social influenceYOU NEED THIS PRODUCT!!!

Observations by Robert Cialdani

you probably know that your biology affects perception

FOCUS ON THE DOT IN THE CENTRE AND MOVE YOUR HEAD BACKWARDS AND FORWARDS.

COUNT THE BLACK DOTS

for a marketer, perception is important

but behaviour is the holy grail

as it turns out, your biology drives your behaviour too

these biologically-driven behaviours are called fixed action patterns

a fixed action pattern is simply a hard-wired behaviour to a given

circumstance

here is what robert cialdani wrote about a famous fixed action pattern experiment in his book, influence…

“Turkey mothers are good mothers – loving, watchful, and protective. They spend much of their time tending, warming, cleaning, and huddling their young beneath them; but there is something odd about their method. Virtually all of this mothering is triggered by one thing: the “cheep-cheep” sound of young

turkey chicks.

Other identifying features of the chicks, such as smell, touch, or appearance seem to play minor roles in the mothering process. If a chick makes the cheep-

cheep noise, its mother will care for it. If not, the mother will ignore or sometimes kill it.

The extreme reliance of maternal turkeys upon this one sound was dramatically illustrated by behaviouralist M. W. Fox (1974) in his description of an experiment involving a mother turkey and a stuffed polecat. For a mother

turkey, a polecat is a natural enemy whose approach is to be greeted with squawking, pecking, clawing rage. Indeed, the experiments found that even a

stuffed model of a polecat, when drawn by a string to a mother turkey, received an immediate, furious attack.

When, however, the same stuffed replica carried inside it a small recorder that played the cheep-cheep sound of a baby turkey, the mother not only accepted

the oncoming polecat, but gathered it underneath her.”

stupid turkey, right?

well as it turns out, all animals, not just turkeys, rely on built-in fixed

action patterns

including you and me

and here is the sneaky part

savvy marketers can manipulate fixed action patterns to drive

unconscious buying behaviour

cialdani identified 6 usable fixed action patterns

AuthorityReciprocity

ScarcityCommitment & Consistency

Social ProofLiking

1. AuthorityThere is strong pressure (from systematic

socialization) in society for compliance with the requests of an authority.

In addition it is frequently adaptive to obey the dictates of genuine authorities as they usually possess high levels of knowledge,

wisdom, or power.

As a result, we tend to react to symbols of power as often as actual content.

PEOPLE ARE PREDISPOSED TO TRUST CERTAIN PHYSICAL ATTRIBUTES

PEOPLE ARE PREDISPOSED TO TRUST PEOPLE IN UNIFORMS

PEOPLE ARE PREDISPOSED TO TRUST TRAPPINGS

PEOPLE ARE PREDISPOSED TO TRUST TITLES

2. ReciprocityThere is a societal distaste for those who take

and do not return.

PEOPLE ARE PREDISPOSED TO GO TO GREAT LENGTHS TO AVOID

BEING A MOOCHER

GIVE SOMETHING TRIVIAL AWAY TO CREATE A FEELING OF

INDEBTEDNESS

THEN ASK FOR WHAT YOU REALLY WANT

PAY WITH A TWEET’S WHOLE BUSINESS IS BASED ON THIS

THIS VERY DECK IS AN EXAMPLE WHEN YOU SEE THE CALL TO

ACTION AT THE END!

PEOPLE ARE PREDISPOSED TO RESPOND TO GUILT

ALWAYS BE THE FIRST & LAST TO GIVE, ESPECIALLY IF THE GIFT HAS

LITTLE VALUE TO YOU

3. ScarcityThat which is rare or is becoming less available is always more appealing.

Show genuine scarcity in the most tangible way you can. Point out what will be lost by

not responding. People fear loss, so generate a feeling of potential loss.

PEOPLE ARE PREDISPOSED TO BUY IF THEY SENSE SCARCITY

PEOPLE ARE PREDISPOSED TO BUY IF THEY SENSE SCARCITY

PEOPLE ARE PREDISPOSED TO BUY IF THEY SENSE SCARCITY

4. Commitment & ConsistencyInconsistency is perceived as confused, two-faced, or even mentally ill while consistency

is associated with personal & intellectual strength.

Once you have committed to a purchase, an action, a belief, or anything like that, it

becomes a piece of your identity and you will tend to act in a manner that reinforces that

choice, lest you look inconsistent.

PEOPLE ARE PREDISPOSED TO REMAIN CONSISTENT, EVEN WHEN

IT MAKES NO SENSE

START WITH A SMALL STEP & ESCALATE GRADUALLY

PEOPLE ARE ALSO PREDISPOSED TO BUY SOMETHING THEY DON’T

WANT/NEED IF WHAT THEY CAME FOR IS OUT OF STOCK

5. Social ProofWe decide what to believe or do based on

what others are believing or doing

PEOPLE ARE PREDISPOSED TO RUN WITH THE PACK

PEOPLE ARE PREDISPOSED TO GIVE CREDIT BY ASSOCIATION

https://www.flickr.com/photos/davedugdale/

TIP JARS SHOULD ALWAYS START WITH FAKE TIPS INSIDE

ALWAYS HAVE A SMALL QUEUE, EVEN IF THERE IS ROOM INSIDE

6. LikingWe prefer to say yes to individuals we know

and like (e.g.: physical attractiveness, similarity, repetitive contact, association)

PEOPLE ARE PREDISPOSED TO BUY FROM SOMEONE THEY KNOW

PEOPLE ARE PREDISPOSED TO BUY FROM SOMEONE WHO LOOKS LIKE

THEM

REMEMBER: WITH GREAT INFLUENCING POWER, COMES

GREAT RESPONSIBILITY

SHARE THIS DECK & FOLLOW ME(please-oh-please-oh-please-oh-please)

stay up to date with my future slideshare posts

http://www.slideshare.net/selenasol/presentationshttps://twitter.com/eric_tachibana

http://www.linkedin.com/pub/eric-tachibana/0/33/b53

CLICK HERE FOR MORE!!!!

CREATIVE COMMONS ATTRIBUTIONS & REFERENCEShttps://www.flickr.com/photos/marsdd/https://www.flickr.com/photos/wallyg/

https://www.flickr.com/photos/seeminglee/https://www.flickr.com/photos/sarah_c_murray/

https://www.flickr.com/photos/onthemantlephotography/https://www.flickr.com/photos/pinksherbet/

https://www.flickr.com/photos/barackobamadotcom/https://www.flickr.com/photos/davedugdale/https://www.flickr.com/photos/andy-howell/https://www.flickr.com/photos/thomashawk/

http://www.directcreative.com/influence-and-persuasion-the-rule-of-consistency.htmlhttps://www.flickr.com/photos/justinwkern/

https://www.flickr.com/photos/rayovac/https://www.flickr.com/photos/ssoosay/

https://www.flickr.com/photos/santarosa/http://hqwide.com/patterns-textures-grid-illusions-grayscale-optical-illusion-wallpaper-30074/

Please note that all content & opinions expressed in this deck are my own and don’t necessarily represent the position of my current, or any previous, employers