Like to play a little mind game experiment with me to demonstrate how influence principles work ?
I want you to participate in a decision making game that comes from Kahneman & Tversky (1984).
Simply read this scenario and write down the answers before going through the evaluation of the influence principles involved.
Don’t spend too much time making your decision. i.e. don’t analyse it to death
Imagine that we are preparing for the outbreak of a dangerous disease, which is expected to kill 600 people.
Two alternative programs to combat the disease have been proposed.
Assume that the scientific estimates of the consequences of the programs are as follows:
If Program A is adopted, 200 people will be saved.
If Program B is adopted, there is a 1/3 probability that all 600 people will be saved and a 2/3 probability that no people will be saved.
What do you advise?
Program A or Program B?
Once you record your answer, read on.
There are two other options now.
If Program C is adopted, 400 people will die.
If Program D is adopted, there is a 1/3 probability that nobody will die and a 2/3 probability that all 600 people will die.
Write down your choice of program C or D then read on...
Kahneman and Tverskey found that 72% of their subjects chose the "sure thing" program A over the "risky gamble," Program B.
However they obtained almost the OPPOSITE results when the question was framed the opposite way.
78% of the same people (doctors) then chose option D which is identical to option B. (C is identical to A).
In other words if someone chose A they logically must also choose C.
If someone chose B they logically must also choose D because they are the same exact responses.
However, the framing or perspective that is given seems to shift people's thinking significantly.
Here is the influence principle being demonstrated.
The majority of people will do far more to avoid losing something they already have than they will to get something they don't have.
So, the influence principle of "fear of loss" is a much greater motivator to most than the possibility of gain.
Need more evidence?
(Say "yes", as that is the logical response !)
Fear of Loss...
The same Princeton researchers that did the above research project looked at another situation.
They told one group of students to imagine they have arrived at the theater only to discover they have lost their ticket.
Would you pay another $10 to buy another ticket?
A second group was asked to imagine they are going to the theater but they haven't bought a ticket yet.
When they arrive at the theater, they realize they have lost a $10 bill.
Would they still buy a ticket?
88% of those who lost the $10 in cash said they would buy the ticket BUT only 46% of those who LOST the ticket (which they paid $10 for) would still buy a ticket!
Another clear example of the influence principle of "fear of loss".
There is nothing logical or rational about the way people buy or make their decision to buy from you.
Logic would tell you that people want the best product.
Logic would tell you that people want the most choices possible and that they make decisions logically...
Nothing could be further from the truth.
No one in the world has studied the psychology of influence more than Dr Robert Cialdini of Arizona State University in the United States.
In his groundbreaking book " Influence " Dr Cialdini shared the results of some of his, and others, experiments that tested the effectiveness of various psychological principals as strategies to gain compliance.
Dr. Cialdini identified six psychological principles of influence that were universal and so powerful that they generated desirable change in the widest range of circumstances. See my influence summary here.
Some of these principals, when used appropriately, were able to increase the likelihood of a positive response by up to 600%.
With that sort of impact on your ability to persuade it would be wise to study influence psychology.
Dr. Cialdini's six principals of influence influence summary is here.
Learn these influence principles well and use them often to accelerate YourSalesSuccess.