Influence The Psychology Of Persuasion Summary Pdf – If there’s one book I’ve read that has helped me in ALL aspects of my life (work, family and social), it’s Dr. Influence. Robert Cialdini – The Psychology of Persuasion.
It can help sellers whether you’re a car dealer or a plastic surgeon trying to sell a pair of, you know, whatever they’re selling. ?
Influence The Psychology Of Persuasion Summary Pdf
Dr. Robert B. Cialdini is one of the leading experts in the psychology of influence. He is a professor of psychology and marketing at Arizona State University.
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” for three years to investigate how the principles of influence are used and applied by different advertisers and marketing organizations.
He looked at the real situation and if there were different ways to improve the science of persuasion.
As health care professionals, our responsibility is to treat patients ethically and recommend the best options to cure/treat their problems.
I admit, growing up, I viewed doctors as authority figures. This is a job I’ve really looked into and really wanted to get into at some point.
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After the training, I realized that many of the things we were taught did not help us grow our practice.
A good example is one of the most sought-after areas of continuing education in dentistry that is related to sales and marketing. Basically, how we increase our success rate in getting a patient to say “
This is one of the biggest shocks of moving from a training where most patients say “yes” to a private practice where we deal with expensive treatments and insurance.
In dental school and residency, treatment was free or affordable. In the real world, things are so different that I never imagined.
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It never occurred to me that I would have to learn how to morally influence people to agree to the treatment we proposed. At first this made me angry because I had spent the last 8 years of college training to learn skills that relied on me to be able to influence people.
I trained to be a doctor, NOT a salesperson! I have been practicing for almost 20 years now, I understand this concept because humans are constantly bombarded with thousands of marketing messages every day. That’s why many of them are looking for the best”
I have a private practice and the success depends on the leadership of the staff and how well we treat the patients. As an avid reader, years ago I began the process of trying to figure out the best way to guide patients while still providing the highest level of care.
I started reading books about companies famous for their customer service like Disney and the Ritz Carlton.
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The book contains what he has learned over the years of researching human behavior and the various ways in which people are susceptible to influence and persuasion (in harmful and beneficial ways).
When someone gives us something, we feel compelled to give it back. That’s why people say more “
For those of you who know the movie “The Silence of the Lambs”, you will remember the principle of bonding.
In the movie, FBI agent Clarice Starling spends her time looking for Hannibal Lecter to help her solve the crime. During the interrogation, Hannibal said, “
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He said that in exchange for the information he expected something from Clarice. He used the principle of reciprocity.
Simply put, people must return to others the form of behavior, gift, or service that they first received.
Another example comes from when Cornell professor Dennis Regan created a study to test the correlation. He had the participants go into each room and fill out a questionnaire with a fake participant who was actually the Professor’s assistant.
In the study, the assistant left half of the participants during the experiment and returned with two soft drinks. One for each of them. He did NOT do this for the other half of the participants.
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After the experiment, the group that received the soft drink bought twice the price of the long-distance ticket that they sold to the other group. This proves the power of the principle of reciprocity.
“. I learned this idea after a few years of practice. When a patient with receding fat needs a soft tissue graft, I talked about how we can build (GAIN) their body.
But I started to notice that once I started telling them that they might lose (LOSE) their teeth if this continued, they would schedule treatments more often.
The next time you shop at Amazon and Zappos, be sure to check if they are using this tactic. It’s amazing that no matter what shoes I choose, there is always a “
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They understand that customers will buy the item they are looking for NOW instead of leaving their website for a bargain price.
The car and furniture companies are among the most successful in the world. They are great at using “terms” to force customers to buy. Examples include “Cyber Monday” and “24 or 48 only” sales.
This leads to an adulthood that still looks up to and is influenced by known experts and authorities.
We saw for the first time during the 2020 pandemic that most people are followers and are constantly looking for leaders to provide the best sources of information.
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One of the main reasons why this site exists is to provide quality content such as the Passive Income Guide. Anytime someone publishes a book or e-book, the credibility score increases and puts them in a higher position.
” is an attractive social trait to have. It is for this reason that most want to be seen to live up to what they say they will do.
An example in the book highlights a famous study done in the 1960s by psychologists Freedman and Frasier.
They found very few people willing to put up a big, ugly sign in their yard to support the Drive Safe campaign in their neighborhood.
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However, just a few streets away in a similar neighborhood, four times as many homeowners said they would be willing to put it in their backyard.
Because just two weeks earlier, they agreed (committed) to put a small 3-inch “Drive carefully” poster in their window showing their support for the campaign.
Little did the researchers know that the small sign was the initial commitment that led to a 400% increase in the larger but ongoing change.
The fifth principle is Love. This means that people may follow your advice, buy products or use services if they like you.
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Many network marketing companies find their success because of this principle. They have customers who sell their products to their own friends because they know it’s easier to say “
Customer referrals are so successful because of the principle of love. A specific example was when our practice had a major computer problem. We contacted a friend who is good at electronics and contacted the recommended person because of his trust.
6) Principle of Social Proof “Since 95 percent of people imitate and only 5 percent participate, people are more convinced by the actions of others than by any evidence we can present.” .” – Dr. Robert Cialdini
People will follow what they see others doing. If we see others walking in a certain direction, we assume that it can be ours too.
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An example can be found when shopping online. If I’m looking to buy something on Amazon, like a pair of hunting gloves, I’m more likely to buy the ones with the most and best reviews. The more people who seem to like a product, the better we think of it.
Our practice often uses social evidence when patients are undecided about what to do or not to do during treatment.
“Ms. Jones, most of our patients tell us that being comfortable in these situations is the best thing they have done in a long time.”
My staff knows that by using moral persuasion, we can help patients overcome their fears and accept the recommended treatment.
Review Of Influence: The Psychology Of Persuasion By Robert B. Cialdini
Learning and using Cialdini’s principles provides a solid foundation for a better understanding of sales, marketing and persuasion in any situation.
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