Psychology: The Influence of Persuasion

Robert Cialdini

Weapons of Influence• Jewelry Store; x2 markup, all jewelry soldPeople will think something is more valuable depending on the cost• Fixed Action PatternsIntricate series of behaviors, such as mating, in which behaviors preceding happen the exact same way every time

Turkey attacks baby if doesn’t make cheep-cheep sound, cares for it if it does make the soundTrigger Feature

What brings out the fixed action patternSuch as the color of an invasive speciesEllen Langer does this for humansMore successful asking for a favor if you provide a reason for the favorMay I use ____ because ______________

Weapons of Influence• Alfred North Whitehead“Civilization advances when we extend the amount of actions we can perform without thinking about them”

Need for shortcuts, otherwise human brain will freeze with limitless options• Sid and Harry DrubeckTailors who scammed people by pretending to miscommunicate prices so the item seemed cheaper than it already was• Contrast PrincipleIf one item is different than the second, we see the second item as more different than it actually is

If you lift a light object then a heavy object, the second object will seem heavier than it actually is

Sell and present the most expensive objects first; or inflate prices of a shitty thing, then present the real thing

Weapons of Influence

• Humans hold on to something to prevent fallingCan be used for more than physical falling? Rebounds, such and such• Graylag Goose and the Egg• We hold on to something more vehemently when

we are afraid we will lose it• We make our own opinions about something, and

attempt to bend our perceptions so that it fits in line with our original opinions; first impressions basically

How to Apply Weapons of Influence

• With requests, always supply a reason for your actions. It doesn’t matter what the reason is. There are times to offer no reason when one is expected, because it stimulates the mind and makes one think about why you did something however.

• Contrast PrincipleCan be used with a wingman?By setting expectations for yourself through your reputation, you can make yourself seem better than you are with much less effort.

Set the bar low• Strike when people are vulnerable e.g. after a breakup. Plenty of love and love.

Make them feel secure again. Always work with opposites; when they’re happy, make them miserable. When they’re miserable, make them happy. Bitchy, make them insecure. Always stand out like this. It’s a roller coaster ride, make them love the ups and the downs, and make them follow you into hell and back.

• Ace in the hole, threaten abandonment or loss of opportunity, because people will chase thinking they will lose it. Cannot be used too often, good for sales however (Limited time offer)

How to Apply Weapons of Influence

• People act the opposite of what they want most of the time

Give people what they want the most and they will be tied around your finger.• Always rep yourself well. People will see you in

a more positive light if you present yourself in a positive light. Present what you want to be seen as. Be who you want to be.

Reciprocation

• This shit is powerful• No human society has ever not abided by this rule• We feel obligated to pay what was done in kind to usHelp strangers on the street when you see the chance you never know what’ll happen• Personal relations do not matter when it comes to

reciprocity• Krishna’s religious group giving roses• Can be exploited easily• DO NOT BE A MOOCHER

Reciprocal Concessions

• “Will you buy my candy bar”No? Well then would you at least buy a lollipop?• Start with bigger request, and concede to a

smaller requestInvokes contrast principle, and makes people feel obligated to at least give you something

Commitment and Consistency• Leonardo Da Vinci“It’s easier to resist at the beginning than at the end”• Someone, after placing a bet, is much more confident in their betDue to our obsessive desire, deep down, to remain consistent with what we’ve done

Convince themselves they made the right decision, and stand by it, even if it was the wrong decision• Thomas MoriartyExperiment staging a theft on a beach

First time, only 20% of people stop theftSecond time, he asks people to watch his stuff, 95% of people stop the theft

• Toy CompaniesUndersupply desired toys during Christmas season that kids want; parents feel obligated to buy toys; buy toys after Christmas seasons to keep toy sales high after season.

Commitment and Consistency• Extracting commitment is the keyBasically a trap• Steven ShermanSurveyed people if they would spend three hours volunteering for cancerAfter trapping commitment, got 700% increases in volunteers when he asked them to volunteer after survey• When meeting new people, asking how are you provokes superficial

reply; I’m fine, etc…Can be used to advantage, because people won’t want to contradict that statement

Can be used with something like “Are you a generous person; etc…”

Commitment and Consistency• Chinese prisoner of war camps would use psychology, not brutalizationFirst would get American soldiers to provide mildly anti-American/Pro-Communism sentiments (“The US isn’t perfect, etc…)Would have soldier write a list, maybe an essay, of problems

Would be broadcasted around camp and labeled a collaboratorSoldier would change his image to appear consistent with this accusation

• Used in SalesFirst sale only to establish someone as “customer”Can be used in relationships; first kiss establishes as more than friends• Freedman and FraserHad people sign a state beautification petitionRallied the same people, already established with them, to accept a large, unsightly sign on their front lawn; a completely unrelated topic.

Once you change someone’s self-image, they will comply naturally

Commitment and Consistency• Actions describe everythingUsing someone’s past actions can influence their self-imageBy manipulating someone into your desired action, no matter how innocuous, you can use it to modify their perception of their self-imageCan be done indirectly

In Korea, they censored letters to families from POW; therefore, soldiers wrote pro-communism in hopes they would be sent through; the letters were then used for propaganda• The more effort that goes into a commitment, the more effective it is for

modifying self-image• The more pain and trial someone goes through for something, the more it

means to them• Threats and Rewards can be used to gain compliance, but in order for it to

be effective, it must make use of inner-responsibility

Commitment and Consistency

• Freedman Toy ExperimentThreatened children not to play with robot; most didn’t. Six weeks later, brought children in a room with five toys including robot. 77% of children played with the robot.Took second group of children, warned children against playing with robot but with no threat. Most, once again, did not. Six weeks later, brought children in a room to play with five toys, including the robot. However, this time, a smaller percentage, 33%, played with it.• Threats and Rewards do not influence long term behavior

changes• Seeking compliance and building up is a very powerful tool

Social Proof• One thing we use to determine an opinion about something is how others feel

about itWhen a lot of people laugh, you think it’s funnier, when a lot of girls like a guy, you think he’s more attractive, etc…• So reflexive and ingrained that even obviously fake social proof works (E.g. canned

laughter)• PhobiasShown that small children can overcome phobias by watching others play with it; e.g. fear of dogs can be overcome by watching peers play with dogs• The more people involved, the more powerful it is• Best time to use is when there is a shaken confidenceAcceptance by others makes you “Truer”• Pluralistic IgnoranceMost people in a group reject a practice, but continue it because they believe the group at large accepts it; people as a whole do not know

Social Proof• Bystander EffectThe more people around, the less likely someone will intervene in an emergency situationAbsolutely astounding; the murder of Catherine Genovese, 30 minutes long chase and multiple incidents of stabbing in public, no one intervened

Pluralistic Ignorance may have been involved, people may not have known what was going on

Since no one else was doing anything, it must not have been a big deal• Social Proof is much more effective when we view the other people as similar to

ourselves• Social Conditions that cause purposeful deaths (Suicide) also increase accidental

deaths1000% increase in airplane crashes the day after a highly publicized suicide story is on the front page of the newsCalled the Werther Effect, it is very powerful (Copycat Suicide)

Liking• Physical AttractivenessPlays role in social interactions, looks dominate what one person thinks of another• SimilarityWe like people who are similar to usWays we present ourselves, attire, past experiences, interestsMirror and match mannerisms, mood, speaking patterns• ComplimentsWe like to feel special; we like compliments when we don’t think it’s being used for manipulation (So a compliment right when meeting someone won’t work)We believe the positive traits are true; reward good behavior, punish bad• Contact and CooperationWe like people we are familiar withRepeated contact under frustrating situations however, breeds hatredCamp Experiment

Separating campers into cabins, cabin names, competitive activities bred contemptPositive activities, requiring cooperation, mended gaps

Liking• Good Cop/Bad CopBad cop instills fear of the punishment, makes it seem like they’re out to get himGood cop does favors for the suspect, tries to help him out behind the other cops back, talks to other cop and defends suspect, etc…• Conditioning and AssignmentPeople associate something with who delivers it“The Nature of News infects the teller”“Guilty by association”Watch the company you keep, because you’ll be judged by itConnection doesn’t have to be logical, just positivePeople become fonder of people they associate with food; provide food for someone to like youIvan Pavlov

Showed that you can get a dog to associate something training with food

Liking• Conditioning and Assignment (Cont.)Shown in sports with referees and opposing players

Very strong“All things being equal, you root for your own sex, your own culture,

your own locality, and want to prove you’re better than the other team”We flaunt positive connections and bury negative connections

“We’re number one” vs. “They sucked tonight”Seek glory mainly when our prestige is low at the timePeople with personality defects try hard to bolster image through association• Be wary when you like someone more than you should given the

circumstances; timing is key to deflect negative impact on you

Authority• Professor MilgramExperiment with “Learner” and “Teacher”Teacher gave test questions, would administer shock if answer was wrong. Pain got so bad the learner could not possibly answer questions anymore and just accepted the punishment.Despite pleas from the learner, 2/3 of the teachers did not stop, even though most predicted a miniscule percentage would go all the way to 450 volt shocks (The highest level)Female teachers were just as likely as male teachers to deliver full shockConcluded that we all have a deep-rooted duty to authority

Professor did not allow the Teacher to stop, despite pleas from the LearnerWhen the Professor and Learner switched roles (Learner said he wanted to

tough it out, Professor pleaded to stop), not one person delivered another shock• Most people are hesitant to question greater authority

Authority• TitlesSimultaneously the easiest and hardest things to acquireAuthority makes people seem bigger

Not the pleasantness, but rather the importance• ClothesSuit and tie give the appearance of powerThe color red is power, or colors can give other vibes (White=clean, blue=friendly, etc…)• TrappingsJewelry, Cars, etc…• TrustworthinessBy establishing truth on a minor thing, can gain trust on a larger scale

“Expensive but better”Can be gained by switching identities based on the scenario

Scarcity• Opportunities seem more valuable when they are limited• People are more motivated by the idea of losing something than by the idea of

gaining something• Best shown through limited number sales like Jordans• We want something more when we are in competition for it• Prod for commitment when an object seems most valuable (Most scarce)• Supply and Demand; keep Supply lower• By taking away options, we lose freedoms, and we hate losing freedomsPsychological Reactance Theory

When free choice is limited or threatened, the need to retain increases exponentially• Romeo And Juliet EffectLimiting exposure to an interest of young love makes desirability increaseBeing banned from something makes it seem more desirable; e.g. Prohibition• Drop from abundance to scarcity has exponential effect

Keys to Psychology• Reciprocation is one of the most powerful human behaviorsConcessions and providing a reason are a great way to get what you want• People will attempt to remain consistent with their image (Think someone who

claims to be a great fuck but isn’t)• Social proof: Positive trumps logical; people associate you with the news you

bring, with the people you’re with• Four traits of liking; physical attractiveness (Perception proven to increase the

more you like someone), similarity, rewards (Compliments) that aren’t manipulative, positive and frequent contact

The more you suffer for something, the more it means to you• Most people will not question what they perceive as authorityDecisiveness, demeanor, etc… and traits associated with power will go a long way• Supply and demand; scarcity is important for how someone values something

short term