https://www.flickr.com/photos/thomashawk/
http://www.directcreative.com/influence-and-persuasion-the-rule-of-consistency.html
https://www.flickr.com/photos/justinwkern/
https://www.flickr.com/photos/rayovac/
https://www.flickr.com/photos/ssoosay/
https://www.flickr.com/photos/santarosa/
http://hqwide.com/patterns-textures-grid-illusions-grayscale-optical-illusion-wallpaper-30074/
Please note that all content & opinions expressed in this deck are my own and don’t necessarily
represent the position of my current, or any previous, employers
Editor's Notes
Fixed Action Patterns work for animals AND people!
MW Fox (PhD) study on mother turkeys
Turkey mothers are great mothers – loving, watchful and protective
Virtually all of this mothering is triggered by one thing – the “cheep cheep” sound made by young turkey chicks
Other identifying factors such as touch, smell, appearance play only a minor role
If no “cheep cheep” noise, mother will ignore the chick and may sometimes kill it
If stuffed polecat (natural predator) has “cheep cheep” recording, mother turkey will accept it into brood rather than attack it