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INFLUENCE INFLUENCE Science and Practice Science and Practice Dr. Robert B. Cialdini Presentation by Remy Wainfeld
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Application of Compliance Theory to the Sale of Pharmaceuticals

Dec 18, 2014

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Remy Wainfeld

This presentation summarizes the application of psychologist Robert Cialdini\'s compliance theory to the sale of pharmaceuticals.
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Page 1: Application of Compliance Theory to the Sale of Pharmaceuticals

INFLUENCEINFLUENCEScience and PracticeScience and PracticeDr. Robert B. Cialdini Presentation by Remy Wainfeld

Page 2: Application of Compliance Theory to the Sale of Pharmaceuticals

“Each principle is examined as toits ability to produce a distinctkind of automatic, mindless

compliance from people, that is,a willingness to say yes without

thinking first” (x).

Page 3: Application of Compliance Theory to the Sale of Pharmaceuticals
Page 4: Application of Compliance Theory to the Sale of Pharmaceuticals

Fixed‐action patterns: “Click, whirr” Trigger features Mental shortcuts Contrast Principle

Page 5: Application of Compliance Theory to the Sale of Pharmaceuticals
Page 6: Application of Compliance Theory to the Sale of Pharmaceuticals

Repay past favors Repay uninvited favors

Page 7: Application of Compliance Theory to the Sale of Pharmaceuticals
Page 8: Application of Compliance Theory to the Sale of Pharmaceuticals

Commitment activates consistency

Abilify

Page 9: Application of Compliance Theory to the Sale of Pharmaceuticals
Page 10: Application of Compliance Theory to the Sale of Pharmaceuticals

Social influence Uncertainty Similarity

Abilify Humira

Page 11: Application of Compliance Theory to the Sale of Pharmaceuticals
Page 12: Application of Compliance Theory to the Sale of Pharmaceuticals

Physical attractiveness Similarity Compliments Contact and cooperation Conditioning and association

Page 13: Application of Compliance Theory to the Sale of Pharmaceuticals
Page 14: Application of Compliance Theory to the Sale of Pharmaceuticals

Power of authority pressure Connotation, not content

Titles Clothes Trappings

Page 15: Application of Compliance Theory to the Sale of Pharmaceuticals

“As opportunities become less available, welose freedoms.  And we hate to lose thefreedoms we already have” (208)

Limited quantities Time limits

Page 16: Application of Compliance Theory to the Sale of Pharmaceuticals

“…with the sophisticated mental apparatus we haveused to build word eminence as species, we have

created an environment so complex, fast‐paced, andinformation‐laden that we must increasingly dealwith it in the fashion of the animals we long ago

transcended” (235)

Page 17: Application of Compliance Theory to the Sale of Pharmaceuticals