Robert Cialdini is the author of INFLUENCE the psychology of Persuasion. Out of all the books on Influence out there, this is the one most cited and that I have most bought as a present for people. In this episode, we explore this classic and some of the work of Dr Robert Cialdini.
Click whirr automatic patterns
Ethic: True, Natural, Wise
Contrast principle see bigger difference when presented one after other
Lead with strongest, end with second strongest
RECIPROCITY
People feel obliged to give back to those they have been given something from
Gifts, Concessions (Give first) Better than rewards
It means something, Not expected, Specially tailored for them
Power after No
SCARCITY
People want more what they can have less of
Benefits and What’s UNIQUE and what they stand to LOSE
Rare or Dwindling items more valuable
Loss Framing, Competition, Information that no one else has
Limited Number better than Limited Time because of competition
AUTHORITY
We tend to follow the lead of knowledgable experts
Credibility, Expertise, Trustworthiness
More likely to follow advice if uniform worn
Important to signal to others
Trustworthiness… admit weakness
CONSISTENCY
People act consistently with prior actions, decisions or stands
It should be performed Publicly and should be made willingly by the person taking action
LIKING
People say yes to people they like
3 Factors… When they are Similar to us. When they say nice things about us. When we work with them.
CONSENSUS
People will look to actions of others to determine their own
The factors that matter are the amount of people, how similar the group are to you and the degree to which you are unsure of the best course of action
YES: 50 Secrets Science of Persuasion contains a fascinating array of research into the six principles as well as some other interesting findings from the psychological literature into influence.
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