Question

Sautéed, a restaurant in california, specializes in sautéed food. the restaurant holds a highly popular bash, featuring well-known djs, on the last saturday night of every month. the restaurant offers event-passes to frequent customers (who must have been billed at least $3,000 during the current month) for free. a limited number of passes are available to other customers at a high price one day prior to the event. which principle of influence is the restaurant using?

Answer 1

Six key principles of influence according to Dr. Robert Cialdini are 1) reciprocity 2) commitment and consistency 3) social proof 4) authority 5) liking and 6) scarcity.  He proposed a seventh principle he called unity principle “the more we identify ourselves with others, the more we are influenced by these others.”

Of the above-mentioned principles, Sauteed uses the no. 1 – reciprocity. Reciprocity is returning a favor or giving back to others the form of a behavior, gift, or service that they have received first. In our example, Sauteed restaurant offers event passes to frequent customers (billed $3,000 during the current month). Sauteed believe that in doing so, there will be surprising difference to their business– like clients may recommend them or visit their place more often or more tips.