This module will provide an overview on: The six principles of persuasion Inferences of influence from everyday life How the principles work n.b. It is a basic learning material. It may differ from various similar courses.

1. INFLUENCE
AND
PERSUASION
Sneha Keshari

2. This module will provide an overview on:
 The six principles of persuasion
 Inferences of influence from everyday life
 How the principles work
Influence and Persuasion
Sneha Keshari

3. After watching the module, the learners will be
able to:
 Comprehend the six principles of persuasion
 Use the principles of persuasion in their
everyday life
 Improve their persuasion skills at their
workplace and with their clients
Influence and Persuasion
Sneha Keshari

4. INFLUENCE
AND
PERSUASION
Robert Beno Cialdini is the Regent’s Professor
Emeritus of Psychology and Marketing at Arizona
State University.
His book, Influence: The Psychology of Persuasion is
one of the most popular books on persuasion and
marketing. In his book Cialdini mentions six
principles of influence.
 Principle of Reciprocity
 Principle of Scarcity
 Principle of Authority
 Principle of Consistency
 Principle of Liking
 Principle of Consensus
Dr. Robert Beno Cialdini
In his own words:
“When making a decision, it would be nice to think
that people consider all the available information in
order to guide their thinking. But the reality is very
often different. In the increasingly overloaded lives
we lead, more than ever we need shortcuts or rules
of thumb to guide our decision-making.”
Sneha Keshari

5. INFLUENCE
AND
PERSUASION
TABLE OF CONTENTS
Principle of Reciprocity
Principle of Authority
Principle of Scarcity
Principle of Consensus
Principle of Consistency
Principle of LikingClick on an icon to proceed
Sneha Keshari

6. Principle of Reciprocity
One of the most widely used principles to influence a person or a group of people is
The Principle of Reciprocity.
Reciprocity simply means returning a favour, gift or service in the form of another
favour, gift or service.
One of the most common examples of reciprocity can be cited from a restaurant.
When you visit a restaurant, a waiter or a waitress will provide you all the
necessary services a customer is supposed to have. By the time you finish eating,
he or she may bring you condiments without you even asking for it. It is likely that
his or her services are returned with a tip normally more than the usual, say by
15%. This tip can increase the chances of reciprocating with a gift that the
restaurant would offer to their best or regular customers.
Influence and Persuasion
Sneha Keshari

7. Reciprocate and earn points.
Your neighbor Sherin has returned from Netherlands. She has brought you a gift,
product that you were looking forward to buy for yourself before this Christmas.
You are on seventh heaven seeing the gift. Would you like to reciprocate?
Yes No
Press a button for the gift you would like to buy for Sherin.
Remember different gifts can get different points, select wisely.
Influence and Persuasion
Sneha Keshari

8. Principle of Scarcity
The thing that is scarce gets more attention by people. It has often been
observed that people demand a product when there is less supply of the same.
The principle of scarcity can be used effectively to influence others. Those
who are ready to purchase something that is scarce are given privilege and
are valued by the service provider. They are considered exclusive customers.
By focusing more on the ‘less’, a product or a service gets more popular. This
results in quick increase in profits.
Consider the examples that are highly persuading:
1. Limited period offer
2. Available only on Wednesdays
3. Production to be closed after November
4. Store to shut down next year
Influence and Persuasion
Sneha Keshari

9. Play the Scarcity Quiz and earn points
1. Which caption creates a sense of scarcity to influence people faster?
Choose the most appropriate option:
 Hurry! Limited-period offer
 Buy one, get one free
 Buy one, get two more
 Get 20% of on the 200gm packs
 Product available both online and offline
 Exchange offer applies on all products
 Offer available only for Premium Members
 Available across the country in all our stores
2. Which caption shows the exclusivity approach?
Influence and Persuasion
Sneha Keshari

10. Principle of Authority
How do you respond when you see an authority figure giving you some
instructions?
Of course, you follow their instructions.
Why so?
It is because we know that they are experts in their fields and their instructions
hold weightatge.
When a regular person presents a report on a recent important discovery, people
may or may not listen to him or her and take the discovery seriously. But when a
statement by a scientist, the authority figure, is made or the science behind the
discovery is quoted, people naturally tend to take interest.
Humans are inclined to go by the word of people in authority since ages. They get
persuaded easily by a traffic policeman to wear a helmet than by a regular
civilian.
Influence and Persuasion
Sneha Keshari

11. Drag and drop the answer of your choice in the box
given below. Remember, each answer carries
different points.
Consider a statement:
“There has been a five percent increase in the profits made by the artisans
and craftsmen of the country this month. The conditions of their life is
improving as has been observed recently.”
The same statement comes from two different sources. Whose statement
will be trusted and will influence more number of people?
Local Newspaper A Facebook post
by a common man
Drop your answer here.
Influence and Persuasion
Sneha Keshari

12. Principle of Consistency
People are more likely to commit to things or people they already are familiar
with. Commitment can be achieved only after consistency is maintained in a
certain task.
Asking people to plant more number of trees in their backyard is just an initial
stage in fighting the harsh climatic conditions. They will decide on their own
whether they want more trees or not.
People cannot be forced but they need to be convinced with a positive
approach to make them commit to do something. They first need to be
consistently involved in awareness about planting more trees.
If there is a Signature Campaign involved to encourage plantation of trees in
the backyard of the house, some people will definitely come out in its support.
This will encourage others as well to follow to the campaign and commit in
writing to plant more trees.
Influence and Persuasion
Sneha Keshari

13. Prove your commitment.
Drag any three of the given plants and drop them in the box given below.
Remember, each plant you select carries different points. So, choose wisely.
Time
00: 10sec
Drop the trees and plants here.
Influence and Persuasion
Sneha Keshari

14. Principle of Liking
People we like get more benefitted as compared to people we don’t like. It is a
very interesting principle common to many scenarios.
We like people who have common interests, speak same languages, prefer
eating at a certain restaurant and watch movies that we like. It initiates
communication and can lead to collaboration too.
Consider an example:
We join groups or community of people with common interests. The group gets
involved for a common cause and make it successful. When we join, we
naturally get connected to people, talk about common hobbies, common
family stuff and more.
Thus, creating personal influence and persuading a good number of people to
get a task done becomes way more influential.
Influence and Persuasion
Sneha Keshari

15. Press the green button for the thing you agree with
and red button for the thing you don’t agree with.
Paying compliments and discussing a buzzword with others can help to create
a great rapport. This association can be utilised later to influence them into
doing a good business.
Influence and Persuasion
Sneha Keshari

16. Principle of Consensus
Persuasion technique works better when people are made aware about the
influence or outreach of an activity, product or service. This is how a behavioural
change can be brought about in short span of time.
People want to do what others are doing or what others have done. People look
for social proofs. Only then it becomes easy to influence them
Do you know why the number of subscribers are mentioned below a video
channel, a podcast channel or any other social media page?
Have you seen such captions?
1. 70,000 people have already joined the community. What are you waiting for?
2. One million people have already benefitted from the aerobics classes. Grab your
deal NOW.
3. 75% of the people reuse the bottles in which we provide you the best milkshake
in town.
Influence and Persuasion
Sneha Keshari

17. Which social proof would you consider before purchasing a
television for yourself?
Influence and Persuasion
 Endorsement by a celebrity
 Endorsement by a beautiful sales model
 Advertisement by the television company
 Online reviews and comments
Sneha Keshari

18. Summary
The six principles of influence are:
 Principle of Reciprocity
 Principle of Scarcity
 Principle of Authority
 Principle of Consistency
 Principle of Liking
 Principle of Consensus
Sneha Keshari

19. Thank You
Sneha Keshari