(MBASkills.IN) Influence: The Psychology of Persuasion

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The document discusses six principles of persuasion: reciprocity, scarcity, authority, consistency, liking, and consensus. Reciprocity refers to returning favors and obligations. Scarcity suggests things are more valuable when rare. Authority establishes expertise. Consistency promotes predictable behavior. Liking exploits positive feelings. Consensus finds safety in numbers. The principles were discussed by a marketing professor with a Ph.D. and M.S. in marketing from 2003 to 2009 and 2013 to present at the Indian Institute of Management, Lucknow.

Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management, Lucknow
26
© Sameer Mathur 26
Prof. Sameer Mathur
MBASkills.in

Conversion optimization is really about influence. You are influencing people to convert. You are understanding how the mind works. In order to become better at CRO you need to learn from the master of influence and psychology, Robert Cialdini. How to Apply Cialdini’s Six Principles of Influence to Your Website (http://www.jeremysaid.com/how-to-apply-cialdinis-six-principles-of-influence-for-cro/)

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