evidence-based-persuasion

学术研究揭示人们为何会说“是”——收录15+篇同行评议文献。涵盖齐亚尔迪尼（1984年）、卡尼曼的前景理论（1979年，诺贝尔奖）、加工流畅性，以及叙事迁移效应。在撰写说服性文案（着陆页、电子邮件、广告）、审查文案的心理学有效性，或在需要了解营销策略背后的学术研究时使用此功能。

SKILL.md

--- frontmatter

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

code

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

•references/research.md — Full academic citations
•references/tactics.md — Practical application guide
•evidence-based-pricing — For pricing-specific behavioral economics

Part of the Evidence-Based Marketing series.