Sunteți pe pagina 1din 8

A framework for improving

collateral
Six principles of the psychology of persuasion

Reciprocity `

sense of obligation asymmetric


`` benefit vs. cost
give/get. Perceived

Commitment &
Consistency

sticking to guns to avoid further thinking


and action on a subject confirmation
bias. Also a key obstacle

Social Validation

observing decisions of others and


tendency to go with the crowd

Liking

preference to say yes to people who:


we like, are similar, compliment and
cooperate, are attractive

people follow authority figures and


experts they perceive to be more
knowledgeable

items and information are more


attractive when scarce or perceived to

Authority
Scarcity

be scarce.
Powerful, sales-driving principles

sense of obligation

sticking to guns to avoid further


thinking and action on a subject
`` Also our
Confirmation bias.
primary challenge

Social Validation

observing decisions of others and


tendency to go with the crowd

Liking

preference to say yes to people who:


we like, are similar, compliment and
cooperate, are attractive

people follow authority figures and


experts they perceive to be more
knowledgeable

items and information are more


attractive when scarce or perceived to
be scarce.

Reciprocity
Commitment &
`
Consistency

Authority
Scarcity

Powerful, sales-driving principles

Reciprocity
Commitment &
Consistency

sense of obligation

sticking to guns to avoid further


thinking and action on a subject

observing decisions of others and


tendency to go with the crowd
Herd mentality. ``
Testimonials &
reference customers

preference to say yes to people who:


we like, are similar, compliment and
cooperate, are attractive

people follow authority figures and


experts they perceive to be more
knowledgeable

items and information are more


attractive when scarce or perceived to
be scarce.

Social Validation
`
Liking
Authority
Scarcity

Powerful, sales-driving principles

Reciprocity
Commitment &
Consistency

sense of obligation

sticking to guns to avoid further


thinking and action on a subject

observing decisions of others and


tendency to go with the crowd

preference to say yes to people who:


we like, are similar, compliment and
cooperate, are attractive
empathy,
``
reflexivity, partner vs. vendor,
packaging

people follow authority figures and


experts they perceive to be more
knowledgeable

items and information are more


attractive when scarce or perceived to
be scarce.

Social Validation
Liking

Authority
Scarcity

Powerful, sales-driving principles

Reciprocity
Commitment &
Consistency

sense of obligation

sticking to guns to avoid further


thinking and action on a subject

observing decisions of others and


tendency to go with the crowd

preference to say yes to people who:


we like, are similar, compliment and
cooperate, are attractive

people follow authority figures and


experts they perceive to be more
``
knowledgeable credibility &
capability

items and information are more


attractive when scarce or perceived to
be scarce.

Social Validation
Liking
Authority `
Scarcity

Powerful, sales-driving principles

Reciprocity
Commitment &
Consistency

sense of obligation

sticking to guns to avoid further


thinking and action on a subject

observing decisions of others and


tendency to go with the crowd

preference to say yes to people who:


we like, are similar, compliment and
cooperate, are attractive

people follow authority figures and


experts they perceive to be more
knowledgeable

items and information are more


attractive when scarce or perceived to
``
be scarce. shelf life, only source,
found alpha

Social Validation
Liking
Authority

Scarcity

Powerful, sales-driving principles

Thank You Very Much


For your Valuable Time

S-ar putea să vă placă și