The Psychology of Persuasion Negotiation Strategy KJ Sung

The Psychology of Persuasion Negotiation Strategy KJ Sung Persuasion – KJ Sung 1

The Psychology of Persuasion: trigger 1) Story of an Indian jewelry store in Arizona: mistake by the clerk to increase price twofold instead of cutting it in half 2) May I use the Xerox machine [because I have to make some copies]? 60% versus 93%! q You learn ‘you get what you pay for’ and develop a stereotype that ‘expensive=good’: does this enhance ‘civilization’? q Contrast principle q Expensive suits and sweaters, real estate, car sales… q Overbooking tickets and awards ($10, 000; $200, 300, 500) Persuasion – KJ Sung 2

Weapons of Influence 1. Reciprocation: give and take 2. Commitment and Consistency: hobgoblins of mind 3. Social Proof: truths are us 4. Liking: the friendly thief 5. Authority: directed deferense 6. Scarcity: the rule of the few Persuasion – KJ Sung 3

1. Reciprocation: give-and-take q Feel obliged to pay back: web of indebtedness q Let them owe to you, or give something first q Brilliant examples of Hare Krishna q Gum or candy by waiters q Different attitude by Congress to Johnson and Carter q Power of free sample: 2 -3 day free trial from Amway q Benevolent boss who cares all birthdays in his team? Persuasion – KJ Sung 4

1. Reciprocation Persuasion – KJ Sung 5

1. Reciprocation q Contrast Principle and Reciprocity q 12 year old boy scout: $5 ticket or $1 chocolate (where was the concession? ) q Chaperon of juvenile delinquents [or one day to a zoo or 2 hours for 2 years? ] 17% versus 50%! q Ask high, then reduce! That’s a concession, already! q How to neutralize? q Perceive and define his action not as a favor, but a tactic Persuasion – KJ Sung 6

2. Commitment and Consistency q Very powerful: inconsistency is an undesirable personality trait q Would you watch my things? 4 vs 19 out of 20 q Tim did not return to normal life, but Sara says… q Cabbage Patch doll? During season, always sold out; after the season, produced and sold again! q Commitment is the KEY; get them committed! q Would you vote on Election Day? q How are you doing today? May I visit you? 18% : 90% q Don’t you want to save money? q Sticker “Be a Safe Driver” and then larger billboard “DRIVE CAREFULLY” rejection by 24: 83% Persuasion – KJ Sung 7

2. Commitment and Consistency q Compliment others! Then you made them committed. . . q Why I like… testimonial contest by P&G q Would you call me if cancelled? 30%: 10% q Extra effort goes into commitment and then into consistency q Initiation ceremony? First year in law/medicine q Throwing a lowball q Experiment at 7? Volunteer? Then come by 7? 24%: 56% q Go back to the original source. Forget foolish consistency! Persuasion – KJ Sung 8

3. Social Proof q You just do what others do without much thinking… q Canned laughter, salting collection basket, long waiting line to an empty night club? q Uncertainty…I am not sure that… q Stabbed 3 times in 35 minutes, 38 witnesses? q Was it surely a homicide? q Help! I’m having a stroke! 1 and 5 pedestrian--85%: 31% q What’s your name? John, please help me! Persuasion – KJ Sung 9

3. Social Proof Persuasion – KJ Sung 10

3. Social Proof q Combination of similarity and social proof q Your neighbor is on TV commercial? q In People’s Temple in Guyana, 910 people died in an orderly, willful fashion q Herding behavior q Rethink the validity of social proof. q Attention! This is a bad social proof! q Isn’t it manipulated? Persuasion – KJ Sung 11

4. Liking q We tend to say yes to someone we know and like! q Strategy of Tupperware Party q Games and prizes for everybody: reciprocity q Ask users to speak about it: consistency q Others bought already!: social proof q +your neighbor makes profit! : the friend, liking! q Guiness Book Record Car Salesman q 13, 000 messages a month, saying, “I like you…” Persuasion – KJ Sung 12

4. Liking Persuasion – KJ Sung 13

4. Liking q Sources of liking q Physical attractiveness: getting help, persuasion. . q Similarity: asked by persons in similar dress. . q Compliments: tend to believe praise and like them! q We like things that are familiar q Contact and Cooperation: off to the camp! q Cooperation, but conflict, too: how? Work together q Change your name into Brown to be elected! Persuasion – KJ Sung 14

4. Liking q Association q Phone calls to the weatherman q Cars with good-looking models… q Any good images will do: stars on CF q Luncheon technique: meal = good feeling! q We won! But also they lost. q Conscious effort to concentrate EXCLUSIVELY on merits… Persuasion – KJ Sung 15

5. Authority: follow an expert! q Blind compliance q Simple phone calls to nurses… q Symbols of authority q Titles: professors are taller by 5 cm q Clothes: uniforms—give him coins! q Not much honking to luxury cars q Think again the authority q Is he really an expert? Is this a tactic? q Waiter recommends you to cheaper menu… Persuasion – KJ Sung 16

6. Scarcity q ‘I just sold the last item. If I can get one from somewhere, would you buy it? q Only 5 left! Last day for sale! q Fear to lose what you have. q You don’t let things you already own q Romeo and Juliet: if prohibited, then do more! q ‘This is only for adults’ sells more q Invite competitors at the same time q Why do I need this? What are the cost and benefit? Persuasion – KJ Sung 17

Why triggers, or auto pilot? q Why triggers? q Compare benefits and costs: opportunity cost, again? q Triggers are quite efficient, and rational q If the stake is high, these properties do not hold q Do we pay lots of time and energy? q If trigger brings large cost, then the trigger will change too Persuasion – KJ Sung 18