Dr. Robert Cialdini Steve Martin
Dr. Robert CialdiniSteve Martin
• Dr. Robert Cialdini: Professor Emeritus of Psychology and Marketing, Arizona State University.
• He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion
What are the six shortcuts?
Scarcity
• How much of something exists• British airlines discontinued use of Concord• What is unique• What do they stand to lose
Reciprocity
• People give back what they have received• Candy with the tip: one mint vs two mints• Candy with the tip: you are special, here’s more• Personalized• Unexpected
Authority
• People follow the lead of credible experts• Display medical diploma• Uniforms• Property appraisals and contracts
Consistency
• Ask for small commitments that can be made• Drive safe postcard vs billboard on lawn• Voluntary, active, public commitments
Liking
• Three factors:• Similarities, compliments, cooperation• 2 groups, time = money vs. Small talk• Genuine compliments• Dale Carnegie
Consensus
• Actions and behavior of others influences our actions
• Towels on floor of hotel room: environmental benefits vs. awareness of others’ actions
• THIS room
Summarize: