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When making a decision, it would be nice to think that people consider all the available information in order to guide their thinking. But the reality is very often different. In the increasingly overloaded lives we lead, more than ever we need shortcuts or rules of thumb to guide our decision-making. My own research has identified just six of these shortcuts as universals that guide human behavior, they are:. Understanding these shortcuts and employing them in an ethical manner can significantly increase the chances that someone will be persuaded by your request.
Simply put, people are obliged to give back to others the form of a behavior, gift, or service that they have received first. If a colleague does you a favor, then you owe that colleague a favor. And in the context of a social obligation people are more likely to say yes to those who they owe.
One of the best demonstrations of the Principle of Reciprocity comes from a series of studies conducted in restaurants. Probably about the same time that they bring your bill.
A liqueur, perhaps, or a fortune cookie, or perhaps a simple mint. Most people will say no. But that mint can make a surprising difference. So the key to using the Principle of Reciprocity is to be the first to give and to ensure that what you give is personalized and unexpected. When British Airways announced in that they would no longer be operating the twice daily London—New York Concorde flight because it had become uneconomical to run, sales the very next day took off.
Notice that nothing had changed about the Concorde itself. It had simply become a scarce resource. And as a result, people wanted it more. So when it comes to effectively persuading others using the Scarcity Principle, the science is clear. Physiotherapists, for example, are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms. People are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform rather than casual clothes.
Of course this can present problems; you can hardly go around telling potential customers how brilliant you are, but you can certainly arrange for someone to do it for you.
Not bad for a small change in form from persuasion science that was both ethical and costless to implement. Consistency is activated by looking for, and asking for, small initial commitments that can be made. In one famous set of studies, researchers found rather unsurprisingly that very few people would be willing to erect an unsightly wooden board on their front lawn to support a Drive Safely campaign in their neighborhood.
However in a similar neighborhood close by, four times as many homeowners indicated that they would be willing to erect this unsightly billboard. Because ten days previously, they had agreed to place a small postcard in the front window of their homes that signaled their support for a Drive Safely campaign.
So when seeking to influence using the consistency principle, the detective of influence looks for voluntary, active, and public commitments and ideally gets those commitments in writing.
But what causes one person to like another? Persuasion science tells us that there are three important factors. We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals.
Get straight down to business. Identify a similarity you share in common then begin negotiating. So to harness this powerful principle of liking, be sure to look for areas of similarity that you share with others and genuine compliments you can give before you get down to business. Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own. You may have noticed that hotels often place a small card in bathrooms that attempt to persuade guests to reuse their towels and linens.
But could there be an even more effective way? Now imagine the next time you stay in a hotel you saw one of these signs. The science is telling us that rather than relying on our own ability to persuade others, we can point to what many others are already doing, especially many similar others. So there we have it. Six scientifically validated Principles of Persuasion that provide for small practical, often costless changes that can lead to big differences in your ability to influence and persuade others in an entirely ethical way.
They are the secrets from the science of persuasion. Skip to main content. Principles of Persuasion. Science of Persuasion Video Transcript. My own research has identified just six of these shortcuts as universals that guide human behavior, they are: Reciprocity Scarcity Authority Consistency Liking Consensus Understanding these shortcuts and employing them in an ethical manner can significantly increase the chances that someone will be persuaded by your request.
The first universal Principle of Influence is Reciprocity. The second universal Principle of Persuasion is Scarcity. Simply put, people want more of those things they can have less of. Our third Principle of Influence is the Principle of Authority. This is the idea that people follow the lead of credible, knowledgeable experts. The next principle is Consistency.
Principles of Persuasion
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Influence: The Psychology of Persuasion
Numerous and frequently-updated resource results are available from this WorldCat. Please choose whether or not you want other users to be able to see on your profile that this library is a favorite of yours. Finding libraries that hold this item For markters, this book is among the most important books written in the last ten years.
Influence : the psychology of persuasion
Influence : the psychology of persuasion / Robert B. Cialdini.