Fixed action patternsSuch patterns reduce brain strain by allowing us to act without thinking in every situation.This can also be used for duping us.<ul><li>Reciprocation</li><li>Commitment and consistency</li><li>Social proof</li><li>Liking</li><li>Authority</li><li>Scarcity</li></ul>Contrast principleWe perceive things which are presented one after the other differently than those shown in isolation.i.e. Cloth sellers will try to make the buyer buy the most expensive item on their list first.

Weapons of influence

We try to repay in kind, what another person has provided us.Creating an uninvited debt.i.e. Most people find it difficult to leave without buying anything after trying a free sample.Reciprocal concessioni.e. First make a request that will most likely be turned down, next make a second request as a concession.We feel more responsible and satisfied after agreeing to a concession.

Reciprocation

Once we have made up our minds, we don’t have to think about it again.We are more consistent in our commitment if we believe that we did it for our purpose rather than external pressure.Ask yourself, “Would I make the same choice again?”

Commitment and consistency

The more the number of people doing it, the more we believe that the behavior is correct.<ul><li>Canned laughter</li><li>Tip jars</li></ul>To prevent falling for this you should recognize when the social proof is deliberately faked.

Social proof

What causes liking?<ul><li>Physical attractiveness – positive characteristic of a person dominates how others view that person</li><li>Similarity – We like people who are like us</li><li>Compliments – We are phenomenal suckers of flattery</li><li>Contact and cooperation – Familiarity with someone plays a role in our decision making. and produces greater liking</li><li>Conditioning and association – People do assume that we have the same personality traits as our friends</li></ul>If you like the requester, do not automatically like the request.

Liking

We obey authorities mindlessly in a lot of cases:<ul><li>Titles</li><li>Clothes and other outward appearances</li></ul>Ask yourself, “is this authority truly an expert?”

Authority

The thought of losing something motivates us more than the idea of gaining something of similar value.We believe that things that are difficult to own are usually better than things that are easy to hold.i.e. The passion of an indifferent lover surges when a rival comes in.

Scarcity

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications. In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini’s Principles of Persuasion: Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Unity, the newest principle for this edition Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

Influence, New and Expanded

by Robert B. Cialdini, PhD

7

KEY
IDEAS

Influence, New and Expanded

by Robert B. Cialdini, PhD

7

KEY IDEAS

KEY
IDEAS