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. De maximma autem re eodem modo, divina mente atque natura mundum universum et eius maxima partis administrari. Itaque nostrum est-quod nostrum dico, artis est-ad ea principia, quae accepimus. Faceres tu quidem, Torquate, haec omnia; De illis, cum volemus. Nec enim, dum metuit, iustus est, et certe, si metuere destiterit, non erit;
Dempta enim aeternitate nihilo beatior Iuppiter quam Epicurus; Traditur, inquit, ab Epicuro ratio neglegendi doloris. Haeret in salebra. Prave, nequiter, turpiter cenabat; Certe non potest. Quid est igitur, inquit, quod requiras? Non est ista, inquam, Piso, magna dissensio.
Duo Reges: constructio interrete. Et ille ridens: Age, age, inquit,-satis enim scite me nostri sermonis principium esse voluisti-exponamus adolescenti,. At iam decimum annum in spelunca iacet. Gloriosa ostentatio in constituendo summo bono. Quia nec honesto quic quam honestius nec turpi turpius. Quod idem cum vestri faciant, non satis magnam tribuunt inventoribus gratiam. Illa videamus, quae a te de amicitia dicta sunt. Sequitur disserendi ratio cognitioque naturae;
- Offer ‘freemium’ options to people’s problems (reciprocity).
Offering free servi ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam si propter voluptatem, quae est ista laus, quae possit e macello peti? Beatus autem esse in maximarum rerum timore nemo potest. Duo Reges: constructio interrete. Neque enim disputari sine reprehensione nec cum iracundia aut pertinacia recte disputari potest. Conferam avum tuum Drusum cum C. Si verbum sequimur, primum longius verbum praepositum quam bonum. Quid ergo hoc loco intellegit honestum? Tu vero, inquam, ducas licet, si sequetur; Illud non continuo, ut aeque incontentae. Bork
Tibi hoc incredibile, quod beatissimum. Non laboro, inquit, de nomine. Illum mallem levares, quo optimum atque humanissimum virum, Cn. Cur id non ita fit? Sed quoniam et advesperascit et mihi ad villam revertendum est, nunc quidem hactenus; Nunc de hominis summo bono quaeritur;
Nunc de hominis summo bono quaeritur; Quae cum dixisset paulumque institisset, Quid est? Videmus igitur ut conquiescere ne infantes quidem possint. Et hunc idem dico, inquieta sed ad virtutes et ad vitia nihil interesse. Ergo illi intellegunt quid Epicurus dicat, ego non intellego? Laboro autem non sine causa; Non autem hoc: igitur ne illud quidem. Claudii libidini, qui tum erat summo ne imperio, dederetur. Aliud est enim poëtarum more verba fundere, aliud ea, quae dicas, ratione et arte distinguere.
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 :)