1. Influence ： Principles of Persuasion By Rina Cao

2. 2 Performance Against Comon Sense Situation ： What should a salesman do to sell out his jewels, which were high-quality but unsaleable on the original price, in tourist season? What would you do if you were the salesman ?

3. 3 Performance Against Comon Sense To increase the price.  The basic principle(people believe when purchasing): High price= High quality → Raising Price Sky-high Can Make Tourists Who Wants to Buy Real Good Stuff Purchase More.

4. 4 The Fixed-Action Pattern Fast-paced life with complex and confusing economic environment  infeasible to analyse everything  experience classified according to its feature → The shortcut—— the fixed-action pattern is needed  the more complex our life is, the more we are to rely on the short-cut, which is not that reliable sometimes.  turn to a weapon when exploited to persuade consumers into purchasing And that is psychology of consumption

5. Reciprocity

6. 6 People tend to return a favor – Return in a similar way – Expect for another favor if possible Comparison eg. good cop/ bad cop strategy Compromise A So-Called Free eg. free samples in marketing

7. 7 Reciprocity: A Case Ethiopia provided thousands of dollars in humanitarian aid to Mexico after the 1985 earthquake, despite Ethiopia suffered from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935.

8. Social Proof

9. 9 People will do things that they see other people are doing. Criterion for telling right from wrong: others' thought When will something make sense?  When others are doing so in a certain occasion.

10. 10 Social Proof: A Experiment One or more confederates look up into the sky.

11. 11 Social Proof: A Experiment Bystanders would then look up into the sky to see what they were seeing.

12. 12 Social Proof: A Experiment The experiment stopped because of traffic jam.

13. 13 Social Proof: A Case When a suicide was widely reported, the local suicide rate rose surprisingly( about 7 times) instead. People sometimes act indifferently just because others don’t offer a helping hand. So, what would you do to ask for rescue if you had an acute stroke in the street ?

14. Other Principles

15. 15 Commitment and Consistency I f people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement.

16. 16 Authority People will tend to obey authority figures, even if they are asked to perform objectionable acts.

17. 17 Liking People are easily persuaded by other people that they like. Scarcity  Perceived scarcity will generate demand.

18. Thinking as an economist. Learning about persuasion. Protecting yourself from psychological hint when perchasing. Making rational choices.

19. 19 Reference Influence: The Psychology of Persuasion Robert B. Cialdini

20. 20 THANK YOU!