The Psychology of

Persuasion
Robert B. Cialdini

Psychology Of Persuasion
Persuade
To make somebody behave / act in a
desirable way, by saying or convincing
openly, but not actually ordering.
Influence
To make somebody behave / act in a
desirable way, without ordering or even
saying openly.

Psychology Of Persuasion
Cialdini receives a phone call from a friend
who had a store selling Indian Jewelry in
Arizona.
Turquoise Jewelry not selling despite all
selling tricks applied
Friend leaves for vacation, writes a note to
her salesman All Turquoise Jewelry Price *

Salesman misreads, sells all jewelry @

double price

Psychology Of Persuasion
Weapons of Influence
1. Reciprocation
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity

Psychology Of Persuasion
Reciprocation
The old Give and Take and Take
technique
Rule Says: We should try to repay, in kind,
what other person has given us.
much obliged = thankyou
Cornell University Experiment:
buying Coke Selling Raffle Tickets (500 times)

E.g. Shopkeepers offers you Coke / Tea

E.g. Free Sampling Buying decision

Psychology Of Persuasion
Consistency
Aik baar jo commitment kar dee, tau uss
kay baad main apne aap ki bhi nahin
sunta
Rule Says: Humans have an Internal Desire
to appear consistent.
Indiana Experiment: Survey Volunteer
700% Increase
E.g. Tableeghi Jamaat / Sampling Feedback

Psychology Of Persuasion
Social Proof
Rule Says: People will look at others
behavior to determine their own.
E.g. The more people wait at
restaurants the more they like it.
E.g. Meat One Qurbani Experience
E.g. Owner of Naina; Story

Psychology Of Persuasion
Liking
Rule Says: People will say yes to the
ones they like.
Likeness Factors:
Similarity
Compliment
Cooperation

E.g. Car Salesman Technique

Psychology Of Persuasion
Authority
Rule Says: People will believe
knowledgeable experts.
E.g. Dentists in toothpaste
advertisements, their overall coat
shows their authority.
E.g. Realtors Receptionist
Introduction

Psychology Of Persuasion
Scarcity
Rule: People want more of things that
are less
E.g. British Airways London-New York
flight.
E.g. Offer is valid for 3 days only
E.g. Limited Stock Available
E.g. Limited Edition in Cars