They may be sent to me at the Department of Psychology, Arizona State University, Tempe, AZ. —ROBERT B. CIALDINI viii / Influence. Influence: The Psychology Of Persuasion. By Robert B. Cialdini. Content Cialdini has identified 7 key influencers of persuasion (based on 35 years of. PDF | On Jan 11, , Robert B Cialdini and others published Read PDF Influence: The Psychology of Persuasion, Revised Edition.
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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. Pages: Influence by Robert Cialdini is a seminal book on soft power and a mandatory book in your quest of becoming a better influencer. [Robert B Cialdini] -- Influence, the classic book on persuasion, explains the psychology of why people Notes: Title from PDF title page (viewed July 9, ).
Based on the idea of reciprocity, your site visitors would be more likely to feel obligated to download something from your website, providing you with an eventual conversion. His website is centered around his blog, which is single-mindedly focused on giving its readers tips, advice and suggestions on how they can be more lucrative marketers.
Thanks to his very informative blog that churns out nothing but tips on making people money, regular site visitors are likelier to become actual customers of his. Commitment: People Want Their Beliefs to Be Consistent With Their Values The principle of commitment and consistency, too declares that we human beings have a deep need to be seen as consistent.
As such, once we have publicly committed to something or someone, then we are so much more likely to go through and deliver on that commitment…hence consistency. This can be explained, from a psychological perspective, by the fact that people have established that commitment as being in line with their self-image. Marketers have figured out how to use this second Cialdini principle in their efforts to obtain greater conversion rates. This increases the likelihood that those site visitors will eventually see themselves as customers, which allows marketers to follow up with an offer to download their products or join their services.
A striking and memorable example of this Cialdini principle in action can be found on the Copyblogger website. Copyblogger is the brainchild of Brian Clark.
Clearly, this is a form of public commitment meant to get you to see yourself as a customer of the company. Image credit 3. The field of social psychology is rife with experiments that beautifully illustrate this unavoidable, human phenomenon, but one of the most classic ones has to be the s elevator experiment.
Basically, whatever the majority of people in an elevator does, an individual who joins this group inside of the elevator will copy.
For example, if the group looks to the back of the elevator, the individual will copy it and do the same, even if it looks funny!
Note how the vast majority of people just refuse to think or behave independently! Take clothing e-tailer Modcloth. This website is very big on community, and, as such, it empowers its shoppers to vote on what specific styles they believe the website ought to sell in the future. The shoppers are heavily influenced by the Modcloth community, as evidenced in the fact that styles with said badge sell at double the rate of styles with no badge.
Image credit 4.
Authority: You Will Obey Me! Ever wonder why people in general have a tendency to obey figures of authority , even if those figures of authority are objectionable and ask others to commit objectionable acts? Accessories such as job titles Dr. You can see this in commercials that, for example, utilize doctors to front their ad campaigns. Image credit Even though this company was also founded by serial entrepreneur Brian S. Lee and O. How could it?
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. 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.
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. Uniforms are another major symbol of authority. And so are suits. People jaywalking in a suit are more likely to be followed by bystanders than people dressed in casual clothes. Owner of prestigious cars receives special treatment.
The opposite was true for cheaper models. We constantly underestimate the power of authority influence. But Cialdini says that we naturally trust impartial authorities more than the ones who have something to gain from convincing us. A trick from compliance professionals is to criticize their product on a minor detail to gain our trust and then move to major positive traits.
You can be more on the lookout when this technique is used against you. Cialdini then gives us a great example of a successful waiter using that technique get the book for the description. The cookies from the small jar were rated higher, more pleasurable to eat in the future and even of higher price. A second experiment gave a jar of 10 cookies, a jar of 2 cookies and a jar of 10 cookies then replaced by a jar of 2.
The swapped 2 cookies jar was the highest rated. Indeed we want most what has become scarcer rather than what has always been scarce. A third experiment shows that cookies who became scarce because of social demand were rated the highest of all.
The sub-communication, in this case, is that we are in competition for a scarce resource. Salespeople exploit this principle all the times with fabricated demand and competition. Cialdini says that revolutions are more like to happen when people have been given a taste of a better life.
Going from high to low, from happy to sad, usually, feel worse than if we had never had the good times. And people are more motivated by the thought of losing something than gaining something. Cialdini says that when we feel the competition urge we should stop, get rational again, assess why and how we really want the item and set a maximum price we are willing to spend. Cialdini says that in an increasingly complex and fast-paced world we need our shortcuts to make decisions.
And I love when Cialdini says that is exactly why we have the moral obligation to rebel and push back on any attempt to trick us with influence shortcuts. The whole book is about practical application, but I wanna tell you one thing which was important in my development:.
Stop Supporting Anyone to Feel a Winner I used to be either furious or ecstatic for any failure or victory of my favorite team or sportsperson. I had to reprogram myself. One, because you are giving up control of your feelings.
And two, because you might be compensating for your own lack of self-esteem and success. I believe what can change your life the most is this concept:. We look at actions for cues on who we are We look at our own actions to realize who we are. Cialdini lists the Tupperware sales technique and referrals as examples of the Liking principle.
These are examples of social obligations. Cialdini himself tells us of a woman complaining about the invitation to yet another Tupperware party. And at that point, I doubt she liked the host. But she felt the obligation to. Get Influence on site. The author is a sociologist M. An avid reader with an endless thirst for wisdom, he built the web's biggest repository of free book summaries and reviews. If you want to do more, learn more and be more, this is your place.
Join the movement. You must be logged in to post a comment. Influence rev Author: Robert B. Cialdini Genre: Harper Collins Release Date: Contents Exec Summary Influence Summary 1.
Weapons of Influence 2. Reciprocation 3. Commitment and Consistency 4. Social Proof 5. Liking 6. Authority 7. You Will Also Like: About the Author The author is a sociologist M. Best Book Updates I don't use this newsletter for marketing. You will only get information on great books and learning resources.