The Science of Persuasion
Social Proof
Reciprocity
Consistency/Commitment
Authority
Liking
Scarcity
Social Proof: Humans like to follow the herd!
Laugh tracks on comedy shows, Slogans: e.g. ‘Now a best-selling movie!’
“Most popular beer in Europe.”
“Operators are waiting, call now” vs “If operators are busy, please call again”
The Asch Experiment: 32% conformed with a “wrong” answer.The bystander effect, or bystander apathy Kitty Genovese Case: for more than half an hour 38 respectable, law-abiding citizens in Queens watched a killer stalk and stab a woman in three separate attacks in Kew Gardens.
Reciprocity: People are more likely to do something for you if they feel you’ve done something for them, even if the exchange isn’t equal.
Examples: Charity appeals that come with a free pen or key ring
Consistency: We all like to think of ourselves as consistent and sticking to our commitments; this can be used as a lever. E.g. As a conscientious parent I know you will be having your children protected against etc
Authority: We are more likely to be persuaded by people of high status and “expertise”
Liking: it is easier to be persuaded by someone we like. E.g. popular celebrities on charity appeals
Scarcity: the window of opportunity! E.g. “while stocks last”, or “limited time only!” (Time pressure makes people greedy!)
(“Some Roman Catholic Archbishops like Sex” is a pneumonic!)
Based on lectures by Steve Martin and the book:
“Yes!” The Science of Persuasion:
Goldstein, Martin and Cialdini