The Power of

Persuasion BY: DR. ROBERT CIALDINI

©INFLUENCE AT WORK

Principle 1: Consensus

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We follow the lead of: Many others

Similar others

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Hotel Towel Reuse Study

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40%

35%

30%

25%

45%

Environmental Focus Cooperation Focus

42.5%

47.5%

37.5%

32.5%

27.5%

Percentage of towel reuse.

Consensus Focus

We follow the lead of:

•Many others

•Similar others

©INFLUENCE AT WORK

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47.5%

42.5%

37.5%

32.5%

52.5%

Environmental Focus Cooperation Focus

50%

55%

45%

40%

35%

Consensus Focus (1)

Percentage of towel reuse.

Consensus Focus (2)

The most successful of the communications

1. was one that we have never seen employed by any

hotel management

2. yet was costless to the organization.

Two notable aspects of

the data:

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(If An Expert Says It,

It Must Be True)

Principle 2: Authority

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Credibility Knowledge

Trustworthiness

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Principle 3: Scarcity (If I Can’t Have It, I Want It)

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Principle 4:

Commitment/Consistency

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Commitment

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Obtain A Commitment

Start Small And Build

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Please call if you have to change or

cancel your reservation.

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Commitment

Please call if you have to change or cancel

your reservation.

Will you please call if you have to change or cancel your reservation?

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Commitment

Principle 5: Liking

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Liking Flows From Positive

Connections Similarities

Compliments

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Principle 6: Reciprocation

(The Good Old Give and Take)

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The effect of reciprocation is amplified

when what we give first is:

Meaningful

Unexpected

Personalized ©INFLUENCE AT WORK

Amplifiers of RECIPROCATION

Reciprocation will be amplified to the extent that the initiating favor is:

Meaningful

Unexpected

Personalized

Reciprocation Tipping Study

% in

cre

ase c

om

pa

red

to

no

min

t

3.3%

1 Mint 2 Mints 1+1 Mint

14.1%

23%

©INFLUENCE AT WORK

Influence Across Cultures

In the US, UK, and Canada:

What has this requester done for me

recently? ©INFLUENCE AT WORK

In the Far East:

Is this requester connected to a

member of my small group, especially

someone of high rank? ©INFLUENCE AT WORK

Influence Across Cultures

In the Mediterranean Countries

(e.g., Spain, Italy, Greece):

Is this requester connected to one of

my friends? ©INFLUENCE AT WORK

Influence Across Cultures

In Germany and the Scandinavian

Countries

According to official rules and

categories, am I supposed to help this

requester? ©INFLUENCE AT WORK

Influence Across Cultures