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The Persuasion Trade: Tools or Tricks?

A review of Cialdini's six rules of social influence (applied to advertising)
by

Dr. H. C. Sinclair

on 20 September 2016

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Transcript of The Persuasion Trade: Tools or Tricks?

And That’s Not All!
A Limited Edition Talk on the Persuasion Trade
The Push & the Pull of Persuasion
"Pushing" tactics
"Pulling" tactics
Rational Persuasion
Coercion
Cialdini's 6 rules of social influence
Foot-in-the-door
Lowballing
Bait & switch
Labeling technique
The Exchange Principle
Door-in-the-face
That's not all
You like me! You "really" like me!
Producing Liking
Familiarity
Ingratiation
Generate Positive Affect
Make it Pretty
Similarity
The Mere Exposure Effect
We like things/people like us...
The Air of Authority
Anyone with a lab coat
Celebrity
The Proof is in the...
Fitting In vs.
Standing Out
Balancing between social proof & self-expressive consumption in an increasingly individualistic society.
If you tell me I can't have it...
Supplies are
limited
What about playing hard to get?
Why does it work?
Deadline and limited-number techniques
What is rare is good
Simulation Heuristics
Reactance
Effort Justification
Evolution
Meets both belonging and individuality goals
and if you can even just make it smell good...
leads to heightened activity in the dopamine pathway of the caudate nucleus a region near the center of the brain that plays a role in reward learning
Relational Aggression
Hurt and Rescue Technique
Cute Aggression
Self-relevance
Elaboration Likelihood Model
Full transcript