"Persuasion is no longer just an art; it's an

out-and-out science,"

--- Robert Cialdini

Are We Really Immune to Persuasion ??

• Complicated Stimulus Environment

• Sophisticated and subtle process

 The Rule of the
SCARCITY
Few

❑ A limited supply increases the attractiveness of

item

❑ Idea of Potential Loss

As opportunities become less available, we

lose freedoms Source of Power
“Limited-number” Technique
“Deadline” Tactic

“Want it tomorrow?” “Today’s Lightning Deals”

“Last Few Hours

Left”
 Scarcity strategies

• The Few-Items-Left Tactic

• The Limited-Introductory-Price Tactic
• The Limited-Bonuses Tactic
• Order-Before-XX-Today Tactic
• The Limited-Products Tactic
• The Device-Limited-Sale Tactic
Consistency &
Commitment
Make Them Commit

❑ Consistency is valued

❑ Personal and interpersonal pressures

Do I know What others

myself ??? think about me
???
Start From Small Actions

Fast and free shipping, Home try on, Free Trials

Encourage Public Commitments

Voting, Social media communities, Testimonials

Reward Your Customers

Special discounts, Special access to

community members
 The Friendly Thief
Liking

I like you because……..

❑ Physical attractiveness

❑ Similarity

❑ Compliments

❑ Contact and cooperation

❑ Conditioning and association

 Tell Your Story Use Models People
Can Identify With

Display What Others

Social Links
Are Buying

Delight your customers with unexpected quality, and you will earn their affection
SOCIAL PROOF Truths Are Us

❑ Tendency to rely on the opinions or actions of others to

inform our own.

❑ Validates a choice

❑ Response to uncertainty

❑ Perception of similarity
How to Use Social Proof for Marketing ???

Positive Reviews
• Reviews/ Ratings

• User generated content

Endorsements
• Celebrity

• Trusted Experts

• Peers
How to Use Social Proof for Marketing ???

Popularity
Social Media Following

• Social media posts

• Viewership
• No of subscribers on email list

Proof of Demand
User or Customer Count

• No of items sold
• Individual customers recent purchases
• No of customers currently viewing
How to Use Social Proof for Marketing ???

Showcasing Awards & Recognition

Featured Mentions

• Newsite
• Popular blogs
• Publications
• Cetifications
 Example and strategies

• Invite experts to take over your social media

• Show appreciation for mentions
• Share milestones
• Experiment with influencer marketing
• Explore having brand ambassadors
• Curate user-generated content
• Share customers’ love for your product
• Display testimonials on your website
• Mention the size of your customer base in your bio
• Encourage customers to leave a good rating on your Facebook Page
• Get verified
SOCIAL PROOF
Online versus Offline shopping

Vs
 RECIPROCITY The Old Give and Take…and Take

We should provide to others the kind of actions they have provided

us

Gift Obligation to
Reciprocate
How uninvited gifts generate feelings of
obligation ???

Obligation to
Receive
Psychological cost of Non compliance to
Reciprocity

Internal Possibility of
Discomfort External Shame
What is the indirect approach to RECIPROCITY ??

Reciprocate Rule in Mutual Concessions

Rejection then Retreat

 In order to amplify the effects, it is important to:

• Incite the feeling of indebtedness by offering first;

• Provide something exclusive and unique to the recipient so they feel special;

• Make sure they know it’s from you

RECIPROCITY for
Keep The Relationship Going
Business

Keep Growing Make your customers feel

valued

Help The Customer Outside Of Your Store

Offer customers ways to show their

support

Be the first to give

AUTHORITY
Directed Deference

• Titles : Positions of power/experience

• Clothes: Superficial cues that signal authority

• Trappings: Accessories/indirect cues that accompany

authoritative roles
 Contrast Effect

• The way we see the difference between two things that are presented
one after another.

• Lead to an enhanced or diminished perception of the second thing

dependent on how we viewed the first.
Store brands vs national brands
• Price comparison between store brands vs national brands

• People sometimes feel that they’re more physically attractive after

they look at pictures of people who are relatively unattractive.

• Students sometimes feel less confident in their academic abilities

when they’re in a class that has a lot of high-performing students.
Purchase Decision
Anticipated Gains

= Trade off

Anticipated Losses
Pain of Paying
 Pain of Paying Solves Three Inter related problems

❑ Hyperbolic Time Discounting: People place disproportionate weights on the immediate present
relative to all points in the future

❑ Underweighting Opportunity Cost: Experienced losses are given greater weight than forgone gains

❑ Complex Intertemporal Consumption Decision: Consumers cannot calculate trade-offs among all
goads that marketplace offers
Pain of Paying Varies Across Individuals
 Ways to reduce Pain of Paying..???
• Transaction utility
o Individual’s expectations and beliefs

• Buffering (extent to which consumption of a purchased item cushions its

payments)
o The more a payment buys, the better the explanation for expense, & less the
pain of paying

• Perceived control (voluntary, planned)