Nowadays, many people become victims of scammers or just those who are trying to sell them a product or service. The current market trend is forcing sellers to use various tools and psychological tricks to interest potential buyers.
All this is manipulation, or the art of persuasion. Some people use these skills to achieve their desired goals, while others, on the contrary, to be able to expose manipulators. In order not to have to buy what they basically do not need.
Robert Cialdini, Psychology of Influence
Professor Robert Cialdini set out to find out why a person gives in to strong influence, and how some people can manipulate various situations. His research lasted several years, and in the end he established that a person can convince anyone and anything, using six basic techniques suitable for different occasions. And on the other hand, knowing the tricks of manipulators, you can avoid affecting your psyche.
As a result of observations, a book was written. Robert Cialdini, “Psychology of Influence” is an indispensable tool for those who do not want to give in to the entreaties of scammers seeking to sell goods at a fabulous price. “Psychology of influence” is considered the best textbook on management and social psychology. This book was reprinted four times, its circulation exceeded one and a half million copies.
This work combines light style and affordable material flow. But at the same time, the book is a serious scientific work, in which the analysis of the mechanisms of motivation, assimilation of information and decision-making is made.
Robert Cialdini, Psychology of Influence: Commercial and Training Versions
The first edition of this book was intended for the average reader. For this reason, the professor tried to make his work more accessible to perception. The version intended for study groups is also written in a light style, but at the same time it is supplemented by evidence, conclusions and recommendations based on the results of psychological research. The book, which was written by Robert Cialdini, "Psychology of Influence", the reviews of teachers and students receives extremely positive. This is not just another popular publication from the field of psychology, it is a serious scientific work.
The educational version can be useful in practice, and at the same time reading a book will bring many people real pleasure. This once again confirms that scientific material can be presented in such a way that it will seem easy to assimilate, useful and relevant. Which is what Robert Cialdini did. “The Psychology of Influence” is just such a book - useful and understandable.
Key principles of influence
- The principle of contrast. Used in communication and applicable to other types of perception. A certain phenomenon or object is perceived differently depending on what happened before contact with it. For example, you can first sell something very expensive, and then offer a cheap product to the load, but one at a time. The effect will certainly be.
- The principle of mutual exchange. Gratitude sociologists consider the unique adaptive mechanism of a society of people. But the effect will not always be positive. According to Robert Cialdini, a psychology of influence of this kind can lead to an unequal exchange. Consequently, the benefits should be insignificant, and after them you need to make offers, for which everything was started.
- The principle of "rejection-retreat." This strategy involves concessions in order to subsequently cede to us. The first two principles are combined in this scheme: exchange and contrast.
- The principle of commitment and consistency. Some psychologists believe that the main motivation for human behavior is the desire to be consistent. So, we need to praise certain qualities in people if we want them to show them to us. For this reason, employees are asked to set individual goals.
- The principle of initiation. This mechanism involves trials that bring together people who have passed initiation. Such people value their affiliation with society or a common cause. It is important that the choice is made without any pressure. Threats, bribery, remuneration in this case are only a hindrance.
- The principle of “throwing a low ball” or “foot in the doorway”. To understand how this strategy works, you can give an example. In China, American prisoners of war were forced to write statements that democratic principles are imperfect. Thus, they were persuaded to primary cooperation, which later turned into treason. That is, the main goal is to convince you to acquire at least something, to gain a foothold.