0 saved
37.5K 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. Tum ille timide vel potius verecunde: Facio, inquit. Alterum significari idem, ut si diceretur, officia media omnia aut pleraque servantem vivere. Duo enim genera quae erant, fecit tria. Atqui haec patefactio quasi rerum opertarum, cum quid quidque sit aperitur, definitio est. Duo Reges: constructio interrete. Quod autem principium officii quaerunt, melius quam Pyrrho;
An me, inquam, nisi te audire vellem, censes haec dicturum fuisse? Potius inflammat, ut coercendi magis quam dedocendi esse videantur. Ergo instituto veterum, quo etiam Stoici utuntur, hinc capiamus exordium. Tecum optime, deinde etiam cum mediocri amico. Dici enim nihil potest verius. Egone non intellego, quid sit don Graece, Latine voluptas?
Idem adhuc; Quorum sine causa fieri nihil putandum est. An eum discere ea mavis, quae cum plane perdidiceriti nihil sciat? Nec enim, omnes avaritias si aeque avaritias esse dixerimus, sequetur ut etiam aequas esse dicamus. Iam quae corporis sunt, ea nec auctoritatem cum animi partibus, comparandam et cognitionem habent faciliorem. At habetur! Et ego id scilicet nesciebam! Sed ut sit, etiamne post mortem coletur? Nec vero sum nescius esse utilitatem in historia, non modo voluptatem. Contemnit enim disserendi elegantiam, confuse loquitur.
- Offer ‘freemium’ options to people’s problems (reciprocity).
Offering free servi ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sit enim idem caecus, debilis. Apud ceteros autem philosophos, qui quaesivit aliquid, tacet; Ab his oratores, ab his imperatores ac rerum publicarum principes extiterunt. Iam contemni non poteris. Nec enim, omnes avaritias si aeque avaritias esse dixerimus, sequetur ut etiam aequas esse dicamus. Duo Reges: constructio interrete. Omnia contraria, quos etiam insanos esse vultis. Quid igitur dubitamus in tota eius natura quaerere quid sit effectum? Quod idem cum vestri faciant, non satis magnam tribuunt inventoribus gratiam. Tibi hoc incredibile, quod beatissimum. Istam voluptatem, inquit, Epicurus ignorat?
Quae in controversiam veniunt, de iis, si placet, disseramus. Si quicquam extra virtutem habeatur in bonis. Si longus, levis; Atqui pugnantibus et contrariis studiis consiliisque semper utens nihil quieti videre, nihil tranquilli potest. Eam si varietatem diceres, intellegerem, ut etiam non dicente te intellego; Nam Pyrrho, Aristo, Erillus iam diu abiecti. Haec et tu ita posuisti, et verba vestra sunt. Quaero igitur, quo modo hae tantae commendationes a natura profectae subito a sapientia relictae sint. Cum autem venissemus in Academiae non sine causa nobilitata spatia, solitudo erat ea, quam volueramus. Post enim Chrysippum eum non sane est disputatum.
Quod autem in homine praestantissimum atque optimum est, id deseruit. Deinde qui fit, ut ego nesciam, sciant omnes, quicumque Epicurei esse voluerunt? Quae cum magnifice primo dici viderentur, considerata minus probabantur. Videmusne ut pueri ne verberibus quidem a contemplandis rebus perquirendisque deterreantur? Stuprata per vim Lucretia a regis filio testata civis se ipsa interemit. Illa argumenta propria videamus, cur omnia sint paria peccata.
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 :)