The document discusses six weapons of influence that can be used to persuade people: reciprocation, consistency, social proof, liking, authority, and scarcity. For each weapon, the document provides the definition, reasons why people are susceptible to it, and examples of tactics that exploit it. It notes that reciprocation involves repaying favors to create obligation, consistency relies on people wanting to appear consistent in their actions and beliefs, and social proof means people follow what others do as an indicator of what is correct. The document concludes by noting these six weapons of influence and referencing the source material for further information.

1. INFLUENCE
Presenter: Yurong tao
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2. What is influence?
Influence is the ability to persuade people into doing
something
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3. Rules of Thumb We
Usually Follow
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4. Expensive = Good
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5. Follow the crowd
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6. Goods of limited supply is
usually good.
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7. Why are people so resistless
to those rules?
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8. Automatic behavior pattern (click, whirr)
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9. Weapon of influence
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10. Reciprocation
We try to repay, in kind, what another person has
provided us
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11. Reasons
The rule allows one individual to give something to
another with confidence that it is not being lost.
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12. Tactics
Providing a person with a favor and then asking for one
in return
Examples:
Food tryout
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13. A Simple Variation:
Reciprocal Concession
People will have an obligation to make a concession to
someone who has made a concession to us.
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14. Thursday, January 16, 14

15. Tactic
Rejection-Then-Retreat:
First make a large request that a person will most
likely turn down
Then, after that person has refused, make a smaller
request that you were really interested in all along.
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16. Commitment and
Consistency
People tend to be and look consistent within their
words, attitudes, and deeds.
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17. Reasons
Reason 1: Consistency is highly valued by society
Reason 2: Consistency provide a beneficial approach to
daily life
Reason 3: Consistency affords a valuable shortcut
through the complexity of modern existence.
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18. Tactics
Induce people to:
Make a commitment.
Make an active, public, effortful commitment.
Make an internally motivated commitment.
Example:
Ads without price.
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19. Social Proof
We determine what is correct by finding out what
other people think is correct.
Example: Canned laughter
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20. Reasons
Usually, when a lot of people are doing something, it is
the right thing to do. People use this principle as a
determining shortcut.
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21. Tactics
Create conditions of
Uncertainty
Similarity
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22. Examples
Average-person-on-the-street testimonials on TV
Video
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23. Liking
People prefer to say yes to individuals they know and
like.
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24. Tactics
Increase physical attractiveness.
Increase similarity.
Use compliments.
Increase familiarity.
Increase positive association.
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25. Authority
People have strong pressure for compliance with the
requests of an authority.
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26. Reasons
Reason 1: People are often told from childhood that
obeying orders is good conduct.
Reason 2: Genuine authorities usually possess high
levels of knowledge, wisdom, and power.
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27. Tactics
Use symbols of authority:
Titles
Clothing
Trappings
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28. Scarcity
People assign more values to opportunities when they
are less available.
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29. Reasons
Things that are difficult to attain are typically more
valuable, the availability of an item or experience can
serve as a shortcut cue to its quality.
As things become less accessible, we loss freedom.
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30. Tactics
Quantity limits
Time limits
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31. Apple’s Scarcity Tactic
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32. Conclusion
Six weapons of influence
Reciprocation, Consistency, Social proof, Liking,
Authority, Scarcity
Defense
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33. Reference
Cialdini, Robert B. "Influence: Science and practice."
Boston: Allyn & Bacon(2001).
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