Influence The Psychology Of Persuasion Book Summary – Influence: The Psychology of Persuasion by Dr. Robert Cialdini is a groundbreaking book exploring the science of persuasion. It has sold over three million copies and has been translated into thirty languages. The book delves into the psychology of why people say “yes” and how to apply these principles to various aspects of life. Thirty-five years of rigorous and evidence-based research by Cialdini resulted in this highly acclaimed book. This is a must-read for anyone who wants to understand the art of persuasion and influence, making it especially relevant for product managers who need to convince teams, stakeholders and customers.
The book presents six universal principles of persuasion: reciprocity, commitment and consistency, social proof, authority, likeability and rarity. Understanding these principles can make you a skilled persuader.
Influence The Psychology Of Persuasion Book Summary
The principle of reciprocity states that we feel obliged to return favors. It can be a powerful compliance tool and can be applied to a variety of business contexts.
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People like to be consistent with their past actions and commitments. Once a commitment is made, people are more likely to keep it, which makes this principle useful for customer retention and engagement.
Key Quotes “Opportunities seem more valuable to us when their availability is limited.” “We believe that a behavior is more correct in a given situation to the extent that we see others performing it.” “We prefer to respond to requests from people we know and like.”
Social proof, the influence of others on our behavior, can be a powerful motivator. This is especially true in the digital age, where social proof can be quantified through likes, shares and reviews.
People are more easily convinced by someone who appears to be an authority in a given field. This is why testimonials, titles and endorsements are often used in marketing and advertising.
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The scarcity principle states that opportunities appear more valuable when they are less available. This principle is often used in marketing to create a sense of urgency. How do advertisements influence us? What practices do sellers use when trying to sell us something? How can they make donations at the mall against our will? These questions are answered, among others, by: social psychologist Robert B. Cialdini in his practical yet scientific book.
Influence is an excellent summary of the most commonly used persuasion techniques and goes a step further: it advises how to prevent them.
The author not only wrote a book on this topic, but also immersed himself in practice in the world of professionals who make a living from persuasion. In addition to scientific research, his practical experience serves as illustrative examples.
Cialdini collects six principles of persuasion practices that are used every day, from Krishna worshipers to car dealership salespeople to police investigators.
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We can encounter the main principles of influence in various ways and in various situations. Cialdini exposes many practices that we encounter every day and that we would not even think that their users are conscious of.
By nature we don’t like being in debt to others. Not only money or high-value items can make us feel in debt, just coffee, a glass of a soft drink or a flower are enough.
The principle of reciprocity was embodied by the followers of Krishna, who amassed a small fortune through apparently benevolent and selfless practice. Although this case (like most examples) occurred in the United States, the technique used is still used throughout the world.
Krishna believers collected donations in high-traffic places with more or less success until they saw the potential of the principle of reciprocity.
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The heart of their tactic was a little flower. They still tried to collect donations in busy places (airports, shopping malls), but they not only wanted to receive, but also gave. A believer in Krishna suddenly appeared in front of an unsuspecting passer-by and pressed a flower into his hand.
Even though the “victim” objected that he didn’t want the flower, he stayed with it. The believer then declared that it was a gift from the Krishna-believing community for which he did not expect reciprocity but accepted donations.
Since the victim wanted to repay the favor anyway, they usually paid several times the price of the flower. This tactic worked for a short time, but once someone experienced it, they did not fall victim to this technique again.
People try to use the principle of reciprocity in several areas, just think about small corporate gifts and free product samples.
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Don’t fall for small gifts! We should repay small favors to a similar extent and with a gift of similar value! If we try to return the favor with a gift that appears to be selfless and of greater value, we have undoubtedly been fooled by those who practice the principle of reciprocity.
Everyone has a fixed image of themselves in their mind. Many people do not know that our internal image influences our actions, which is why others try to influence it.
If we have decided something in our head, we will stick to it tooth and nail. Instead of admitting defeat, we prefer to lose. Cialdini illustrates the principles of commitment and consistency with countless examples from everyday life.
Once we bet on the horse (let it be least likely) to run first, we will be more likely to believe that it has a real chance of winning.
Book Summary: Influence By Robert Cialdini
A big question in retail, especially in toy stores, is how to generate revenue after the holiday season.
Sellers advertise a specific product, in our case a game, aggressively throughout December. Once the news reaches many children, many of them will specifically ask for this toy for Christmas.
The parents, of course, promise to buy their child a toy, but when they get to the store, they receive unpleasant news: the toy is sold out.
They are forced to buy other toys, but they also have to keep their word, so they also buy the presented toy after the holidays.
The Psychology Of Persuasion
In prison camps, captured soldiers from enemy forces are most often treated inhumanely, but American soldiers captured by the Chinese were treated differently.
Chinese authorities did not torture or mistreat American soldiers. They were mentally broken. If an American soldier tried to escape, a bag of rice was offered to the one who threw it.
The significance of this technique was not that Americans betrayed each other or wrote an essay praising their opponent. Both events changed the self-image of soldiers who feared being labeled “treacherous, collaborating.”
I never understood what the purpose of initiation ceremonies for various organizations was. Year after year, new members go through long, seemingly pointless suffering and humiliation.
Book Summary: Influence: The Psychology Of Persuasion By Robert Cialdini
Cialdini explains that anyone who has put a lot of effort into achieving certain things is more likely to appreciate it when they receive it.
Although commitment and consistency can often have a positive impact on our decisions, it is worth paying attention to situations where a little commitment can ultimately cost us a lot.
It is more convenient to go with the crowd and follow the decisions made by others. It’s easier to believe in social proof than to decide for yourself.
Following others saves us many decision-making situations during the day, and in return we may fall into the trap of professionals who take advantage of this phenomenon.
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Have you ever wondered what the purpose of the artificial laughter played after jokes in mediocre TV shows is? The principle of social proof is used.
Bartenders also rely on social proof with a glass reserved for tipping. We are more likely to tip a significant amount if there is paper money in the bottle instead of change. That’s why bartenders prefer to put paper money from their wallets into the bottle at the beginning of their shift.
A much more dangerous form of social proof is the bystander effect. According to the bystander effect, if a person in need is seen by someone other than us, they are less likely to receive help.
Thanks to the bystander effect, we can pass by people falling in the street or – as in Cialdini’s example – 31 people were able to watch a woman being chased with a knife, without anyone calling the police.
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The Werther Effect is also a negative example of social proof. The study examined the impact of suicide news published on the front page of a newspaper on suicide rates.
It is well-established practice that a bettor bets on an underperforming horse that is unimportant to him for a relatively large amount. Because of this, the other bettors think the guy must know something, so they are riding the same horse.
Due to the large amount of money bet on the first horse, the chances of the player’s true favorite will increase, so you will play it with a much larger amount before closing the bet.
Invite a friend to dinner. You leave unsuspectingly when it turns out that you are not the only guest, because a surprising number came.
Influence: The Psychology Of Persuasion”. Book Summary
During a casual conversation, all-knowing cleaning products and other special products were presented. While you don’t want any cleaning device, you also don’t want to offend the host, so you give in
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