Cialdini’s Persuasion Model
Cialdini’s Persuasion Model
Cialdini R. “The Psychology of Persuasion”. (2000). [pic] The single biggest danger in negotiation is not failure but to be successful without knowing why you are successful. -Jens Thang
Persuasion is something everyone has to do. There is no secret formula on how to persuade more effectively; there is no magic formula. The ancient Greeks (especially Aristotle) wrote much about persuasion and rhetoric.
Robert Cialdini has come up with Six principles of persuasion.
Advertisers also use these effectively.
1. Principle of Liking
[pic]
Image By: Mareen Fischinger
Consumers are easily influenced by whom they like. Research has shown that there are many things you can like in someone (e.g. physical attractiveness, compliments and cooperative efforts), but one factor really stands out.
And it’s the most powerful and easiest to implement: Similarity
We like people who are similar to us (in as many ways as possible). You generally trust a person more if that person is similar to you.
We will later discuss in detail certain ‘appeals’ that advertisers use in crafting a message. “Association” ads try to satisfy the wants and needs of the consumer by satisfying the wants and needs of consumer associations, or whom he or she likes and relates to. Some call this ‘tribalism’, breaking consumers into ‘similar’ groups or identities with similar likes and dislikes. This principle is commonly used in beer commercials and often with a sports backdrop.
A typical example appears below:
http://youtu.be/JMnPm1rziPg
2. Principle of Authority
People are easily influenced by what they deemed as legitimate authorities.
People feel secure in following the opinion of an expert, as in
“9 out of 10 doctors recommend….blah, blah for your headache”
Experts can come from any walk of life, and in fact, not even be connected with the brand.
If Cristiano Ronaldo is a great
Cialdini R. “The Psychology of Persuasion”. (2000). [pic] The single biggest danger in negotiation is not failure but to be successful without knowing why you are successful. -Jens Thang
Persuasion is something everyone has to do. There is no secret formula on how to persuade more effectively; there is no magic formula. The ancient Greeks (especially Aristotle) wrote much about persuasion and rhetoric.
Robert Cialdini has come up with Six principles of persuasion.
Advertisers also use these effectively.
1. Principle of Liking
[pic]
Image By: Mareen Fischinger
Consumers are easily influenced by whom they like. Research has shown that there are many things you can like in someone (e.g. physical attractiveness, compliments and cooperative efforts), but one factor really stands out.
And it’s the most powerful and easiest to implement: Similarity
We like people who are similar to us (in as many ways as possible). You generally trust a person more if that person is similar to you.
We will later discuss in detail certain ‘appeals’ that advertisers use in crafting a message. “Association” ads try to satisfy the wants and needs of the consumer by satisfying the wants and needs of consumer associations, or whom he or she likes and relates to. Some call this ‘tribalism’, breaking consumers into ‘similar’ groups or identities with similar likes and dislikes. This principle is commonly used in beer commercials and often with a sports backdrop.
A typical example appears below:
http://youtu.be/JMnPm1rziPg
2. Principle of Authority
People are easily influenced by what they deemed as legitimate authorities.
People feel secure in following the opinion of an expert, as in
“9 out of 10 doctors recommend….blah, blah for your headache”
Experts can come from any walk of life, and in fact, not even be connected with the brand.
If Cristiano Ronaldo is a great