55cac686a8ba50a8b1fc1c55d6af4301 influencingpeople unit2 sytch

8/18/2019 55cac686a8ba50a8b1fc1c55d6af4301 InfluencingPeople Unit2 Sytch

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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




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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




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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




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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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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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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




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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




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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




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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




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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)

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