Robert Cialdini - psychology of influence. Robert Cialdini - psychology of influence Robert Cialdini psychology of influence fifth edition
Robert Cialdini
Psychology of influence
(Robert B. Cialdini. Influence. Science and Practice, 4th ed., 2001)
ContentPreface
Commentary on the fourth edition of the book: science and practice
Introduction
Chapter 1. Instruments of influence
Click, buzz
Bet on stereotypical thinking
Speculators
Jujutsu
conclusions
Control questions
Critical thinking
Chapter 2. Mutual exchange. Old "Give" and "Take"
How does this rule work?
The rule of reciprocity is universal
The rule of reciprocity imposes debts
The reciprocity rule can initiate unequal exchange
Mutual concessions
Refusal-then-retreat
Mutual concessions, contrasting perceptions and the mystery of Watergate
You're damned if you do and damned if you don't.
Here is my blood, call again
"Sweet" side effects
Protection
Neutralization of the reciprocity rule
Smoke out the enemy
conclusions
Control questions
Perfect mastery of the material
Development of critical thinking
Chapter 3. Commitment and Consistency. Superstitions of consciousness
Buzzing around
Fast decision
Fortress of Fools
Peekaboo
Commitment is key
Hearts and Minds
Internal selection
Creating stable points of support
Fight for public goods
Protection
Signals coming from the stomach
Signals coming from the depths of the heart
conclusions
Control questions
Perfect mastery of the material
Critical thinking
Chapter 4. Social proof. The truth is us
The principle of social proof
The power of the public
After the flood
Cause of death: uncertainty
Scientific approach
How to prevent yourself from becoming a victim
Many can help, but only one should be chosen
Imitate me, imitate
Fatal imitation
Monkey Island
Protection
Sabotage
Look up
conclusions
Control questions
Perfect mastery of the material
Critical thinking
Chapter 5. Benevolence. Friendly Thief
How to make connections to influence people
Why do I like you? Let me list the reasons
Physical attractiveness
Similarities
Praise
Contact and interaction
Psychological processing using conditioned reflexes and associations
Doesn't Pavlov's name ring a bell?
From news and weather forecasts to sports
Protection
conclusions
Control questions
Perfect mastery of the material
Critical thinking
Pros and cons of blind obedience
Appearance, not substance
Titles
Cloth
Attributes
Insidious sincerity
conclusions
Control questions
Perfect mastery of the material
Critical thinking
Chapter 7. Deficit. Rule of small
What is too little is the best, and loss is the worst
Limited quantity
Time limit
Psychological resistance
Adult reactance. Love, weapons and washing powders
Censorship
Optimal conditions
Newly experienced deficiency. More expensive cookies and civil conflict
Competition due to limited resources. Stupid rage
Protection
conclusions
Control questions
Perfect mastery of the material
Critical thinking
Chapter 8. “Instantly soluble” influence. Primitive consent in the age of automation
Primitive automatism
Modern automation
Stereotypes should be sacred
conclusions
Control questions
Critical thinking
Literature
Subject index
Name index
This book is dedicated to my son Chris, the light of my eyes.
Preface
The original (commercial) version of The Psychology of Influence was intended for the general reader, and as such I have made an attempt to make it entertaining. In the study group version, I retained the same style but also presented evidence from recent research to support my earlier statements, conclusions, and recommendations. Although I have added a significant number of interviews, quotes, and systematic personal observations in the latest version, the findings of The Psychology of Influence are based on evidence-based psychological research. Teachers and students can be sure that this book is not another example of “pop psychology”, but represents a serious scientific work. The educational version also contains new material that meets modern requirements, conclusions at the end of each chapter, as well as test questions that help you better assimilate the information.
The material in this version of “Psychology of Influence” can be used with great benefit in practice, and at the same time it is scientifically documented. In addition, reading this book is a real pleasure for most people. “The Psychology of Influence” once again confirms that material that often seems dry and overly scientific, if presented properly, can actually turn out to be fresh, useful and easy to digest.
(estimates: 3
, average: 3,00
out of 5) Title: Psychology of influence. How to learn to persuade and achieve success
Author: Robert Cialdini
Year: 1993
Genre: Management, personnel selection, Marketing, PR, advertising, Foreign business literature, Social psychology, Foreign psychology
About the book “Psychology of influence. How to learn to persuade and achieve success" Robert Cialdini
Robert Cialdini is an American social psychologist. His work is based on constant experimentation. His book “The Psychology of Influence” is written in a clear, easy style, without excessive immersion in terminology. Due to this, as well as clearly stated truths, readers fell in love with Cialdini's magnum opus.
The main idea contained in “The Psychology of Influence” is that all people are characterized by common patterns of behavior (in the book they are presented in the form of rules). They are used by business leaders, smart managers, mass media and even presidents.
The book “Psychology of influence. How to learn to persuade and achieve success” opens your eyes to seemingly ordinary things. We don't even realize that we live according to the rules of people who simply control us like puppets. We run for discounts, we believe that the government keeps its promises, we behave correctly, and in essence, like everyone else. We do not show our self so as not to become an outcast. The worst thing is that this happens to us since childhood, when a child can simply get carried away with something, and society expels him. We cannot explain to our child that this society is, and not that it is wrong.
When you read the book “The Psychology of Influence. How to learn to persuade and achieve success,” you will be horrified by how terrible our world is. We consider ourselves free and happy, but in fact those who control us allow us to think so. From the book you will also learn how to influence people so that they act the way you want. And here you need to first of all remember your humanity, and use knowledge for the benefit of society, and not just yourself.
The first rule is about mutual exchange. If any person has done or given something to us (for free), we feel the need to reciprocate. Fraudsters, using this principle, demand much more in exchange than they give. The trouble is that this rule is so deeply rooted in the subconscious of society that those who do not adhere to it automatically end up on the “black list”. Just remember how they promise to increase tariffs for travel or utilities: first they say the price is too high, and then, after a protest, they reduce it a little. Everyone agrees, but businesses still win.
The rule of consistency states that it is human nature to act consistently. Having made a decision, he begins to convince himself of its fidelity. It does not matter whether it was accepted voluntarily or under pressure.
The essence of another pattern is that people tend to focus on the majority. It is disadvantageous and awkward to behave differently. That is why advertising so often says: “Thousands of housewives have already bought...”, “Have you tried it yet? Then we are coming to you! etc.
If someone tries too hard to become your friend in a short time, then such a person most likely just wants to use you. The same applies to the rule of authority - how often does a pretty, beautiful star who appears in a commercial praise the products of company X in every possible way? In this case, the main “lever” is our own sympathy.
A striking example of the rule of scarcity is all kinds of promotions, discounts and sales. The realization that soon it will not be possible to purchase a product/service at a favorable price is what pushes us to purchase.
Robert Cialdini's book “The Psychology of Influence. How to learn to persuade and achieve success” is certainly a useful guide in the conditions of ruthlessness of marketing. It should be read by all those who are tired of being a victim of big companies and their advertising. The book is written in fairly simple language and contains many examples of how this or that rule works in reality.
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Every person would not refuse to master the art of persuasion if given the opportunity. With the help of this skill, you can easily resolve conflicts, win over your opponent to your side, win allies, convincing them that you are right, and simply successfully conduct business in the political or commercial arena. Fortunately, today, in order to learn to master the necessary strategies and tactics to achieve this goal, all you need is desire and perseverance, and Robert Cialdini and his “Psychology of Influence” will help direct your strength in the right direction.
What is this book about?
Influence is an integral process in the life of every person, and it depends only on the individual whether he will influence others, forcing those around him to accept his position, or whether the process will be directed by other subjects to change his worldview. In the modern world, people are viewed as certain resources for achieving personal goals, which are most easily achieved through persuasion.
A world-famous professor in the field of psychology, he shares the secrets of influencing people, the use of which will help in professional activities, as well as in a person’s social life. The author spent most of his life studying the mechanisms of persuasion and techniques for influencing people.
In the preface of his book, Mr. Cialdini talks about the significant progress in the field of research into the principles of influence and persuasion that has occurred in recent years, and it is these changes that he tries to describe in the pages of his practical manual, applying the latest ways to apply all tactics in practice. The author's easy presentation makes the book readable and simple, despite the fact that behind the delicate form lies powerful semantics that can change the life of every person.
What does this book teach?
In the book “The Psychology of Influence” by Robert Cialdini teaches you how to correctly set tasks and solve them. The author helps you master methods of persuasion and influence, the effects of which have been repeatedly proven in practice, and the colorful examples in the book only confirm the effectiveness of their use. Guided by the advice of a world psychologist, you will not only learn to influence others, forcing them to accept a position that is favorable to you, but you will also be able to recognize when your interlocutor begins to influence you.
Who is this book for?
"Psychology of influence" will become a worthy practical guide for people whose lives are connected with communication. Politicians, managers, teachers and psychologists will be able to draw from the book worthy and multifunctional advice that will help them in their professional activities.
DOWNLOAD THE BOOK “Psychology of Influence” for FREE
A classic of business literature, a world bestseller and a reference book for ambitious politicians, managers, advertisers, marketers and everyone who wants to convince and achieve their goals. Author of The Psychology of Influence, PhD and professor of psychology, Robert B. Cialdini has spent many years studying the principles of successful sales. Based on his research, he wrote a guide to motivation and persuasion that many reputable periodicals have recognized as the best book on influence ever published.
“The Psychology of Influence” is known and recommended as one of the best textbooks on social psychology, conflictology, and management by all Western, and now domestic, psychologists. This book by Robert Cialdini went through four editions in the United States, its circulation exceeded one and a half million copies.
Preface
The original (commercial) version of The Psychology of Influence was intended for the general reader, and as such I have made an attempt to make it entertaining. In the study group version, I retained the same style but also presented evidence from recent research to support my earlier statements, conclusions, and recommendations. Although I have added a significant number of interviews, quotes, and systematic personal observations in the latest version, the conclusions of The Psychology of Influence are based on the results of scientifically sound psychological research.
Teachers and students can be sure that this book is not another example of “pop psychology”, but represents a serious scientific work. The educational version also contains new material that meets modern requirements, conclusions at the end of each chapter, as well as test questions that help you better assimilate the information.
The material in this version of “Psychology of Influence” can be used with great benefit in practice, and at the same time it is scientifically documented. In addition, reading this book is a real pleasure for most people. “The Psychology of Influence” once again confirms that material that often seems dry and overly technical, when presented properly, can actually turn out to be fresh, useful and easy to digest.
Introduction
Now I can freely admit this. All my life I have been the one who gets fooled. I have always been a favorite target for street vendors, fundraisers, and dealers of one kind or another. Not all of these people had dishonest motives. For example, representatives of some charitable agencies had the best intentions. But it does not matter. Depressingly often, I ended up with unnecessary magazine subscriptions or tickets to the sanitation workers' ball. This long-term status as a simpleton probably explains my interest in studying compliance. What factors make one person say “yes” to another? And what techniques can be used to achieve such flexibility? I was interested in why a request made in a certain way is often ignored, while a similar request, formulated in a slightly different way, succeeds.
Therefore, in my role as an experimental social psychologist, I began to study the psychology of compliance. The research initially took the form of a series of experiments, mostly conducted in my laboratory with the participation of college students. I wanted to find out what psychological principles underlie compliance with a request or demand. Recently, psychologists have learned a lot about these principles - what they are and how they work. I have characterized such principles as instruments of influence. In subsequent chapters I will talk about the most important of them.
After some time, I began to understand that although experimental work is necessary, it alone is not enough. “Naked” experiments did not allow me to judge the significance of the principles I was studying in the world outside the institute building. It became clear that if I was going to deeply understand the psychology of compliance, I needed to expand my scope of research. I need to take a closer look at the “compliance professionals”—the people who constantly pressured me into giving in to them. They know what works and what doesn't; the law of survival of the fittest confirms this. Such people try at all costs to force those around them to give in; their success in life depends on this. Those who don't know how to get people to say yes usually fail; those who know prosper.
Chapter 1. Levers of influence
Society moves forward by increasing the number of transactions it can carry out without thinking about them.
Alfred North Whitehead
One day I received a call from a friend who had recently opened an Indian jewelry store in Arizona. She felt dizzy from the curious news. Something amazing had just happened in her life, and she thought that I, as a psychologist, could explain a lot to her. It was about a consignment of turquoise jewelry that she was having difficulty selling. It was peak tourist season, the store was full of customers, the turquoise pieces were of good quality for the price she was asking; however, for some reason these products did not sell well. My friend tried a couple of standard trading tricks to fix the situation. She tried to draw attention to the products being described by moving the display with them closer to the center of the store, but unsuccessfully. Then she told the sellers to “push” this product hard, again to no avail.
Finally, in the evening before leaving on business out of town, my friend hurriedly scribbled an angry note to the senior saleswoman: “? on the? the price of all turquoise,” hoping to simply get rid of the already disgusting objects, even at the cost of a loss. A few days later she returned and found that all the turquoise products had been sold, but was amazed: since her employee, instead of “?” I read “2”, the whole lot was sold for twice the price!
That's when my friend called me. I knew immediately what had happened, but I told her that if she wanted to hear an explanation, she should listen to my story. This story is not really mine; it is about mother turkeys and is related to the relatively young science of ethology, which studies animals in natural conditions. Turkeys are good mothers - loving, attentive, vigilantly guarding their chicks. Turkeys spend a lot of time caring for their chicks, keeping them warm, cleaning and herding them together. But there is something strange in their behavior. Essentially, the maternal instinct is “switched on” in turkeys by one single sound: the “cheep-cheep” of young turkey chicks. Other definitional properties, such as smell or appearance, seem to play a lesser role. If a chick makes a "cheep-cheep" sound, its mother will take care of it; if not, his mother will ignore him and may even kill him.
The focus of brood turkeys solely on sound was illustrated by animal behavior researcher M.W. Fox (Fox, 1974). He described an experiment with a turkey and an artificial ferret. For the mother turkey, the ferret is a natural enemy; when he approaches, the turkey utters piercing screams and attacks him with its beak and claws. Experimenters have found that even a stuffed ferret, pulled by a string to a hen, provokes her to an immediate and frantic attack. But when a mechanism was attached to the same stuffed animal that reproduced the “chip-chip” sound, the turkey not only accepted the approaching ferret, but also took it under her. When the sound was turned off, the stuffed ferret would attack again.
Click, buzz
How funny the turkey looks in this situation: she hugs her enemy just because he makes a “cheep-cheep” sound, and mistreats or even kills one of her offspring just because he doesn’t. The turkey appears to be an automaton whose maternal instincts depend on a single sound. Ethologists say that this behavior is not unique to turkeys. Scientists have identified mechanical behavior patterns in many species.
So-called captured action patterns may involve a complex sequence of actions; for example, entire courtship or mating rituals. The main characteristic feature of these models is that the actions that constitute them are repeated each time in virtually the same way and in the same order. It is almost as if these patterns were recorded on tapes inside the animals. When the situation requires courtship, the corresponding film is “played”; when the situation obliges motherhood, the film of maternal behavior begins to “reproduce”. Click- and the corresponding recording begins to play; buzz- and a certain sequence of actions unfolds.
Psychology of influence. Convince, influence, defend - Cialdini Robert (download)
(introductory fragment of the book)
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Name: Psychology of influence
Robert Cialdini
Year of writing: 2009
Volume: 520 pp. 54 illustrations
Genres: Foreign psychology, Social psychology
Read online
“The Psychology of Influence” by Robert Cialdini is perhaps the most fascinating scientific book on psychology. American Robert Cialdini is not a personal growth coach, he does not conduct seminars and does not sell anything. He is a psychology professor at the University of Arizona who has written a textbook on social psychology. However, even a schoolchild can read the book; there are practically no special terms, etc.
Therefore, “The Psychology of Influence” quickly became a reference book for managers, network marketers and even leaders of charitable organizations - because somehow they need to convince people to give their money and time. In his book The Psychology of Influence, Robert Cialdini first described several very simple and effective techniques with which you can sell anything to anyone. It is very interesting to read about the professor’s experiments. Because you can repeat each of them yourself and immediately see that it works. For example, when it comes to the “Door in the Face” manipulative technique, the essence of which is to first let the door slam in front of you and then give the “customer” the opportunity to retreat, Cialdini gives an example with volunteer work. At first, his students simply asked their colleagues to take a group of troubled teenagers to the zoo. Only sixteen percent agreed, and very reluctantly. The second group of students were first asked to teach classes for juvenile delinquents free of charge for two years. And only after they refused (and they all refused), they were offered to take a group of the same children to the zoo once. This time 50% agreed! And they not only agreed, but also thanked him for the opportunity to serve the community. This also works with sales: first offer something expensive and completely unnecessary, and after a categorical refusal, give the opportunity to buy something worthwhile.
Robert Cialdini describes in great detail several other equally simple and equally effective techniques. The first thing you want to do when you start reading a book is to test them in practice.
But the book “Psychology of Influence” is worth reading not only for “salespeople.” It will also be useful for “buyers”. Reading the book, you never cease to be amazed at how often we become victims of other people’s manipulations. Because for every principle of influence given by Cialdini, you immediately remember a dozen examples from your own life. Yes, it was I who bought an unnecessary lottery ticket when I was invited to a banquet and treated to champagne (the principle of paying off debts). Yes, for some unknown reason I gave up my place in line to a stranger (the “click” principle). Perhaps this is why reading the book “The Psychology of Influence” is so exciting - each chapter becomes a real epiphany.
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