| name | evidence-based-persuasion |
| description | Academic research on why people say yes — with 15+ peer-reviewed citations. Covers Cialdini (1984), Kahneman's Prospect Theory (1979, Nobel Prize), processing fluency, and narrative transportation. Use when writing persuasive copy (landing pages, emails, ads), reviewing copy for psychological effectiveness, or when you need the academic research behind marketing tactics. |
| license | MIT |
| metadata | {"author":"johndturner.com","version":"1.0"} |
Evidence-Based Persuasion
Research-backed principles of persuasion — the WHY behind effective copy.
Evidence Marking
Most marketing advice mixes proven research with folklore. This skill separates them:
- 📚 = Peer-reviewed academic research (cite with confidence)
- 💼 = Practitioner-validated (widely used, not academically tested)
Top 5 Principles
| # | Principle | Finding | Source |
|---|
| 1 | Loss Aversion | Losses hurt ~2x more than equivalent gains | 📚 Kahneman & Tversky, 1979 |
| 2 | Processing Fluency | Easier to read = more believable | 📚 Reber & Schwarz, 1999 |
| 3 | Social Proof | 75% conform to group behavior at least once | 📚 Asch, 1951 |
| 4 | Narrative Transportation | Stories reduce counter-arguing | 📚 Green & Brock, 2000 |
| 5 | Commitment & Consistency | Small yes → big yes (4.5x increase) | 📚 Freedman & Fraser, 1966 |
The Persuasion Sequence
Emotion (System 1) → Decision → Logic (System 2) → Justification
People decide emotionally, then rationalize. Lead with emotion, support with logic.
📚 Kahneman, "Thinking, Fast and Slow" (2011)
Cialdini's 7 Principles of Influence
| Principle | Mechanism | Copy Application |
|---|
| Reciprocity | Give first, receive later | Free value before asking |
| Commitment | Small yes leads to big yes | Micro-conversions first |
| Social Proof | Follow the crowd | Testimonials, user counts |
| Authority | Trust experts | Credentials, endorsements |
| Liking | Buy from people we like | Relatable voice |
| Scarcity | Limited = valuable | Genuine deadlines only |
| Unity | "One of us" | Shared identity |
📚 Cialdini, "Influence" (1984), Unity added in "Pre-Suasion" (2016)
Loss Aversion
Losses hurt ~2x more than equivalent gains feel good.
| Framing | Effectiveness |
|---|
| "Save $100" | Good |
| "Don't lose $100" | Better |
| "Stop wasting $100/month" | Best |
📚 Kahneman & Tversky, Prospect Theory, Econometrica (1979) — Nobel Prize 2002
Processing Fluency
Easier to process = more believable.
- Short sentences
- Simple words
- High contrast
- White space
📚 Reber & Schwarz, Consciousness and Cognition (1999)
Quick Application Guide
| Principle | Use When | Example |
|---|
| Social Proof | Building trust | "Join 10,000+ customers" |
| Scarcity | Creating urgency | "Only 5 spots left" (if true) |
| Authority | Establishing credibility | "Recommended by [Expert]" |
| Loss Aversion | Motivating action | "Don't miss out" |
| Reciprocity | Lead generation | Free guide before email ask |
| 💼 Specificity | Increasing believability | "37% faster" not "much faster" |
By Funnel Stage
| Stage | Primary Principles |
|---|
| Awareness | Curiosity, Social Proof |
| Consideration | Authority, Specificity |
| Decision | Scarcity, Loss Aversion |
| Retention | Commitment, Reciprocity |
Anti-Patterns
| Tactic | Why It Fails |
|---|
| Fake scarcity | Destroys trust |
| Vague claims | No credibility |
| Logic-first | Emotion decides first |
| Too many CTAs | Choice overload |
References
Part of the Evidence-Based Marketing series.
