to understand the how and why of automatic influence. It has been some time since the first edition of Influence was published. Robert B. Cialdini Ph.D / vii. Pages: Influence by Robert Cialdini is a seminal book on soft power and a mandatory book in your quest of becoming a better influencer. By Robert B. Cialdini. Content = *** Readability = *** Clarity & Structure = ***. IN A NUTSHELL. Cialdini has identified 7 key influencers of persuasion (based on.
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Influence by Robert Cialdini () has been one of the best books in sales for the past 30 years. His principles of influence continue to this day. The examples. Dr. Robert Cialdini and 6 principles of persuasion. By Tom Polanski, EVP, eBrand Media and eBrand Interactive. I have long been a big fan of Dr. Cialdini. Social Psychology: Goals and Interaction explores how social behavior is goal- directed and a result of interactions between the person and the situation.
A year-old in Taber , Alberta , and a year-old in Coyers , Georgia , killed or wounded a total of eight classmates within 10 days of the Littleton , Colorado massacre.
Such reports are not only riveting, sensational, and newsworthy, they are malignant. Monkey Island - Uncertainty — the right-hand man of the principle of social proof. Moreover, each manufacturer of the items should receive a letter explaining our response and recommending that they discontinue use of the advertising agency that produced so deceptive a presentation of their product. Looking Up - The notion that there is safety in numbers can prove very wrong once a herd mentality sets in.
Especially when we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd. Calling Circle. Why Do I Like You? Similarity - We like people who are similar to us. Several others sit quietly with their eyes averted, trying to become invisible. This game is fiercely competitive and the stakes are high, because the kids are competing for the love and approval of one of the two or three most important people in their world.
Conjure up your own experience. If you knew the answer and the teacher called on someone else, you probably hoped that he or she would make a mistake so that you would have a chance to display your knowledge.
Then mix together over the flame of continued competition. And there you have it: Cross-group hatred at a rolling boil. Back to School - Jigsaw learning stimulated significantly more friendship and less prejudice among ethnic groups. It can serve as a valuable motivator of desirable action and an important builder of self-concept.
First, although the familiarity produced by contact usually leads to greater liking, the opposite occurs if the contact carries distasteful experiences with it.
Therefore, when children of different racial groups are thrown into the incessant, harsh competition of the standard American classroom, we ought to — and do — see hostilities worsen. Second, the evidence that team-oriented learning is an antidote to this disorder tells us about the heavy impact of cooperation on the liking process. Conditioning and Association - The nature of bad news infects the teller.
An innocent association with either bad things or good things will influence how people feel about us.
From the News and Weather to the Sports - It is a personal thing. Whomever you root for represents you; and when he [or she] wins, you win. Ourselves, certainly, but to everyone else, too. According to the association principle, of we can surround ourselves with success that we are connected with in even a superficial way for example, place of residence , our public prestige will rise.
Defense - Unlikely that we could muster a timely protection against them anyway. The time to call out the defense is when we feel ourselves liking the practitioner more than we should under the circumstances.
Quite the contrary. We allow those factors to exert their force, and then we use that force in our campaign against those who would profit by them. Chapter 6: Authority: Directed Deference - The power of authority pressure - When it is their job, how much suffering will ordinary people be willing to inflict on an entirely innocent other person? There are sobering implications of this finding for those concerned about the ability of another form of authority — government — to extract frightening levels of obedience from ordinary citizens.
Brian Willson. They were following orders that are part of an insane policy. The Allures and Dangers of Blind Obedience - Consequently, we are trained from birth to believe that obedience to proper authority is right and disobedience is wrong.
Information from a recognized authority can provide us with a valuable shortcut for deciding how to act in a situation. Early on, these people parents, teachers knew more than we did, and we found that taking their advice proved beneficial — partly because of their greater wisdom and partly because they controlled our rewards and punishments.
Mix this kind of click, whirr response into complex hospital environments and mistakes are inevitable. The rule says that we should try to repay, in kind, what another person has provided us. He claims that we are human because our ancestors learned to share food and skills. For the first time in evolutionary history, one individual could give away a variety of resources without actually giving them away.
How the Rule Works - There is a general distaste for those who take and make no effort to give in return. The Rule Enforces Uninvited Debts - There is an obligation to give, an obligation to receive, and an obligation to repay.
People who are surprised by a request will often comply because they are momentarily unsure of themselves and, consequently, influenced easily. Reciprocal Concessions - Another consequence of the rule, however, is an obligation to make a concession to someone who has made a concession to us.
Mutual concession is one such important procedure. Rejection-Then-Retreat - One way to increase the chances that I will comply is first to make a larger request of me, one that I will most likely turn down.
Reciprocal Concessions, Perceptual Contrast, and the Watergate Mystery - In combination, the influence of reciprocity and perceptual contrast can present a fearsomely powerful force. Defense - With the proper understanding of the nature of our opponent, we can come away from the compliance battlefield unhurt and sometimes even better than before.
If we are not to be abused by it, we must take steps to defuse its energy. Rejecting the Rule - The major problem. Smoking Out the Enemy - Merely define what you have received. Chapter 3:Commitment and Consistency: Hobgoblins of the Mind - Our desire to be and appear consistent with what we have already done.
Whirring Along - Consistency is valued and adaptive. The Quick Fix - When it occurs unthinkingly, consistency can be disastrous. Seek and Hide - Christmas promises.
Commitment is the Key - Once a stand is taken, there is a natural tendency to behave in ways that are stubbornly consistent with the stand. The Public Eye - Whenever one takes a stand that is visible to others, there arises a drive to maintain that stand in order to look like a consistent person. It suggests that we should never heavily bribe or threaten our children to do the things we want them to truly believe in.
Growing Legs to Stand On - After people come to view themselves as public-spirited citizens, they will automatically begin to see things differently. Standing Up for the Public Good - Depending on the motives of the person wishing to use them, any of the compliance techniques discussed in this book can be employed for good or for ill.
Defense - The only effective defense. This feature of the principle of social proof is simultaneously its major strength and weakness. If they could spread the Word, if they could inform the uninformed, if they could persuade the skeptics, and of, by so doing, they could win new converts, their threatened but treasured beliefs would become truer.
The principle of social proof says so: The greater the number of people who finds any idea correct, the more a given individual will perceive the idea to be correct. Convince and ye shall be convinced. Cause of Death Uncertain ty - When we are unsure of ourselves, when the situation is unclear or ambiguous, when uncertainty reigns, we are most likely to look to and accept the actions of others as correct. A thorough understanding of the pluralistic ignorance phenomenon helps explain a regular occurrence in our country that has been termed both a riddle and a national disgrace: the failure of entire groups of bystanders to aid victims in agonizing need of help.
Call an ambulance. The trick had been to get the ball rolling in the direction of help. Monkey Me, Monkey Do - We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others to be similar to ourselves.
Monkey Die - Immediately following certain kinds of highly publicized suicide stories, the number of people who die in commercial-airline crashes increases percent!
Simple bereavement could not cause such a pattern. Heavyweight championship prize fights that receive coverage on network evening news appear to produce measurable increases in the United States homicide rate. A year-old in Taber , Alberta , and a year-old in Coyers , Georgia , killed or wounded a total of eight classmates within 10 days of the Littleton , Colorado massacre. Such reports are not only riveting, sensational, and newsworthy, they are malignant.
And we have it summarized for you. And Why? He has written many books about the art of influence and persuasion, and he has been lauded for his ideas and writing over and over again.
Perhaps the best way to illustrate how essential is Cialdini for your business is a quote from Guy Kawasaki. A life-long researcher in the field of influence and persuasion, he is one of the canonical authors in the world of marketing studies. His books have sold millions of copies.
He has won numerous praises as a great motivational speaker too. Well, this book is a good place to start. And its overarching principle: that the beginning is the second step of a pitch. The pitch, in other words, starts some time before itself. Two basic ways to do this are overselling and familiarity. They will accept the one he offers them next — with no questions asked. Familiarity is self-explanatory. A fire-alarm salesman Cialdini knows, only makes the pitch when invited by his customers to their home.
That way, he knows they trust him. And then he moves to few nifty 1-minute tips to produce the reaction he wants in his clients. You want your customer to try something new? You want someone else to ponder his options carefully and mindfully? You want someone to help you or to inspire someone else? Your clients will not know what hit them! And you can go one step further if you like, by messing around with their unconscious some more.
For example, did you know that sharing a warm coffee with someone makes you suddenly closer to that person? Also, did you know that presenting your pitch or portfolio on a heavy clipboard makes you instantly more professional and serious?
Not as authoritative as a hardcopy, is it? Win the War Before the First Battle 2. Because, people are products of evolution and habits , and they can be easily manipulated because of the internal mechanisms which regulate their responses. Just think of Christmas and you, cuddled in your pajamas, with a warm coffee in your hand! Click To Tweet Both language and imagery can be used to produce desirable outcomes such as greater job performance… and more positive personnel evaluations.
Click To Tweet A communicator pre-suades by focusing recipients initially on concepts that are aligned, associatively, with the information yet to be delivered. Click To Tweet It is possible to send ourselves in desired directions by locating to physical and psychological environments prefit with cues associated with our relevant goals. Click To Tweet Pre-suaders want to do more than create temporary changes via momentary shifts in attention; they want to make those changes durable.
And, boy, the thrill ride that reader will enjoy! In his book, Cialdini explains the psychological principles by which people say yes and teaches us to use these principles effectively. Over 35 years, he studied evidence from his patients, conducted experiments, and one study to understand how and why people change their behaviors.
Shall we go? Discover The Weapons of Influence Seeking to persuade and lead you to say yes, waiters, consultants and salesmen apply various techniques to influence you and get what they want. He went deep into the techniques of persuasion practitioners and tried to understand what impacts these techniques generate in our minds.
The book describes the psychological tactics that can be used in the persuasion process. These weapons consist of identifying a behavior pattern and exploiting it in order to achieve the desired goal. People who have keen persuasion skills learn to recognize these patterns and through them can get the other party to be influenced to say yes.
Fixed Patterns of Behavior All animals have fixed behavioral patterns that occur when a specific stimulus arises.
For example, the turkey hen has her motherly instincts activated upon hearing the characteristic sound made by her chicks. If one fails to emit this sound, it runs the risk of being ignored by the mother or even dying. On the other hand, if an inanimate object or other animal makes this same sound, the turkey then recognizes the sound of her supposed chick and gives maternal affection to it.
This reaction is automatic. Fixed behavior patterns work well in most cases, simplifying our lives, but they can also be used to deceive us. The human mind tricks us. These fixed patterns are necessary because they reduce the brain activity necessary to act in each situation. Interestingly, non-rebate coupons made consumers download as much as coupons with real rebates. The Contrast Principle We, humans, perceive things that are close to each other differently from when things are presented to us in isolation.
For example, if a cheaper product is shown before a more expensive product, the second product seems even more expensive to our brain. Retail sellers, for example, try to make consumers download the most expensive product first.
If they do not download the expensive item, the perception is that the prices of the other products are much smaller than they really are. Real estate companies also take advantage of this.