Chapter 9 - 6 Principles of Influence

Principles – what’s going on inside the a person’s head that causes him/her to be influenced by the influencer (What)

Tactics – the things an influencer says or does to influence another person(s). (How)

1. Social Proof

2. Liking

3. Reciprocity (reward)

4. Commitment and Consistency

5. Authority (expertise)

6. Scarcity

Uncertainty -> Informational Bias (of conformity)

• Occurs in ambiguous situations where we are unsure of correct answer (influenced by reviews)

• Behavior of others provides convincing information

• After a test, “What answer did you give for #6?”

• example 2 empty restaurants A and B, disco clubs (signaling quality)

-> Private Acceptance

Certainty -> Normative Bias (of conformity)

• Expectation that norms will be enforced, deviants will be punished

• social pressure, bend to pressure of others

• Occurs in situations where we know right answer, but fear ostracism from group

• “Peer pressure” – smoking, drinking

  • social conformity -> makes it easier on your brain

  • experiment waiting room - beep, internalized peer pressure and adapted to new norm

-> Public Conformity But not Private Acceptance

• On average, subjects conformed on 32% of trials

• 74% of subjects conformed at least once

• When subject asked to do task privately (after group), all gave correct answers

• Public conformity, but not private acceptance

• Form a coalition

• In meetings, use voting procedures strategically:

  • If running a meeting, solicit opinions from those who agree with you first

    • To put pressure on those who don’t agree

  • If participating in a meeting, speak up early in order to sway others

• Use peer pressure

  • “Everyone is doing it, so should you”

We do things for people we like

Determinants of liking:

• Being liked

  • Ingratiation, praise

• Proximity

• Familiarity

  • Mere exposure effect (Zajonc, 1968)

• Similarity

  • Doesn’t need to be significant

Be complimentary

• To evoke liking from the other person

Research and then highlight similarities – no matter how insignificant or tangential

• Common interests, friends, enemies

• Aren’t Leverkusen fans the biggest losers in the world?

• Tit for tat, or “Do unto others…”

• Requester has made a concession, so recipient feels pressured to reciprocate with his/her own concession

• Shelton: Big Bang Theory giving gift

• Cialdini and the scout…

• Door in the face” (rejection-then-retreat) tactic

  • Ask for a large favor that will be rejected (must be balanced or people will detatch)

  • Ask for smaller favor that you really wanted

• If you have two proposals, present the most ambitious one first

  • When you retreat, you have made a concession

  • A “no” is a moment of opportunity

• Set the tone of your relationships

  • Make an initial gesture of goodwill

• People tend to stick to their public commitments

• This is why many “goal” apps have a public accountability component

• The “Foot-in-the-Door” Tactic

  • Set-up request: “Would you be willing to sign a petition that supports anti-littering legislation?”

  • Follow-up request: “Can I put a big public service sign against littering in your yard for three weeks?”

  • Base rate (those who heard only the follow-up): 17% said yes

  • Experimental rate (those who heard both):  76% said yes

• Instead of making statements, ask questions to get initial agreement from others

  • “Do you care about the environment? / Will you sign this petition to save the environment?

  • Would you be willing to give money to…?

• Get written or verbal confirmation to your questions

  • Commitment is most effective if it is public

= first make people commit and then consistency

• We believe the experts

• “Experts are usually correct” heuristic

  • Identical message is more persuasive when attributed to an expert

• The best experts are knowledgeable AND trustworthy

• Status markers can signal expertise

  • Titles, dress, cars, speech style

• Do not assume people are aware of your expertise, demonstrate it to them

• authority is about what people think we know, so what we show to others

Be Trustworthy

• Present weaknesses in your argument first, then strengths

• Cite neutral, expert sources

  • “A study by Harvard doctors showed that…

Be Knowledgeable

• Be prepared and confident

• Have answers ready for common questions or objections

• Use multiple data points to support critical propositions

We want what we can’t have…….

Examples:

• “While supplies last” & “This weekend only”

• The hair stylist that no one seems to be able to get an appointment with, the hot new restaurant that is booked months in advance, etc.

• Ferrari (produce less what market demands = create feeling of scarcity)

1. Social Proof

• Highlight existing norms or set new norms

2. Liking

• Highlight similarities

3. Reciprocity

• Make the first move by offering something (a small gift)

• Frame suggestions as concessions

4. Consistency

• Ask questions to get initial agreement from others

5. Authority

• Demonstrate superior knowledge

6. Scarcity

• Present one-of-a-kind opportunities