The document summarizes the six principles of influencing others as presented in Robert Cialdini's book 'The Psychology of Persuasion.' These principles are reciprocation, commitment and consistency, social proof, liking, authority, and scarcity, each illustrated through various marketing examples and studies. Additionally, it discusses strategies on how to effectively utilize these principles while also addressing ways to say no to them.

1. 6 Methods of Influencing Others
By Pam Cheing, Marketing Manager at Ezypay/iconnect360
(and How to Say No)
2015

2. A summary from the book
“The Psychology of Persuasion”
by Robert B. Cialdini

3. About the author and the book
Psychologist, author, speaker
Over 2 million copies
26 languages
New York Times Best Seller
The Times Book of the Year

4. Weapons of Influence
We all have Fixed Action Patterns
Learn to trigger these action patterns to your advantage

5. Example: The discount coupon with no
discount

6. Contrast principle
Showing an inexpensive product
before an expensive product

7. Real estate agents show rundown
units before upgrading

8. The 6 Rules of Influence
• Reciprocation
• Commitment and consistency
• Social proof
• Liking
• Authority
• Scarcity

9. Rule 1: Reciprocation

10. Hare Krishna members and flowers

12. Free samples

13. The story of the German soldier

14. Because taking
without giving is not
the social norm.
People expect you to
repay debt, even
uninvited debt.
Why do we tend to reciprocate?

15. Like a man who buys a girl a drink

16. Make one offer first.
After it’s turned down, make a second offer.
People are less likely to turn down the second
offer when they feel that they’ve made a
concession.
How to use Rule of Reciprocity

17. 1/3 received a hand-written sticky
note requesting completion,
1/3 received a blank sticky note
1/3 without a sticky note.
Marketing Example
Results:
- Hand-written note: 69% response rate
- Blank sticky note: 43% response rate
- No sticky note: 34% response rate

18. Gifts do not have to be expensive or substantial
for reciprocation to work.
Sharing information and doing favours can also
work.

19. How do you say no to reciprocity?

20. Rule 2: Commitment and Consistency

21. Sales reps always starting with,
“How are you?”

22. Objective: Get more guests
to reuse their towels.
Marketing Example
#1: Reuse for the environment
#2: Reuse and the hotel will make a
donation!
#3: Hotel has given a donation, “will
you please join us?”
#4: State that most guests reuse their
towels at least once during their stay.

23. Objective: Get more guests
to reuse their towels.
Marketing Example
#1: Reuse for the environment
#2: Reuse and the hotel will make a
donation!
#3: Hotel has given a donation, “will
you please join us?”
#4: State that most guests reuse their
towels at least once during their stay.
38%
36%
46%
48%

24. Get the prospect to commit to something simple
and easy (like a Call-To-Action form)

25. Get the prospect to commit to something simple
and easy (like a Call-To-Action form)
Then get them to do even more stuff

26. Get the prospect to commit to something simple
and easy (like a Call-To-Action form)
Then get them to do even more stuff
The prospect must view it as doing it for their
own purpose.

27. Get testimonials from
people similar to your
target audience
Shows similar people also
enjoyed your
service/product
Product testimonials and movie
reviews leverage on the rule of
Commitment and Consistency.

28. How do you say no to C&C?

29. Rule 3: The social proof

30. Laughing track on old TV shows

31. Tip jars

32. 1987 - Anthony Greenwald interviewed voters on
the day before election day
Marketing Example
“Will you be
voting
tomorrow?”
“Why not?”

33. 1987 - Anthony Greenwald interviewed voters on
the day before election day
Marketing Example
100% people
interviewed said
that they would
vote.

34. 61.5% of voters not interviewed did not vote.
Marketing Example
86.7% who were
interviewed the
day before voted.

35. How to use the rule of social proofing?
People want to be consistent and true to their word.
Get people to respond by changing your sentences:
“Please call if you have to cancel.”
“Will you please call if you have
to cancel?”
Same
message,
different
response

36. How do you say no to social proofing?
Check your sources!

37. Rule 4: Liking

38. Rule 4: Liking
1.Physical attractiveness
2.Similarity
3.Compliments
4.Contact and cooperation
5.Conditioning and association
We like other people based on:

39. 2005, Randy Garner sent out a marketing survey
to participants with similar names.
Answer rate: 56%
Compared to 30% from
participants with
different names.
Marketing Example

40. How to use the rule of liking?
Know the audience’s challenges and preferences.
Get them to like you!

41. How do you say no to liking?
Keep your feelings separate when
making business decisions.

42. Rule 5: Authority

43. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.

44. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
Everytime someone answered incorrectly, you
increased their voltage by 15V

45. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
“NO! STOP! IT HURTS! HELP ME!”

46. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
Incredibly, 2 out of 3 testers would ignore the cries
and continue increasing the voltage as instructed by
the white lab coats.

47. When people are uncertain, they look outside
themselves for information to guide their
decisions.

48. Rule 6: Scarcity

49. Parental interference in a romantic
relationship.

50. We value banned information as
more valuable.

51. Marketing Example
1985, Coca Cola decided to
change their recipe and
called it “New Coke”.
During blind taste testing,
people preferred the New
Coke flavour over the old
flavour.

53. New Coke: “The Marketing Fiasco of the Decade.”

54. Because people couldn’t have the old Coke
anymore, it became the favourite.

55. This is why copywriters use sentences like:
“Don’t miss this chance…”
“Here’s what you’ll miss out on…”

56. How do you say no to scarcity?

57. Review: The 6 Rules of Influence
• Reciprocation
• Commitment and consistency
• Social proof
• Liking
• Authority
• Scarcity

58. My Personal Opinion
Being able to influence others is important.
But
You cannot win at life if you’re persuasive
and selfish.

59. For more info, read the book!
(Available at the Marketing
Team’s library)