Persuasion Tactics

Persuasion strategies rely on predictable psychological tendencies—our desire to stay consistent, to follow social norms, to trust experts, and to avoid feeling pressured. Understanding these patterns helps explain why certain techniques are effective in shaping attitudes and behavior.

Consistency-Based Techniques

These strategies work because people want their attitudes and behaviors to align. Once we commit to something, even in a small way, we often feel internal pressure to stay consistent.

foot-in-the-door technique

The foot-in-the-door technique is a persuasion strategy in which agreeing to a small, easy request increases the likelihood that a person will later agree to a larger, related request. It relies on the principle of consistency—once we agree to a small request, we feel motivated to stay consistent by agreeing to a larger one ((Cialdini, 2001; Pliner et al., 1974)

In a classic study, Freedman and Fraser (1966) found that people who first agreed to display a small, unobtrusive sign were much more likely to later agree to place a large, distracting sign in their yard. The small initial “yes” shifted how they saw themselves (“I’m helpful,” “I support this cause”), making later compliance more likely.

Everyday examples include:

• A teen asks for a small curfew extension, then later requests a larger one.
• A salesperson encourages you to add a small upgrade to a purchase before suggesting a more expensive option.
• Apps ask for minor permissions first (notifications) before requesting more invasive ones—a modern, digital form of foot-in-the-door (Millett et al., 2022).

Why it works:

We want our attitudes and behaviors to align. A small act of compliance increases the pressure—internally—to remain consistent.

door-in-the-face technique

The door-in-the-face technique is a persuasion strategy in which a persuader begins with a large request that is expected to be rejected, then follows with a much smaller request—the one they actually want. Because the second request feels like a concession, people are more likely to agree (Mowen & Cialdini, 1980).

Examples:

• A charity volunteer first asks you to commit 10 hours a week, then “backs down” to asking for a small $10 donation.
• A friend asks you to help them move all day Saturday, then asks instead for just one hour of help.
• A tech company asks you to complete a long survey, then redirects you to a brief “important” one—doubling participation rates.

Why it works:

• The second request feels like a concession, and we feel social pressure to reciprocate.
• The smaller request appears reasonable by comparison, making compliance feel polite and fair.

“that’s-not-all” technique

The that’s-not-all technique involves offering an initial high price and then—before the customer can respond—sweetening the deal with discounts or bonuses (Burger, 1986).

Examples:

• “This cupcake is 75 cents… but wait—that’s not all! Today it comes with two cookies!”
• Infomercials that add extra products (“But if you call now…”) before you decide.
• Online shopping carts that add bonus items or exclusive discounts as you linger.

Why it works:

• The added bonus feels like a favor, triggering reciprocity.
• The customer is kept in a moment of indecision, and the improved offer gives an easy way to say yes.

Social Influence & Norm-Based Techniques

social proof

social proof

Social proof describes how we look to other people’s behavior to decide what is correct or desirable. When many people seem to approve of something, we assume they must know something we don’t.

For example, classic research showed that audiences laughed longer and harder when a laugh track was present—even when they knew the laughs were canned (Fuller & Skeehy-Skeffington, 1974).

Examples:

• A restaurant is crowded, so you assume the food must be good.
• Tip jars with money already inside receive more tips.
• Streaming services highlight “Top 10 Today,” increasing views through popularity signals.

Why it works:

• We rely on others as shortcuts for decision-making when uncertain.
• Conformity pressures make us want to align with group behavior.

testimonials and celebrity endorsements

celebrity endorsements

Celebrity or expert endorsements influence attitudes by leveraging perceived credibility, likability, and status.

Examples:

• A famous athlete promotes a shoe brand, increasing sales even without evidence of product quality.
• Influencers review skincare products, leading followers to assume the influencer is knowledgeable.
• Children in FTC-funded studies believed toys endorsed by race car drivers were faster and better (Ross et al., 1984).

Why it works:

• People assume admired or authoritative figures possess expertise.
• Likability and familiarity create positive associations with the product.

word of mouth

People value recommendations from friends, family, and peers more than formal advertising. Surveys consistently find that personal referrals are highly persuasive for decisions ranging from choosing doctors to buying movies.

Word of mouth describes how people rely on trusted friends and acquaintances for recommendations.

Examples:

• Choosing a doctor or mechanic based on a friend’s advice.
• Picking a movie because someone you know recommended it.
• Reading online reviews to determine whether a product is worth buying.

Why it works:

• Personal recommendations feel more credible than advertising.
• We assume people we know share our values, needs, or standards.

mavens and influencers

Mavens from the Yiddish word for “expert”) are people who are highly knowledgeable, socially connected, and trusted. Marketers often target mavens to “seed” information that will spread through networks.

Today, many mavens operate within social media spaces as influencers, whose recommendations shape consumer behavior and cultural trends. Although influencers vary widely in expertise, the most persuasive ones function similarly to traditional mavens: they are knowledgeable, well-connected, and seen as authentic sources of advice.

Examples:

• A tech-savvy friend whose recommendations shape everyone’s gadget purchases.
• Content creators on YouTube or TikTok who review products and sway their followers.
• Community leaders who endorse local events or causes.

Why it works:

• Mavens are trusted opinion leaders.
• They enjoy sharing information, making persuasion appear organic rather than forced.

presenting the message as education

Sometimes messages are framed as objective guidance rather than persuasion. This lowers psychological resistance.

For example, used-car salespeople may call themselves “product consultants” who simply want to help you make the best choice (Levine, 2003). When framed as education rather than sales, people let their guard down.

Examples

• “I’m not trying to sell you anything—I just want you to understand how this works.”
• Health campaigns presented as informational workshops rather than advertisements.
• Tech companies framing product tours as “learn more” rather than “buy now.”

Why it works

• Educational framing signals credibility and expertise.
• People feel respected rather than pressured, reducing reactance.

Obligation & Decision-Making Traps

These techniques work by activating automatic psychological responses—obligation, loss aversion, or the desire to maintain freedom.

free gifts and reciprocity

Reciprocity is a universal social rule: when someone gives us something, we feel obligated to return the favor (Gouldner, 1960).

Examples:

• Free samples at a grocery store increase the likelihood of purchase.
• A colleague helps you with a task, and you feel compelled to support them later.
• Street fundraisers hand out a flower or bracelet before asking for a donation.

Why it works:

• Returning favors maintains social harmony.
• People feel uncomfortable benefiting without giving back.

the sunk cost trap

The sunk cost trap occurs when people continue investing in something because they’ve already spent time or money on it—even when walking away would be wiser.

Examples:

• Staying in a long movie you dislike because you paid for the ticket.
• Continuing a failing hobby, subscription, or course because you’ve “put so much into it.”
• Cult recruits becoming more committed the more time they invest.

Why it works:

• People want to avoid feeling wasteful.
• Backing out feels like admitting a mistake.

scarcity and psychological reactance

Scarcity increases desirability, and psychological reactance makes us resist anything that threatens our freedom of choice.

In a classic study, Brehm & Weinraub (1977), for example, placed 2-year-old boys in a room with a pair of equally attractive toys. One of the toys was placed next to a plexiglass wall; the other was set behind the plexiglass. For some boys, the wall was 1 foot high, which allowed the boys to easily reach over and touch the distant toy. Given this easy access, they showed no particular preference for one toy or the other. For other boys, however, the wall was a formidable 2 feet high, which required them to walk around the barrier to touch the toy. When confronted with this wall of inaccessibility, the boys headed directly for the forbidden fruit, touching it three times as quickly as the accessible toy. Research shows that much of that 2-year-old remains in adults, too. People resent being controlled. When a person seems too pushy, we get suspicious, annoyed, often angry, and yearn to retain our freedom of choice more than before. Brehm (1966) labeled this the principle of psychological reactance.

Examples:

• “Only 2 left in stock!” prompts instant purchases.
• Limited-time sales increase urgency.
• Children prefer a toy that is harder to access (Brehm & Weinraub, 1977).
• People resist pushy sales tactics because they feel controlled.

Why it works:

• Scarcity implies value and uniqueness.
• Restrictions trigger a desire to reassert control and maintain autonomy.