Cialdini’s Persuasion Model Cialdini R. “The Psychology of Persuasion”. (2000). [pic] The single biggest danger in negotiation is not failure but to be successful without knowing why you are successful. -Jens Thang Persuasion is something everyone has to do. There is no secret formula on how to persuade more effectively; there is no magic formula. The ancient Greeks (especially Aristotle) wrote much about persuasion and rhetoric. Robert Cialdini has come up with Six principles of persuasion. Advertisers also use these effectively. 1. Principle of Liking
[pic] Image By: Mareen Fischinger Consumers are easily influenced by whom they like. Research has shown that there are many things you can like in someone (e. g. physical attractiveness, compliments and cooperative efforts), but one factor really stands out. And it’s the most powerful and easiest to implement: Similarity We like people who are similar to us (in as many ways as possible). You generally trust a person more if that person is similar to you. We will later discuss in detail certain ‘appeals’ that advertisers use in crafting a message.
“Association” ads try to satisfy the wants and needs of the consumer by satisfying the wants and needs of consumer associations, or whom he or she likes and relates to. Some call this ‘tribalism’, breaking consumers into ‘similar’ groups or identities with similar likes and dislikes. This principle is commonly used in beer commercials and often with a sports backdrop. A typical example appears below: http://youtu. be/JMnPm1rziPg 2. Principle of Authority People are easily influenced by what they deemed as legitimate authorities. People feel secure in following the opinion of an expert, as in
“9 out of 10 doctors recommend…. blah, blah for your headache” Experts can come from any walk of life, and in fact, not even be connected with the brand. If Cristiano Ronaldo is a great football player for Real Madrid, then he must know a lot about Castrol Motor Oil. These are ‘celebrity’ endorsements and they also see celebrities as legitimate authorities for … many things. http://youtu. be/Qxw8dzKFhXk 3. Principle of Scarcity [pic] Image by: Chicow “If we can’t have it, we want it. We make a decision we want it. ” – Robert Cialdini How to make people want something? Make it scarce.
Make it hard to get. When people know that they can’t have something, availability is tapering off, it’s rare and it’s scarce, they will want it more than ever. People are afraid of losing out Advertisers try to imbue a product with this ‘gotta have it idea’ 4. Principle of Consistency People want to appear consistent and rational. They want to be consistent with what they said and how they act previously. Advertisers use the principle of consistency with certain products. Anticipate what kind of audience you have and what will resonate (ring true) with them, and you can make your message accordingly.
Usually, bank and insurance ads fit this kind of principle. They assure us that, no matter what the circumstances or what they place, you can count of them for consistency. http://youtu. be/Kst8htmfxxU 5. Principle of Reciprocity People return what others have given them. This is not only material or monetary. It can be of any form. If you set out to help someone, you will be more likely to receive help from him or her in return. They will feel the obligation to repay you. Advertisers that promote ‘green’ products usually take this stance.
What you give or give up (let’s say ‘plastic bottles’) not only will make you a better citizen, but will reward you in the long run. 6. Principle of Social Proof When it comes to some decision-making, people look to what others have done. Sometimes people follow the lead of others. When people have witnessed what others have done before with success, they will be more willing to take the same decision. http://youtu. be/MSiSIzXKMXw The six principles of persuasion are just a few of the many techniques that advertisers employ to interest the consumer. Be aware of them as you work your way through the media world.