Science Of Persuasion

Summary

This video explores six universal principles of persuasion that influence human behavior: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus. It reveals how these principles shape our decisions, often in surprising ways. For example, people tend to reciprocate favors, desire scarce resources, and follow credible experts. By understanding and ethically applying these shortcuts, individuals can enhance their ability to persuade others, from increasing tips in restaurants to boosting sales or compliance. The video highlights practical, evidence-based strategies that lead to significant, often costless, improvements in influencing others.

Takeaways

• 😀 Reciprocity: People feel obliged to return favors. Giving something unexpected, like a mint, can increase tips significantly.
• 😀 Scarcity: People desire things that are in limited supply. Highlighting what could be lost increases the value of an offer.
• 😀 Authority: People follow the lead of credible experts. Demonstrating authority, such as showing diplomas or credentials, builds trust.
• 😀 Consistency: People like to be consistent with past actions. Small initial commitments can lead to larger, consistent actions later.
• 😀 Liking: People are more likely to say yes to those they like. Similarity, compliments, and cooperation make a person more persuasive.
• 😀 Consensus: People look to others’ behavior for guidance, especially when uncertain. Sharing how others act can influence decisions.
• 😀 Small actions can have big impacts. A mint can increase tips by 3%, while two mints can lead to a 14% increase in tips.
• 😀 The principle of reciprocation works best when the giver is the first to act and the gesture is unexpected and personalized.
• 😀 Scarcity can drive demand. People often desire something more when it is less available, as demonstrated with the Concorde flight.
• 😀 Introducing authority figures can boost credibility. When someone else vouches for your expertise, it increases trust and leads to higher success rates.
• 😀 Commitment can be triggered by small actions. A simple action like signing a postcard increases the likelihood of a bigger commitment later.

Q & A

What are the six universal principles of persuasion discussed in the transcript?

The six principles are Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus.

How does the principle of reciprocity influence human behavior?

Reciprocity suggests that when someone does something for us, we feel obligated to return the favor. This is why people are more likely to say yes to those they owe, such as when a waiter gives a mint to increase tips.

What effect does giving a mint at a restaurant have on tips, according to the research?

Giving a mint typically increases tips by around 3%. However, when two mints are given, tips increase by 14%. If the waiter provides a mint, pauses, and gives an extra mint with a personalized comment, tips can increase by 23%.

Why does scarcity make people want something more?

Scarcity creates a sense of urgency and rarity. When something becomes scarce, people perceive it as more valuable, which is why the announcement of the Concorde flight's discontinuation led to an increase in sales, despite no other changes.

What role does authority play in persuasion, and how can it be applied ethically?

People are more likely to follow the lead of credible, knowledgeable experts. This can be applied by showcasing credentials, displaying expertise, or having others introduce you as an expert, as seen in the real estate example.

How does the principle of consistency work to influence behavior?

Consistency is activated by asking for small initial commitments, which make people more likely to follow through with larger requests later. An example is getting homeowners to place a small card in their window before asking them to put up a large billboard.

What is the significance of public and active commitments in persuasion?

Public and active commitments, especially those made in writing, increase the likelihood of people staying consistent with their earlier decisions. For instance, asking patients to write down their appointment details led to an 18% decrease in missed appointments.

How does the principle of liking enhance persuasion?

People are more likely to say yes to those they like. Liking is influenced by factors such as similarity, compliments, and cooperation towards mutual goals, as demonstrated in negotiation studies where sharing personal information increased successful outcomes.

How can you use the principle of liking in online negotiations?

In online negotiations, finding common ground and offering genuine compliments can enhance rapport and increase the likelihood of a successful outcome. The studies showed that sharing personal information before starting negotiations led to better results.

How does the principle of consensus influence decision-making?

People tend to look to the behavior of others, especially in uncertain situations, to guide their own actions. For example, hotels increased towel reuse by stating that 75% of previous guests reused their towels, which led to a 33% increase in compliance.