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Influencing People
without Relying on Formal Autho
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Social Proof
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Conformity
Which line fro
right card matc
length of the lineleft card?
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•
When comparingindividually, partiprovided correct
more than 99% o
•
Under group p
76% (!) of parti
gave wrong an
least once
Conformity
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Social Proof: The more people who fin
idea correct, the more we believe
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Social Proof Suicides
0
20
40
60
80
100
-2 -1 0 1 2 3 4 5 6 7 8 9 10 11
Suicide coverage and the number of commercialairplanes fatalities
Day
Suicide coverage and the numbairplanes fatali
0
20
40
60
80
-2 -1 0 1 2 3 4 5 6
225235245255265275285295305315
325335
-2 -1 0 1 2 3 4 5 6 7 8 9 10 11Day
Suicide coverage and the number of motor vehiclefatalities Source
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JOIN YOUR FELLO
IN HELPING TOENVIRONM
Almost 75% of guests
to participate in oursavings program do
their towels more
HELP SAV
ENVIRONM
You can show you
nature and helpenvironment by reus
during your
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Social Proof as an Influence Tact
• Show that similarothers are doing whatyou are asking of thisperson
•
Show that others havesucceeded
• Share testimonials ofsimilar others
Examples:• Public voting stra• Benchmarking• 4 out of 5 dentist
recommend it•
Bestseller lists
•
24 out of top 25Fortune 500 comuse our services
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Authority and Influence
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Teacher
Learner
Experimenter
S
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Teacher
Learner
Experimenter
S
Expected results by med
psychiatrists:•
3.7% would adminis
• 0.1% would adminis
Actual results:
•
100% administere
•
62% administered
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Authority: We respond to mere signs
symbols of authority
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Authority as an Influence Tacti
•
Do not underestimate the power of business
• Develop a reputation for being an expert
•
Show that high-status people support your id
•
Indicate your expertise (industry-specific kno jargon)
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Cognitive Biases and Influence
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Availability: We tend to be particularly in
by vivid, salient, and readily available inf
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Which outcome do you prefer?
(a)
A sure chance of winning $500(b)
A 50% chance of winning $1000
Which outcome do you prefer?(a) A sure chance of losing $500
(b) A 50% chance of losing $1000
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Which outcome do you prefer?
(a) A sure chance of winning $500
(b)
A 50% chance of winning $1000
86%
14%
0%
25%
50%
75%
100%
Sure $500 50% of $1000
Which outcome do
(a)
A sure chance o
(b) A 50% chance of
20%
0%
25%
50%
75%
100%
Sure $500
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Framing: When an option is a framed as
we become risk-averse; when it is fram
LOSS, we become risk-seeking
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A large car manufacturer has recently been hit with aof economic difficulties, and it appears as if three planbe closed and 6,000 employees laid off. The VP of prohas been exploring alternative ways to avoid this crisdeveloped two plans. Which plan would you select?
Plan A: This plan will save one of the three plants and 2,000 job
Plan B: This plan has a 1/3 probability of saving all three plants jobs, but it has a 2/3 probability of saving no plants and no jo
Plan A: This plan will result in the loss of two of three plants a
Plan B: This plan has 2/3 probability of resulting in the loss of aand all 6,000 jobs, but has a 1/3 probability of losing no plants
Result: Plan A is chosen over plan B by over 80% of managers
Result: Plan B is chosen over plan A by over 60% of managers
Source: Bazerman (2002); T
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Framing and Influence
FRAMED AS A GAIN(makes audience more risk averse) FRAMED AS A (makes audience m
seeking)
We should enter into this marketbecause we can gain 11% in market
share.
By not entering into thiare missing out on the
to gain 11% in mark
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Framing and Influence
FRAMED AS A GAIN(makes audience more risk averse) FRAMED AS A (makes audience m
seeking)
Hiring Jack is critical. His experiencewill enable us to capture the unique
opportunity to transform theorganization to support cross-
selling.
Hiring Jack is critical. experience, we can mis
opportunity to tranorganization to supp
selling.
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Framing and Influence
FRAMED AS A GAIN(makes audience more risk averse) FRAMED AS A (makes audience m
seeking)
Get this new product and its uniquebenefits!
Don’t miss out on this and its unique be
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Anchoring: Insufficient adjustments
starting values
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Anchoring
A newly hired engineer for a computer company in the Boston arof experience and good all-around qualifications. When asked t
starting salary for this employee, my administrative assistant (about the profession or the industry) guessed an annual salary o
What is your estimate?
$103,070
$117,180
$100,000.00
$120,000.00
Anchored @ $70k Anchored @ $120k
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LOW ANCHOR HIGH ANC
Our last year’s IT budget was$1.5M
Our top competitorsbudget is around
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LOW ANCHOR HIGH ANC
The average rate of sales growthin the industry is 5%
The average rate of sof four of our l
competitors is
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LOW ANCHOR HIGH ANC
The was a 2.5% increase in thenumber of key accounts
companywide
Our leading office hathe number of key a
9%
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Liking, Scarcity, and Reciprocit
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Liking
•
Attractive candidates more than two and a
the vote of unattractivCanadian federal elect
•
Attractive defendantslikely to avoid incarceunattractive defendan
Source: Efran and Patte
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Liking
•
Personal appearance m• Draw on similarities
• Engage in dialogue primaking requests
! Dialogue follow
request lead tolevels of comp
Source: Cialdini and Goldstein (
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Scarcity
Limited Time Offer
Limited
Inventory
W hi l e S u p p l i e s La s t BUY
NOW
To activate s
emphasize:
• Uniquene• Limited q• Time con
•
Emphasizinformati
• Emphasizscarcity (time offe
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Reciprocity
Sourc
0%
10%20%
30%
40%
50%
60%
$5 check Promise of
$50
No-Incentive
52%
23% 21%
Survey Response Rate • Offer res
collabora
• Considerand profe
resources
• If you candirectly, t
your cont
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Message, Speech and Influence
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Characteristics of Sticky Messag
•
Simple to help remember• Unexpected to capture attention
• Concrete to help understand and remem
• Credible so that people believe your ide
•
Emotional so that people care about yo
• Stories to make message personable,memorable, and actionable
Sour
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Non-verbal Influence
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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Power Posing
High-power Low-pow
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Power Posing
-6
-4
-2
0
2
4
6
8
10
Testosterone
Change (pg/ml)
-0.04
-0.03
-0.02
-0.01
0
0.01
0.02
0.03
•
High-power poses caused a 20% increase in testosterone compared
with low-power poses (p
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Success in Job Interviews
•
Interviewees who prepared with a high-power posewere rated significantly higher on job interviewperformance than those who prepared with a low-power pose (p
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Other Forms of Non-Verbal Influ
•
Eye-contact increases your
likeability and credibility
•
Mirroring behaviors leadyou to be perceived as more
confident and be more
persuasive
•
Relaxed facial expression
(vs nervous) increase ratingsof power
Source: Beebe (1980); VanSwo
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Other Forms of Non-Verbal Influ
Source: Hostetter (2011); Maricchiolo et al. (2009; 2011); Rauscher et al. (1996); Stewart (20
• Hand gestures lead speakers to be
perceived as more competent,effective, and persuasive
! Illustrational (e.g., pointing)
! Positive (e.g., palms up or
perpendicular to ground)• Firm handshake increases your
odds of being hired following a job
interview
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Space and Influence
Source: Adolph
•
Close physicaallows for gre(Segrin, 1993)
• Sweet spot of
ft (60-90 cm).
influence dropsignificantly af
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Time of Day Influence
Maxim Sytch, PhD
Associate Professor of Managemen
Mary Kay Hallman Fellow
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0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
P r o p o r t i o n
o f R u l i n g s i n
F a v o r o f P
r i s o n e r s
Time of Day and Influence
Mid-morning snack Lunch
SOrdinal Position of the PrisonerFIRST LAST
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• Social Proof (show that similar others are
doing it)• Authority (use symbols of authority)
• Availability, Framing, and Anchoring
• Liking, Scarcity, and Reciprocity
•
Non-verbal influence (body poses andgestures)
• Time of the day
Your Influence Toolkit
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Image Attributions
Image of hotel bathroom by Andrew Hyde is licensed CC BY
“Milgram experiment” by Fred the Oyster is licensed CC BY-SA
“BMW Z4 (E89) rear” by S 400 HYBRID is used with permission
“Individual in a Suit” by Flazingo Photos is licensed CC BY-SA
“Security Guard” by Ethan Prater is licensed CC BY
“World’s Best Boss” by Kumar Appaiah is licensed CC BY-SA
“Business Meeting” by thetaxhaven is licensed CC BY
“Fully Black wears a red gown by Lauren Bagliore” by Jason Hargrove is licensed CC B
“LuMaxAt FS Collection Orange0091” by Scott Maxwell is licensed CC BY-SA
Space and Influence image by Nature Neuroscience/Dan Kennedy (Caltech)