A Joosr Guide to Influence by Robert Cialdini, Joosr
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Joosr

A Joosr Guide to Influence by Robert Cialdini

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If you were given the job of delivering a mildly painful, but ultimately harmless, electric shock to a stranger, would you do it? With your boss watching carefully, would you continue to apply the painful shocks, even as they increased in intensity? What if the victim began to cry out in pain and agony, begging for you to stop? You may think that no one would be heartless enough to keep hurting a stranger like this, but you’d be surprised. A 1974 experiment simulated this very scenario and found that a startlingly high number of people would in fact continue delivering the agonizing shocks, and all because of one factor: authority.
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So why is commitment so highly valued? There are two main reasons. First, commitment breeds consistency, which is highly desirable and seen as a mark of integrity, honesty, and intellect. Inconsistency, on the other hand, is the domain of the irrational, dishonest, and mentally weak. Second, and more personally, committing to a decision simply makes life easier, by eliminating a choice for us to make once we’ve already made it. For example, in an election year, once you’ve decided which candidate you’re voting for, you don’t have to tax your mind with harsh campaign ads and crowded rallies. You’ve made your choice, and now you can commit to it.
This is a great way to save some brainpower, but what if you were tricked into a small decision that made you commit to a larger decision later? To save your integrity, your mind would push you towards a big decision you may not want to make. Compliance professionals use this all the time. Some nonprofits gather petition signatures not to turn them in to any organization, but because the act of signing is a commitment, and those who sign will probably feel natural about aligning themselves with the group later. Toy companies take this one step further by getting parents to commit to buying their children expensive toys at holidays.
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For humans, any item—even something we don’t really want or need—becomes more valuable when it seems less available.
As with other weapons of influence, scarcity-based tactics prey on a specific mental shortcut: the idea that the harder something is to get, the better it must be. This pairs with a human tendency to draw more motivation from loss than gain, making us want to get the item before our chance is lost forever.
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For most people, proving a choice is correct is a simple matter of following the crowd, and that behavior provides a foundation for tactics that compliance professionals can use. These tactics fall under the category “social proof.”
Following examples is a part of our culture, used to teach, train, and lead. It also appeals to the 95 percent of the population who would rather follow a plan than initiate their own plan. Following a proven lead reduces our uncertainty by taking away personal responsibility; we feel secure in the knowledge we’re following people who know more about what’s appropriate in the situation than we do. This provides fertile ground for savvy compliance professionals.
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“Reciprocity” refers to a subconscious rule ingrained into every human’s mind. The rule simply says that if someone does something benevolent to or for us, we are obligated to do something in return. For example, if someone sends us a gift on our birthday, we should remember to send one on theirs. If someone helps us wash our car, we should help them clean their yard.
This subconscious rule is found in some form in every human society across the globe, and it’s a powerful motivator. People don’t want to be seen as someone who takes and takes without giving back, so they feel obligated to return any kindness—and that obligation is exactly what compliance professionals want to generate. The reciprocity rule is so powerful and deeply ingrained in our minds that it can get positive responses from situations where negatives would be entirely rational. In experiments, it’s been found that a person is likely to do a favor for someone who’s given them a gift, regardless of whether or not they even like the gift-giver.
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Statistically, you’re twice as likely to agree with someone you like as opposed to someone you’re simply indifferent over. That kind of statistic isn’t something compliance professionals are willing to ignore, and over the years they’ve managed to figure out three main things that make someone stand out in a person’s mind.
First, people tend to gravitate to other people who are similar to them. You’re more likely to buy from someone with a common dress style or shared interests, and the pros know this. Second, we respond well to compliments—and not just overt compliments. Some salesmen have begun sending follow-up emails to customers, checking in on prior purchases and chatting in a friendly, personal manner that makes the customer feel like the salesman wants to get to know them. And third, it’s widely accepted that being attractive makes things easier, but the benefits go far deeper. When we see someone we find attractive, our minds attach positive personality traits such as honesty and talent to them, whether or not they deserve them. To take advantage of this, shops hire attractive salespeople that we feel good about talking to. Advertisers take this one step further by hiring good-looking actors and actresses to promote their products, knowing we’ll attach positive feelings to them before they even say a word. Events like sales parties (where your friend sells you products in a social setting) and salespeople who try to get you to like them are everywhere, so how do we defend ourselves against them? It of course doesn’t make sense to simply stop liking people, and it’s impossible even if we wanted to. Instead, we need to focus on the effect the likable person is trying to bring about. If you notice yourself suddenly liking someone you’ve only just met, take a moment to ask yourself why. If you realize they’re trying to get you to agree with something, you’ll know to be alert.
Yelena Akhmedova
Yelena Akhmedovaalıntı yaptıgeçen yıl
When we see someone we find attractive, our minds attach positive personality traits such as honesty and talent to them, whether or not they deserve them.
Dejana Vrbaski
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likability, reciprocity, social proof, scarcity, commitment, and authority. L
Dejana Vrbaski
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Before approaching the tactics themselves, we need to understand what in the human mind makes them work in the first place. To understand the tactics used by the best compliance professionals—or the tactics used by your persuasive friends and coworkers—you need to understand human nature and how it interacts with the world around you.
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Statistically, you’re twice as likely to agree with someone you like as opposed to someone you’re simply indifferent over.
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To make it easier to understand them, these tactics can be sorted into six basic categories: likability, reciprocity, social proof, scarcity, commitment, and authority.
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