Robert Cialdini is a renowned social psychologist who is particularly well known for his research on persuasion and influence. He is the author of numerous heavily cited academic papers on the subject, and his book, Influence: The Psychology of Persuasion, focuses on how to influence your audience’s decision-making. He distills his many years of research on the subject into six principles of influence, which include:
- Reciprocation
- Commitment and consistency
- Social proof
- Liking
- Authority
- Scarcity
These principles have been used and proven successful in many applications and industries, including, but not limited to, sales, writing, marketing, and more. While the principles of influence can be and are applied to many things we do here at The Imaginarium, we’ve found these principles particularly useful in user experience (UX). Let’s dive into what each principle of influence is, and how each can be applied to UX.
Reciprocation
We feel obligated to repay someone when they have given us something.
Real Life Example
The classic study here involves a can of Coke. In a 1971 experiment by psychologist Dennis Regan, participants worked on a task alongside a stranger who, during a break, left the room and came back with a Coke for them. Later, the stranger asked participants to buy raffle tickets. Those who had received the Coke bought about twice as many tickets as those who hadn’t.
That Coke cost a fraction of what the tickets did. But as humans, we feel obligated to repay someone when they have done something for us, even if it’s as small as buying us a soda.
UX Application
How can you apply this to UX? One common way to use reciprocation is through developing a content strategy where your brand provides useful information to readers. The mere act of supplying quality information on your website and answering user questions can trigger reciprocation. You help readers by providing information they need, and when the time comes for them to make a purchase, they may be more likely to go with you over a competitor. Is this a fail-safe solution to grow your sales? Of course not; but the user may feel an underlying pull of obligation to do business with you because you helped them.
Commitment and Consistency
Once we make a decision or take a stand, we have a tendency to want to keep our future actions consistent with our previous ones.
Real Life Example
It’s simple. People want to stay true to their word and be consistent. This principle works best when someone takes a stand publicly or verbally.
For example, in a classic 1966 study, researchers asked homeowners to put a large, unattractive “Drive Carefully” sign in their front yard. Only 17% agreed. But among homeowners who had, two weeks earlier, agreed to display a tiny “Be a Safe Driver” sign in their window, 76% said yes. Why? Having already taken a small public stand on safe driving, they saw themselves as the kind of people who support the cause.
Once a person takes a stand for a cause, they see themselves as that type of person and stay true to it.
UX Application
Companies that make great use of this concept are those who offer “try at home” programs. There are numerous clothing companies out there who ask users about their style preferences and ship them their first box of clothes for free—no commitment. However, there’s a good chance that once the user tries a piece of clothing on, they’re more likely to buy something and continue to receive their monthly shipments.
Here’s another example for software or products. Offer your users a free trial of your software or product that has some limitations like limited storage, limited use of features, limited time trials, etc. Once the user decides to use the free trial and reaches the trial limitations, it’s likely that they’ll purchase to use the full extent of the software or product.
Social Proof
When we’re not sure of something, we validate our decisions based on what other people think is correct.
Real Life Example
This one is a simple concept. You’re in a new city and you’re hungry. How do you decide where to eat? Do you look up places on Yelp? Do you ask some locals for a suggestion? Either way, you’re using the opinions of others to help you make a decision (i.e., social proof).
UX Application
There are many ways to include social proof on your website. You can include testimonials, ratings from sites like Yelp or Google, or social media posts from customers to show how much others like your brand, company or product. This will make new visitors think, “these people like this brand, so I probably will too.”
Liking
We say “yes” to individuals we know and like.
Real Life Example
Imagine you’re at a Tupperware party. Do you want Tupperware? Probably not. If your friend hosts a Tupperware party, do you buy Tupperware? I bet you do. Cialdini references a Tupperware party as a classic example of liking. Liking your friend increases the chances that you will purchase the Tupperware; it’s as simple as that.
UX Application
You can go about this one in many ways. It could be as simple as having an attractive, likeable, smiling face on your homepage. You can also make your brand more personable and relatable. Think about it, I’m sure there’s a company or product out there that you are loyal to solely because you like their brand. Their product or service may not be any better than competitors, but you like their brand, so you stay loyal.
So how can you apply this to your brand and site? Small things like an “about” or “team” page that shows the personality of your company can make a big difference.
You can also achieve liking through the copy of your site. Let’s say you have an email newsletter sign-up on your site. You can say, “Sign up for our newsletter,” and hope for the best. Or, you can say, “Want to be pen pals? We do too.” How about, “We like you. Let’s stay in touch.”
Authority
We follow and react to authority symbols.
Real Life Example
There have been a lot of studies done on how people react to symbols of authority. The Milgram Experiment is likely one of the most well-known and controversial studies. Without going into too much detail, the study focuses on how far ordinary people will go in following what an authority figure tells them to do—even if the result is hurting someone else.
The results? People will go pretty far. You can read about the study in more detail and watch a video of it here.
A less controversial example involves an expired parking meter. In a 1974 study, a man stopped passersby on the street and asked them to give a stranger change for an expired meter. When he was dressed in street clothes, 42% complied. When he wore a security guard’s uniform, 92% did.
UX Application
There are many ways to achieve authority on your website. The use of simple icons, like a BBB (Better Business Bureau) rating or association logos, works. If your company has uniforms, showing a person in your uniform helps position them as an authority figure.
Scarcity
If something is less available to us, we want it more.
Real Life Example
There have been a lot of studies done to show how scarcity works. A simple example comes from a 1975 study in which participants were offered a cookie from a jar and asked to rate it. Some took their cookie from a jar holding ten cookies; others took the exact same cookie from a jar holding only two.
Which cookies were rated as more desirable? The ones from the nearly empty jar. People assume that if there isn’t much of something left, it must be better.
UX Application
Here’s a prime example for due dates. Let’s say your school program is accepting applications until December 31st. You could simply say, “Applications due December 31st”; however, by adjusting the wording and using a countdown of the number of days left to apply, “Application deadline: 30 days,” you’re creating a sense of scarcity and diminishing availability.
If you have an ecommerce site, there are a lot more ways you can implement scarcity. One way is to show the amount of stock available: “Only three left in stock.” A simpler option is to use verbiage for an offer or product that is going away soon, such as “limited time offer,” or “get it before it’s gone.” A simple message like that can help put the idea in your user’s mind that if they don’t get it now, they might not be able to get it.
Putting It Into Practice
I’ve outlined a few ways you can apply Cialdini’s principles of influence to user experience, but the list doesn’t end here. Go out there and put these principles to use and help influence your users. Just remember to always influence responsibly.
