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Erica Hayes

on 20 May 2015

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Transcript of Influence

Influence - The Psychology of Persuasion
The Coke Experiment: conducted by Dennis Regan of Cornell University
Joe brought back Coke for the subject and then asked the subject to buy some of his raffle tickets.
The subject bought twice as many raffle tickets as people who hadn't been offered Coke earlier.
Feeling obligated to return Joe's favor, the subject spent a considerably larger amount then the price of one coke
Price of coke: 10 cents
Price of raffle tickets: 25 cents a piece
Commitment and Consistency
Commitment and Consistency
What does the subject make you think of?
"... acting in accord with social evidence and making decisions based on the actions and decisions of others." (116)

Case of Catherine Genovese:
Queens, NY
attacked by assailant 3 times within 35 minutes
38: number of neighbors who watched her death
In order to avoid future manipulation and bring awareness to the inappropriate use of the weapons of influece in our society, the Board of Education must make
Influence: The Psychology of Persuasion
a mandatory read for high school seniors.
Social Proof in Social Media

Some argue that the book shouldn't be required, but...

No other classes teach all six weapons of influence
"We only cover Reciprocation in the context of Positive Psychology theory" - Mrs. Richards, AP Psychology teacher
Has real world application
Book is the best vehicle to teach them
"Click Whirr"
Turkey mothering is triggered by a cheep - cheep sound produced by their baby chick.
In M. W. Fox's experiment this mechanical behavior was tested.
The pole cat, which is the Turkey's main enemy was used to test this "click whirr" mechanism.
A stuffed pole cat was placed in a closed area with a mother Turkey.
The pole cat had a recorder with the cheep- cheep sound of a baby chick.
Result: The Turkey showed love and affection towards the pole cat when the recording was played and attacked it when the recording was off.
The act of repaying a favor often due to a feeling
of obligation rather than self willingness.
" There is an obligation to give, an obligation
to receive, and an obligation to repay" (31).
A book by Robert B. Cialdini, PH.D
By: Ross Hillman, Erica Hayes, Nishi Kadakia

Commitment and Consistency
Social Proof
Social Proof
"It is, quite simply, our nearly obsessive desire to be (and to appear) consistent with what we have already done. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision" (57).

Works Cited

Copyblogger: A software and training organization that sells content marketing software.
By signing up, one makes a public commitment which raises the chances of a future purchase of one of the company's services.
ALS Ice Bucket Challenge: positive example of social proof on social media
"... we most prefer to say yes to the requests of someone we know and like." (167)
Janice Nadler is an avid member of the Northwestern Law School Faculty. She specializes in social norms and compliance with the law.
Janice Nadler Study:
Law students previously unknown to one another who spent time on the phone prior to email negotiations, had more successful email negotiations than those who didnt.
"Opportunities seem more valuable to us when their availability is limited" (238)
Twinkie prices inflated when it was discovered that Hostess was going out of business
"Twinkie R.I.P. (1930-2012) : DNews." DNews. N.p., n.d. Web. 17 May 2015.

"Milgram Experiment | Simply Psychology." Milgram Experiment | Simply Psychology. N.p., n.d. Web. 17 May 2015.

Guthrie, Chris, Professor. Principles of Influences In Negotiation. Marquette Law, n.d. Web. 17 May 2015.
Deference to those who appear to have power
Milgram Experiment
Volunteers were told to shock an actor
Even after becoming uncomfortable with the task they continued due to pressure from a doctor
2/3 of volunteers continued to the highest voltage
"How to Use Cialdini's 6 Principles of Persuasion to Boost Conversions." ConversionXL. N.p., 27 Mar. 2013. Web. 18 May 2015.

Cialdini, Robert B., Ph.D. Influence-The Psychology of Persuasion. Rev. ed. New
York: Harper Collins, 2007. Print.
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