Slides from the "Advanced Consumer Marketing" course at Linköping University, Sweden. Robert Cialdini wrote "Pre-Suasion" this 2016. I have already used his previous book "Influence" in a Marketing course on Consumer Behavior for Master's students (http://www.slideshare.net/guyaderhugo/influence-54642692), and this is a series of slides on his new book. This concept of Pre-Suasion is to create opportunities to persuade. By introducing a sympathetic a concept or idea, before recipients encounter the actual message, in that created Privileged Moment, they already associate positively what comes next.

1. Pre-Suasion
A Revolutionary Way to
Influence and Persuade
Robert Cialdini (2016)

2. “The process of arranging for recipients to be
receptive to a message before they encounter it.”
It's about timing! ~ privileged moments
Pre-suasive practices create opportunities to
persuade. But it's not a permanent association.

3. By guiding preliminary attention strategically, it's
possible for a communicator to move recipients
into agreement with a message before they
experience it. They key is to focus them initially
on concepts that are aligned associatively with
the yet-to-be-encountered information.

4. Openers
frames, anchors, primes, mindsets, impressions
• Pre-suasive openers that renders individuals
vulnerable to aligned requests.
• Attention is focused on one aspect of the situation,
and suppressed from competing aspects.
"Do you consider yourself a helpful
person?"
✓ When people respond Yes, they are in
a privileged moment of influence to be
consistent with that public statement
and help out (i.e. fill-in survey).
"Well, if you're unhappy, you'd want to
make a change that, right?"
✓ One aspect has been elevated to
attention, which makes us think
differently
Bolkan & Andersen 2009

5. Attention
Importance of:
1. Managing the
background
2. Inviting favorable
evaluations
3. Shifting the task at
hand
Commanders:
A. The Attractors:
Sex & Violence
B. The Magnetizers:
• Self-relevant
• Unfinished
• Mysterious
Nothing in life is as important as you think it is while you are thinking about it.

6. Associations
I Link, Therefore I Think
• Language & Vocabulary
- Metaphors
- "Success" words
- I, We, Me,
- Easy

8. Associated concepts stay at the forefront of our sub-
conscious while non-linked concepts are suppressed
(temporarily).
• How soon?
• How far?
• How manufacturable?
If/When... Then... + 15~30% compliance
➡
On high alert for a particular time/circumstance
when a productive action can be preformed.

9. Influence
Not only using the principles of influence in the
message delivered, but also before the message.
For instance, successful communicators not only use
the principle of authority inside their message, but
also by highlighting associated concepts in just the
moment before it's delivered.
an update…

10. Influence
1. Cultivate a positive association
Reciprocity & Liking
2. Reduce uncertainty
Social proof & Authority
3. Motivate action
Consistency & Scarcity

11. Reciprocity
People say yes to those they owe.
So be first.
To optimise return,
favours must be:
1. Meaningful
2. Unexpected
3. Customised

12. Liking
Similarities: We like those who are like us.
Compliments: We like those who compliment us.
The number one rule for salesperson is to
get the customers to like you, is to show
them you genuinely like them.

13. Social Proof
Validity: We follow the lead of those who are like us
and their response (by their increased frequency)
seems the correct one.
Feasibility: If others are doing it, that means it's
achievable. Their actions become more realistic and
implementable.

14. Authority
‣ Not necessarily someone who is in authority, but
someone who is an authority.
A “credible and recognised”
expertise?
Trustworthiness: We want to trust that a communicator is
presenting information in an honest and impartial fashion.

15. Scarcity
We want more of what we can have less of.
Our aversion to lose something is a key factor.
Loss is the ultimate form of scarcity, rendering the
valued item or opportunity unavailable.
‣ Purchase limits (ie "Only X per customer") doubled
sales for 7 grocery products (Inman et al. 1997).
Because rare items are associated with a higher
economic value (Dai et al. 2008).

16. Consistency
We want to be (or be seen) as consistent with our
existing commitments, statements, actions, etc.
Practitioners leverage existing commitments, or install
new commitments
‣ i.e. referral programs affect attitude and loyalty
towards the recommended service provider
(Kuester and Benkenstein 2014).

17. Unity
❖ There is a certain type of identity that best
characterises a We relationship. If pre-suasively
raised to consciousness, it leads to more acceptance,
cooperation, liking, help, trust, and assent.
➡ Being Together
➡ Acting Together

18. Unity: Being Together
we is the shared me
Shared personal relationships (e.g. ethnicity,
nationality, family, political or religion affiliations)
• Kinship (bro!, sisterhood, motherland, heritage, …)
• Place (“home”, locality)

19. Warren Buffett's letters to Berkshire Hathaway
shareholders:
“A number of good things happened at Berkshire
last year, but let's first get the bad news out of the
way.” (2012)
“I will tell you what I would say to my family today if
they asked me about Berkshire’s future.” (2015)

20. Unity: Acting Together
All for one & One for all
All human societies have developed ways to respond
together, in unison or synchrony inside songs,
marches, rituals, or dances.
When people act in unitary ways, they become
unitised.
๏ Enhanced liking
๏ Greater support

21. Anything too stupid to be spoken, is sung.
Music possesses a rare synchronising power!
• 87% TV ads contain music
- Best for familiar, feelings-based products
(snacks, body scents) in an emotional context
Voltaire

22.
Bolkan & Andersen (2009). “Image Induction and Social Influence:
Explication and Initial Tests”. Basic and Applied Social Psychology, 31(4),
317-324.
Cialdini (2016). Pre-Suasion: A Revolutionary way to Influence and Persuade.
Simon & Schuster.
Dai, Wertenboch, & Brebel (2008). “The value heuristic in judgments of
relative frequency”. Psychological Science, 19(1), 18-19.
Inman, Peter, & Raghubir (1997). “Framing the Deal: The Role of Restrictions
in Accentuating Deal Value”. Journal of Consumer Research, 24(1), 68-79.
Kuester & Benkenstein (2014). “Turning dissatisfied customers into satisfied
customers: How referral reward programs affect the referrer's attitude and
loyalty toward the recommended service provider”. Journal of Retailing and
Consumer Services, 21(6), 897-904.
Graphics: https://thenounproject.com

23. Hugo Guyader — 722G86 Lecture 3
Hugo Guyader
๏ PhD student in Marketing since 2013.
๏ Multi-method approach to research:
experiments, surveys, interviews,
(n)etnography, etc.
๏ Research focus on collaborative
consumption and P2P exchanges through
online platforms.
๏ Teaching in Marketing, Consumer Behavior,
Service Marketing, Advanced Consumer
Marketing, Leadership & Strategy.
@experienceetc
hugo.guyader@liu.se