The 6 rules of persuasive communication The 6 rules of communication Persuasive of Cialdini to be based on making some behavior patterns collectively internalized in the human psyche, in order to influence the behavior of the interlocutor. They are natural springs that emerge from heuristics rather than logical processes or reflections.
1. Principle of Reciprocity
refers to the need in the social relations of restoring balance. That is, when we receive anything, we feel the need to give something in return. For example, sellers often provide free samples of a product or service, and produce an imbalance in order to restore balance by granting the customer sales.
The principle of reciprocity is based on treating others as they treat us. Social norms impel them to correspond to the "benefactor" when that person has helped you, a gift something, or has it made any kind of favor. A person who does not behave in accordance with this standard is commonly perceived as unpleasant and exploited. It is therefore easier to convince those people who previously have been given a gift, or are has done a favor. That sense of obligation to us make them more likely to agree to our requirements. An initial please create obligations that will be matched and exceeded in the future.
The norm of reciprocity is a cornerstone for the functioning of societies. It is important because it benefits individuals and the group as a whole. Ensures that any resources that you share in a given time will be returned by the other when needed. There are provisions that remind us of this obligation: "An eye for eye, tooth for tooth" or "what you do not want for no you want it to anybody, ". If we want to elicit information to someone, it'll make any confidential previously personal, small confession, or any other information. Thus feel obliged to tell us something in return. In a sale or a bargain is based on a common strategy that allows for huge price a deep discount. This suggests the potential buyer has made major concessions. The other half believe that it has convinced the seller and takes something at a bargain price, but may actually lose out.
2. Coherence Principle
also called the commitment or consistency. Human beings need to be consistent in what you do, what they buy and in general behavior. An obsessive way, we have the desire to appear consistent with respect to others. When making any decision, we note the "pressure" to behave according to our commitment. For example, this principle can explain why it is more difficult to capture a new customer than keep an old or programs brand loyalty.
The influence of the principle of consistency is based on the desire to be and appear a person's attitudes and behaviors consistent over time. We try to be consistent with others but also towards ourselves. Coherence is a personality trait of social value, which is associated with other traits such as being logical, rational, stable and honest. On the contrary, a person is considered inconsistent superficial, unintelligent, indecisive and weak.
Mercedes López-Sáez ( 1 ) ( MLS) offers some variations this law: " The technique foot in the door is to ask the person you want do something a little compromise, not too expensive for not being denied, which is related to our objective. Once the request is accepted, we ask a commitment of greater importance, which is what he really wanted to achieve. If the person refuses a second request that someone would seem incoherent. " (MLS). For example, when someone approaches you on the street or call you for a small questionnaire without commitment and after a while to get in touch trying to sell you something.
"Another technique based on coherence is negligible favors legitimacy, which also technique is often called "a penny is enough" and could be called in Castilian "even five dollars come right." (MLS). is to request a purchase or donation so modest claiming a very important purpose, that virtually no one could deny. Widely used and successful charities.
"Another tactic of influence based on the desire for consistency is the technical -ball or ball against the base. It is so called because once it has reached an agreement on bases or conditions, remove the basis on which agreement has been made. " (MLS).
There are various examples where this principle comes into play: when you go to a supermarket for milk supply and must be content with a more expensive because the supply is exhausted, or when purchasing something and you realize that the product is slightly different than originally announced. We rarely turn around and exit the facility because of the principle of consistency.
3. Principle of Social Approval
irreproachable
is a principle in psychology that is more intelligent the sum of individuals (and in many Sometimes a single individual) than the mass. We act in the same manner as society (or sub-groups) to gain acceptance of it. Often though the company is wrong. Said the famous economist John Maynard Keynes something like "It's easier to go wrong with the crowd to face the crowd and tell the truth" .
We all like to feel the acceptance of the "flock" and think that by acting as it does the rest reduce the risk of error, as explained by popular culture: "When beards you see your neighbor cut, put yours to soak " . This is truly one of the mainstays of marketing and is also one of the basic principles of the Maslow pyramid.
past in the plays was a group of people paid in the first row (CLA) to cheer on the play and to awaken the applause in the rest of the public. Basically the same as Apple did when Poland paid actors to queue in phone shops and so everyone wanted to buy iPhones appear, when in fact it was not.
Another example is the famous "testimonials" or testimonials and success stories from users reinforced in us the feeling of belonging to the herd and make a smart purchase. Many people admire a work of art or horrific film criticism or just because their friends do. We all give security best-sellers, films seen, the 40 biggest hits of the music, sometimes just for the fact that everyone likes.
4. Principle of Sympathy
rarely buy something for someone we do not like. Empathy is key to sell, although extremely sympathetic to reject an effect. In few areas is this more evident than in politics. Politicians usually are surrounded by actors and celebrities to appropriate part of the sympathy that these people lead.
Despite the bad management in his first term, George W. Bush prevailed over the candidate John Kerry because he was perceived as an average American, simple and direct, compared to Kerry perceived as a very intellectual, aloof, with a poorly defined views and uncharismatic. Perhaps Kerry would be a good option, but it was not known to sell.
sales is very common in invite the client to eat to implement the principle of sympathy and reciprocity simultaneously. A good meal makes a social relationship, and therefore commercial.
Mercedes López-Sáez
this principle breaks up into four basic tools: physical attractiveness, similarity, praise and flattery and familiarity.
- " The beauty produce a halo effect and attractive people are attributed, in addition to their external charms, positive personality traits such as intelligence, kindness or honesty which raises their chances of influence. "(MLS).
Normally see beautiful models in television advertisements, even in many weight loss products!
- "Another factor that evokes sympathy is the similarity in opinions, hobbies and even trivial things." (MLS).
The clearest example is to have some sort of local connection. The seller always seems to find a link as being born in the same city as the client, or have visited, have friends there, etc.
- "The accolades and praise we receive also increases sympathy for the person who offers them and cause a pleasurable emotional state." (MLS).
Another basic tool for a politician is demagoguery, which is basically telling the electorate what they want to hear (not what you need).
- "A fourth factor that increases sympathy is familiarity. Repeated exposure to a stimulus increases the attraction to him. The trend towards a more positive assessment of objects familiar to us that new occurs even when the 1st person not aware of having seen the stimulus. "(MLS)
initially is always easier to sell something that a new product known or unknown. People would like to keep their customs.
5. Top of
Authority
The authority has many different manifestations, not always related to the direct power but also credibility. A doctor will be an irrefutable authority for any patient, a police impose law and order without discussion, a financial advisor to manage our savings will always know better than we do ... or so we think forever.
often thought that the "opinion makers" such as consultants, marriage counselors, psychologists and similar concepts proposed worldwide are obvious, but nobody has translated, has dared to say, or just because sometimes you need an outsider to make important decisions for us. This principle comes into play when we see famous actors announcing fitness equipment in the home shopping or drugs supported by studies or expert (as independence and reliability is often dubious).
In the beginning of authority come into play two elements, hierarchy and symbols The hierarchy is based on the belief that people who reach senior positions in the hierarchy have more knowledge and experience than the rest. Symbols bring credibility, the uniform of a policeman, a banker expensive costume, the robe of a doctor, who holds an academic title, etc.
6. Principle of Scarcity
The law of supply and demand play a major role in this principle, as discussed in our article
"The heuristic value" . If the customer perceives a low supply or high demand for a good, immediately showed interest and be willing to pay a higher price. The opportunities seem more valuable the more difficult for us to get them.
very obvious examples are limited editions or collector. They are offering deals that last for a short period of time for the public to decide to buy. Another example to encourage the purchase to censor or ban a film or a product. Immediately increase the public interest in the forbidden object. For example, the prohibition on alcohol and drugs makes it more attractive to youth.
Conclusion
Who was not a "victim" several times the performance of six heuristic Robert Cialdini?, Possibly almost never have even noticed, since the end of the day that is based on the costume. Notably, even if it is a very useful tool for designing marketing strategies, do not abuse the trust of the client or the credibility of the brand will obviously damaged.
The six principles of Robert Cialdini usually work in first sale, but are less useful on a long business relationship. In a future article I will discuss another key element to discuss the psychological foundations of marketing: The Maslow Pyramid .
heuristics
"Usually a heuristic exists when a problem is complex or incomplete information problem brings. In general, heuristics can be considered a shortcut to the active mental processes and, therefore, is a measure that saves or conserves mental resources. Heuristics operate effectively in most circumstances, however, can also lead to systematic errors in decision-making or the development of trials. ideation heuristic solutions often stems from an argument by analogy. " ( 2 )
Or what is the same, modern marketing is to use some mental spring the potential buyer to bypass (or deliberately ignore) the logical process of purchase. An example to explain the heuristics are most optical illusions. In them the mind is faced with a complex problem, and unable to solve is capable of filling gaps, distorted perception, and in general to assume false facts based on previous experiences. Just as in the six principles of Cialdini.
In the left image, such as diagonal lines are parallel, even if it looks like without a more detailed analysis.
Basically in this appeal heuristic is based on a tremendous part of advertising and marketing strategies today. But not only due to the appeal to these heuristics, but also influence social behavior patterns based on education, morals or the avoidance of "conflict."
The sum of these factors often leads to automatic responses, and we use them as a simple rule to act, and indeed in most cases work correctly. When not working correctly but used stimuli to influence us, the answers can be controlled in a rational manner, but often require time, skill and motivation to make a reasoned analysis. Required to be in a state of alert or special predisposition. Some authors also attribute these processes to information overload, which can promote automatic responses in certain situations.
28 Aug 2010
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