In the YouTube video on the Science of Persuasion, six short-cuts to decision-making are described. The six short-cuts are 1) reciprocity, 2) scarcity, 3) authority, 4) consistency, 5) liking, and 6) consensus. I have selected scarcity and consensus as the two short-cut methods of persuasion to discuss in further detail. Scarcity and consensus are a powerful factors in how influential they are in the selling process.
Scarcity, which creates a type of desperation in the need to acquire “said material” makes the product being sold extra desirable. People are afraid to miss out on an opportunity to own or experience a product or service, which pushes them to make a decision towards purchasing the product or service. The scarcity method of persuasion goes hand in hand with the supply and demand concept. When supply goes down, demand goes up. The less there is of something, the more people will feel inclined to obtain it.
The consensus method of persuasion works in a unique way through allowing encouraging an action based on the general majority. When people are told that “75% of people re-use their hotel towel,” the likelihood of towel re-usage goes up dramatically, as mentioned in the video. The sense of needing to be included in the popular consensus is what drives the individual to take a particular action in this short-cut method. For example, if all the kids in class are buying Emoji backpacks, then those who do not yet have that backpack are going to seek out an Emoji backpack of their own due to its popularity among the consensus.
Works Cited
Influence at work. "Science of Persuasion." YouTube. YouTube, 26 Nov. 2012. Web. 11 Jan.
2017. <https://www.youtube.com/watch?v=cFdCzN7RYbw&feature=youtu.be>.
