Chapter 7 & 8 analysis from Influence: The Psychology of Persuasion by Robert Cialdini

1. PRINCIPLES OF INFLUENCE
Robert B. Cialdini’s
Chapters 7 & 8
UF SFMBA Team 9  Adriana Jaegerman  Diego Lopez  Francheska Sanchez  Tomas Trujillo  Shaila Kirpalani

2. How much
would you pay
for these?

3. A Beer Gift Box
Including:
6 beer bottles
2 tasting goblets

4. One Purse

5. What if I told you how much
people actually pay for these?
$84.99
$10,500+

6. What drives people to make these choices?
People assign more value to opportunities, products,
and information when they are less available
SCARCITY
The
Principle
The Rule of the Few

7. Westvleteren XII
Produced by Trappist monks in Belgium and sold at the abbey of
Saint Sixtus

8. Westvleteren XII
Can only be purchased by reservation at the abbey
In December 2012 limited quantities were being
sold in U.S. and abroad for a limited time only
The gift box retailed for $84.99 and many stores sold
out the first day they went on sale

9. Hermès Birkin
Distributed to Hermès boutiques on unpredictable
schedules and in limited quantities.
Hand-sewn, buffed, painted, and polished by the same
craftsman taking several days to finish.
Prices range from $10,500 - $150,000
Waiting lists that can span years

10. “One craftsman sits in a factory in southern France and starts with the first
stitch, from start to finish. You pay for the craftsmanship”

11. Ferrari F60 Americas
Only 10 were built and all were sold even before the car was
revealed to the public

12. Scarcity for profit
Limited quantities
Act now!

13. This also applies to bacon
And we know everyone likes bacon…

14. This principle holds for two reasons
Things that are difficult to attain are typically more
valuable, the availability of an item or experience can
serve as a shortcut cue to its quality.
As things become less accessible, we lose freedom.

15. Psychological Reactance Theory
We respond to the
loss of freedoms
by wanting to have them,
along with goods and
services connected to them,
more than before

16. Evaluating Information
Limiting access to a message
causes individuals to want to
receive it more and to
become more favorable to it.
Limited information is more
persuasive.

17. Optimizing Conditions
Scarce items are
heightened in value when
they are newly scarce
Competition: we are most
attracted to scarce
resources when we
compete with others for
them

18. Instant Influence

19. Primitive Automaticity
Making decisions without
using all of the relevant
information available.

20. Modern Automaticity
More choices
Travel more and faster
Relocate frequently
Shorter relationships
All these choices are made possible by
technological progress

21. Shortcuts Should Be Sacred
Technology is progressing
faster than we can
We are inadequate to
handle abundance of
change, choice and
challenge
Characteristic of modern life

22. Act fast!
But ask yourself, is this really my only choice?

23. Leaders must be
aware of the
effects of the
SCARCITY
principle
Process information
carefully
Influence others with
key information
Understand how people
process information
and use it to make
decisions
Use people’s thought
process to influence
their behavior

24. Situations in the Workplace
Interviews
Negotiations
Information as a competitive advantage
Promotions

25. Influence: Science and Practice
Chapter 7 - Scarcity: The Rule of the Few
Chapter 8 - Instant Influence
Robert B. Cialdini

26. Adriana Jaegerman  Diego Lopez  Francheska Sanchez  Tomas Trujillo  Shaila Kirpalani
UF SFMBA Team 9