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Influence: The Psychology of Persuasion written by Robert Cialdini

Stacy Jolly

on 19 September 2012

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Transcript of Persuasion

written by Robert Cialdini Persuasion Influence: The Psychology of Persuasion 6 Universal Principles
Social proof
Scarcity Persuasion Human culture - cannot take
without giving in return

Ask - Whom can I help?

Those who do not reciprocate

Reasons it is effective
Its power - Krishna
Triggers Unfair Exchanges

Solution: how to say NO
Real opponent - rule, not requester Reciprocity Canadian psychologists: horse racing

Make small commitment that is consistent with direction

Write down testaments
Factors that affect ability of commitment:
The Magic Act - less words, more deeds
The Public Eye - personal change is seen
Effort Extra - more effort, greater influence
Inner Choice - active, public Commitment Most powerful: Similarity
Hotel Cards
Bystander Effect
Obama campaign Social Proofs Tupperware Party

Physical Attractiveness
favorable traits
Similarity - car salesman
Compliments - want something
Contact and Cooperation - friendship
Conditioning and Association
Phillies Liking Factors that trigger compliance
Titles - greater title, greater compliance
Nice Cars

How to say No
do not resist all of the time
ask two questions:
Is this authority truly an expert?
How truthful can we expect the expert to be? Authority Opportunities: more valuable = availability limited
telephone call

More motivated to act when losing rather than gaining
Bose wave music system

How to say No
utility value - cookies
panicky, feverish reactions have no place in wise compliance decisions Scarcity We should try to repay, in kind, what another person has provided us Once we've made stand, more willing to say yes to something that's consistent with stand Ralph Waldo Emerson - "Self-Reliance" “Trust thyself: every heart vibrates to that iron string.” How to say No “A foolish consistency is the hobgoblin of little minds.” "It is for itself and not for a spectacle. I much prefer that it should be of a lower strain, so it be genuine and equal, than that it should be glittering and unsteady.” Experience feeling in stomach
Experience split second, before intellectualizing it How do you wake up Lady Gaga in the morning? Majority of people are imitators, so people are easily persuaded by actions of others than by any other proof offered. How to say No
Recognize manipulation
Watch people do what they're personally afraid to do Much more likely to say yes to someone we know and like How to say No
concentrate on effect rather than cause
separate message from messenger Follow the lead of someone who is legitimate People want more of things that they can have less of Why they work well:
Communicators that get people to move
steer to make good choice
Wise to follow genuine authorities, similar others, and seize unique/scarce opportunities for benefit
Moral/Ethical way Takeaways Art and Skill
Clear principles
Cialdini - say yes for reasons he didn't understand
Why we say yes
How to apply understandings
How our minds work
How to move people to appropriate decisions Canned laughter - "appearance" of others taking action Example of being persuaded into something or vice versa Employing these allows one to leverage belief: jewelry Top performers: Focus on what is done/said before request Stacy Jolly
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