Notes from 'Influence: The Psychology of Persuasion'
The 6 principles of persuasion are Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, Scarcity.
These 6 ways to influence people were first put forward by Robert B. Cialdini in his 1984 book called “Influence: The Psychology of Persuasion.”
Here is a summary of 6 principles of persuasion, which from James Beswick’s customer review:
I do you a favor, and you are predisposed to do the same thing for me. Those free food samples at Costco aren’t so free after all.
Contrast: Extreme positions make less extreme positions more palatable - You are more likely to spend $100 on a shirt if you already spent on a suit, and the good cop is more likely to win your confession after the bad cop has done his work.
Commitment and Consistency
Studies show that gamblers are more convinced of a horse’s capability to win after placing the bet versus before the bet. Placing a commitment causes more loyalty to an idea.
People will defend a position once they take it - Competitions that ask you to describe the virtues of a product in 15 words or less essentially convert you to promote positive messages of that product to other people, since you will aim to be consistent with yourself.
People will look to others to aid their decision-making process. If “people like you” claim to like an idea, chances are that you will too (hence canned laughter in TV shows).
You are more likely to accept an idea from a person you like. Studies show that attractive people have twice the likelihood of con vicing others than average-looking individuals, and salespeople are frequently trained to feign interest in your hobbies and mirror your body language for the same reason.
If those we respect take a position, we’re more convinced by its validity. From the sales frenzy over Sarah Palin’s glasses to the use of celebrities to endorse products, authority is a trump card in persuasion.
We are driven to ideas that seem scarce - Hence the use of the “Buy now, offer won’t last!” approach to sales, or the use of high prices to create exclusivity.
After reading the book “Influence”, I have gained a psychological level of understanding of some business activities and social phenomena. In the future, when facing similar psychological manipulation, I should be able to keep a clearer head and think independently to avoid being easily misled.