Science and Practice of Influence

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3.9K followers

What makes you say yes?

Now I know. I just finished reading Dr. Robert Cialdini's "Influence Science and Practice." The book is the standard to learning the psychology of persuasion.

Dr. Cialdini discusses the factors that cause people to say yes. He describes techniques used by compliance professionals that most effectively persuades people to comply.

Dr. Cialdini identifies six weapons of influence. These weapons are designed to change people's fundamental behavioral patterns.

A well known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.

The six weapons are:

  1. Reciprocation - The old give and take. If I give you something, you are more willing to give me something in return. I will give you a free ebook if you give me your email address.
  2. Commitment and Consistency - Most people are consistent in their actions, words, beliefs, and attitudes. Compliance professionals attempt to have people commit to a position that is consistent with their overall behavior.
  3. Social Proof - People decide what to do or believe by looking at what other people are doing or believing. right or wrong. I won't say this is the herd effect. But social proof stimulates a person's compliance with a request. The more, the merrier.
  4. Liking - This is the friendly persuasion. People are influenced by physical attractiveness, similarity (in position or life), compliments, associations, and conditioning.
  5. Authority - People are influenced by people in power. We are conditioned beginning early in life to comply with authority. Authority such as parents, teachers, bosses, elected officials, etc. The scary part is people responding to authority symbols. Symbols include clothing, automobiles, titles, and the like. Symbols convey authority.
  6. Scarcity - People are influenced by the fear of loss. People assign more value to items and opportunities when they are less available. People assign more value to things that are more difficult to obtain.

Given these weapons of persuasion, Dr. Cialdini also provided defenses to the techniques discussed.

The book was a fascinating read. Had I read the book before buying my last vehicle, I could have gotten a better "deal."

Enjoy!

Glen

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Recent Comments

18

I will try and track down a copy to read.

Cool. It was a great read. Serious but funny in spots.

Glen, thank you for all of them. I'm all for #2.
Commiment and Consistency!

You're welcome, Louisa!

Excellent post. Psychology is used around us 24/7 by the influencers that seek to have us do what they would like us to do...

In online marketing, it is no difference. There is a degree of skill associated with the practice, and this can be learned...There is also an innate quality to it...

Some people are more easily able to convince others to do their will...Of course, the message has to fit the audience, in that those that are not open to this will not be convinced (or you have to work harder to overcome objections...

This is where copywriting, page design, and all the rest of the factors come in...Scarcity works, social proof works, as do the rest...It is how you patch them together that will determine the success they will bring!

Defending against these influences on us often boils down to one main factor I think (of course it is more complex but...): critical thinking...If it seems to good to be true, it likely is? Question everything...

Enjoyed the read on a wonderful cool Sunday morning in Dubai! It fits with the coffee, the birds singing, and the sun peeking up over the horizon...

Cheers!
Dave : )

Thank you for taking the time to comment, Dave. Dr. Cialdini shared a couple of examples where he was influenced. And he knew better!

Thanks for sharing such a powerful post.

You're welcome, Paul.

Excellent Glen!

Thanks, Veronica.

Thanks for sharing!

You are very welcome, Karin!

Thank you Glen. I would roll scarcity and authority under coercion!

We could make the case that all could be rolled into coercion.It just depends on how they are used.

Great summary--thank you!

You are welcome, Anne. :)

Ill have to check the book out, thanks for recommending the book!

The stories and examples were entertaining and enlightening. There were a number of Dilbert cartoons as well. I have attached a social proof cartoon.

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