The idea
Our mind often runs on « automatic pilot ». This book shows 6 ‘weapons’ people use to influence us, exploiting our tendency not to think straight but to run on ‘automatic pilot’.
Our insights
- Reciprocation: people try to repay what other people have provided to them
- Commitment and Consistency: people have a desire to look consistent in their words and deeds
- Social Proof: people look at what other people think is correct to determine what they find correct
- Liking: people prefer to say yes to people they know and like
- Authority: people feel a strong pressure to comply with requests from authority figures
- Scarcity: people assign more value to opportunities when these are less available
Extracts
- « We will often give back more than we have received in the name of reciprocity. »
- « Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. »
- « Since 95% of the people are imitators and only 5% initiators, people are persuaded more by the actions of others than by any proof we can offer. »
- « Research has shown we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty and intelligence. »
- « Adults have an extreme willingness to go to almost any lengths on the command of an authority. »
- « People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value. »
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TITLE: Influence
AUTHOR: Robert B. Cialdini, PH.D.
Robert B. Cialdini is Professor Emeritus of Psychology and Marketing. Other books: Yes! 50 Scientifically Proven Ways To Be Persuasive.
PUBLISHER: HarperBusiness; Rev. Ed., 1st Collins Business Essentials Ed edition (1 Feb. 2007)
Our scores
Content: 4/5
Style: 4/5
Usability: 4/5