#cialdini principles

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Do You Have Reciprocity with your Network?

So Do You? Have reciprocity with your network? And what is reciprocity? Well reciprocity is one of Dr. Robert Cialdini’s 6 principles of Influence. Ruth Hill writes a great article that explains the 6 principles of influence but I want to talk about Reciprocity today.

As humans, we generally aim to return favors, pay back debts, and treat others as they treat us.-Ruth Hill

So why do we need to…

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The actors emphasize how the dentist recommended Colgate Total. They also showed a dentist or maybe a fake dentist recommending the product. In this way Colgate are using the authority heuristic which suggests we are easily persuaded by knowledgable people because we trust they have studied the material and are experts when it comes to the subject.

In the Colgate example, the company assumes we, the consumers, trust our dentists to know what is best for our teeth. Therefore, if they suggest Colgate reduces 98% of plaques, we are more likely to believe them and buy their product because we feel a sense of trust and confidence in our dentists.

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Free shipping BOTH ways, 365-day return policy, 24/7 customer service. Millions of men's shoes, women's shoes, girl's shoes, boy's shoes, handbags, men's clothing, women's clothing, Uggs, Nike shoes!

Example of Consistency/Commitment:

Zappos easy return policy tells people they won't have any difficulties if they don't like the shoes they purchase. However, once they have the shoes in their hand, the likelihood they would return it is slim because they feel committed.

Reference: Macdonald, M. (2013, September 13). 6 Psychological Triggers that Win Sales and Influence Customers – Shopify. Retrieved December 2, 2014, from http://www.shopify.com/blog/8920983-6-psychological-triggers-that-win-sales-and-influence-customers

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Example of liking: This sales person's personality makes the residents want to buy his cleaning product. Because Kenny Brooks makes jokes with his products and relates it to news events, Brooks puts the customers in a good mood that they view him more kindly and more likely to purchase his product.

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The Peripheral Route and Cialdini's Principles

For the purposes of this blog, we focus on the peripheral route of the Elaboration Likelihood Model as it describes how our feelings can influence our attitudes and consumer preferences. Cialdini's (2007) five principles of persuasion help explain how the peripheral route takes place.

5 Principles of Persuasion:

Liking- people like those who like them

Reciprocity- people like to return the favor

Consistency/Commitment- people align with their clear commitments

Authority- people defer to experts

Scarcity- people want more of what’s less

Reference: Cialdini, R. B. (1993). Influence : the psychology of persuasion (Rev. ed.). New York: Morrow.