The Power of
Persuasion BY: DR. ROBERT CIALDINI
©INFLUENCE AT WORK
Principle 1: Consensus
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We follow the lead of: Many others
Similar others
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Hotel Towel Reuse Study
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40%
35%
30%
25%
45%
Environmental Focus Cooperation Focus
42.5%
47.5%
37.5%
32.5%
27.5%
Percentage of towel reuse.
Consensus Focus
We follow the lead of:
•Many others
•Similar others
©INFLUENCE AT WORK
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Dr. R
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47.5%
42.5%
37.5%
32.5%
52.5%
Environmental Focus Cooperation Focus
50%
55%
45%
40%
35%
Consensus Focus (1)
Percentage of towel reuse.
Consensus Focus (2)
The most successful of the communications
1. was one that we have never seen employed by any
hotel management
2. yet was costless to the organization.
Two notable aspects of
the data:
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(If An Expert Says It,
It Must Be True)
Principle 2: Authority
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Credibility Knowledge
Trustworthiness
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Principle 3: Scarcity (If I Can’t Have It, I Want It)
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Principle 4:
Commitment/Consistency
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Commitment
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Obtain A Commitment
Start Small And Build
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Please call if you have to change or
cancel your reservation.
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Commitment
Please call if you have to change or cancel
your reservation.
Will you please call if you have to change or cancel your reservation?
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Commitment
Principle 5: Liking
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Liking Flows From Positive
Connections Similarities
Compliments
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Principle 6: Reciprocation
(The Good Old Give and Take)
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The effect of reciprocation is amplified
when what we give first is:
Meaningful
Unexpected
Personalized ©INFLUENCE AT WORK
Amplifiers of RECIPROCATION
Reciprocation will be amplified to the extent that the initiating favor is:
Meaningful
Unexpected
Personalized
Reciprocation Tipping Study
% in
cre
ase c
om
pa
red
to
no
min
t
3.3%
1 Mint 2 Mints 1+1 Mint
14.1%
23%
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Influence Across Cultures
In the US, UK, and Canada:
What has this requester done for me
recently? ©INFLUENCE AT WORK
In the Far East:
Is this requester connected to a
member of my small group, especially
someone of high rank? ©INFLUENCE AT WORK
Influence Across Cultures
In the Mediterranean Countries
(e.g., Spain, Italy, Greece):
Is this requester connected to one of
my friends? ©INFLUENCE AT WORK
Influence Across Cultures
In Germany and the Scandinavian
Countries
According to official rules and
categories, am I supposed to help this
requester? ©INFLUENCE AT WORK
Influence Across Cultures