Principles of Persuasion

Petronila A.

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Principles of Persuasion

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Themes

Principle of persuasion, reciprocity, free trial, Cialdini, manipulation, influence, marketing, commercial strategy, Uber, convenience, client fidelity, client satisfaction

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Abstract

Reciprocity is the tendency to have a similar reaction to the one received; a mutual expectation for exchange that people depict almost subconsciously. As Mahmoodi et al. (2018) put it, there is a tendency for people to be kind to those that are kind to them, respectful where they obtain respect and hostile when they receive hostility. Such social interaction of reciprocating what a person receives is common whenever there is some sort of exchange taking place.

Discussion of Selected Principle of Persuasion: Reciprocity
Summary and Critical Evaluation of Cialdini's Evidence of Power and Veracity
Commercial Example: Uber's $20 Off Your First Ride

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[...] The first one concerns the six principles of persuasion to which Cialdini gives various examples. The second question is on the difference between manipulation and influence; those who deceitfully claim to be in authority are manipulative. The third question concerns the qualities that make something be mass appealing. The third question is if people know about the principles of influence and if their likelihood to resist when someone is using the principles increase. Lastly, to the question of the theory of littering he gives an example of a 1970s and 1980s commercial where a Native American is pissed off because people are littering but the other main message is that all people are littering (AADPA Official YouTube Channel, 2013). [...]

[...] S. (2010). Persuasive advertising: Evidence-based principles. Basingstoke: Palgrave Macmillan. Mehring, C. (2018). Reciprocity of social influence. Nature communications, 1-9. Cialdini, R. (1993). Influence. [...]

[...] Many businesses have successfully utilized the principles of reciprocity to increase their sales. This is often common in software such as malware removers, Grammarly, anti-viruses, and computer games among others. Often, the company will offer to give an antivirus for free, but to only use it for a limited period say 30 days; alternatively, they can offer the software but with some basic features. If a person wants to continue using the service after 30 days or if they want to upgrade to the premium service then they have to purchase the software (Cialdini, 1993). [...]

[...] Cialdini's example provides proof that the principles of reciprocity operate at work. The fact that many companies are using it to market their products in malls and supermarkets is an indication that they have evidence that people will buy more when they show that reciprocal reaction of giving or even smiling nicely to the clients as they enter. No wonder, one of the qualities that employers often look for in a receptionist is their ability to smile at the customers. [...]

[...] The advertisement is still ongoing. Uber's advertisement, which is marketed on YouTube and blogs and social media channels, offers a $20 free ride to all new subscribers. This means that if you get the first ride for a distance that costs less than 20 dollars then the client will not have to pay anything. If the distance is slightly far then the client subtracts $20 from the total amount of money that is often paid for that distance. Will Uber's strategy be effective in increasing its customer base? [...]

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