The Six Principles of Influence

The Six Principles of Influence

(based on Influence: Science and Practice (1993) by Robert B. Cialdini
Harper-Collins ISBN 0-673-46751-1

Action patterns based on things that "usually" work for us.:

  • signals that substitute for detailed information
    eg. price=quality
  • perceptual contrast -- expensive accessories after suit purchase
    The context of a perception determines how we percieve.
    Figure ground relationships
  • mindlessness -- Ellen Langer's work & Terry Williams

1) Reciprocation: obligation to repay favors

We try to equalize the balance of the social contract.
  • Not so free samples
  • Unfair exchanges
  • Rejection then retreat negotiotiate concession
    • (large request rejected -- retreat to small request)
    • Offer expensive then retreat to less expensive
    • Reject & Retreat leads to greater responsibility and satisfaction with deal
    • It doesn't always work. First request must be believable.

2) Commitment and Consistency

A course of action once followed tends to be followed again and again.
  • Following through on decisions
  • Particularly when there is public/active/effortful commitment
    • The value of the small sale as commitment
    • The foot in the door technique
    • Changing people's view of themselves (e.g. art
      • collector as opposed to mere buyer)
      • customer as opposed to a prospect
  • Once self image is changed, behavior is consistent
  • Power of writing it down
    • It is physical evidence (public)
    • It requires extra effort (INITIATIONS)
  • The Inner choice (owning the decision)
    • The inner choice builds its own supports
    • Low balling as unethical method of using
      1. sell at very low price
      2. get customer worked up over ownership
      3. say oops we made a mistake... add $xxx

3) Social Proof (laugh tracks)

"If other people are doing it, it must be all right."
"If so many others are doing it, it must be the right thing to do."
  • Imitation as buying emotion
  • Keep up with Jonses
  • Conformity is a Major social pressure.

4) Liking

When you like someone, you tend to do what they want you to do.
  • Physical Attractiveness
    • Grooming
    • Posture
    • Clothing
    • Cultural norms of "good looking"
  • Similarity (find a common interest)
  • Compliments
  • Contact and Cooperation (familiarity)
  • Conditioning and Association
    • Weathermen and Sports fans
    • Salesperson as hero if you bring good news
    • Credit cards as facilitators
    • Association with teams, towns, celebrities

5) Authority

Listen to the voice of authority. They know what's right and what is best.
  • Milgram
  • Doctors orders -- advertising
  • Clothing and other symbols of power and authority
    • Titles
    • Uniforms
    • The well tailored business suit
    • Automobiles you drive

6) Scarcity

  • opportunities seem more valuable when scarce
  • Reactance to loss of freedoms implied by scarcity
    • Limited time offer
    • Limited number (Standing Room Only)
  • Contrast effects with scarcity (newly scarce)
  • We compete to get these things

These principles are all shortcut mechanism for dealing with the overabundance of information and complexity. The short cuts usually work for all of us, but they can be used exploitatively.

They of course can be used effectively and with good ethical principles as methods of selling, part of the marketing and promotion mix.