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A very popular book by Professor Cialdini,
an expert in psychology, suggests that there are six main tools to
use when you are trying to influence other people. These tools are:
- Reciprocation
We are brought up to "respond in kind". If you do me a favour,
I owe you one. We all hate to be seen as a freeloader. So by offering people
something as a gift, they feel compelled to respond.
- Commitment and Consistency
Commitment and consistency are valued in our society. This means that we
can be influenced by committing ourselves to some course of action and
remaining consistent thereafter. This tool is often used when we are approached
on the street for our support or our donations. Initial questions established
how we feel about something (our commitment), the following questions then
exploit our need for consistency and ultimately this can end with us signing
up for some cause or another.
- Social Proof
"This is our most popular model... everyone is buying it this summer..." We’ve
all encountered this sales pitch before. After all, if "everybody" is
buying it, surely it is a fine product and surely I can find a use for it and
would I like to be the only one without this? This is probably the same reason
why restaurants like to seat patrons by the front windows! Another good example
of social proof we are familiar with is the crowd- when we see someone staring
at something in particular we all go and have a look ourselves.
- Liking
People are more likely to respond to people they know and like. So if your
friend asks you to sign up for a cause, you are more likely to say yes.
This can be extended to familiarity (e.g. people we see regularly but not
necessarily know well- like fellow commuters), similarity (e.g. members
of the same association), charisma or physical attractiveness (e.g. movie
stars advertising products) and flattery. Many modern advertising campaigns
use a combination of these techniques to influence us into buying.
- Authority
People in positions of authority can have great influence over us. This is
probably one reason why a lot of the people selling health-related products
usually have quotes from some doctor. Although experts are one source of
ready authority used in TV news and advertisements, authority can be conferred
by much simpler means. Our style of dress, whether a uniform or a formal
business suit, can also display a certain authority and credibility. A
combination of perceived relevant authority and credibility usually is
sufficient to influence changes in behaviour.
- Scarcity
We receive "Limited Offers" in the post telling us we only had
3 days to buy this or that wonder product. Internet vendors inform us that
free postage is on offer for all sales until the end of this week. These
are examples of the scarcity tool at work. The same tool is used in "previews" and "special
discount for the first 100 applicants only", as well as "limited
print run" on certain books and pictures. Everyone like to have something
unique or in limited supply.
The book does a good job on describing how these are used and even
more useful- how to defend yourself against these tools. It provides
an understanding, with examples, of the way people behave and how marketers
exploit this.
But do people really use these tools? You bet they do. The best examples
are the 30-minute "info-mercials" on keep-fit apparatus you
see on the TV shopping channels, they use:
1. Reciprocation - "... if you order now, we will
give you an additional..."
2. Commitment and Consistency - "... tired of feeling tired?
looking your age? can’t sleep?..." provides the commitment followed
by 30 minutes of consistent bombardment on feeling great, looking young and
sleeping soundly.
3. Social Proof - all these "ordinary" people telling
you how miserable they were and how wonderful they feel now after using this
equipment.
4. Liking - some attractive person with immaculate physique telling
you that it only takes 5 minutes a day and you can even fold the equipment
under the bed for easy stowage afterwards.
5. Authority - there is usually a minor celebrity or former world
karate champion talking to a health expert about how important keeping fit
is and how well this particular piece of equipment can provide eternal youth,
health and sex appeal.
6. Scarcity - "... hurry, stocks are limited...", "...this
unique package includes ..."
Our Recommendation:
Buy and read the book and then watch an info-mercial (or sit in on a sales
call) and use our influence scoresheet (see below) to keep score!
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