ROBERT CIALDINI INFLUENCE THE PSYCHOLOGY OF PERSUASION PDF
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, ).
Who does not want more adventure in their life? In the same way, a survey that asks if a person felt happy after testing the product will make happy feelings come to mind, influencing their response. Many years ago, when Tylenol packages were recalled because they tampered with deadly levels of cyanide, an excessive number of people used lot numbers of adulterated products, and , to play the lottery.
Why would anyone do that? Most people would never associate poison with luck, but the number of people who used those numbers was so high that the lottery commission had to stop more betting The main reason that these numbers were used was simply that the numbers were in the media. Influence Thousands of people heard these numbers several times over a few weeks, and they were fresh in their minds when they went to play the lottery.
When people see that some factor gets special attention, as in the case of a lot of Tylenol, they will involuntarily assume that there is an important reason for this. The same pattern of thinking can be seen in police interrogations that lead to false confessions.
As false confessions typically occur in interrogation sessions lasting more than 16 hours, mental and physical exhaustion may be the main reason. However, with some witnesses, it may be difficult to find out whether the confession was honest or not. Some studies show that viewers tend to rely more on the person who is most visible during a discussion. Therefore, the cops who appear in front of the shoot, give the idea that they have more control over the situation because they are at the focal point of the image.
Having films that show the two people equally, removes this tendency and makes it easier for viewers to come to more accurate conclusions about the confession. The focus is always casual. Whatever your focus is, it will be more important in some given situations. Some of the most successful organizations in the world have a unique way of dealing with their business. For example, SSM Health is one of the most successful health insurance companies in the United States, and one of the causes of this was a fundamental change in the language used by the company.
These small word changes may seem subtle but have produced real results for SSM Health and for other organizations that use a positive word association in their business. By choosing to focus intentionally on words that encourage renewal and financial health, SSM Health maintains this mentality with its employees, allowing them not to be distracted from their mission, which is to improve the health and well-being of each patient they treat.
Some scientific studies have shown similar results. In one experiment, doctors who are exposed to aggressive words are more likely to treat their patients painfully.
Chapters 1 and 2 and 3 of Influence - The Psychology of Persuasion.pdf
In another example, employees who get paper notes with pictures of athletes winning a race are more likely to fight for ambitious results. Preparing our minds with words and images that create a positive association that we are struggling with something, makes it easier for our brains to move from the metaphor to the desired realization.
When Robert Cialdini began writing this book, he wrote some parts in his office at the university where he worked and others at his home. When he re-read his work later, he realized that the things written in his house were much better and more accessible to the public. The reason for this contrast is simple: while writing from his office, he faced intimidating buildings and was surrounded by successful and skilled colleagues.
Dr. Robert Cialdini’s 6 Principles of Persuasion (Over 60+ Examples Inside!)
He then had to write to match the high academic standards of his colleagues. When he was writing at home, he was surrounded by newspapers and books that made him write more casually , which suited his audience much more than the boring and serious writing of the Academy. Words, pictures, and places can create associations and lead to predictable changes.
For example, women who are reminded to focus on the fact that they are women — circulating or writing their gender before some math test, for example — tend to outgrow women than men who are not remembered for their gender before taking the test. Apparently, this is due to the strange and imprecise stereotype that women are worse than males. But when women are placed in a test room with female teachers, they are not reminded of this gender stereotype, and the difference in performance disappears.
Geography of Influence controls how our environment and physical space affect our behavior. Our ability to generate change in others is often based on shared personal relationships, which create a persuasive context that seeks approval. Cialdini discovered a seventh universal principle of influence, which is unity. The decision stands on so many legs that removing the price leg is not likely to change his mind. This is the same that happened to Sara in accepting her drinking BF back.
She got a great offer at the beginning and accepted it.
People look at action to determine personalities more than words. The Chinese in their efforts to converts POWs to communism realized that we also look at our own actions to assess who we are.
The Psychology of Persuasion
The Chinese would also make public what an individual had done, written or signed. And since what those around us think is true of us influences our actions and what we think is true, POWs also had social pressure to embrace communist ideology.
Key information is that brainwashing works best with people with a confused identity, a sense of guilt and with black and white thinking.
Cialdini tells us that companies employing hard sales critiques experienced high cancellation rates. And what was their way to reduce cancellations drastically? Letting their customers write down their own orders.
Now the buyers cared less they have been pushed and cajoled into buying and focused more on their own commitment.
Another advantage of written commitments is that they take more effort. People who spend a lot of effort to obtain something tend to value it more highly than if it had been very easy to obtain it. Indeed tribes with the most dramatic initiation ceremonies also tended to have the highest group solidarity. Similarly, you are usually well served in giving small or no incentive for the behavior you want to encourage. People who had no major incentive feel like they chose and will accept more responsibility.
An experiment in a beach showed the power of Commitment and Consistency even with the possibility of personal harm. Researcher 1 left his radio near to take a stroll and a Researcher 2 stole it pretending it to be a thief. Only 4 out of 20 people it was tried on to stop him.
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Consistency is another way to reduce complexity and mental load by offering a shortcut. He recounts a brilliantly funny story of a woman in a short skirt who employed the Commitment and Consistency tactic on him.
At the end when the woman told him she had the perfect card to save him money he had no place to hide: Cialdini says that if the same were to happen today he would tell her she was chosen for the job for her physical attractiveness, that men would exaggerate to prove what great swingers they are and that he would not buy her club membership.
In those cases, we ought to ask ourselves this question: Control your behavior: Nobody likes canned laughter. But canned laughter makes us laugh longer and harder. Especially when the joke is of poor quality.
It works because we get the feeling other people like it. Cialdini draws attention to a highly publicized instance in which a woman was let die without help in spite many had heard her screaming. It happens for two reasons:. This phenomenon is called Pluralistic Ignorance. Similar experiments have been repeated with similar results.
Social proof affects us most when the people around are somewhat similar to us. When jaywalking we are more likely to follow up people similarly dressed to us for example.
And it works in nefarious ways too: In highly publicized fight matches when a black fighter lost black homicide victims rose. When it was a white fighter who lost the homicide victims increased for white men. Cialdini talks about the now in famous Tupperware parties as an example. And he and says that referrals are a way of exploiting the Liking principle. We assign to good looking individuals characteristics such as talent, kindness, honesty, and intelligence. Attractive people are voted more, receive more money in compensations, get hired more, and are twice as likely to avoid prison sentences.
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.
Influence : the psychology of persuasion
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.This makes all the sense in the world when you think about it because conversions are all about persuasions.
Conditioning and Association — Associate your brands with the same values that you want to communicate and possess. Even if you will never work in marketing. The social proof autopilot is good in most cases, but you should control it from time to time. 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. That would have been a shame. In a video featuring the author.
If there is a line outside a store to buy the latest phone it must be scarce and therefore valuable in the thinking the vendor wants to generate. 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.