logical principles influence the tendency to comply with a request. Right techniques. Much of the evidence presented in this book, then, comes from my. evidence based research): Weapons of influence (aka reason why),. Reciprocation . This book was a pre-curser to Behavioural Economics and was one of the. Pages: Influence by Robert Cialdini is a seminal book on soft power and a mandatory book in your quest of becoming a better influencer.
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PDF | On Jan 1, , Robert B Cialdini and others published Book · January with 52, Reads Chapter 1: Weapons of Influence. Influence, the classic book on persuasion, explains the psychology of why people say yes —and how to apply these understandings. Dr. Robert Cialdini is the. Since first describing the 6 Principles of Persuasion in his classic book Influence, Dr. Robert Cialdini has expanded his work on persuasion in other books.
It had simply become a scarce resource.
And as a result, people wanted it more. So when it comes to effectively persuading others using the Scarcity Principle, the science is clear. Our third Principle of Influence is the Principle of Authority. This is the idea that people follow the lead of credible, knowledgeable experts. Physiotherapists, for example, are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms.
People are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform rather than casual clothes. Of course this can present problems; you can hardly go around telling potential customers how brilliant you are, but you can certainly arrange for someone to do it for you.
Not bad for a small change in form from persuasion science that was both ethical and costless to implement. The next principle is Consistency. People like to be consistent with the things they have previously said or done. Consistency is activated by looking for, and asking for, small initial commitments that can be made. In one famous set of studies, researchers found rather unsurprisingly that very few people would be willing to erect an unsightly wooden board on their front lawn to support a Drive Safely campaign in their neighborhood.
However in a similar neighborhood close by, four times as many homeowners indicated that they would be willing to erect this unsightly billboard. Because ten days previously, they had agreed to place a small postcard in the front window of their homes that signaled their support for a Drive Safely campaign. So when seeking to influence using the consistency principle, the detective of influence looks for voluntary, active, and public commitments and ideally gets those commitments in writing.
An experiment in a beach showed the power of Commitment and Consistency even with the possibility of personal harm. Researcher 1 left his radio near to take a stroll and a Researcher 2 stole it pretending it to be a thief.
Over the Influence
Only 4 out of 20 people it was tried on to stop him. Consistency is another way to reduce complexity and mental load by offering a shortcut. He recounts a brilliantly funny story of a woman in a short skirt who employed the Commitment and Consistency tactic on him. At the end when the woman told him she had the perfect card to save him money he had no place to hide: Cialdini says that if the same were to happen today he would tell her she was chosen for the job for her physical attractiveness, that men would exaggerate to prove what great swingers they are and that he would not download her club membership.
In those cases, we ought to ask ourselves this question: Control your behavior: Nobody likes canned laughter. But canned laughter makes us laugh longer and harder.
Especially when the joke is of poor quality. It works because we get the feeling other people like it.
Cialdini draws attention to a highly publicized instance in which a woman was let die without help in spite many had heard her screaming. It happens for two reasons:. This phenomenon is called Pluralistic Ignorance.
Similar experiments have been repeated with similar results. Social proof affects us most when the people around are somewhat similar to us. When jaywalking we are more likely to follow up people similarly dressed to us for example. And it works in nefarious ways too: In highly publicized fight matches when a black fighter lost black homicide victims rose.
When it was a white fighter who lost the homicide victims increased for white men. Cialdini talks about the now in famous Tupperware parties as an example. And he and says that referrals are a way of exploiting the Liking principle. We assign to good looking individuals characteristics such as talent, kindness, honesty, and intelligence. Attractive people are voted more, receive more money in compensations, get hired more, and are twice as likely to avoid prison sentences.
And, interestingly enough, most people are little nor aware at all their decisions have been swayed by physical attractiveness. We like people who are similar to us. People who have similar background and interests, but also similar names.
We need to be careful when we feel a bit too close to a salesperson because many sales programs teach to mirror and underline similarities. We love flattery and albeit we might know the flatterer has second motives we tend to believe praise anyway and we tend to like those who provide them even when the praise is false. We do are also associated with the crowd we hang out with and people do assume we have the same personality traits as our friends.
Advertisers using models for their cars want to associate beauty and desirability with their cars. And it often does work. Young men looking at cars with a model nearby rated it as faster, more appealing and more expensive than the same ad without model. Similar is the case of linking celebrities to products. Razran presented several political statements while and while not eating. Only the ones shown during eating gained approval.
Cialdini explains the phenomenon of sports-fan via the association principle.
We associate to a sports club and then want them to win to prove our own superiority. People feel their success will somehow raise their own social prestige. It is widely acknowledged that the reason people kept going is that the authority figure kept insisting. Another example from Influence has probably had thousands of people laughing the whole world over. A typical authority figure is a doctor.
Best Summary + PDF: How to Win Friends and Influence People, by Dale Carnegie
A right ear infection, to be precise. The note said to administer the ear drops in abbreviate form. Such as: The nurse administered the ear drops in the anus.
Neither she nor the patient said anything.
6 Principles of Persuasion
Very few objected. If you are incredulous, keep in mind that the behavior and demeanor of the authority figure is another important indicator on the likelihood that orders will be followed without reproach. Authority works because, like most other psychological triggers, it has several practical advantages for us. It made sense to listen to authorities like parents and teachers.
They both knew better and held control of our rewards and punishments. The appearance of authority is all it takes: And a title is often all that it takes. Cialdini says that titles are hence very popular among people short in substance.
Prestigious titles lead people to assess the title holder as taller. We also estimate more expensive cars as bigger. And estimate higher value coins as larger. Research participants and product testers often feel guilty for abusing this principle. If you ask a potential customer if they consider themselves adventurous and then send a product for them to test, it increases the likelihood that the customer will download the product. Who does not want more adventure in their life? In the same way, a survey that asks if a person felt happy after testing the product will make happy feelings come to mind, influencing their response.
Many years ago, when Tylenol packages were recalled because they tampered with deadly levels of cyanide, an excessive number of people used lot numbers of adulterated products, and , to play the lottery.
Why would anyone do that? Most people would never associate poison with luck, but the number of people who used those numbers was so high that the lottery commission had to stop more betting The main reason that these numbers were used was simply that the numbers were in the media. Influence Thousands of people heard these numbers several times over a few weeks, and they were fresh in their minds when they went to play the lottery. When people see that some factor gets special attention, as in the case of a lot of Tylenol, they will involuntarily assume that there is an important reason for this.
The same pattern of thinking can be seen in police interrogations that lead to false confessions. As false confessions typically occur in interrogation sessions lasting more than 16 hours, mental and physical exhaustion may be the main reason. However, with some witnesses, it may be difficult to find out whether the confession was honest or not.
Some studies show that viewers tend to rely more on the person who is most visible during a discussion. Therefore, the cops who appear in front of the shoot, give the idea that they have more control over the situation because they are at the focal point of the image.
Robert Cialdini – Influence PDF Summary
Having films that show the two people equally, removes this tendency and makes it easier for viewers to come to more accurate conclusions about the confession. The focus is always casual. Whatever your focus is, it will be more important in some given situations. Some of the most successful organizations in the world have a unique way of dealing with their business.
For example, SSM Health is one of the most successful health insurance companies in the United States, and one of the causes of this was a fundamental change in the language used by the company.
These small word changes may seem subtle but have produced real results for SSM Health and for other organizations that use a positive word association in their business. By choosing to focus intentionally on words that encourage renewal and financial health, SSM Health maintains this mentality with its employees, allowing them not to be distracted from their mission, which is to improve the health and well-being of each patient they treat.
Some scientific studies have shown similar results. In one experiment, doctors who are exposed to aggressive words are more likely to treat their patients painfully.The author believes that many companies manipulate and take advantage of these psychological efficiencies for financial gain. His technique was simple. Sara broke their relationship and got engaged to an ex-boyfriend.
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It has been stated in the uncharitable reviews, that the entire content of the book could have been written in a few pages. Consistency is another way to reduce complexity and mental load by offering a shortcut. When jaywalking we are more likely to follow up people similarly dressed to us for example. Authority: You Will Obey Me! Journal of Retailing This book will strike chords deep in the hearts and psyches of all of us.
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