Overview
This lecture covers six universal principles of persuasion, supported by research, that guide human behavior and influence decision-making.
Six Principles of Persuasion
- People use mental shortcuts (heuristics) due to information overload when making decisions.
- The six universal persuasion principles are Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus.
Reciprocity
- People feel obliged to return favors, gifts, or services received from others.
- Personalized and unexpected gifts or gestures increase the likelihood of reciprocation.
- Example: Giving diners a mint increases tips significantly; the effect is amplified if the gesture is personalized.
Scarcity
- Items or opportunities perceived as scarce are more desirable.
- Emphasizing what is unique and what could be lost increases persuasion.
- Example: Sudden scarcity of Concorde flights led to a spike in ticket sales.
Authority
- People follow the advice of credible, knowledgeable experts.
- Displaying credentials or having others introduce one's expertise increases influence.
- Example: Real estate agents increased appointments and contracts when receptionists mentioned their experience.
Consistency
- People prefer to act consistently with previous commitments they’ve made.
- Small, voluntary, and public commitments pave the way for larger commitments.
- Example: Getting homeowners to display a small sign first greatly increased willingness to display a larger one later.
Liking
- People are more easily persuaded by those they like.
- We like others who are similar to us, pay us compliments, or work with us towards mutual goals.
- Building rapport and finding similarities boosts negotiation and persuasive success.
Consensus
- People look to the behavior of others, especially similar others, when uncertain.
- Showing that many people perform a desired behavior increases compliance.
- Example: Notifying hotel guests that most others reuse towels greatly increases towel reuse rates.
Key Terms & Definitions
- Reciprocity — the obligation to return favors or gifts received.
- Scarcity — increased desire for items that are rare or limited.
- Authority — influence gained by demonstrating expertise or credibility.
- Consistency — tendency to act in line with prior statements or actions.
- Liking — preference to agree with people we like or relate to.
- Consensus — tendency to follow what the majority or similar others do.
Action Items / Next Steps
- Review and practice applying the six persuasion principles in real-world scenarios.
- Identify which principle(s) are most relevant to your current projects or interactions.