Persuasion Principles



Persuasion Principles and Application in MCH, HIV, and Other Development Programs

By Tom Davis, MPH

From Influence: The Psychology of Persuasion by Robert Cialdini, PhD.

|Principle |Explanation |Example / Studies |How it could be used in health promotion |

|Contrast principle |This affects how we see the difference between|If you lift a light object first then a heavy one, you will estimate the|When presenting something that you want to look positive (e.g., a|

|(Chapter 1) |two things that are presented one after |weight of the second object to be heavier than if we had not lifted a |story of a mother who exclusively breastfeeds), contrast it to |

| |another. If the second item is fairly |light object first. If you talk to an attractive person first, you will|something that is negative, and mention the negative thing first.|

| |different from the first, we will tend to see |rate the next person you talk to as less attractive. |The bad example / good example type of story. |

| |it as more different than it actually is. | | |

|Reciprocation |We try to repay, in-kind, what another person |Krishnas give flowers to people then ask for a donation. Then they fish|Have home visitors provide small gifts to beneficiary mothers as |

|(Chapter 2) |has provided to us. |the flowers out of trash cans to give to someone else. Stores that |a way to increase trust. Offer free samples of Zinc, new foods, |

| | |offer free samples (e.g., of cheese) and increase their sales. AMWAY |ORS or other things mothers eventually need to purchase. |

| | |gives a set of free samples and asks people to use them for 48 hours, | |

| | |dramatically increasing sales. | |

|Rejection then retreat|To increase the chances of a request being |Researchers ask first for people to volunteer for two years doing |In curricula, have home visitors ask beneficiary mothers to |

|(Chapter 2) |accepted, a person asks a bigger request first|counseling for two hours a week for juvenile delinquents. Then they ask|commit to something larger (e.g., EBF for first six months and BF|

| |(and are turned down) then a smaller request. |(after the refusal) if they could go for one Saturday to chaperone |to three years) and when they balk or refuse, ask them to try out|

| |(The smaller request does not need to be small|juvenile delinquents at the zoo. Acceptance increases dramatically. |something smaller (EBF for first six months). |

| |to increase compliance – just be smaller than |People who have responded to this are more likely to report feelings of | |

| |the bigger request. The bigger request cannot|satisfaction with the final arrangement, and to feel more in control of | |

| |be so extreme that it seems unreasonable.) |the final arrangement. | |

| |After turning down the larger request, the | | |

| |person is much more likely to say yes to the | | |

| |second, smaller request. | | |

|Commitment & |Once we have made a choice, taken a stand, or |(1) People who place bets on horses are most confident about their |“Start small and build” strategy (a.k.a., “foot in the door” |

|Consistency principle |made a verbal commitment, we are more likely |horse’s chance of winning immediately after placing the bet. (2) When |strategy). Get small commitments first, and then ask for bigger |

|(Chapter 3) |to do things to be consistent with that |people are asked if they are willing to watch someone’s things, they are|ones. (Even if you have to ask for a big one to get a small one |

| |choice. We encounter personal and |much more likely to chase after someone who steals them than if they did|– see above.) Ask people to agree to statements that appear |

| |interpersonal pressure to behave consistently |not make a verbal agreement to do so. (3) Toy stores will advertise |innocuous and inconsequential. “Wife inheritance may not be the |

| |with our commitments and choices. |toys in October and November that they under-supply to stores during the|best thing to do under some circumstances.” Then ask people to |

| | |Christmas season. They then run ads for those in January and February |talk about what some of those circumstances might be. Then ask |

| | |saying that they now have plenty. Parents have already told kids that |the person to list some of those circumstances and sign their |

| | |they will try to buy it for them, so they feel like they have to honor |name to it. Later ask the person to discuss their list in a |

| | |their commitments and buy it in January and February. (This, of course,|group and build on it. Then ask someone to explain it in more |

| | |is the intent of the toy companies all along.) (4) A poller calls you |detail and broadcast that on the radio. |

| | |and asks you to predict how likely you would be to volunteer to help the| |

| | |American Cancer Society with fundraising. Then a person calls a few |Build time for commitments to different things into community |

| | |days later and asks you to volunteer to do just that. Result – seven |meetings (e.g., Care Groups, Mothers Clubs). Have volunteers and|

| | |fold increase in volunteerism. (5) Someone calls you on the phone and |beneficiaries make verbal commitments. Make it a phrase that |

| | |asks how you are doing. You respond, “I’m doing well” and they say, |mothers can use to get around the circle quickly (e.g., I am |

| | |“I’m glad to hear that because I’m calling to ask if you would make a |Maria, and I will do it!). |

| | |donation to help out the unfortunate victims of ….” People who have | |

| | |asserted that they are feeling fine find it awkward to appear stingy in |Ask mothers to write pro-EBF essays (or give speeches) for |

| | |the context of their admittedly favored circumstances. People who |prizes. Have mothers write out (if literate) or give oral |

| | |respond positively about their own well being are also much more likely |testimonies about their own commitments. |

| | |to agree to whatever they are being asked. Asking “how are you feeling | |

| | |this evening?” got 31% compliance as compared with just stating “I hope |Use testimonial contests (50 words or less, start with Why I |

| | |you are feeling well this evening” (15% compliance), so it’s not just |like… [BF during pregnancy]. Or two minutes or less for a |

| | |being friendly that does it. |speech.) |

| | | | |

| | |People who were asked to sign a petition for keeping California |Be careful in asking people to make verbal commitments before |

| | |beautiful were more likely to put a sign on their yard urging people to |they are ready to or have received enough info (e.g., “Why do you|

| | |drive more slowly. “What may occur is a change in the person’s feelings|think it’s important to give a child ................
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