RECIPROCITY SCARCITY AUTHORITY COMMITMENT LIKING SOCIAL VALIDATION SIX UNIVERSAL INFLUENCE PRINCIPLES

STRATEGYPRINCIPLE POSITIVE MOODSMAKE REQUEST IN A POSITIVE SETTING INGRATIATION [Reciprocity] SAY FLATTERING THINGS FAVORS [Reciprocity] DO A SMALL FAVOR FOR TARGET FOOT-IN-THE-DOORFOLLOW SMALL REQUEST WITH A MUCH [Commitment]LARGER ONE DOOR IN THE FACEFOLLOW A LARGE REQUEST WITH A [Reciprocity]SMALLER ONE LOW-BALLGET COMMITMENT ON FAVORABLE [Commitment] TERMS & CHANGE CONDITIONS REACTANCE [Scarcity] GET COMMITMENT BY LIMITING CHOICE COMPLIANCE STRATEGIES

He did something that, on the face of it, seems foolish and costly. Each month he sent every one of his more than 13,000 former customers a holiday greeting card containing a printed message. The greeting card changed from month to month (e.g., “Happy new year,” happy thanksgiving”) but the message printed on the face of the card never varied. It read, “I like you.” (Cialdini, 1988, p. 166). INGRATIATION

Foot in the Door Procedure: Small 1 st request, followed by a larger 2 nd request Key Points: 2 nd request can be made by a different person 2 nd request can be on a different issue Performing the 1 st request is not essential. Agreeing to do it is sufficient Principle : Commitment (Self-perception)

Door in the Face Procedure: V ery large 1 st request (refused), followed by a smaller request. Key Points: B oth requests must be made by the same person Perception of a concession/negotiation Feeling of satisfaction within target Principle: Reciprocity

That’s Not All Procedure: A)Give original cost, then reduce it before the target responds B)Give original cost, then add something “extra” before the target responds Principle: Reciprocity

Cialdini Quote “We need to begin with a systematic observation of a phenomenon that is effective, that works on people. The we take it to the laboratory to examine its psychological underpinnings, why it works the way it does. Then we take the new information into the natural environment to see if our new insights really represent the way the thing works in the real work. (Robert Cialdini on “Full Cycle Social Psychology”)