Persuasion

1
Persuasion

• Dale Walker
• University of Wyoming
• College of Arts Sciences
• ALADN 2005 New Orleans

2
Persuasion

1. Social Psychology
2. Ethos
3. Myth

3
Persuasion

• Q What about logic and reason?
• A Thats what you studied in college, and you
  know thats only a small part. So lets look at
  other things.

4
Persuasion

1. Social Psychology
2. Ethos
3. Myth

5
I. Social Psychology

• Reciprocity
• Consistency
• Social proof
• Authority
• Likeability
• Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
6
Robert B. Cialdini, Influence The Psychology
of Persuasion (revised New York Quill, 1993)
7
1. Reciprocity
One of the most potent weapons of influence and
compliance We want to repay, in kind, what
another person has provided us
Cialdini
8
1. Reciprocity
One of the most potent weapons of influence and
compliance We want to repay, in kind, what
another person has provided us
Cialdini
9
1. Reciprocity
I.e. We want to repay, in kind, what
another person has provided us E.g

• give a flower then ask for a donation
• LBJ called in favors Carter had none to call in
  political patronage
• send prospect pre-printed return address labels
  with solicitation letter
• small gifts and comped meals

Cialdini
10
1. Reciprocity

• I.e. We want to repay, in kind, what another
  person has provided us

• Technique 1 If someone makes a concession, we
  are obligated to respond with a concession
• Making a concession gives the other party a
  feeling of responsibility for the outcome and
  greater satisfaction with resolution

Cialdini
11
1. Reciprocity

• I.e. We want to repay, in kind, what another
  person has provided us
• Technique 1 If someone makes a concession, we
  are obligated to respond with a concession
• Making a concession gives the other party a
  feeling of responsibility for the outcome and
  greater satisfaction with resolution

• Technique 2 Rejection then retreat exaggerated
  request rejected, desired lesser request acceded
  to

Cialdini
12
1. Reciprocity

• I.e. We want to repay, in kind, what another
  person has provided us
• Technique 1 If someone makes a concession, we
  are obligated to respond with a concession
• Making a concession gives the other party a
  feeling of responsibility for the outcome and
  greater satisfaction with resolution
• Technique 2 Rejection then retreat exaggerated
  request rejected, desired lesser request acceded
  to

• Technique 3 Contrast principle sell the costly
  item first or present the undesirable option
  first

Cialdini
13
1. Reciprocity

• I.e. We want to repay, in kind, what another
  person has provided us
• Technique 1 If someone makes a concession, we
  are obligated to respond with a concession
• Making a concession gives the other party a
  feeling of responsibility for the outcome and
  greater satisfaction with resolution
• Technique 2 Rejection then retreat exaggerated
  request rejected, desired lesser request acceded
  to
• Technique 3 Contrast principle sell the costly
  item first present undesirable option first

Cialdini
14
2. Consistency

• Our nearly obsessive desire to be (and to appear)
  consistent with what we have already done
• Consistency is usually associated with strength,
  inconsistency as weak we want to look virtuous

Cialdini
15
2. Consistency

• Our nearly obsessive desire to be (and to appear)
  consistent with what we have already done
• Consistency is usually associated with strength,
  inconsistency as weak we want to look virtuous

Cialdini
16
2. Consistency

• Technique 1 Elicit a commitment, then expect
  consistency
• Technique 2 Public, active, effortful
  commitments tend to be lasting commitments
• Technique 3 Get a large favor by first getting a
  small one (small commitments manipulate a
  persons self-image and position them for large
  commitment)

Cialdini
17
2. Consistency

• Technique 1 Elicit a commitment, then expect
  consistency
• Technique 2 Public, active, effortful
  commitments tend to be lasting commitments
• Technique 3 Get a large favor by first getting a
  small one (small commitments manipulate a
  persons self-image and position them for large
  commitment)

Cialdini
18
2. Consistency

• Technique 1 Elicit a commitment, then expect
  consistency
• Technique 2 Public, active, effortful
  commitments tend to be lasting commitments
• Technique 3 Get a large favor by first getting a
  small one (small commitments begin to shape a
  persons self-image and position them for large
  commitment)

Cialdini
19
2. Consistency

• Outcome 1 Commitments people own, take inner
  responsibility for, are profound
• Outcome 2 Commitments lead to inner change and
  grow their own legs

Cialdini
20
2. Consistency

• Outcome 1 Commitments people own, take inner
  responsibility for, are profound
• Outcome 2 Commitments lead to inner change and
  grow their own legs

Cialdini
21
2. Consistency
Examples

• negotiating a car price
• Hi, how are you?
• Howard Deans campaign (meet ups and volunteers
  writing letters)
• have customers not salespeople fill out sale
  agreements
• testimonials
• campaign leadership

Cialdini
22
3. Social Proof

• One means we use to determine what is correct is
  to find out what other people think is correct.
• The greater number of people who find an idea
  correct, the more the idea will be correct.
• Pluralistic ignorance each person decides that
  since nobody is concerned, nothing is wrong
• Similarity social proof operates most powerfully
  when we observe people just like us

Cialdini
23
3. Social Proof

• One means we use to determine what is correct is
  to find out what other people think is correct.
• The greater number of people who find an idea
  correct, the more the idea will be correct.
• Pluralistic ignorance each person decides that
  since nobody is concerned, nothing is wrong
• Similarity social proof operates most powerfully
  when we observe people just like us

Cialdini
24
3. Social Proof
Examples

• laugh tracks
• faith communities
• mob behavior
• inaction toward crime or emergency
• Jonestown
• applause
• testimonials

Cialdini
25
4. Authority

• We have a deep-seated sense of duty to authority
• Tests demonstrate that adults will do extreme
  things when instructed to do so by an authority
  figure

Cialdini
26
4. Authority

• We have a deep-seated sense of duty to authority
• Tests demonstrate that adults will do extreme
  things when instructed to do so by an authority
  figure

Cialdini
27
4. Authority

• Titles
• Uniforms
• Clothes
• Trappings of status

Cialdini
28
5. Likeability

• We prefer to say yes to someone we know and like

Cialdini
29
5. Likeability

• We prefer to say yes to someone we know and like

Cialdini
30
5. Likeability
Compliance factors

• similarity of opinion, life-style, background,
  personality traits
• familiarity and contact
• cooperation in shared goals

Cialdini
31
5. Likeability
Compliance factors

• physical attractiveness
• compliments
• association with positive things (beauty, whats
  hip, food)
• success
• smile

Cialdini
32
5. Likeability
Examples

• Tupperware parties
• peer solicitation
• good cop / bad cop
• eating together
• celebrity endorsements

Cialdini
33
6. Scarcity

• Opportunities seem more valuable to us when their
  availability is limited
• We want it even more when we are in competition
  for it
• E.g. final 4.4 million in matching funds
  disappeared in one week

Cialdini
34
6. Scarcity

• Opportunities seem more valuable to us when their
  availability is limited
• We want it even more when we are in competition
  for it
• E.g. final 4.4 million in matching funds
  disappeared in one week

Cialdini
35
I. Social Psychology

• Reciprocity
• Consistency
• Social proof
• Authority
• Likeability
• Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
36
I. Social Psychology

1. Reciprocity we want to repay, in kind, what
   another person has provided us
2. Consistency
3. Social proof
4. Authority
5. Likeability
6. Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
37
I. Social Psychology

• Reciprocity we want to repay, in kind, what
  another person has provided us
• Consistency desire to be (and to appear)
  consistent with what we have already done
• Social proof
• Authority
• Likeability
• Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
38
I. Social Psychology

• Reciprocity we want to repay, in kind, what
  another person has provided us
• Consistency desire to be (and to appear)
  consistent with what we have already done
• Social proof to determine what is correct find
  out what other people think is correct
• Authority
• Likeability
• Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
39
I. Social Psychology

• Reciprocity we want to repay, in kind, what
  another person has provided us
• Consistency desire to be (and to appear)
  consistent with what we have already done
• Social proof to determine what is correct find
  out what other people think is correct
• Authority deep-seated sense of duty to authority
• Likeability
• Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
40
I. Social Psychology

1. Reciprocity we want to repay, in kind, what
   another person has provided us
2. Consistency desire to be (and to appear)
   consistent with what we have already done
3. Social proof to determine what is correct find
   out what other people think is correct
4. Authority deep-seated sense of duty to authority
5. Likeability we say yes to someone we like
6. Scarcity

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
41
I. Social Psychology

• Reciprocity we want to repay, in kind, what
  another person has provided us
• Consistency desire to be (and to appear)
  consistent with what we have already done
• Social proof to determine what is correct find
  out what other people think is correct
• Authority deep-seated sense of duty to authority
• Likeability we say yes to someone we like
• Scarcity limitation enhances desirability

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
42
I. Social Psychology

• Reciprocity we want to repay, in kind, what
  another person has provided us
• Consistency desire to be (and to appear)
  consistent with what we have already done
• Social proof to determine what is correct find
  out what other people think is correct
• Authority deep-seated sense of duty to authority
• Likeability we say yes to someone we like
• Scarcity limitation enhances desirability

Robert B. Cialdini, Influence The Psychology of
Persuasion (revised New York Quill, 1993)
43
Persuasion

1. Social Psychology
2. Ethos
3. Myth

44
Ethos

• The type of person that a writer or speaker
  projects.
• Goal credibility
• Personae expert, friend, genuine

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Ethos

• Definition the type of person that a writer or
  speaker projects
• Aristotle demonstrate trustworthiness within
  ones speech

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Ethos

• Definition the type of person that a writer or
  speaker projects
• Aristotle demonstrate trustworthiness within
  ones speech

47
Ethos

• Definition The type of person that a writer or
  speaker projects.
• Lysias provide words appropriate to the speaker
• E.g., the simple rustic

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Ethos

• Definition The type of person that a writer or
  speaker projects.
• Lysias provide words appropriate to the speaker
• E.g., the simple rustic

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Ethos
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Ethos
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Ethos
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Ethos
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Ethos
Comedy thrives on personality types.

• the absentminded professor
• the overbearing school principal
• the precocious child
• the immature father
• the rich snob
• the bimbo

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Ethos
Variable elements of institutional ethos

• simplicity or sophistication
• elitism or egalitarianism
• emphasis on faculty or students, research or
  teaching
• careers and professionalism or the liberal arts
• athletics or academics
• regional or national or global

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Ethos
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Ethos
Common elements of institutional ethos

• diversity, tolerance, and openness
• inquiry and discovery
• heritage and history
• location, region and campus
• community
• sports

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Ethos

• The type of person that a writer or speaker
  projects.
• What is the ethos of your school? Its defining
  characteristics and values?
• What is the ethos you bring to your writing and
  speaking?
• What is the ethos you wish to project?

58
Persuasion

1. Social Psychology
2. Ethos
3. Myth

59
Myth

• Popular meaning lies
• Greek muqo? (mythos) story
• Greek muqo? (mythos) opposes ????? (logos), i.e.,
  reason
• Goal frame or define a situation to create
  common ground
• Benefit enliven rhetoric

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Myth

• some myths / stories explain why and how we do
  the things we do (the first Thanksgiving)
• some reinforce the values we share in common
  (Horatio Alger)
• some frame the way we view the world (manifest
  destiny)

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What is your story?

• Help your donors see themselves in a story,
  especially a meaningful story
• Touch big ideas
• Make the story sensory
• Fill it with shared values (ethos)
• Provide meaning to your donors lives and their
  philanthropy
• Create their self-image as donors

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Persuasion

1. Social Psychology
2. Ethos
3. Myth

63
Persuasion

• ddwalker_at_uwyo.edu