Science Of Persuasion

Summary

Researchers have identified six universal principles of influence: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus. These principles guide human behavior and can significantly enhance persuasion when used ethically. Examples include how giving a small gift can increase restaurant tips, scarcity driving demand for the Concorde flight, and credentials boosting compliance in healthcare. Understanding and applying these shortcuts in decision-making can lead to more effective and ethical persuasion.

Takeaways

• 🧠 The science of persuasion has been studied for over 60 years, revealing six universal principles that guide human behavior.
• 🎁 Reciprocity is a powerful principle where people feel obliged to return a favor or gift, which can significantly influence decision-making.
• 🍬 The example of mints in restaurants shows that even small, unexpected gifts can increase tipping behavior by up to 23%.
• 📉 Scarcity makes items more desirable; when the Concorde flights became scarce, sales increased despite no change in the service.
• 👨‍⚕️ Authority influences people's actions, as seen with physiotherapists who display their diplomas and increase patient compliance.
• 🤝 Consistency is key in persuasion; small initial commitments can lead to much larger, consistent actions later on.
• 📝 Getting commitments in writing, such as having patients write down their appointment details, can reduce missed appointments.
• 💕 People are more likely to say yes to those they like, which can be influenced by similarity, compliments, and cooperation.
• 🤗 Online interactions can also leverage the principle of liking, as shown by an increase in successful negotiations when personal information is exchanged.
• 👥 Consensus is a powerful persuader, especially in uncertain situations; people are more likely to follow actions taken by others.
• 🏨 Hotels using the principle of consensus on towel reuse cards can increase compliance by highlighting what a majority of guests have done.

Q & A

What is the main topic of the video script?

The main topic of the video script is the science of persuasion, focusing on six universal principles that influence people's decisions to say 'yes' to requests.

How long have researchers been studying the factors that influence our decisions to say 'yes'?

Researchers have been studying these factors for over 60 years.

What are the six universal shortcuts or principles of influence identified in the script?

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

How does the principle of Reciprocity work in social interactions?

The principle of Reciprocity suggests that people feel obliged to return a behavior, gift, or service that they have received from others.

What effect did giving a mint at the end of a meal have on tipping behavior in restaurants, according to the script?

In the script, it is mentioned that giving a single mint increased tips by around 3%, and providing two mints resulted in a 14% increase in tips.

What is the Scarcity principle and how does it influence people's desires?

The Scarcity principle states that people want more of those things that are less available. It influences desires by making items or opportunities seem more valuable when they are perceived as limited.

How can the Authority principle be used to increase compliance with recommendations?

The Authority principle can be used by displaying credentials or demonstrating expertise, which can lead people to be more likely to follow recommendations or comply with requests.

What is the significance of small initial commitments in the Consistency principle?

Small initial commitments are significant in the Consistency principle because they can lead to larger, consistent actions in the future. People are more likely to follow through on larger commitments if they have already made smaller, related ones.

According to the script, what are the three factors that contribute to the principle of Liking?

The three factors that contribute to the principle of Liking are similarity between people, receiving compliments, and cooperation towards mutual goals.

How does the Consensus principle influence people's behavior, especially when they are uncertain?

The Consensus principle influences people's behavior by making them look to the actions and behaviors of others to determine their own, especially when they are uncertain. This can lead to conformity and increased likelihood of following the actions of the majority.

What is an example of how the Consensus principle can be applied in a hotel setting, as mentioned in the script?

An example of applying the Consensus principle in a hotel setting is by placing a sign in the bathroom stating that a majority of guests reuse their towels during their stay, which can lead to an increase in towel reuse by new guests.

What is the overall message of the video script regarding the use of these principles?

The overall message of the video script is that understanding and employing these six scientifically validated principles of persuasion can significantly increase one's ability to influence and persuade others in an ethical manner.

Outlines

00:00

🔑 The Science of Persuasion: Six Universal Principles

This paragraph delves into the science of persuasion, highlighting six key principles that influence people's decisions to say 'yes'. The principles are reciprocity, scarcity, authority, consistency, liking, and consensus. Reciprocity suggests that people feel obligated to return favors, which can be leveraged by being the first to give. Scarcity posits that people desire more of what is less available, as demonstrated by the increased demand for the Concorde flights when they became scarce. Authority indicates that people are more likely to follow the advice of credible experts, which can be shown through credentials or uniforms. Consistency involves aligning with previous commitments, which can be initiated through small, initial agreements. Liking is based on the affinity people have for others who are similar, offer compliments, or cooperate towards mutual goals. Lastly, consensus shows that people look to the behaviors of others, especially in uncertain situations, to guide their actions. The paragraph emphasizes the effectiveness and ethical application of these principles in persuasion.

05:05

🏢 Practical Applications of Persuasion Principles in Business

The second paragraph explores the practical applications of the persuasion principles in a business context, specifically in real estate. It discusses how showcasing an agent's credentials and expertise can significantly increase the number of appointments and signed contracts. The principle of consistency is also examined through a study where homeowners were more likely to erect a billboard after previously showing support for a campaign. The principle of liking is demonstrated through negotiation studies, where establishing similarities and offering compliments led to higher success rates and more profitable outcomes. The paragraph concludes with the principle of consensus, suggesting that hotels could increase towel reuse by informing guests that a majority of others have done so, thus leveraging social proof to influence behavior.

10:06

📈 The Impact of Social Proof and Ethical Persuasion Techniques

The final paragraph emphasizes the impact of social proof by discussing how a simple message indicating that previous guests reused their towels can significantly increase the likelihood of current guests doing the same. It provides a specific example where changing a sign's message led to a 33% increase in towel reuse. The paragraph concludes by summarizing the six scientifically validated principles of persuasion that can be implemented in ethical ways to make a substantial difference in one's ability to influence others. It positions these principles as secrets from the science of persuasion, suggesting that by understanding and applying them, one can effectively persuade others without resorting to manipulation or coercion.

Keywords

💡Reciprocity

Reciprocity is the concept of feeling obliged to return a favor or behavior that has been received first. It is a social norm that plays a significant role in human interactions. In the context of the video, it is presented as the first principle of influence, where people are more likely to say 'yes' to those to whom they feel indebted. An example from the script is the study conducted in restaurants, where giving diners a mint at the end of their meal increased tips, demonstrating how reciprocity can be leveraged in persuasion.

💡Scarcity

Scarcity refers to the perception that something is more desirable when it is less available. This principle is used in marketing and sales to create a sense of urgency and drive demand. The video script illustrates this with the example of British Airways' Concorde flights, where sales increased dramatically after it was announced that the service would be discontinued, highlighting how scarcity can influence decision-making.

💡Authority

Authority is the influence derived from being perceived as knowledgeable and credible. The video emphasizes that people are more likely to follow the recommendations of experts or those who appear authoritative. For instance, physiotherapists are shown to be more persuasive when they display their credentials, indicating how authority can be a powerful persuader.

💡Consistency

Consistency is the desire of individuals to align their actions with their previously stated beliefs, commitments, or behaviors. The video describes how small initial commitments can lead to larger, consistent actions. The example of the 'Drive Safely' campaign shows how homeowners were more willing to erect a billboard after they had made a smaller commitment by placing a postcard in their window.

💡Liking

Liking is the principle that people are more inclined to agree with or be persuaded by those they like. The video explains that we tend to like those who are similar to us, who give us compliments, and who cooperate with us. An example provided is the negotiation study where MBA students were more successful when they first found common ground and exchanged compliments before negotiating.

💡Consensus

Consensus is the principle that people look to the actions of others, especially in uncertain situations, to determine their own behavior. The video script uses the example of hotel towel reuse cards, which were more effective when they highlighted what the majority of guests had done, showing the power of social proof in influencing actions.

💡Persuasion

Persuasion is the process of influencing the actions or beliefs of others through communication and various psychological principles. The video's main theme revolves around the science of persuasion, detailing six principles that can effectively guide human behavior and decision-making. The principles discussed are all aimed at enhancing one's ability to persuade ethically.

💡Shortcuts

Shortcuts, in the context of the video, refer to the rules of thumb or heuristics that people use to simplify decision-making, especially in complex or information-overloaded situations. The script identifies six such shortcuts that guide human behavior and can be ethically employed to increase the likelihood of persuading others.

💡Ethical Persuasion

Ethical persuasion is the practice of influencing others in a manner that adheres to moral principles and respects the autonomy of the individual being persuaded. The video emphasizes the importance of using the principles of influence in an ethical way, suggesting that small, costless changes guided by these principles can lead to significant differences in one's persuasive abilities.

💡Social Obligation

Social obligation is the sense of duty or responsibility one feels towards others based on social norms and expectations. The video script discusses how social obligations, such as the principle of reciprocity, can make people more likely to comply with requests. The example of the restaurant waiter giving a mint illustrates how this social obligation can increase tipping behavior.

💡Personalized and Unexpected

Personalized and unexpected refers to the approach of giving something that is tailored to the recipient and comes as a surprise. In the video, it is mentioned as a key to using the principle of reciprocity effectively. The script describes how an extra mint given with a personalized comment led to a significant increase in tips, showing the impact of this approach on persuasion.

Highlights

Researchers have been studying the science of persuasion for over 60 years.

Six universal shortcuts guide human behavior in decision-making: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus.

Reciprocity principle suggests people feel obliged to return favors.

Scarcity principle: People desire more of what is less available.

The example of Concorde flights illustrates the scarcity principle in action.

Authority principle: People follow the lead of credible, knowledgeable experts.

Consistency principle: People prefer to align with their past actions or statements.

Liking principle: People are more likely to agree with those they like.

Consensus principle: People look to the actions of others, especially when uncertain.

The impact of a gift on tipping behavior in restaurants demonstrates reciprocity.

Providing two gifts can quadruple tips, showcasing the power of reciprocity.

Personalized and unexpected gifts can significantly increase tipping.

Signaling authority before making an influence attempt is crucial.

Initial small commitments can lead to much larger consistent actions.

Written commitments can reduce missed appointments by 18%.

Finding areas of similarity and giving genuine compliments can increase negotiation success.

Telling customers about the actions of similar others can increase compliance.

A simple sign change can lead to a 33% increase in towel reuse by referencing previous guests' actions.

Transcripts

Researchers have been studying the factors that influence us to say yes

to the request of others for over 60 years.

And there can be no doubt that there's a science to how we are persuaded.

And a lot of the science is surprising.

When making a decision

it'd be nice to think that people consider all the available information

in order to guide their thinking.

But the reality is very often different.

In the increasingly overloaded lives we lead, more than ever

we need shortcuts or rules of thumb to guide our decision-making.

My own research has identified just six of these shortcuts.

As universals that guide human behavior,

they are:

Reciprocity,

Scarcity,

Authority,

Consistency,

Liking,

and Consensus.

Understanding these shortcuts and employing them in an ethical manner,

can significantly increase the chances that someone will be persuaded by your request.

Let's take a closer look at each in turn.

So the first universal principle of influence is Reciprocity.

Simply put, people are obliged to give back to others the form of behavior,

gift, or service that they have received first.

If a friend invites you to their party,

there's an obligation for you to invite them to a future party you are hosting.

If a colleague does you a favor then you owe that colleague a favor.

And in the context of a social obligation

people are more likely to say yes to those that they owe.

One of the best demonstrations of the principle of reciprocation

comes from a series of studies conducted in restaurants.

So the last time you visit a restaurant,

there's a good chance that the waiter or waitress will have given you a gift.

Probably about the same time that they bring your bill.

A liqueur perhaps or a fortune cookie or perhaps a simple mint.

So here's the question.

Does the giving of a mint have any influence over how much tip you're going to leave them?

Most people will say no.

But that mint can make a surprising difference.

In the study, giving diners a single mint at the end of their meal,

typically increased tips by around 3%.

Interestingly if the gift is doubled and two mints are provided, tips don't double.

They quadruple, a 14% increase in tips.

But perhaps most interestingly of all, is the fact that if the waiter provides one mint,

starts to walk away from the table, but pauses, turns back

and says, "For you nice people, here's an extra mint," tips go through the roof.

A 23% increase influenced not by what was given, but how it was given.

So the key to using the principle of reciprocation is to be the first to give

and to ensure that what you give is personalized and unexpected.

The second universal principle of persuasion is Scarcity.

Simply put, people want more of those things they can have less of.

When British Airways announced in 2003

that they would no longer be operating the twice daily London-New York Concorde flight

because it had become uneconomical to run, sales the very next day took off.

Notice that nothing had changed about the Concorde itself.

It certainly didn't fly any faster, the service didn't suddenly get better, and the airfare didn't drop.

It had simply become a scarce resource.

And as a result, people wanted it more.

So when it comes to effectively persuading others using the scarcity principle, the science is clear.

It's not enough simply to tell people about the benefits they'll gain

if they choose your products and services.

You'll also need to point out what is unique about your proposition

and what they stand to lose

if they fail to consider your proposal.

Our third principle of influence is the principle of authority.

The idea that people follow the lead of credible knowledgeable experts.

Physiotherapists for example are able to persuade more of their patients

to comply with recommended exercise programs

if they display their medical diplomas on the walls of their consulting rooms.

People are more likely to give change for a parking meter to a complete stranger

if that requester wears a uniform rather than casual clothes.

What the science is telling us is that it is important to signal to others

what makes you a credible knowledgeable authority before you make your influence attempt.

Of course this can present problems.

You can hardly go around telling potential customers how brilliant you are.

But you can certainly arrange for someone to do it for you.

And surprisingly the science tells us that it doesn't seem to matter if the person who introduces you

is not only connected to you but also likely to prosper from the introduction themselves.

One group of real estate agents were able to increase both the number of property appraisals

and the number of subsequent contracts that they wrote

by arranging for reception staff who answered customer enquiries

to first mention their colleagues' credentials and expertise.

So, customers interested in letting a property were told "Lettings?

Let me connect you with Sandra who has over 15 years' experience letting properties in this area."

Customers who wanted more information about selling properties were told

"Speak to Peter, our head of sales. He has over 20 years' experience selling properties.

I'll put you through now."

The impact of this expert introduction led to a 20% rise in the number of appointments

and a 15% increase in the number of signed contracts.

Not bad for a small change in form from persuasion science

that was both ethical and costless to implement.

The next principle is Consistency.

People like to be consistent with the things they have previously said or done.

Consistency is activated by looking for and asking for small initial commitments that can be made.

In one famous set of studies researchers found rather unsurprisingly,

that very few people would be willing to erect an unsightly wooden board

on their front lawn to support a Drive Safely campaign in their neighborhood.

However in a similar neighborhood close by,

four times as many homeowners indicated that they would be willing to erect this unsightly billboard.

Why?

Because ten days previously, they had agreed to place a small postcard

in the front window of their home that signaled their support for a Drive Safely campaign.

That small card was the initial commitment that led to a 400% increase

in a much bigger but still consistent change.

So when seeking to influence using the consistency principle,

the detective of influence looks for voluntary, active and public commitments

and ideally gets those commitments in writing.

For example, one recent study reduced missed appointments at health centers by 18%

simply by asking the patients, rather than the staff

to write down appointment details on the future appointment card.

The fifth principle is the principle of Liking.

People prefer to say yes to those that they like.

But what causes one person to like another?

Persuasion science tells us that there are three important factors.

We like people who are similar to us,

we like people who pay us compliments

and we like people who cooperate with us towards mutual goals.

As more and more of the interactions that we are having take place online

it might be worth asking whether these factors can be employed effectively

in let's say online negotiations.

In a series of negotiation studies carried out between MBA students at two well-known business schools,

some groups were told, "Time is money. Get straight down to business."

In this group around 55% were able to come to an agreement.

A second group however, were told,

"Before you begin negotiating, exchange some personal information with each other.

Identify a similarity you share in common

then begin negotiating."

In this group 90% of them were able to come to successful and agreeable outcomes

that were typically worth 18% more to both parties.

So to harness this powerful principle of liking,

be sure to look for areas of similarity that you share with others

and genuine compliments you can give before you get down to business.

The final principle is Consensus.

Especially when they are uncertain,

people will look to the actions and behaviors of others to determine their own.

You may have noticed that hotels often place a small card in bathrooms

that attempt to persuade guests to reuse their towels and linen.

Most do this by drawing a guest's attention

to the benefits that reuse can have on environmental protection.

It turns out that this is a pretty effective strategy leading to around 35% compliance.

But could there be an even more effective way?

Well it turns out that about 75% of people who check into a hotel for four nights or longer

will reuse their towels at some point during their stay.

So what would happen if we took a lesson from the principle of consensus

and simply included that information on the cards

and said that 75% of our guests reuse their towels at some time during their stay.

So please do so as well.

It turns out that when we do this, towel reuse rises by 26%.

Now imagine the next time you stay in a hotel you saw one of these signs.

You picked it up and you read the following message:

Seventy-five percent of people who have stayed in this room

have reused their towel.

What would you think?

Well here's what you might think.

"I hope they're not the same towels."

And like most people you'd probably think that

this sign will have no influence on your behavior whatsoever.

But it turns out that changing just a few words on a sign

to honestly point out what comparable previous guests have done

was the single most effective message leading to a 33% increase in reuse.

So the science is telling us that rather than relying on our own ability to persuade others

we can point to what many others are already doing especially many similar others.

So there we have it.

Six scientifically validated principles of persuasion that provide for small practical,

often costless changes that can lead to big differences in your ability

to influence and persuade others in an entirely ethical way.

They are the secrets from the science of persuasion.