0 saved
42.1K views
In his seminal marketing book Influence: The Psychology of Persuasion, Dr Robert Cialdini laid out principles to hel ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ad bona praeterita redeamus. Quae enim adhuc protulisti, popularia sunt, ego autem a te elegantiora desidero. Itaque contra est, ac dicitis; Duo Reges: constructio interrete. Quis suae urbis conservatorem Codrum, quis Erechthei filias non maxime laudat? Quis istud possit, inquit, negare? Nam si amitti vita beata potest, beata esse non potest. Nummus in Croesi divitiis obscuratur, pars est tamen divitiarum.
Videsne quam sit magna dissensio? Iam doloris medicamenta illa Epicurea tamquam de narthecio proment: Si gravis, brevis; Qui enim voluptatem ipsam contemnunt, iis licet dicere se acupenserem maenae non anteponere. Aliter enim nosmet ipsos nosse non possumus.
Si stante, hoc natura videlicet vult, salvam esse se, quod concedimus; Sensibus enim ornavit ad res percipiendas idoneis, ut nihil aut non multum adiumento ullo ad suam confirmationem indigerent; Memini vero, inquam; Ego vero isti, inquam, permitto. Iam enim adesse poterit. Legimus tamen Diogenem, Antipatrum, Mnesarchum, Panaetium, multos alios in primisque familiarem nostrum Posidonium. Quamquam te quidem video minime esse deterritum.
- Offer ‘freemium’ options to people’s problems (reciprocity).
Offering free servi ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Primum in nostrane potestate est, quid meminerimus? Cum autem negant ea quicquam ad beatam vitam pertinere, rursus naturam relinquunt. Quid autem habent admirationis, cum prope accesseris? Virtutis, magnitudinis animi, patientiae, fortitudinis fomentis dolor mitigari solet. Restincta enim sitis stabilitatem voluptatis habet, inquit, illa autem voluptas ipsius restinctionis in motu est. Tum ille timide vel potius verecunde: Facio, inquit. Duo Reges: constructio interrete. Habes, inquam, Cato, formam eorum, de quibus loquor, philosophorum.
Quod autem principium officii quaerunt, melius quam Pyrrho; Primum in nostrane potestate est, quid meminerimus? Tollitur beneficium, tollitur gratia, quae sunt vincla concordiae. Bork Sed erat aequius Triarium aliquid de dissensione nostra iudicare. Ita graviter et severe voluptatem secrevit a bono.
Quorum sine causa fieri nihil putandum est. Nunc haec primum fortasse audientis servire debemus. Ergo illi intellegunt quid Epicurus dicat, ego non intellego? Sed quanta sit alias, nunc tantum possitne esse tanta. Non quaeritur autem quid naturae tuae consentaneum sit, sed quid disciplinae. Quarum cum una sit, qua mores conformari putantur, differo eam partem, quae quasi stirps ets huius quaestionis. Quodcumque in mentem incideret, et quodcumque tamquam occurreret. Idem iste, inquam, de voluptate quid sentit?
These principles could easily lead people into pitfalls if used for evil instead of goodness. It might encourage predatory behavior, indebting people through favours and using manipulation techniques. Cialdini
Reciprocity: free mints to increase tips
One study seemed to show the impact of reciprocity, with a slight increase in tips as a result of diners receiving free mints at the conclusion of their dinners.
Commitment: Writing down the appointment
One study showed that missed appointments at health centres were reduced by 18% when patients wrote down the appointment rather than staff.
Liking: closing the deal
According to Cialdini, in a study on negotiations of MBA students, one group was told to focus on getting the deal done, the other group was told to identify something in common before they began. The first group came to an agreement 55% of the time, the second group came to an agreement 90% of the time.
Consensus: nudging tax payments
The Behavioural Insights Team in the UK, or original Nudge Unit, discovered that by tweaking the wording of letters to taxpayers to reference the fact that most people in their town paid tax on time, resulted in a 15% increase in timely tax payments.
These principles are often used in sales and marketing and tend to play on common unconscious biases. They have been further explored by cognitive psychologists exploring behavioural economics. That said, they can be used in developing relationships and influence.
Use the following examples of connected and complementary models to weave Cialdini’s six principles of influence into your broader latticework of mental models. Alternatively, discover your own connections by exploring the category list above.
Connected models:
- Fast and slow thinking: which underpins many of these approaches.
- Social proof: as it relates to liking and even authority.
- Supply and demand: as it relates to scarcity.
Complementary models:
- 4Ps of marketing: considering the combination of these methods with the 4Ps.
- Hanlon’s razor: to support the development of effective relationships.
- Non-violent communication: to help uncover needs and connect.
Find out more from Dr Robert Cialdini’s book ‘Influence: The Psychology of Persuasion’ and his broader services at his website Influence at work.
My Notes
Oops, That’s Members’ Only!
Fortunately, it only costs US$5/month to Join ModelThinkers and access everything so that you can rapidly discover, learn, and apply the world’s most powerful ideas.
ModelThinkers membership at a glance:
“Yeah, we hate pop ups too. But we wanted to let you know that, with ModelThinkers, we’re making it easier for you to adapt, innovate and create value. We hope you’ll join us and the growing community of ModelThinkers today.”
You Might Also Like:
- Actionable summaries of the world's most powerful ideas.
Subscribe now and download this practical guide to transform your thinking, plus recieve one short, powerful and actionable idea in your inbox each month.
Huge thanks for picking up the typo Amin - all fixed now :)