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Transcript

Six principles of influence

Reciprocity

References

Cialdini, R. B. (2009) Influence: Science and Practice.

5th edn. Canada: Pearson Education.

the desire to give back to someone who has given to us

  • When someone does us a favour we are significantly more likely to say 'yes' when they ask us for a favour in return.

Liking

people often say 'yes' to those who they know and like

Scarcity

the desire to have things that you can have less of, especially things that are scarce, rare, dwindling in availability

  • People are more motivated to act by the idea of losing something than the idea of gaining the very same thing.

Authority

Social Proof

the idea that people want to follow the lead of similar others

  • People tend to look around to see what a lot of other people, like them, are doing in this situation.

following the lead of legitimately constituted experts, authorities in an arena

  • People will tend to obey authority figures, even if they are asked to perform objectionable acts.

Notes

Commitment & Consistency

  • the desire to be consistent with what we have already said or done,
  • to be congruent with our internal values and what you have committed to

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