Cialdini (Six principles of persuasion)

Question 1

List Cialdini’s six principles of persuasion

Answer 1

Reciprocity, Commitment and consistency, social proof, liking, authority and scarcity.

Question 2

What methods can we use to trigger consumer’s sense of urgency (scarcity)

Answer 2

Limited numbers, limited time, one of a kind specials, utilising competitions

Question 3

“We are always drawn to things that are exclusive and hard to come by”. What principle does this fit into?

Answer 3

Scarcity

Question 4

“We follow people who look like they know what they’re doing”. What principle does this fit into?

Answer 4

Authority

Question 5

What factors can you use to create authority? Briefly explain each.

Answer 5

Titles - Positions of power like a doctor, Clothes - Superficial cues that signal authority, Trappings - Accessories or indirect cues that accompany authoritative roles (like expensive clothes or cars)

Question 6

“We are more likely to comply with requests made by people we like”. What principle does this fit into?

Answer 6

Liking

Question 7

List each factor for liking principle to work

Answer 7

Physical attractiveness, similarity, compliments, contact and cooperation, conditioning and association

Question 8

What does the factor for liking principle ‘contact and cooperation’ entail?

Answer 8

Fighting for the same causes as your customers

Question 9

What does the factor for liking principle ‘Similarity’ entail?

Answer 9

Behave like a friend, not a brand. Be relatable and show you understand them.

Question 10

Example of the physical attractiveness factor for the liking principle.

Answer 10

Well designed website, functional and suited to what you are selling

Question 11

What does the factor for liking principle ‘Conditioning and association’ entail?

Answer 11

Associate your brands with the same values that you want to communicate and process.

Question 12

“We tend to have more trust in things that are popular or endorsed by people that we trust”. What principle does this fit into?

Answer 12

Social Proof

Question 13

List the methods in which you can use for social proof.

Answer 13

Experts, Celebrities, Users, ‘Wisdom of Crowds’ and Peers

Question 14

“We tend to stick with whatever we’ve already chosen”. What principle does this fit into?

Answer 14

Commitment and Consistency

Question 15

List the three ways we can leverage the commitment and consistency principle

Answer 15

Ask customers to start from small actions, encourage public commitments, reward your customers

Question 16

“In many social situations, we pay back what we received from others”. What principle does this fit into?

Answer 16

Reciprocity

Question 17

List the three factors of reciprocity and briefly describe each.

Answer 17

Offer something first - Allow them to feel indebted
Offer something exclusive - Allow them to feel special
Personalise - Make sure they know it’s from you.