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“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.”
“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.”
- Robert Cialdini: Influence, The Psychology of Persuasion
- Robert Cialdini: Influence, The Psychology of Persuasion
Cialdini's book, Influence, the Psychology of Persuasion, outlines the various ways in which we are persuaded by others because we have a biological need to fit in, be part of the group and thereby overcome our fears and expedite our gain or comfort.d
Reciprocity
Reciprocity
When we give something away for free, (say a one free lunch, information, help) most people feel an explicable desire to reciprocate.
Commitment / Consistency
Commitment / Consistency
Consistency builds trust - it does so through familiarity. The more we are exposed to something, the more we associate with it (warning - positively or negatively).
Social Proof
Social Proof
When we want to be like everyone else.
Liking
Liking
When the "attraction, warmth security and the obligation of friendship are brought to bear on the sales setting."
Robert Cialdini, Influence
Authority
Authority
Deference to authority causes us to act, not necessarily to understand why.
Scarcity
Scarcity
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