Harnessing the science of persuasion
Download as PPTX, PDF1 like2,792 views
The document discusses six principles of persuasion: liking, reciprocity, social proof, consistency, authority, and scarcity. It provides examples for each principle and discusses how to apply them, such as developing genuine similarities with others to encourage liking, establishing expertise to build authority, and using exclusive information to create scarcity. The overall document examines ways to harness the science of persuasion through understanding and applying these six key principles.
Harnessing the science of persuasion
- 1. The Radian's Group members: • Hamza saeed 11123023 • Sunbal Iqbal 11123029 • Nuaman Raza 11123018 • Usman Ikram 1123020 • Kiran Munawar 11123009 • Arhem Butt 11123038
- 2. HARNESSING THE SCIENCE OF PERSUASION By: Robert b. Cialdini
- 3. Introduction • Persuasion: Process aimed at changing a person`s or group attitude towards some event, idea, object by using written or spoken words.
- 4. Principles of Persuasion Liking Reciprocity Social Proof Consistency Authority Scarcity
- 5. LIKING People like those , who like them. Example: At Tupperware parties, guests' fondness for their host influences purchase decisions twice as much as regard for the products.
- 6. Continued… Application: People prefer to say ‘yes’ to those they know and like. Uncover real similarities and offer genuine praise the people at work place.
- 7. Reciprocity People repay in kind. Example: Lend a staff member to a colleague who needs help; you'll get his help later.
- 8. CONTINUED • Application: Being a business entity, give information , give free samples etc., to people and they will want to give you something , a purchase definitely
- 9. Social proof People follow the lead of similar others. Example: You will likely to donate more charity , if you learn that others has also donated the cause.
- 10. Continued… Application: Use peer power whenever it`s available. e.g. ask an esteemed "old timer" to support your new initiative if other veterans resist.
- 11. Consistency People align with their clear commitments. Example: If you make a promise , you will feel bad if you do not keep it.
- 12. Continued… Application: Make others' commitments active, public, and voluntary. If you sign a contract then being consistent you will demonstrate all the work to fulfill the requirement of that contract.
- 13. Authority People defer to experts Example: If you`re going to buy a new apartment , you will consult with property advisor for an expert opinion.
- 14. Continued.. Application: Don't assume your expertise is self-evident. At work-place, establish your expertise before doing business with new colleagues or partners.
- 15. Scarcity People want more of what they can have less of Example: Wholesale beef buyers' orders jumped 600% when they alone received information on a possible beef shortage.
- 16. Continued… Use exclusive information to persuade Being a sales representative, highlight unique and exclusive information about products, and in result customers will respond it positively.
- 17. Putting it altogether.. By practicing all these principle we can have the ability of persuasion that will benefit us in our practical as well as in personal life.