Principles of persuasion

  1. Reciprocation: People will be nice if you are.
  2. Consistency: It’s easier to get people to comply with requests they see as consistent with what they’ve already said.
  3. Social proof: People will more likely say yes when they see other people doing it too.
  4. Liking: You comply with requests from people you like more than from people you don’t like. 
  5. Authority: Our tendency is to be persuaded by authority figures.
  6. Scarcity: If you offer people something rare or scarce, they are more likely to want it.



The Psychology of Persuasion

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Weapons of influence

Fixed action patterns

Such patterns reduce brain strain by allowing us to act without thinking in every situation.

This can also be used for duping us.

  • Reciprocation
  • Commitment and consistency
  • Social proof
  • Liking
  • Authority
  • Scarcity

Contrast principle

We perceive things which are presented one after the other differently than those shown in isolation.

i.e. Cloth sellers will try to make the buyer buy the most expensive item on their list first.



Influence, New and Expanded

Influence, New and Expanded

by Robert B. Cialdini, PhD

Liking and friendship pressure

The rule states that we are more likely to say yes to someone we know or like. This is called as the liking or friendship pressure.

People are well aware of the liking and friendship pressure, some people do not mind; others do but are not sure how to avoid it.

It is not necessary for the friend to be present in person for the compliance to happen, often just mentioning the name of a friend is enough.



Influence, New and Expanded

Influence, New and Expanded

by Robert B. Cialdini, PhD

The Psychology Of Color: Research Findings
  • Up to 90% of snap judgments made about products can be based on color alone (depending on the product).
  • Colors influence how consumers view the "personality" of the brand in question.
  • Our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity.
  • Predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself.
  • The context a color is used is fundamental for its perception. 
  • It’s the feeling, mood, and image that your brand create that play a role in persuasion. 
  • The majority of consumers prefer color patterns with similar hues, but favor palettes with a highly contrasting accent color.



Color Psychology: How Colors Influence the Mind