OB lecture 27 principles of influencing 2

Lecture 27

Principles of Influencing


Subtle

Overt
Authority

Use of power

Motivation

Influence


Influencing
1.
2.
3.
4.

The principle of Reciprocation
The principle of Social Proof
The principle of Liking
The principle of Commitment and
Consistency
5. The principle of Authority
6. The principle of Scarcity

The Principle of Social Proof
People look at the action of others for correct
Action, especially in uncertainty.
The more the uncertainty, the more likely a
person follows the action of others.
The more the similarity between the person and
the ‘other’, the more likely the person will follow
the action of others


The Principle of Reciprocation
The give and take, and take
This is the principle behind gift giving


Gift Giving
• It is difficult to refuse, and it create an obligation to
reciprocate.
There is an obligation to give, an obligation to
receive, an obligation to repay
Marcel Mauss – Essai Sur Le Don
The Gift
=> Most gift giving are not gift giving, but exchange


The Principle of liking
We are likely to say yes to someone we like

We are likely to buy from someone we like

Why star represent the products


Principle of Commitment and
Consistency
People want to appear consistent
“Cognitive dissonance”
We feel uncomfortable when we perceive
and inconsistency between our beliefs,
Feeling and action.


Principle of Authority
Most people are to lazy to think. They want to
follow expert


Symbols or substitute of authority
1. Title. Dr, Professor, Dr. Ing
2. Cloth – navy blue suit, white shirt, and red tie
3. Trapping – BMW, Benz
4.


Principle of Scarcity
People go for things that are few, or
opportunities that are diminishing


Example

25% discount, but for 1 day