Tuban.eu.org In 1984, A doctor Named Robert B. Cialdini wrote A book called Influence: The Psychology of Persuasion, Since then many people have praised him for what he wrote about marketing which is very useful for business people even today.
There are 6 aspects that are most highlighted in this book which are also known as
`6 principles of influence`Yes, it has been more than 3 decades since Cialdini's book was published. However, the 6 principles contained therein are still used in various fields, be it sales, marketing and even politics.
Here are the 6 principles.
1. Reciprocity: Get a reply by giving something first
A human being is generally programmed to pay debts or return favors for the treatment of people towards him.
This principle of reciprocity tells us that the person will naturally feel an obligation to reciprocate by making concessions to others if he ever gets help from the same person.
From a psychological point of view, it is explained that humans do not like to have a sense of being indebted to others!
For example, there is a seller who gives promotions such as free samples or a gift to prospective buyers. Because they have received a promo from the seller, the buyer will usually feel indebted to buying the seller's product again at a later date.
2. Commitment: People Will Get Pressure When They Make A Choice
This principle of commitment states that a human being has a deep need to be seen as consistent with something. Because then when he commits to the public or to someone it is likely that he will continue to fulfill that commitment.
From a psychological point of view, this is due to the fact that people try to align their commitments with their self-image.
For example, a seller will usually offer something with a small commitment in advance and of course consistently. After the buyer has agreed on an ongoing basis, generally the buyer tends to remain willing when the seller offers a much bigger commitment.
3. Social Proof: There is no safer feeling than seeing what others think is right
Dr. Robert B. Cialdini defines social proof as when people act based on what they have observed from other people. In this case he will feel secure in terms of numbers, that is, in feeling that he is not alone if he does the same.
For example, if someone sees an online store where the goods have sold a lot, even up to hundreds of thousands of goods, and he also sees that the ratings given by the people who buy are good, then this will make him sure to do the same thing, namely buying goods at the online shop.
4. Authority: Tendency to obey the more expert
This fourth principle tells us that humans tend to follow or put more trust in a figure who is known to have more authority or expertise. This is not a wrong thing because that is human nature.
For example, there is a beauty product, they are still relatively new in the market. Of course, people will have less trust in their products because they are new and there are no testimonials from other people as mentioned in the third principle, so how can the owner of a beauty product make people believe,?!?
Of course by hiring experts in the form of a doctor who is a specialist in his field. That way people will have more confidence that these beauty products are indeed proven to be safe and effective.
5. Liking: The more you like someone, the more you will hear what they say
According to Dr. Robert B. Cialdini, when you like someone, you tend to be influenced by that individual. Liking people can be in any way, from their character to their physique. By liking that person you will try or at least be interested in all that person's requests.
For example, when you go to a restaurant that has just opened, you find the attitude of the waiters, from the time you come to the time you leave, he is very kind. This will certainly make you like them and try to come back to the restaurant.
6. Scarcity : When you believe that something has a limited supply, then you want to have more of it!
This principle states that scarcity will impact one's perception. Where when a person realizes that something or an item is rare, then the interest to have or have more of it will arise in him.
