Robert B. Cialdini is a doctor of psychology, professor of psychology and marketing at the University of the State of Arizona, author of several books on the topic of influence.
Why are we likely to say "yes." This book fruit of 35 years of research and experience tells us some fundamental mechanisms in a clear, explicit, conscious, and gave us each a way to say "no", thus affirming our freedom.
- First theme: reciprocity (reciprocation)
"I get so I give." Used by the manipulators (the author illustrates his presentation with several examples including the expertise of the Krishna sect to capture money in public) for their own purposes, this principle is hijacked. Having received I feel in debt vis-à-vis the donor. The donor may actually not have given me anything real, delude myself about the quality of his gift to receive from me what he wants. He abused link, strong, dependency it has created on purpose. Even worse, the victim feels relieved, satisfied for having responded to such demands!
How to say no? The most effective technique is to accept the gift for what is basically, but especially not for what it represents. If I get a favor from someone, I will me in the future, to return it; which complies with social rules. The idea here is that reciprocity must not result in a favor received must not receive a favor, but a trap (disguised in favor), he should not receive support in return.
- Second theme: commitment and consistency ("commitment and consistency")
"It is easier to resist at the beginning than the end" Leonardo da Vinci, quoted by the author.
Case study of American prisoners during the Korean War held by the Chinese. Authorizations to write to their parents provided criticize, at the margin, the system, faults etc. Beginning with this, then baited by modest rewards, military prisoners were in the end as collaborators of the denunciation of their nation, serving the interests of their enemies. Having started some action, it is not only difficult to déprendre (consistent with itself), but the human mind will create a posteriori rational explanations that will replace the one that initially had known commit.
"It Appears That Commitments are MOST effective in changing a person's self image and future behavior When They are active, public, and effortful." (P.92)
Excellent diagram on page 104. Advertising motivates commitment as a pillar of its decision. Then come to create other pillars supporting the decision, then the mainstay of advertising disappears; the final decision is even more firmly rooted and continued.
Symptom: alerts you when your stomach. Attention. This is a sensing member which feels when there is a manipulation of such. Saying no is aware of the trap from the beginning, this small commitment one calls you and which then leads to another much more important that we should not accept refusing the principle of consistency with the first commitment given.
- Third: Social Proof ("social proof")
"Since 95 percent of the people are imitators and only 5 percent Initiators, people are more Persuaded by others than the shares of By Any proof we can offer." (P.118)
Social conformity is a powerful spring conditioning in all situations of uncertainty. Illustration that may one day serve us all. Commencement discomfort in his left shoulder followed by numbness, fatigue, heart. You sit, leaning against a wall, a tree ... The word comes to you more and more difficult and you need to call for help. The crowd goes by, you know. Because there was the crowd that uncertainty is collectively shared about you, it is reinforced in its indecision and ignores you while you die.
Solution: interpellez a person. "You in the blue suit, come to my assistance; call for help, my heart is not right." Get out the individual from the crowd.
The author also studies with much relevance suicides. I think of the suicides in the workplace (Suicide and work: what to do?) But the author evokes both those of certain sects, and also those that occur after a deliberate crash by suicide (including aircraft).
"First, we sccm to assume That if a lot of people are doing the same thing, They must know something we do not. Especially When we are uncertain, we are willing to up year Enormous amount of trust in the collective knowledge of the crowd. Second, the crowd is quite frequently mistaken Because They are not acting on the basis of superior Any information are intended Reacting Themselves, to the principle of social proof. " (P.163)
- Fourth theme "Liking" (Appeal)
"Research HAS shown Abebooks web automatically assign to good-looking Individuals Such favorable traits as talent, kindness, honesty, and intelligence. Furthermore, we make Judgments thesis without being white aware That physical attractiveness plays a role in the process." (P.174).
Also, this theme expresses the desire to identify with the success of others (see identification with a sports team with positive drift - FIFA World Cup in 1998- but also negative - in recent days in Vancouver).
- Fifth: Authority ("authority")
Familiar theme: "the clothes do not make the man."
Study of the Milgram experiment.
Also study medical malpractice produced by virtue of the authority. Very informative and sometimes amusing experiences like this. A doctor asks the nurse put drops in the right ear of a patient to treat an ear infection. It shortens "right": "Place in R ear" (put in the right ear). The nurse, reading this statement, put drops of the patient's anus. She had read "Place in rear".
Impressive collection: the same person posing as a student, a worker, a teacher in front of students gaining a few centimeters in size depending on its supposed hierarchy.
- Sixth: scarcity ("scarcity")
What is rare is sought (the principle of any collection, stamps, coins, beer cans etc.)
This book is remarkable.