Title: The Psychology of Persuasion Hobgoblins of the Mind Cialdinis Influence
1The Psychology of Persuasion(Hobgoblins of the
Mind)Cialdinis Influence
R
O
I
Oral Training and Reading Brian David Phillips,
PhD, CH National Chengchi University Taipei,
Taiwan
2An orientation
- Consumer Analysis
- Buying behavior
- Psychology of Persuasion
- Market Analysis
- Competition
- Distribution
- Marketing Mix
- Financials
3The Buying Process
- Awareness (Need recognition)
- Information search
- Evaluating alternatives
- Purchase decision
- Post-purchase behavior
4Maslows Hierarchy of Needs
Kotler, fig 5.4
5Buying Decision Matrix
Complex Buying Behavior
Variety- Seeking Behavior
Dissonance- Reducing Buying Behavior
Habitual Buying Behavior
Kotler, fig 5.5
6Material self-interest
- People want the best deal the most product for
the least money
7The Psychology of Persuasion
- Social psychology has several schools which apply
to consumer decision-making - Behaviorist (reinforcement)
- Cognitive
- Psychoanalytic
- Field
- Heuristics
8And there are older traditions
- Classic rhetoric
- How do you persuade
- Selling
- Bazaar negotiation
- Confidence games
- How do you fool
9Cialdini
- Social psychologist, Arizona State U.
- Went undercover in sales, advertising, PR, and
fund-raising - The view is much darker than Kotlers
10Ways of getting (mindless) compliance
- Triggers, contrast
- Reciprocation
- Consistency
- Social Proof
- Authority
- Liking
- Scarcity
11If you ask a favor, give any reason at all
- Excuse me, I have 5 pages May I use the xerox
machine?(60) - Excuse me, I have 5 pages. May I use the xerox
machine because I am in a rush?(94) - Excuse me, I have 5 pages. May I use the xerox
machine because I have to make some copies?(93)
12Perceptual Contrast
- Sell the suit first, then the tie, then the belt
13Price can be a trigger
- The greater the price, the higher the perception
of value - Coupons with no real value often work
14Reciprocation is strong
- Much stronger than liking
- Send gummed labels it doubles the response rate
15Negotiation
Reciprocation
- A concession is like a gift, and requires a
concession on the other side. - The first position cant seem in bad faith
- Rejection-then-retreat
16Consistency
- We try very hard to be consistent with our past
actions - In the jargon, we avoid cognitive dissonance
17Buyers Remorse
Consistency
likes
Product1
1. Consumer
likes
Product2
buys
Product1
2. Consumer
Product2
regrets buying
Product1
3. Consumer
wishes he had bought
Product2
18Self-Justification
Consistency
likes
Product1
1. Consumer
likes
Product2
buys
Product1
2. Consumer
Product2
loves
Product1
3. Consumer
hates
Product2
19Lowball
Consistency
- Get commitment, then change price
20Interrogation techniques
Consistency
21Self-Justification and telemarketing
Consistency
- How are you today? Yields more sales
22Foot-in-the-door
Consistency
- Prospect is reframed as a customer
- Or individual becomes civic, philanthropist
23Child discipline
Consistency
- Getting the child to commit
- works better than threat of punishment.
Children also have a need to be self-consistent.
24Social Proof
25Social comparison
Social Proof
Product
likes
Celebrity
Consumer
likes
26Similarity
Social Proof
- W e will use the actions of others to decide on
proper behavior for ourselves, especially when we
view those others as similar to ourselves
Chialdini, 142
27Children
Social Proof
- Movies can cure phobias and shyness
28Emergencies
Social Proof
- 90 chance of help if witnessed by 1 person
- 16 if witnessed by many people
- So requests must be specific you in the blue
jacket, please call an ambulance
29Liking
- Beauty has a halo effect
- Attractive political candidates usually win over
unattractive candidates - Good grooming wins jobs
30Matching and Mirroring
Liking
- Salespeople are trained to match your interests.
- I have one at home just like it
31Good cop bad cop
Liking
- Perceptual contrast
- Liking
- Reciprocity
32Association
Liking
33Authority
- Titles, clothes, and expensive cars work
34Scarcity
- 2 year old in a room
- 1 toy easy to get to
- 1 toy hard to get to