Topic "Tactics of Persuasion & Influence" including Science of Influence, Cialdini’s Six Principles, Influence & Ethics, BJ Foggs Persuasive Design Process, etc

1. Tactics of
Persuasion &
Influence
February 6th, 2010

2. The Science of Influence
The science of influence goes back to
Aristotle recording his principles of
persuasion in his work Rhetoric
As this science of has evolved, the nature
of influence, compliance and persuasion
has become more empirically tested
We have the results of decades of
testing, by thousands of scientists who
study human behavior, which has yielded
a rich body of knowledge
This has become a key part of the
science of Social Psychology
photo source: Amazon.com

3. Subjects of Influence
Influence is said to be employed by
an Agent or a Practitioner
Influence is applied upon a Target
The tactics of influence and the
message are called the Advocacy
photo credit: iStockPhoto

4. Definitions
The study of Influence is focused
on the methods and capacity for
effecting a particular change in human
Behavior, Attitude, or Belief
Inducing a change in Behavior of a
target called Compliance
Inducing a change in Attitude by an
agent is called Persuasion
Inducing a change in Belief is called
Education or Propaganda

5. Compliance
Studies of Compliance are focused
specifically on changes in Behavior
Compliance doesn’t require the
target to agree with the advocacy
Instead, compliance just requires the
target to perform the behavior
Often a quick fix rather then a long
term solution. A single action, a single
sale, rather then a change of heart
Yet sometimes compliance is best
tactic with one-time advocacy goals

6. Persuasion
Studies of Persuasion are focused on
changes in Attitude, to win “the heart
and mind” of the target
Persuasion is more difficult to induce, as
it often requires emotion-based tactics
The effects of persuasion last longer
because the target accepts and
internalizes the advocacy
However, connection between changes
in behavior (compliance) and changes in
attitude (persuasion) are not necessarily
closely correlated

7. Education & Propaganda
The study of effecting change in Belief
can be called the study of education but it
is closely related to study of propaganda
Central to both education and propaganda
is the role of influencing the knowledge
that the target believes to be true
Beliefs are things known or believed to
be true, as opposed to Attitudes, which
are more emotional evaluations
Beliefs are precursors to both attitudes
and behavior, but are often created after
the fact to defend those beliefs and
behaviors we already own
Fair Use

8. Disciplines of Influence
Marketing – study of how to influence
the connection between a consumer need
to a specific product or service
Advertising & Sales – a sub-discipline
marketing, focused more on the
compliance act of a sale
Management & Leadership – study
of how to influence people and
organizations to perform effectively
Rhetoric – study of educational and
persuasive discourse
Law – influence through both courts and
governance
photo source: Public Domain

9. Thought Control
The dark side of the science of
influence is that these tactics can be
used for coercive manipulation
At the least coercive level they can
be use to sell a product
More coercive are those that can
change behaviors, attitudes, or beliefs
against the targets interest
The most coercive are those that can
replace identity. These are the cult
and brainwashing tactics
Fair Use

10. Bad Information
In learning about influence, there is a
lot of bad information out there
The science is relatively young,
starting in the 50’s, but only maturing
the in 90’s with neuroscience tests
Much common wisdom and various
approaches to influence contain half-
truths and falsehoods
Avoid stories, anecdotes, testimonials
Beware subliminal and hypnosis
Look for verifiable evidence and
verifiable expertise
photo source: Public Domain

11. Tactics of Influence
A number of researchers have
attempted to define a taxonomy of
the different tactics of influence
Some of the first studied the
influence from the perspective of the
nature of power
French & Raven’s Five Forms of Power(1958)
Coercion
Reward
Legitimacy
Referent
Expert

12. Marwell & Schmitt
Marwell & Schmitt in 1967 did Aversive Stimulation
one of the early taxonomies of Moral Appeal
influence, with 16 categories: Positive Self-Feeling
Reward Negative Self-Feeling
Punishment Positive Altercasting
Positive Expertise Negative Altercasting
Negative Expertise Altruism
Liking/Ingratiation Positive Esteem of Others
Gifting/Pre-giving Negative Esteem of Others
Debt

13. Tactics of Influence
Eventually these lists of tactics grew
very large, with categories as narrow
as allurment, flattery, guilt,
ingratiation, threat, etc. One list >160
Many of these tactics are coercive
may fundamentally not be ethical

14. Six Principles
of Ethical
Influence
photo source: Amazon.com

15. Robert Cialdini
In the 80’s & 90’s, social psychologist
Robert Cialdini tested many of these
tactics of influence and measured
their success in compliance and
persuasion
From the results of these
experiments he narrowed these large
lists to down to 6 broad categories
of tactics
photo source: ExtraordinaryMindsBlog.com

16. Robert Cialdini
These tactics emphasize compliance
i.e. “yes” rather then persuasion
These tactics were the most
effective, yet also had the property of
being more ethical
These tactics rely on the target’s
inclinations desire to conform more then
they do agent’s power over the target
Thus these tactics require less energy
by the agent to enable compliance by
the target
photo source: Amazon.com

17. Six Principles of
Ethical Persuasion
Robert Cialdini’s Six Principles
of Ethical Persuasion Reciprocity
Reciprocity
Scarcity Liking
Liking
Social Proof (Consensus) INFLUENCE
Authority Commitment
& Consistency
Social Proof
Commitment & Consistency
Authority
Scarcity

18. Reciprocity
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

19. Reciprocity
People feel obligated to repay, in
kind, what they receive
After giving someone a favor, they
will be favorably compelled to comply
with a reasonable request
Thus the prevalence of free samples
It can spur unequal exchanges
Favors are more effective if
meaningful, customized, and
unexpected
Favors don’t have to be tangible,
attention is a form of favor
photo credit: Muggy on Flickr licensed CC-BY-NC

20. Non-Tangible Gifts
Favors Attention
Information Advice
Trust Compliments
Empathy Interest
Time Sympathy
Recognition Feedback
Cooperation Services
Listening Opportunities
Referrals Expertise
Laughter Affection
Cheerfulness

21. Liking
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

22. Liking
People prefer to comply with
requests of, or be persuaded by,
people that they know or like
People feel comfortable if they see
similarity or like the things that you
are associated with
The more similar someone appears
to be in opinions, personality,
background, or lifestyle, the more
likely you will comply with requests
Time and history is a factor
photo credit:Wonderlane on Flickr licensed CC-BY-NC

23. Liking through Similarity
Similarity is a key to initiate liking
An informal conversation to discover
common interests opens
opportunities for both parties
Discovering people known in
common can establish liking
Similarity in beliefs, attitudes and
values overwhelm any differences in
race or ethnicity
Other cultures may have a require
more time together to initiate liking
photo credit: Lilia_Ann on Flickr licensed CC-BY-NC

24. Liking through Praise
Praise initiates liking — we like those
who praise us
We are very good at identifying false
flattery, but honest praise is powerful
and moving
Everyone has some quality deserving
of praise
Praise doesn’t have to be face-to-
face, in fact praise in front of others
Different cultures have different
methods of showing praise
photo credit: CC_Chapman on Flickr

25. Liking through Cooperation
We like those whom we cooperate
with
The act of discovering shared
interests is a form of cooperation,
thus initiates liking
Creating a shared language and
shared artifacts deepens relationships
photo credit: McBeth on Flickr licensed CC-BY-NC-ND

26. Liking through Attractiveness
We must not deny that some portion
of liking comes through
attractiveness
However, the appropriate clothing,
attention to hygiene, etc. are as
important
photo credit: Hippy on Picasa licensed CC-BY-NC-SA

27. Liking through Liking Back
It is often better for the persuasion
practitioner to find a reason why to
like and appreciate the person they
are trying to influence
“Like the one you’re with”
photo credit: iStockPhoto

28. Social Proof (Consensus)
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

29. Social Proof (Consensus)
We decide what is correct by
noticing what other people think is
correct.
People are more willing to comply
with a request based on the degree
that others are performing it.
If people see others doing an action,
they assume that it must be the
correct thing to do.
Uncertainty amplifies social proof.
Some of this is largely unconscious.
photo credit: iStockPhoto

30. Social Proof (Consensus)
Increased by
Same behavior of multiple people (5% is
an important threshold)
The people behaving are similar to you,
or what you want to be like
In conditions of uncertainty, social proof
is particularly powerful
photo credit: Nearsoft on Flickr licensed CC-BY-NC-SA

31. Authority
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

32. Authority
We are raised to respect authority.
Authority is not just someone’s title or
position, but also their knowledge
We easily confuse the symbols of
authority with substance.
People invariably act more positively if
they have respect for the authority of the
person who is giving them information.
People will tend to obey authority
figures, even if they are asked to perform
objectionable acts – “milgram
experiment”

33. Trappings of Authority
Given insufficient or uncertain
information, it is easier to initiate a
decision if it is recommend by someone
who has the trappings of authority
More likely if trappings are:
signals expertise: clothing, location, etc.
appears credible & trustworthy
shortcut: admit a weakness before a stating a
strength “bad but good”
In addition to the titles and trappings of
authority, knowledge and trustworthiness
are factors in credibility.
photo credit:Trois-Tetes on Flickr licensed CC-BY-NC

34. Commitment & Consistency
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

35. Commitment & Consistency
People don’t like making choices, so
once they have made even a small one
there is commitment to continue.
Even if the original incentive or
motivation is removed after they have
already agreed, they will continue to
honor the agreement.
People respond to others who are
consistent in their messages. If you are
constantly giving the same messages to
people and acting in a consistent way,
they will respond positively.
photo credit: iStockPhoto

36. Kinds of Commitments
Commitments are more persuasive
when they are
Public (private goal 14%, public 86%)
Voluntary & Active
The commitment can be small, or
even implied
“Please call us if you need to change
your your reservation.”
30% non-compliance
“Will you please call us...(wait for yes).”
10% non-compliance.
photo credit: Meonomous on Flickr licensed CC-BY-ND

37. Scarcity
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

38. Scarcity
People love freedom, and if that
freedom is threatened or limited,
they will take action.
If people are given a perceptions of
scarcity (including scarcity of time), it
will generate demand.
People are much more interested in
something if they feel that it is about
to run out.
Possibility of loosing something is
more powerful motivator than
gaining
photo credit: Rikomatic on Flickr licensed CC-BY-NC-SA

39. What makes Scarcity
Things are scarce if they are unique
or uncommon
Time scarcity is useful, but quantity
scarcity is more effective
The influence is increased by
competition
exclusive information
first is a form of exclusive
loss framing is more effective then gain
framing
photo credit: UN Multimedia

40. Tactics
Why do these tactics work?
We are overwhelmed with information,
Reciprocity
our choices are complicated
We seek an easy resolution and often Scarcity Liking
choose the first sufficiently satisfactory
solution — this is called Satisficing INFLUENCE
Single, reliable bits of information are
Commitment
used to guide our decisions — these are & Consistency
Social Proof
are what lie underneath these tactics.
Authority

41. Tactics
How do you choose?
Reciprocity
Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

42. Tactics
How do you choose?
Form or improve relationships
Reciprocity
Reciprocity
Liking Scarcity Liking
INFLUENCE
Commitment
Social Proof
& Consistency
Authority

43. Tactics
How do you choose?
Form or improve relationships
Reciprocity
Reciprocity
Liking Scarcity Liking
Dealing with the unknown and
uncertainty INFLUENCE
Social Proof (Consensus) Commitment
Social Proof
Authority & Consistency
Authority

44. How do you choose?
How do you choose?
Form or improve relationships
Reciprocity
Reciprocity
Liking Scarcity Liking
Dealing with the unknown and
uncertainty INFLUENCE
Social Proof (Consensus) Commitment
Social Proof
Authority & Consistency
Motivating for action Authority
Commitment & Consistency
Scarcity

45. Influence &
Ethics

46. Continuum of Influence
Education Advertising Propaganda Indoctrination Thought Control
Relationship & Limited consensual Instruction & An authority Authoritarian & Authoritarian,
Exchange relationship; logical emotional attempts to persuade hierarchical but also hierarchical, without
thinking is manipulation which the masses. consensual & target awareness, for
encouraged. target can ignore. contractual. indefinite time.
Deceptiveness Infrequently Selective Exaggeration, Infrequently Deceptive
deceptive if teacher information, selective, may be intentionally
has no agenda. sometimes deceptive. deceptive. deceptive, often
selective.
Methods Instructional; Mild to heavy Heavy persuasion, Coercive compliance Unethical program of
indoctrination can persuasion. compliance tactics. (punishment) influence.
occur when the condoned.
teacher has an
agenda.
Goals Productive & capable Sale of product or Political power & A cohesive & Perpetuation of the
citizenry, service. control. effective group. group for money or
actualization. power.
Indoctrination, if an
agenda exists.
Margaret Thaler Singer’s Note that upon examination, the continuum
Taxonomy of Levels of defies simple right-or-wrong categorizations.
Even some forms of indoctrination can be ethical
Influence

47. Enlightened Marketing Ethics
Enlightened Marketing Ethics (Murphy)
Non-malfeasance
knowingly do no harm
Non-deception
do not misrepresent or deceive
Protect the vulnerable
not just children or elderly
Distributive justice
systems with consequences that
create fair trade
Stewardship
social duties to the common good

48. Last Chance for “Tactics of
Persuasion & Influence”
Scarcity
In the early years of BGI the Tactics of If you are a C7, this will be the last
Persuasion and Influence were taught as chance you have before you graduate to
part of the 2nd year Marketing course, cover this important topic. If you are a
however, in recent years this topic has C8 you'll find that gaining an basic
been dropped from the syllabus. understanding will help you in your ALP
The students of my class "Using the projects, your discussions in classes, and
Social Web for Social Change" last fall make a difference in your work next year
found this topic very useful, not only in as you start the entrepreneurial track.
Commitment
my class, but in their whole way of You have already made the choice to
& Consistency
thinking about how to be effective make a difference in the world or you
with their professional goals. Ask Social Proof would not be at BGI, so you'll want to
them and you'll see. learn ways to be more effective at
On Saturday, at 2pm during the free making that difference.
time, in Room 105, I will introduce you to -- Christopher Allen
Tactics of Persuasion and Influence, and
show you how you can learn more on
your own. Reciprocity Liking Authority

49. Persuasive
Design
Process

50. BJ Fogg
Dr. BJ Fogg is a Stanford professor
and author who specializes in the
study of using computer technologies
to influence behavior, sometimes
called Captology
In particular, he studies mobile
persuasion, persuasion using social
networks, persuasion using video, and
peace innovation
He is a member of my social network
and reader of my blog

51. Study of the use of computers as a
Captology persuasive technology – as a facilitator,
as a medium, and an as a social actor.

52. BJ Fogg’s Eight Step
Persuasive Design Process
technology has been su
audience. Until then, I
audience. For example,
He recommends starting with persuade users to adopt b
audience who has demon
team wants to persuade
testable, small and less ambitious
designers will increase th
people who already exerc
Design teams have so ma
changes in behavior change (i.e.
new persuasive technolog
In fact, choosing the wro
the design project, especi
in later steps, once a de
compliance over persuasion)
that is working, they wil
and bring in users who ar
The next consideration i
people are with technolo
Once a design team has discovered a other adventurous souls
mistake to target an audi
beginning to use the tec
approach that works, then iterate and
building a persuasive tec
or interactive TV. The be
those who enjoy using tec
improve on it to make it more
In some cases, the first t
completed in reverse
determine the target beha
a project to motivate te
persuasive different behavior (e.g.,
project to persuade olde
amount to ensure a secure
a team to back up to
“Perfection is the enemy of the good”
combination of behavio
foundation for the subseq
Step 3: Find what
“Ship early and often” Once a design team ha
audience to target, it’s tim
team must determine w
performing the target be
“Fail fast” grade aren’t brushing th
As another example, if al
why not?
The answers to such que
of the following three cat
• lack of motivat
Figure 1: Eight steps in early-stage persuasive design
• lack of ability
choosing the audience that is most likely to be receptive to the • lack of a well-t

53. Select a Simple Behavior
Choose a simple behavior to target
a simple or basic behavior
testable or measurable
it can be an approximation of a larger
objective
simplicity should be focus
team should not be afraid to be
perceived as “timid”
photo credit: Madaboutasia on Flickr licensed CC-BY-NC-SA

54. Receptive Audience
Choose a receptive audience
identify a target audience that is already
receptive to the simple behavior change
remember the audience probably
already has some familiarity with
technology
you can expand the audience to those
who are less receptive later
sometimes you have to return to the
behavior change step once you know
your audience
photo credit: Johntrathome on Flickr licensed CC-BY-NC-SA

55. Barriers
Find what is preventing the target
behavior
is it lack of motivation?
find a Cialdini’s influence tactic that will
motivate them
a lack of ability?
then facilitate the behavior by educating or
showing an example
or a lack of a well-timed trigger?
these are the often the easiest – teach
them to connect to an existing stimulus
If both a lack of motivation and ability,
consider changing a different behavior
photo credit: Cellerimus on Flickr licensed CC-BY

56. Choose Tactic
Form or improve relationships
Reciprocity
Liking
Dealing with the unknown and
uncertainty
Social Proof (Consensus)
Authority
Motivating for action
Commitment & Consistency
Scarcity
photo credit:Tambako on Flickr licensed CC-BY-ND

57. Choose Channel
Choose an appropriate technology
channel
which channel is best depends on
behavior, audience, and barrier
training people to use a technology
channel is difficult, so avoid at beginning
email leverages different generations
then twitter or facebook
photo source: www.top5comicshop.com

58. Examples
Find relevant examples of persuasive
technology
try to find 9 examples
3 that achieve a similar behavior
3 that have a similar audience
3 that use a similar channel
examine which of Cialdini persuasion
tactics each operate under
photo source: BBC News

59. Imitate
Imitate successful examples
figure out what the “secret sauce” is
don’t be afraid of doing something
similar to what has worked before
don’t be afraid to be derivative
the internet culture is accepting of reuse
and remix
but someplace give attribution if you
learned something
see if there are Cialdini persuasion
tactics you can add
photo sources: escondidosandiegohomesforsale.com and Amazon.com

60. Test and Iterate
Test and iterate quickly
start with low expectations
prototype on paper or with a
presentation tool (Keynote is great!)
show to a small group
try small variations and quick tests
“perfection is the enemy of the
good”
“ship early and often”
“fail fast”
photo source: www.dailymail.co.uk

61. Expand on Success
Expand on success
consider how to scale up
more difficult behavior
different barriers
a new or broader audience
small changes, vary one or two
attributes at a time
“everything big starts small”
photo credit: SteveHDC on Flickr licensed CC-BY-SA

62. Questions?
Feedback?
ChristopherA@LifeWithAlacrity.com
Slides at
slideshare.net/christophera