AP - The Psychology of Persuasion (Lesson)
Psychology of Persuasion
Do you remember a time that you were convinced to do something that you really had never intended to do? I mean think about it. You are in the drive thru at a fast food chain, and you order your meal. The person taking your order asks, “Would you like to upsize for just 75 cents more?” Well, you really don’t want more food, but you still agree because it is just 75 cents. Why are we so quick to agree?
According to Dr. Cialdine, a prominent psychologist, there is a Science of Persuasion that we innately and subconsciously adhere to when making decisions.
Psychology Of Persuasion
In the video, Dr. Cialdine addressed six elements to the science of persuasion- View the video below:
The Psychology of Colors
Learn more about these elements by clicking on the term.
Psychology of Persuasion Review
Accessible Version: Principles of Persuasion
- Reciprocity: If someone is invited to a party, they will likely invite that person to their own party in return.
- Scarcity: When something, like a toy, is limited or hard to get, people want it more because they don't want to miss out.
- Authority: If a famous person, such as a basketball player, says that a product (like shoes) will improve your skills, people are more likely to believe it.
- Consensus: People look at what others are doing or how they are behaving, especially when they see others who are similar to them.
- Liking: People are more likely to be influenced by someone who is similar to them, gives compliments, or shares the same goals.
- Consistency: When someone makes a commitment to take an action (especially in writing), they are more likely to follow through over time.
Psychology of Persuasion True of False
Wrap-up
Because 62-90% of shoppers make snap judgments based on influence of color, it is used by marketers to persuade. Check out this video that delves deeper into this art of persuasion by using color.
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