Influence, New and Expanded – Robert B. Cialdini, PhD
Understand and persuade people around you.
Weapons of influence: Fixed action patterns
Such patterns reduce brain strain by allowing us to act without thinking in every situation.
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This can also be used to dupe us.
- Reciprocation
- Commitment and consistency
- Social proof
- Liking
- Authority
- Scarcity
Contrast principle
We perceive things that are presented one after another differently than those shown in isolation.
Cloth sellers will try to make the buyer buy the most expensive item on their list first.
Reciprocation
We try to repay in kind, what another person has provided us.
Example: People find it difficult to leave without buying anything after trying a free sample.
Concession: First, make a request that will most likely be turned down; then, make a second request as a concession.
We feel more responsible and satisfied after agreeing to a concession.
Commitment and consistency
Once we have made up our minds, we don’t have to think about it again.
We are more committed if we believe we did it for a good reason rather than because of external pressure.
Ask yourself, “Would I make the same choice again?”
Social proof
The more we see the number of people doing it, the more we believe that the behaviour is correct.
- Canned laughter
- Tip jars
To prevent falling for this, you should recognize when the social proof is deliberately faked.
