Here are the principles of persuasion which is explained briefly with examples.

1. PRINCIPLES OF
PERSUASION

2. WHAT
IS PERSUASION?
Persuasion is a process in which one
person or entity tries to influence another person or group of people to change their
beliefs or behaviors
Example: An ad trying to influence you to buy things that
you don’t want.

3. PrINCIPLES
01
02
03
04
05
06
07
RECIPROCITY
CONSISTENCY
SOCIAL PROOF
AUTHORITY
SCARCITY
LIKING
UNITY

4. RECIPROCITY
 Give a little something
to get a little something in
return.
 We feel obligated for
returning favors to people
who have done favors for
us in the past.

5. C o n s i s t e n c y
The quality of always behaving or
performing in a similar way, or of
always happening in a similar way.
The best way to earn the loyalty of
customers is to make them commit to
something and stay consistent with a
choice they have previously made.
Example: Amazon offers a 30 days
free trail to new users of its OTT
platforms.

6. S O C I A L P R O O F
 People look to others actions and opinions to guide their own behavior.
 Customer reviews, ratings influence purchasing decision by
showcasing social proof.

7. A U T H O R I T Y
It refers to a person’s tendency to
comply with people in positions of
authority ,such as doctors,
lawyers, etc.
Example : Someone with a
thorough understanding of their
profession says so : I recommend
Sensodyne

8. SCARCITY
The demand for a good or service is greater
than the availability of the good or service.

9. LIKING
 People are more easily persuaded by those they like and identify with.
 When a celebrity endorses a product, people are more likely to buy it
because they admire the celebrity

10. Shared
identities or
values create
a sense of
belonging and
influence
behaviour.
UNITY
 Politicians frequently use slogans like “Together, we can make a difference” to create a sense of unity