“Hey, hey, hey! Are you folks nuts? I’m telling you, this is the car for you.”

6 Principles of Social Influence: 1. Norm of Reciprocity 2. Commitment & Consistency 3. Social Validation 4. Liking 5. Scarcity 6. Authority

1) Norm of Reciprocity Pay every debt, as if God wrote the bill. »Ralph Waldo Emerson

Reciprocity Beware free gifts –Offer small gift, then make request –Take advantage of “norm of reciprocity”

Reciprocity: Door-in-the-face technique Begin with a very large request (which will be refused), then make a smaller request –Smaller request is what you want in the first place Why? –Norm of reciprocity

Reciprocity That’s-not-all technique

2)Commitment and Consistency It is easier to resist at the beginning than at the end. »Leonardo Da Vinci

Gain Target’s Compliance With a Small Request Foot-in- the-Door FIRST STEP SECOND STEPTACTIC Example: “Would you sign a petition to help feed starving children?” Foot-in- the-Door

Gain Target’s Compliance With a Small Request Foot-in- the-Door FIRST STEP SECOND STEP TACTIC Would you sign a petition to help feed starving children? Make a Related, Larger Request “Would you work for 2 weeks in the local soup kitchen?” Foot-in- the-Door

Get an Agreement to a Specific Arrangement FIRST STEP SECOND STEP Low-Ball TACTIC Get the Customer to Agree to Buy a New Car for $15,000 Low-Ball

Get an Agreement to a Specific Arrangement FIRST STEP Low-Ball TACTIC Get Customer to Agree to Buy a New Car for $15,000 SECOND STEP Change The Terms of The Arrangement “Oh, you wanted tires and seats? Then that’ll be $15,999.” Low-Ball

3) Social Validation Where all think alike, no one thinks very much. »Walter Lippmann

Social Validation National Public Radio fund drives “Salting" the tip jar Amazon.com shows you list of books others with similar interests have purchased Canned laughter

4) Liking The main work of a trial attorney is to make a jury like his client. »Clarence Darrow The Tupperware Party

Liking Attractiveness –Halo effect –Attractive candidates receive more votes of unattractive candidates. –Appearance of job applicants more importance than job qualifications –Good looking people likely to receive highly favorable treatment in the legal system. Similarity: –People more likely to help out similar other

Liking Familiarity –In elections people often just choose voters because the name looks familiar. –The human face isn’t perfectly symmetrical; People prefer the way they look in the mirror, but their friends prefer their actual appearance Association

5) Scarcity The way to love anything is to realize that it might be lost. »G.K. Chesterton

Opportunities seem more valuable when they are scarce –Scarcity increases appeal! Why? –Freedom of choice--don’t want choices taken away –Scarce= valuable, popular Scarcity

Limited TimeLimited Supply

6) Authority Follow an expert. »Virgil

Authority

Authority: Symbols