SIX UNIVERSAL INFLUENCE PRINCIPLES
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SIX UNIVERSAL INFLUENCE PRINCIPLES







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SIX UNIVERSAL INFLUENCE PRINCIPLES. RECIPROCITY SCARCITY AUTHORITY COMMITMENT LIKING SOCIAL VALIDATION . COMPLIANCE STRATEGIES. STRATEGY PRINCIPLE POSITIVE MOODS MAKE REQUEST IN A POSITIVE SETTING INGRATIATION [Reciprocity] SAY FLATTERING THINGS
SIX UNIVERSAL INFLUENCE PRINCIPLES

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Slide 1

SIX UNIVERSAL INFLUENCE PRINCIPLES

  • RECIPROCITY

  • SCARCITY

  • AUTHORITY

  • COMMITMENT

  • LIKING

  • SOCIAL VALIDATION

Slide 2

COMPLIANCE STRATEGIES

STRATEGY PRINCIPLE

POSITIVE MOODS MAKE REQUEST IN A POSITIVE SETTING

INGRATIATION [Reciprocity] SAY FLATTERING THINGS

FAVORS [Reciprocity] DO A SMALL FAVOR FOR TARGET

FOOT-IN-THE-DOOR FOLLOW SMALL REQUEST WITH A MUCH

[Commitment] LARGER ONE

DOOR IN THE FACE FOLLOW A LARGE REQUEST WITH A

[Reciprocity] SMALLER ONE

LOW-BALL GET COMMITMENT ON FAVORABLE

[Commitment] TERMS & CHANGE CONDITIONS

REACTANCE

[Scarcity] GET COMMITMENT BY LIMITING CHOICE

Slide 3

INGRATIATION

He did something that, on the face of it, seems foolish and costly. Each month he sent every one of his more than 13,000 former customers a holiday greeting card containing a printed message. The greeting card changed from month to month (e.g., “Happy new year,” happy thanksgiving”) but the message printed on the face of the card never varied. It read, “I like you.” (Cialdini, 1988, p. 166).

Slide 4

Foot in the Door

  • Procedure: Small 1st request, followed by a larger 2nd request

  • Key Points:

  • 2nd request can be made by a different person

  • 2nd request can be on a different issue

  • Performing the 1st request is not essential. Agreeing to do it is sufficient

  • Principle: Commitment (Self-perception)

Slide 5

Door in the Face

  • Procedure: Very large 1st request (refused), followed by a smaller request.

  • Key Points:

  • Both requests must be made by the same person

  • Perception of a concession/negotiation

  • Feeling of satisfaction within target

  • Principle: Reciprocity

Slide 6

That’s Not All

  • Procedure:

  • Give original cost, then reduce it before the target responds

  • Give original cost, then add something “extra” before the target responds

  • Principle: Reciprocity

Slide 7

Cialdini Quote

“We need to begin with a systematic observation of a phenomenon that is effective, that works on people. The we take it to the laboratory to examine its psychological underpinnings, why it works the way it does. Then we take the new information into the natural environment to see if our new insights really represent the way the thing works in the real work. (Robert Cialdini on “Full Cycle Social Psychology”)


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