There is some interesting research on the science of persuasion, sometimes referenced as neuroscience or NLP Neuro Linguistic Programming. Much of the work is influenced by Dr. Robert Cialdini. Rather than writing a post and referencing his material, I decided to create a post containing a lot of the references I found.
I hope you will find these resources helpful and please list additional resources in the comments.
Science of Persuasion – You Tube Video Dr. Robert Cialdini
In this Science of Persuasion video, Dr Cialdini explains the six short cuts or rules of thumb required to help consumers deal with information overload.
Here are the six short cuts discussed on the video.
1. Reciprocity – Creates a sense of obligation.
2. Scarcity – Tell consumer what’s unique and what they stand to lose.
3. Authority – People buy from credible knowledgable experts so display of diplomas – certifications are powerful signals.
4. Consistency – Signals support – Note it must be voluntary, active, and public commitments from the consumer.
5. Liking – We prefer to say yes to those we like: those who are similar to us, from those who pay compliments to us, and those who cooperate toward achieving mutual goals.
6. Consensus – Points to many similar others.
Harnessing the Science of Persuasion
This Businessweek article is a much earlier work on the topic by Dr. Cialdini.
The Science Behind Persuasion WSJ article
This article is a discussion with behavior expert Steve Martin, who is author of the book Yes! 50 Scientifically Proven Ways to Be Persuasive. He is the head of the U.K. office of the consultancy Influence at Work.
During the interview Mr. Martin uses several of Dr. Cialdini’s shortcuts. He maintains that influence isn’t an art since there is over 60 years of research and evidence showing how people can effectively be moved to take action.
50 Secrets from the Science of Persuasion
This is a blog post listing 50 secrets, many of which are based on Dr. Cialdini’s work.
Blog posted by Judy Gombita written by Toni Muzi Falconi
10 Ways to Convert Visitors Using Psychology
“Conversions are often psychological. Consumers and businesses don’t simply purchase for a great deal, they often purchase due to fear, happiness, self-gratification, self-image, philanthropy… there are a ton of reasons. So how can you tap into those opportunities?”
INME – International Neuroscience Management Education Inc.
Influence at Work – Dr Cialdini’s organization
Following are questions for the #usguyschat:
Q1) What about ethical issues using neuroscience in marketing?
Q2) Why would scientifically based influencing practices be important to marketers?
Q3) How can marketers use scientifically based persuasion techniques effectively?
Q4) What are ways scientific techniques can be integrated into the creative process?
Q5) What is the role of emotion in the buying decision?