7 Principles of Psychological Persuasion

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The principles of persuasion are a set of psychological rules to influence others. In his book "Influence", Robert Cialdini outlines 6 main principles: Reciprocity, scarcity, authority, consistency, liking and consensus. He later added a 7th principle, unity. Knowing these rules can be helpful to either influence others, or to protect yourself from the techniques when they are being used on you.
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This video was made with the support of our Patrons: Adam Berry, Alex Rodriguez, Andrea Basillio Rava, Anil Raut, ArkiTechy, Artur, azad bel, Badrah, Cedric.Wang, Christoph Becker, Cory McAbee, David Markham, Delandric Webb, Digital INnov8ors, Dr. Matthias Müller-Mellin, Duane Bemister, Elias Reuss, Enigma, Eva Marie Koblin, F J V Souza Fh, Fatenah G Issa, Frari63, Gemma Seed, Gerardo Enrique Nieto, Gerry Labelle, ICH KANN DEUTSCH UND ES WAR EINFACH!, Izzy, jakob steensig, Jannes Kroon, Jeffrey Cassianna, Jim Pilgrim, Joanne Doyle, John Burghardt, Jon Rune Nygård, Jorge Luis Mejia Velazquez, jun omar ebdane, Leonel, Liam Dalling, Linda Kinkead, Linus Linderoth, Lucia Simone Winston, Mambo no 9, Marcel, María, martin, Martin Streule, Martina Hrebenarova, Mathis Nu, Mezes.Macko, Michael Paradis, Natalie O’Brien, Okan Elibol, Oweeda Newton, Patricia Labovszky, Peihui, Povilas Ambrasas, Raymond Fujioka, Roel Vermeulen, Scott Gregory, scripz, Sebastian Huaytan Meder, Si, Solongo Ganbat, Stefan Gros, Stephen Clark, Stuart Bishop, Taka Kondo, Takashi HIROSE, Thomas Aschan, Thomas Dahlke, Victor Paweletz, Yassine Hamza, Yvonne Clapham and all the others.Thank you! To join them visit www.patreon.com/sprouts
COLLABORATORS
Script: Ludovico Saint Amour di Chanaz and Jonas Koblin
Artist: Pascal Gaggelli
Voice: Matt Abbott
Coloring: Nalin
Editing: Peera Lertsukittipongsa
Production: Selina Bador
Sound Design: Miguel Ojeda
SOUNDTRACKS
A Toy’s Day Out - Shaun Frearson
Embarrassing Moment - Jack Pierce
DIG DEEPER with these top videos, games and resources:
Read the original book
www.amazon.com/Influence-Psyc...
Read about the role of persuasion in conspiracy beliefs
pubmed.ncbi.nlm.nih.gov/36215...
Read about how the cult Heaven’s Gate used the principles of persuasion to gain followers
www.psychologytoday.com/us/bl...
SOURCES
en.wikipedia.org/wiki/Robert_...
ecampusontario.pressbooks.pub...
/ 28815.influence
en.wikipedia.org/wiki/Persuasion
CLASSROOM ACTIVITY
Have the class watch a sales-pitch from the movie Wolf of Wall Street, and identify what persuaded the buyer to purchase the shares.
Show Sprouts’ video on the 7 Principles of Persuasion
Watch the sales pitch again, and ask the class to identify the principles of persuasion in the video as they are being used.
Split the class into groups.
Each group will be assigned one of the principles, and they will have to come up with examples where they have seen it being used - or instances when they have used it themselves.
CHAPTERS
00:00 The principles of persuasion
00:21 Reciprocity
00:40 Scarcity
00:58 Authority
01:18 Consistency
01:36 Liking
01:50 Consensus
02:05 Unity
02:21 Understanding the principles
04:36 What do you think?
04:53 Sponsor
05:57 Patrons credits
06:06 Ending
#sproutsschools #psychology #persuasion #influence #cialdini

[@sprouts]

To learn more than ever from important non-fiction books, join us on Shortform: shortform.com/sprouts. You’ll get a 5-day free trial and a discounted annual subscription. One of our favorite books on Shortform is “Influence."

[@holysong2099]

Reciprocity (by offering free samples of her product to potential investors) Scarcity (by making her product seem exclusive) Consensus (by making it a social thing) Consistency (by distributing cups as a form of small commitments) Authority (by taking help of her supplier to open a savings account) Liking (by showing interest in her customers' affairs). I think the seventh principle 'unity' was involved more or less in each of them.

[@braincuriosities]

The examples in the lemonade story are spot on - lots of these techniques are used by marketers to sell stuff, it's super important to recognize these principles to also be able to defend from them. Either way, self-awareness and awareness is key!

[@braincuriosities]

Cialdini also said that the difference between persuasion and manipulation is that persuasion is not about hurting another for personal gain, but about a mutual win, manipulation is using others for personal gain

[@raymondtendau2749]

Manipulation is not always negative.

[@llisssss]

This is my guess: 1. Reciprocity 2. Scarcity 3. Consensus (+Unity?) 4. Consistency 5. Authority 6. Liking

[@Yatukih_001]

Consensus is when people agree about things. Consensus is often used by scammers to convince their victims that there is a general consensus to agree with what the scammer is advertising. For example, there is a consensus that Iilluminaughtii is hard to trust. There is also a consensus that Pfizer is hard to trust. But telling people about that other consensus can result in an online comment or few, which will be perceived as being in a grey area. There are consensuses you want to hear, and consensuses you do not want to hear.

[@sathyath84]

Jane lemonade corp.'s strategy to dominate the world: 1. Reciprocity 2. Scarcity 3. Consensus 4. Unity 5. Consistency 6. Authority 7. Liking

[@Shivam-vf2em]

Literally the best channel.. I request you to make next video or so on core psychology .. ❤❤❤

[@MindBlown_Edu]

I love the art style and time-lapse of the drawings in the video! It's persuading me to try my hand at animating my own videos😀

[@IJayAmLegend]

It adds up to conning people, "buy this, regardless". The downward spiral, over the event horizon you go, for a few bucks. *_BUTT_* go insane about 'gas' (petroleum) prices. Great work! Not utterly narcissistic at all!

[@ashishmohan550]

Classic work of Robert B. Cialdini

[@ShawnRavenfire]

According to Aristotle, the three forms of persuasion are logos (making a logical argument), pathos (appealing to someone's emotions), and ethos (appealing to someone's existing beliefs).

[@llisssss]

I'm currently reading Cialdini's book for uni- such convenient timing for this to pop up in my subscription box! The revision part of the video made me more sure of myself that I can ace the exam :3

[@sprouts]

Wonderful!

[@pacowonderboy]

thank you very much for your hard work to enlight us

[@sprouts]

So nice of you to say that :)

[@g.k.5165]

Wow this is the scary (and amazing) thing in psychology! Like Jane is just playing “mind games” and manipulate people to buy her products. But this is how our world work. - like if you learn to use them you might be more successful.

[@gopikasree966]

Oohhh I can relate the very last one which should have been included as the 8th one….!!!! I don’t forget to add purpose if I need a favour from anyone… and it shows the genuinety and makes the work done🎉 People feel bad when others just ask favour without any reason

[@chandrajithgr254]

1. Consistency 2. Scarcity 3. Authority 4. Liking 5. Consensus 6.reciprocity 7. Unity

[@RiteOfSolaris]

I feel like this video describes the narrow edge between manipulation and understanding, which is conveyed heavily in the art aswell.

[@aditya_nagargoje]

Consistency and Reciprocity (offering free samples of her product to potential investors) Scarcity (making her product seem exclusive) Consensus (by making it a social thing) Consistency (distributing cups as a form of small commitments) Authority (taking help of her supplier to open a savings account) Liking (showing interest in her customers' affairs).

[@hemanthsaikrishna1469]

1. reciprocity 2. Scarcity 3.consensus 4.Consistency 5. Authority 6. Liking

[@davea6314]

My eloquence bard Dungeons and Dragons 5e character has all of these mastered. I'm still working on them.

[@MrApw2011]

Jane used several principles of manipulation. She did nothing intrinsically, all was intrinsic, increased the cost of delivering her product which would be passed along to her customers and didn't take into account the actual product and making it better at all. Yeah, maybe she's smart to use the principles of manipulation on people to get them to buy her sugar water without really bothering to make the product somehow better than the others selling sugar water and she got to tell a story to herself that she's a good person. Meanwhile, the public got manipulated and voluntarily advanced a narrative that's bad for all of us. But, at least Jane is successful.

[@anizahmahmod2346]

Can I use these principles in writing as well, to persuade people to buy my products online?

[@ariebrons7976]

-giving a free sample to investors || creating social debt -artificial scarcity -exclucivity -buying the customer || more social debt -persuation through authority. -polishing her apearance by providing to a greater good. -establishing her lemonade as a lifestyle. The one thing she didn't explicitly do is give out compliments.

[@SahanaParvin-kx3fo]

This is my answer 1. Unity 2. Scarcity 3.Liking 4.Reciprocity 5. Authority 6.Consensus 7. Consistency

[@alecsanlerthemoldovan]

Life changing

[@sprouts]

You left an interesting comment!

[@alecsanlerthemoldovan]

@@sprouts Well now i wont get persuaded because i understand how it happens

[@okay_bro...]

I use these everyday and now I know that there is a lecture about these methods😂

[@sprouts]

😱

[@45954]

where is it can you tell me?

[@WhosWhoScience8640]

I love to study psychology.For me i was very young lot more discoveries than my students so i discover new like Mazarin's law Mazarin's phenomena Mazarin's theory Mazarin's equilibrium Mazarin's look-a-like theory Mazarin's problem Mazarin's syndrome Mazarin's puzzle Mazarin's dysfunctional all of them named after me. But was not introduce 😔 And im happy to discover More and beyond 😎

[@minaasudeh8110]

1. Liking 2. scarcity 3. Consensus 4. Reciprocity 5. Authority 6. Unity

[@jayarikishii]

Key insights 💡 Reciprocity makes people more open to being influenced by you by creating a sense of social debt. 🌟 When people perceive something as rare or limited, they are more susceptible to persuasion, driven by our desire to possess what others value and the fear of missing out. 🤝 Humans are inherently social and want to conform to the group, so social proof can persuade people to commit to something they otherwise doubt. 📈 The sequence of principles used by Jane in her business journey is worth analyzing. 🌟 Creating a sense of exclusivity can make products more desirable and in-demand.

[@williamhenning4320]

I am not liking and subscribing. I will not be influenced by the scarcity psychological manipulation technique by having this quality information presented to me with a practical real-world example exclusively on this KZbin video. lol jk this channel is very informative and I learn a lot!

[@sprouts]

Haha, good one! You had me in the first half.

[@paulkanja]

Went from Jane started a Lemonade stand to Jane founded Apple for lemons

[@nmqismat]

❤

[@pyeitme508]

Here's another type of persuasion, Big Stick Policy. 😂

[@holysong2099]

It doesn't have a very nice ending though. Just saying.

[@danielaliu_]

😂'Big stick policy' should fall under consistency principle. In line with the 'punishment-reward' system.

[@southernrecreationdovertn1250]

You're all being persuaded to post a comment.... You're welcome.

[@cptmaj]

I am not sure if these principles work but where do I find this woman and buy her delicious lemonade?

[@sprouts]

😂

[@jkrofling9524]

What I want to know is: Why was Jane laughed at, for trying to open a savings account?

[@holysong2099]

because she was a child and forgot to bring her guardian with her.

[@aishwaryap5031]

😂😂@@holysong2099

[@stephenthompson3309]

People who allow themselves to be manipulated are beyond my understanding. I'm the kind of person to always boil something down to "what are the practical, measurable, inputs and outputs?" The interesting thing is that as a result, I'm not a very social person. I find it hard to justify the risk/reward choice of going to parties and things. I tend to bury myself in art and stories. In my experience, people can be flaky. You can invest a lot in someone and they can just forget it all, walk out of your life for someone or something else. One person will say your jokes are annoying and train you to censor yourself, while other people may love your jokes. So I definitely don't know that my way of thinking is necessarily "the best." There could be something to be said for allowing yourself to be persuadable.

[@chris4973]

Krishnamurti said, It is no sign of health to be well adjusted in a profoundly sick society. Nikola Tesla put it this way; Anti-social behavior is a sign of intelligence in a world of conformists.

[@imjelo]

So let me get it straight, because you used your expertise to give us knowledge about persuasion (authority) you expect us to answer the question of what power of persuasion was used by Jane in selling her lemonade (reciprocity). . . . . Since I want to conform to the group (consensus), here are my answers: reciprocity scarcity liking consistency authority unity 😂

[@imjelo]

Hey I am just joking. Once again a very informative video. Thanks.

[@illful6317]

idea: how acid/lsd affects a teenagers brain

[@abhishalsharma1628]

Why are such potentially manipulative techniques taught overtly?

[@chris4973]

Familiar with Plato’s cave? Those who would use this knowledge for ‘ill’ are likely already doing so. Making those whose behaviors are influenced by these techniques aware of them increases their ability to recognize, and perhaps, avoid being manipulated by them

[@VestinVestin]

So that people can spot them and act rationally? It's the same reason people are taught about hacking: we've seem to arrived at the conclusion that it's more productive to design better and more resilient systems than to hope nobody figures out how to exploit them.

[@yagnyeshadhabade7349]

1st comment again 😂

[@wardeggerrobertmarius144]

It's ok to use this for a greater porpouse than your personal benefit... But it's impossible to not use it without any personal benefits. Make, sell limonade and earn a buck because your good at making and selling limonade not because you want to get rich 🤷 And sell products/services that are actually needed it, without fabricating artificial dependence on that that is actually toxic for everybody 🤷