tells us that forty people rated this hotel four plus stars in the last month (Social Proof). Watch & Cola companies get popular actors to endorse their two hundred year old creations (Likeability). Ikea & Zara tell me there are only 3 of a particular product left (Scarcity principle). Influence opened my eyes to the subtle ways I am nudged and sometimes pushed around to do things that may not be in my interest. Why do governments have laws against politicians and bureaucrats accepting even small gifts from industrialists? This is a defensive tactic against the natural reciprocation response that kicks in. Cialidni even covers how to defend against these methods being applied on you. The chapters are rich with concepts, examples and famous incidents. Reciprocation, Commitment & Consistency, Social Proof, Liking, Authority, Scarcity, Unity. Cialdini sets out to document the various ways in which human beings can be made to undertake some actions or believe in certain beliefs.Įach chapter addresses one such method. A helicopter view of the idea of influence coupled with real world examples. If there was a book I’ll make required reading for all new sales & marketing professionals it would be Influence, New and Expanded: The Psychology of Persuasion by Robert B. Influence, New and Expanded: The Psychology of Persuasion by Robert B.
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