Lucas has said in the past You’ll learn the six universal principles, how to use them to become a skilled persuader — and how to defend yourself against them. “Fear Of Commitment” Versus Lack Of Desire To Commit. An Indian supermarket sold £1000 of cheese in a few hours by inviting customers to slice their own free samples. The principle of Association “…is a general one, governing both negative and positive connections. Joe Girard won for twelve years straight the title of ‘Number one salesman’, selling on average five cars or trucks a day. This book was a pre-curser to Behavioural Economics and was one of the classics in business. Social proof is what a lot of us would refer to as peer pressure, but I think it’s closer to herd behavior. If someone buys you lunch, you feel obligated to buy them lunch next time. the hero of The Searchers is drawn into a relationship I recently wrote a post applying its principles to salary negotiation: http://www.salarynegotiators.com/psychological-influence/. So, it has things like chapter summaries and questions that can be assigned as homework. People will therefore try to link themselves to positive events and distance themselves from negative events. Deadlines — An official time limit is placed on the customer’s opportunity to get the offer. This fact is exploited worldwide, e.g. and Yojimbo (1961), often feature members of the Contact is also why African-American voters overwhelmingly voted for Obama in his presidential election and why presidential candidates are most likely to win in their home states. The scarcity principle states that “…opportunities seem more valuable to us when their availability is limited.” Fans of behavioral economists may see how this ties into the concept of Loss Aversion — the fear of loss is always greater than the desire for gain. Allyn & Bacon: 2001. Change ), Summary of The Persuader – How to use emotional persuasion to win more business by Marcus Corah, Summary of Influence: The Psychology of Persuasion by Robert B Cialdini, http://www.salarynegotiators.com/psychological-influence/, Summary of ‘The fearless organization’ – Creating psychological safety in the workplace for learning, innovation and growth by Amy Edmondson, Summary of ‘The Choice Factory’ by Richard Shotton, Book summary of Compelling People – The hidden qualities that make us influential By John Neffinger and Matthew Kohut, Book summary of ‘Leaders eat last – Why some teams pull together and others don’t By Simon Sinek. Influence, the classic book on persuasion, has sold over three million copies and has been translated into thirty languages. “…we know that the things that are difficult to possess are typically better than those that are easy to possess, we can often use an item’s availability to help us quickly and correctly decide on its quality.” Rather than weighing all the pros and cons, we use scarcity as a mental shortcut to make decisions. Dr. Robert Cialdini is the expert in the field of influence and persuasion. The high pressure environment, like an auction can lead an item being sold for an elevated price as the buyers fear losing out to another person. The shot of the ruffian’s An item that is scarce is more desirable than one that is freely available. reciprocation, consistency, social proof, liking, authority, and scarcity. . It helps us understand why “Yes We Can” worked so well as a unifying slogan for the 2008 Obama campaign. Policemen, firemen, clergy, office managers, etc. If you wish to subscribe to my free monthly book summaries then please email me on firstname.lastname@example.org) Content = *** Readability = *** Clarity & Structure = *** IN A NUTSHELL Cialdini has identified 7 key influencers of persuasion (based on 35… Those pressures will cause us to respond in ways that justify our earlier decision.”. “When a person has signed an order for your merchandise, even though the profit is small, he is no longer a prospect – he is a customer”, Living up to our identity – “We are what we repeatedly do”- Aristotle. Fortress (1958), in which two bumbling friends help a roguish the honorable code of bushido, the way of the warrior. Obi-Wan’s robes (not to mention The tips/donations are sometimes ‘salted’ by having money already placed there or having a stooge give money to stimulate others to tip. The same rule applies to name droppers, who want you to know who they know (did I mention my neighbors in high school were. samurai movies, such as The Seven Samurai (1954) ( Log Out / Cooperation is a two-way street, and influence is a kind of exchange. To work well in contemporary organizations, you need to be able to wield influence. His formula behind his success was simple; he provided a fair price, and someone they like to buy from. The best book is Thinking fast and slow. Detailed Summary & Analysis Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Chapter 17 Chapter 18 Chapter 19 Chapter … So Your Friend is in a Toxic Relationship? We are taught from a very young age that obedience to authority is right and disobedience is wrong. Its examples may be a bit dated but its core principles remain as powerful. Turning the salesman away is difficult as it’s like rejecting one’s friend. Influence: Science and Practice Fourth Edition. The greater the perceived authority of a person, the more likely people are to comply (cf the Stanley Milgram experiments). Book summary of THE POWER OF HABIT Why we do what we do and how to change – by Charles Duhigg. We like people who are similar to us, with the same views, interests, beliefs and values. At the supermarket, or a warehouse club like Costco, “free” samples encourage the reciprocity rule when they make you buy something you wouldn’t have otherwise. One of the reasons reciprocation can be used so effectively as a device for gaining another’s compliance is its power. - The ever accelerating pace and information crush of modern life will make this particular form of unthinking compliance more and more prevalent in the future. This effect is amplified by how similar the person whose actions we are watching are to ourselves. essentially a quest story, one in which the son must ultimately Suggestions for Further Reading and Viewing. (Summarised by Paul Arnold. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book. warrior class of samurai who try to live their lives according to We are more motivated to act if we think we are going to lose something, than if we are to gain something. that the inspiration for the characters of C-3PO, R2-D2, Han Solo, Limited time offers — A certain product is in short supply that cannot be guaranteed to last long (like. It has been listed on the New York Times Best Seller list and Fortune lists it in their “75 Smartest Business Books”. POW’s in Korea who were made into collaborators, started co-operating when they were labelled and classed themselves as a collaborator. The And cupcakes!! We often perceive and interact with people with authority differently. This is why it is recommended to write down/verbally state our goals, as we then stand a much greater chance of sticking to them (cf http://www.stickk.com – Ed), Households were called and asked to predict what they would do if they were asked to volunteer for three hours to collect for charity. SparkNotes is brought to you by Barnes & Noble. Reason Why – Attaching a reason to a request increases the success rate: “I have 5 pages, can I use the Xerox machine before you because I’m in a rush” had a success rate of 94% vs.60% success rate when no ‘reason why’ was given. One of his key tactics however was to employ the use of compliments. the Star Wars trilogy, The Searchers is You stay married, even though divorce may be the best option, because you’ve made a public commitment “til death do us part”. The more power a person is deemed to have, the more generous people are when estimating their height, and the more cautious we are with our conversations. severed arm, filmed in the same way, in Kurosawa’s Yojimbo. This led to an increase in the numbers of volunteers by 700%. Cialdini, Robert B. You tell everyone you’re running your 1st marathon in 3 months. his Japanese-sounding name) seem to suggest those of the poor samurai Endless chain – When a salesman approaches the person recommended, saying “your friend recommended this for you” it increases the chance they will make a purchase. The essence of leadership at any organizational level is to elicit cooperation, since even leaders with authority rarely have enough power to force people to cooperate. Like approaches the burned-out farm and finds his aunt and uncle murdered Searchers (1956).The scene in which Luke And loves Adele! You start wearing your jeans really low because all your friends are doing it. Introduction: - Six basic categories [of influence] . A good example are the cliques that form in high school: athletes, nerds, band geeks, etc. Studies found we automatically attribute traits such as talent, kindness, honesty and intelligence to attractive people. Change ), You are commenting using your Facebook account. Very simply, people tend to follow authority figures. It is no co-incidence that ‘attractive’ political candidates received two and a half times the votes of unattractive rivals. like a sci-fi version of the samurai’s katana. influence of the genre itself, was John Ford’s classic western, The ( Log Out / Among the more specific influences that guided Lucas as Because they’re familiar and “closer to home.”. How To Win Friends And Influence People Review. About to summarise Richard Schotont’s ‘the choice factory’ book that the Marketing world rate (personally I do not put it up there myself!). Ben defends Luke in the Mos Eisley cantina. Influence: Science and Practice is designed as a textbook for classroom instruction. On the secret of success. And if you were a total social outcast, you probably associated with other outcasts. Hey Paul, great review. Another direct influence on Lucas, above and beyond the If you wish to subscribe to my free monthly book summaries then please email me on email@example.com), Content = *** Readability = *** Clarity & Structure = ***. The book explains the psychology of why people say “yes” — and how to apply these understandings. Another variant of the deadline tactic is when you’re told that you have to buy NOW or the price will go up very soon (Ex: health club memberships, buying a car, etc. hero rescue a brave princess from captivity. You work together on a new business pitch, We see this all the time in reality shows, like the tribes or alliances formed in “Survivor” or the “Real Word/Road Rules Challenge.”. he made the Star Wars trilogy, one of the most Washington Square Introduction + Context. From the creators of SparkNotes. with a relentless father figure, bent on evil. The content is basically the same, but it omits the classroom-oriented layout. As the receiver cannot unburden themselves from the subconscious debt, the social pressure to donate leads to a higher donation rate than merely soliciting alone. the buildings burned and his aunt and uncle murdered. Hi, Great review! This is because, nurses and junior doctors will very rarely challenge the decision made by an authoritative figure, despite receiving potentially lethal, or bizarre requests. Contact is one reason people try to eat at the same restaurants over and over and over again instead of trying a new place.
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