Published in 1984 by HarperCollins Publishers, Robert Cialdini‘s book Influence: The Psychology of Persuasion outlines why people say ‘Yes,’ and offers 6 proven techniques that improve your ability to persuade others. (more…)
A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.
Consumers have their preprogrammed tapes, and, although they usually work to the consumer’s advantage, the trigger features that activate them can be used to dupe the consumer into playing them at the wrong times.
Say yes more often, it causes people to feel more responsible for having ‘dictated’ the final agreement.
The person whose beliefs, words, and deeds don’t match may be seen as indecisive, confused, two-faced, or even mentally ill. On the other side, a high degree of consistency is normally associated with personal and intellectual strength.
Although there are thousands of different tactics that compliance practitioners employ to influence you, the majority fall into six principles: Consistency, Reciprocation, Social proof, Authority, Liking, and Scarcity.
The important thing for the advertiser is to establish the connection; it doesn’t have to be a logical one, just a positive one.
Price alone can be a trigger feature for quality; and a dramatic increase in price alone can lead to a dramatic increase in sales among quality-hungry buyers.
Automatic, stereotyped behavior is prevalent in much of human action, because in many cases it is the more efficient form of behaving, and in other cases it is simply necessary. Whats odd is that despite their current widespread use and looming future importance, most of us know very little about our automatic behavior patterns.