Book Information: Douban Reading
Since its publication, "Influence: The Psychology of Persuasion" has been a bestseller. Due to its influence, persuasion has become a science. Whether you are an ordinary person or someone advocating for a product or business point of view, this is a fundamental must-read book, the cornerstone of understanding the psychology of others. Psychologist Robert Cialdini explains why some people are persuasive, while we are always easily deceived. The 6 psychological weapons hidden behind impulsive compliance with others' behavior are the root of it all.
Weapons of Influence#
Fixed Behavior Patterns#
These patterns allow us to respond to various situations without constantly using our brains, thereby reducing cognitive load. However, this can also be exploited to easily deceive us.
Contrast Principle#
Compared to isolated presentations, we perceive things presented before and after in a completely different way.
For example, fabric salespeople often promote the most expensive items first.
Principle of Reciprocity#
We always want to repay the kindness shown to us by others to express gratitude. This creates a sense of uninvited indebtedness. For example, most people find it difficult to leave without buying anything after enjoying a free sample.
Reciprocal Concession Technique#
Specifically, first make a request that is likely to be rejected, then make a relatively mild concession request. When we agree to the other party's concession request, we often feel more responsible and satisfied.
Commitment and Consistency Principle#
Once we make a decision, we do not need to think twice.
If we believe the decision comes from within rather than external pressure, we will be more consistent in fulfilling commitments.
Ask yourself, "If given the chance to choose again, would I make the same decision?"
Principle of Social Proof#
The more people engage in a behavior, the more we tend to believe that behavior is correct.
For example, canned laughter in TV shows and tip jars at cash registers.
To avoid falling into the trap of social proof, you need to learn to identify signs of artificially created social proof.
Liking Principle#
Why do we like someone? Firstly, physical attractiveness, a person's positive traits often dominate others' overall impression of them.
Secondly, similarity, we are more likely to like people who are similar to us.
Furthermore, compliments, we are easily swayed by flattery.
In addition, contact and cooperation are important, familiarity with others will influence our decisions and increase our fondness.
Lastly, conditioning and association, people often believe that we share similar personality traits with our friends. It is worth noting that if you like someone making a request, do not blindly like their request without analysis.
Authority Principle#
In many cases, we unquestionably obey authority, such as various titles and appearances.
Ask yourself, "Is this authority figure truly an expert in this field?"
Scarcity Principle#
The fear of loss is often greater than the desire for equivalent gain. We always feel that things that are hard to get are more valuable than those easily obtained.
For example, a cold lover facing a challenge from a rival will suddenly become passionate.