Influence: The Psychology of Persuasion –  Robert Cialdini

Influence Robert Cialdini

Weapons of Influence – by opening with the most expensive, least desirable, or most bombastic item you actually soften a customer. For example, people are more willing to buy a $95 sweater after already having bought a $495 suit.

Reciprocation – small gifts or acts of generosity enslave people to return the favor. Look to give first, then the favor will be repaid.

Consistency and Commitment – in order to be considered consistent with actions and words, people will naturally remain a certain way even if labeled as such. I.e. POWs of China who were labeled collaborators and who were told to write an essay on why the USA was not perfect actually believed they were collaborators.

People are more willing to value something when have gone through rigors to get it. For example, hazing rituals, however harsh, might actually be valuable.

For long-term effectiveness in teaching children, telling a child that an action is wrong is a more effective deterrent than a threat of punishment. Emerson said, “A foolish consistency is the hobgoblin of the mind.” In order to say “no” call people out others on their sales tactics.

Social Proof

Liking: Friendship (Tupperware parties), mirrored actions, conditioning and association, contact and cooperation, similarity, physical attractiveness (hot chick standing by a new car)

Authority: expertise, well-dressed people, titles, connotations

Scarcity: limited quantity left, boiler room tactics.