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THE PSYCHOLOGY OF PERSUASION Robert B Cialdini

THE PSYCHOLOGY OF PERSUASION Robert B Cialdini. Aristotle Persuasion by logic, emotion and character . Central Route – deep thinking – stable and resistant to competing messages –rhetoric - logic. Storytelling – transportation – emotion -empathy.

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THE PSYCHOLOGY OF PERSUASION Robert B Cialdini

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  1. THE PSYCHOLOGY OF PERSUASION Robert B Cialdini

  2. Aristotle Persuasion by logic, emotion and character Central Route – deep thinking – stable and resistant to competing messages –rhetoric - logic Storytelling – transportation – emotion -empathy Peripheral Route – Heuristics character - sincerity

  3. CICERO If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.

  4. Persuasion – Preaching to the converted • Audience Analysis What do they Want and Need to Hear Goal Buy In • PASSION • Make a logical argument for their existing beliefs Belief Attention Understanding • Appeal to their emotions to re-enforce their existing beliefs • Tie your arguments to their logical and re-enforced beliefs

  5. Persuasion – Changing someone’s mind • Audience Analysis What do they Want and Need to Hear Goal Buy In • PASSION • Audience involvement • rhetorical questions – deep thinking Belief Attention Understanding • Combine familiarity • and surprise – deep thinking • Useemotion to convince them of the new beliefs.

  6. Who was the most successful American President in the last 50 years? Reaganomics, Cold War The government’s view of the economy could be summed up in a few short phrases: If it moves, tax it. If it keeps moving, regulate it. And if it stops moving, subsidize it. Information is the oxygen of the modern age. It seeps through the walls topped by barbed wire, it wafts across the electrified borders. The nine most terrifying words in the English language are, ‘I’m from the government and I’m here to help.’ Coercion, after all, merely captures man. Freedom captivates him. Above all, we must realize that no arsenal, or no weapon in the arsenals of the worldis so formidable as the will and moral courage of free men and women. It is a weapon our adversaries in today’s world do not have. . I have left orders to be awakened at any time in case of national emergency, even if I’m in a cabinet meeting.

  7. Persuasion by logic, emotion and character – can we combine all three? Central Route – deep thinking – stable and resistant to competing messages –rhetoric - logic Storytelling – transportation – emotion -empathy Character – how we look and sound. Rhetoric – startling arguments - power of three Emotion – Soaring Oratory and pictures Peripheral Route – Heuristics character - sincerity

  8. SIX PILLARS OF PERSUASION - CIALDINI • Reciprocation • Scarcity • Commitment consistency • Authority • Social proof • Liking

  9. RECIPROCATION • In negotiation ask for a big favour they decline, then ask for a smaller favour - they grant it as long as the initial request is not seen as ludicrous. • People who agree with the lesser demand are found to have a greater commitment to the bargain and a greater satisfaction with the deal. Lyndon Johnson Succeeded – Carter did not

  10. Negotiating a money split UCLA • Extreme first demand and stuck hard • Moderate demand and stuck hard • Extreme first demand and then gradually retreated to the moderate demand Produced the best result Felt more responsibility Felt more satisfaction and therefore more likely to agree to other requests

  11. Commitment and Consistency • Racetrack – more confident after you bet – once you commit you try and act consistently • Beach experiment – get them to commit and they will risk all • Friedman and Fraser – 3” sign to 10’ sign Even signing a petition changed it. • Our deeds define us even to ourselves. • Deutsch & Gerard length of lines written down. Written down and erased and just kept in mind Commitments are stronger when they are public and effort-full – boot-camps. Once made we see ourselves differently and will act consistent with the new commitment even if the original reason is removed – doghouse approach

  12. SOCIAL PROOFS THE WERTHER EFFECT DAVID PHILLIPS FOLLOWED PUBLICISED SUICIDES AND FOUND AN ADDITIONAL 58 SUICIDES AFTER EACH ONE AND ADDITIONAL CAR AND PLANE CRASHES

  13. HEAVYWEIGHT FIGHTS PROMPT INCREASES IN HOMICIDES

  14. LIKING • Attractiveness • Similarity – mirror and match - NLP • Compliments – • don’t even have to be accurate • Contact and co-operation – jigsaw schooling • Association

  15. Association

  16. AUTHORITYTHE MILGRAM STUDY

  17. AUTHORITY TITLE, CLOTHES,POSTURE JAY WALKING 350% TRAPPINGS ETC

  18. SCARCITY – PSYCHOLOGICAL REACTANCE WE HATE TO LOSE OUR FREEDOM OF CHOICE • Terrible twos • Teenage rebellion • Parental interference in love affairs 140 couples • Dade County Florida banned phosphates • Censorship – we value what has been censored • Normal 100% becoming scarce 200% becoming scarce and not many people know this 600% • Newly scarce more valued than always scarce

  19. SIX PILLARS OF PERSUASION - CIALDINI

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