influence: who’s got the power? professor gaetan t. giannini, mba this presentation is based on...
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Influence: Who’s Got the Power?
Professor Gaetan T. Giannini, MBA
This presentation is based on the work of Robert Cialdini, PhD. and his book Influence: Science & Practice
Fixed Action Patterns
■ Automatic behavior triggered by a single piece of relevant information (a.k.a. trigger feature).
■ Mother turkey v. the stuffed Pole cat story.
■ Price v. Quality Pattern– Indian Jewelry– Yuengling Beer
Can we overcome
■ Yes, but only we have the ability and desire to do so.
Advantages of FAP
■ Efficiency & Economy– Time– Energy–Mental Capacity
■ Do you have time to research every decision you make?
Disadvantages of FAP
■ Vulnerability■ Decision based on one piece of
information.■ Sellers know about FAP.
Factor #1: Reciprocation
■ One of the most basic rules of human culture is that one person is obliged to repay a debt to another.
■ Deviating from this rule causes a person to suffer social consequences.
Reciprocation in Action
■ Initial favors, or giving makes an individual more likely to comply with a future request of the giver.
■ Keen negotiators may plan some “give-away” concessions to influence their opponent into giving valuable concession in return.
■ Exchanges can be terribly unbalanced.
Reciprocation in Action
■ Address Labels■ Rejection-then retreat
– Car salesman– Fund raiser
■ Free samples
Defense against the Dark Arts
■ Refuse the gift– Tough for us to do.
■ Redefine & graciously accept gifts purpose and value.
Factor #2: Commitment & Consistency
■ Personal consistency is valued by society– Do what you say you will.– Keep promises– We can count on you!
■ Consistency valuable in daily life– Daily routine– Policy & procedure at work.
■ Acts as a decision making shortcut.– This is the way I do things.– All ______________ do this this way.
Sacrifice equals strength
■ The more we sacrifice the more committed we are to behave in a prescribed manor.
■ What’s to sacrifice?– Our word– Our social standing– Discomfort– Pain & suffering–Money
Commitment & Consistency in Action
■ Restaurant reservations.– Answer this questions: “If you are unable to make it, will
you call?” Insist on response. ■ Car dealers
– If I can get you that price will you buy the car today?■ Fraternities & Sororities
– Initiation– Hazing– Oaths
■ The marines– Boot-camp– Culture– Battle
Defense Against the Dark Arts
■ Be aware that you being asked to commit
■ No when to say “NO!”
Factor #3: Social Proof
■ A behavior is correct to the degree we see others performing it.
■ Decision shortcut: – During times of uncertainty (Having trouble
deciding)– In ambiguous situations (Having trouble
figuring out the situation.) – Social Similarity
■ Safety in numbers– Nobody got fired for buying IBM– Are Microsoft products the best?– Everybody else dresses this way.
Social Proof in Action
■ Looking up experiment■ To litter or not?■ Teenage smoking■ Canned laughter■ Fashion, tech & toy trends■ Seagram’s marketing story■ Cults
– Don’t drink the Kool-Aid
Defense against the Dark Arts
■ Be sensitive to counterfeit or misrepresented social proof.
■ Actions of similar others should not be the sole basis for our own decisions.– Enron, WorldComm, etc.– Your mother told you.
Factor #4: Liking■ We are more likely to say yes to people
we like.■ Decision shortcut
– Liking implies trust– Trust increases the likelihood of
acquiescence. ■ A single positive attribute often leads to
liking.– Affability– Good looks
• Physical attribute of a person• Aesthetics of packaging
– Association• This person is a friend/associate of Tom, and I
like Tom, so…• Product families.
Liking in Action
■ Describe the personality of successful sales people you’ve met.
■ Our most popular modern Presidents:– JFK– Reagan– Clinton
■ Product packaging– Does coffee taste better from a Starbucks
cup?– Is wine with a cork better than with a screw
top?– Is blister-packed chewing gum worth more?
Defense Against the Dark Arts
■ Beware of strangers with candy.■ Understand that beauty is only
skin deep.■ When making a decision, recognize
the “liking feeling” and use that as your trigger for doing more research.
■ Remember, most bad relationships start here.
Factor #5: Authority■ We generally believe that recognized experts
possess high levels of knowledge, wisdom and power.
■ Decision shortcut:– Expert says so, that’s all I need to know.
■ We, unfortunately, tend to respond to symbols of authority, rather than true substance.– Celebrity– Credentials/Titles– Social recognition– Dress/Appearance– Wealth
Authority in Action
■ Doctor recommended…■ As stated in the Wall Street
Journal…■ Consumer Reports■ The expert witness■ Ebert & what’s his name…■ Clones or college presidents?■ Write a book, get on Oprah.
Defense Against The Dark Arts
■ Recognize the persuasive power of authority.
■ Determine if the person is truly an expert.
■ Look for multiple indication of expert status.
■ Define what makes that person an expert.
■ Is the expert sharing facts or opinions?■ Is the expert beholden to a company or
a cause?■ Beware of expert enhancement tactics.
– Giving negative about oneself, product, etc., before starting their pitch.
– Listing impressive titles, accomplishments, etc
Factor #6 Scarcity■ Early survival depended on getting
food, shelter, etc., when it was available.
■ Limited numbers, or a potential for loss triggers action response.
■ The less available, the more valuable. The supply/demand thing.
■ Loss of accessibility to things limits freedom.
■ Items more valuable when newly scarce.
Scarcity in Action
■ I’ve got a secret…■ Your last chance to act…■ This is the last one on the lot.■ A once in a lifetime offer.■ Belong to a country club?■ Rolex, Mercedes, Tiffany…■ Furby, Tickle Me Elmo, Cabbage
Patch Kids…
Defense Against the Dark Arts
■ Don’t let emotion or desire overcome rational thought.
■ Start with your own alternatives.■ If you are getting excited, and
have to have it, you are about to make a mistake.
■ Scarce doesn’t mean its better.
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