THE PSYCHOLOGY OF PERSUASION
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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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The psychology of persuasion robert b cialdini

THE PSYCHOLOGY OF PERSUASION

Robert B Cialdini


Aristotle persuasion by logic emotion and character

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


The psychology of persuasion robert b cialdini

CICERO

If you wish

to persuade me, you must

think my thoughts,

feel my feelings

and

speak my words.


Persuasion preaching to the converted

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


Persuasion changing someone s mind

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.


Who was the most successful american president in the last 50 years

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.


Persuasion by logic emotion and character can we combine all three

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


The psychology of persuasion robert b cialdini

SIX PILLARS OF PERSUASION - CIALDINI

  • Reciprocation

  • Scarcity

  • Commitment consistency

  • Authority

  • Social proof

  • Liking


Reciprocation

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


Negotiating a money split ucla

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


Commitment and consistency

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


Social proofs the werther effect

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


The psychology of persuasion robert b cialdini

HEAVYWEIGHT FIGHTS

PROMPT INCREASES IN HOMICIDES


Liking

LIKING

  • Attractiveness

  • Similarity – mirror and match - NLP

  • Compliments –

  • don’t even have to be accurate

  • Contact and co-operation – jigsaw schooling

  • Association


Association

Association


Authority the milgram study

AUTHORITYTHE MILGRAM STUDY


Authority title clothes posture jay walking 350 trappings etc

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


Scarcity psychological reactance we hate to lose our freedom of choice

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


The psychology of persuasion robert b cialdini

SIX PILLARS OF PERSUASION - CIALDINI


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