Book Summary of Influence of the psychology of persuasion by Robert Cialdini

Book Summary of Influence of the Psychology of Persuasion 

Hello Readers! Welcome to our website Read Like a Pro. Today, we will give you a Book Summary of Influence of the psychology of persuasion. Here, we will discuss the all-important lessons of book Influence the psychology of persuasion. So let's begin Robert Cialdini book influence the psychology of persuasion summary.

Robert Cialdini Book Influence the Psychology of Persuasion Summary.

The classic book on persuasion, Influence, has been translated into thirty languages and has sold over three million copies. It's a New York Times Best Seller, and Fortune named it one of the "75 Smartest Business Books" of the year. In 50 Psychology Classics, it is mentioned.

In this blog summary, I frequently ask guests to recommend their favorite books, and Influence consistently ranks among the top three.

The book explores the psychology of why individuals say "yes" and how to put that knowledge to use. Dr. Robert Cialdini is an authority in persuasion and Influence. This highly praised book is the culmination of his thirty-five years of intensive, evidence-based research and a three-year study on what motivates people to alter behavior.

You'll discover the six universal principles of persuasion, how to apply them to become a skilled persuader, and how to counteract them. The concepts of Influence will lead you toward fundamental personal change and work as a driving force for your success, and they are ideal for people from all areas of life.

The following are the six basic principles discussed in this book:

1. Reciprocation

2. Consistency & Commitment

3. Social Validation

4. Liking

5. Authority

6. Scarcity

1. Reciprocity is the first step in the process.

"We should try to repay, in kind, what another person has offered us," says this rule.

One of the reasons it can be used so effectively to acquire another's cooperation is the power of reciprocation. The rule has incredible power, frequently resulting in a "yes" response to a request that would have been refused if not for an underlying feeling of indebtedness.

Example:

•  You feel obligated to buy someone lunch if they buy you lunch the next time you meet them.
• When someone buys you lunch, you feel obligated to buy them lunch the next time you see them.
• "Free" samples at the supermarket or a warehouse club like Costco support the reciprocity rule by forcing you to buy something you wouldn't have bought otherwise.
• If a guy takes you out to a nice dinner, you feel forced to go out with him again, even if you weren't really into him the first time.

2. Consistency & Commitment

This principle refers to our "want to be (and look) consistent with our previous actions." Once we've decided or taken a stand, we'll face personal and interpersonal pressures to follow through on our commitment. We shall respond in ways that justify our earlier judgment due to these demands. "

Here are several examples:

• Maintaining your religious allegiance even though there isn't a scrap of proof to support your beliefs.
• Even if divorce is the wisest option, you should stay married since you've made a public pledge "till death do us part."
• You've made it clear that you believe President Obama was born in Kenya, and you keep bringing it up, even though there is compelling proof that he was born in Hawaii.
•  You tell everyone that in three months you'll be running your first marathon. Public disclosure, or "forced accountability," will encourage you to train more consistently to meet your objective.

3. Social Validation 

Many people refer to social proof as peer pressure, but it is more akin to herd behavior. This rule "...applies, particularly to how we determine what constitutes proper behavior. " In a given situation, we perceive an action to be more correct if we see others doing it. "I'm going to do it because everyone else is doing it."

For example, you're in a bar with four buddies, and they all order margaritas, so you order one as well.

You start wearing your jeans incredibly low because all your pals do it.

You chuckle at a joke because it makes your friends laugh, but you have no understanding of what the joke is about.

 You see everyone else is gazing up at the sky, so you do as well (works every time).

4. Liking

Simply said, we prefer to accept requests from people we know and like.

What factors, on the other hand, influence a person's liking for another person?

A) Physical Attractiveness: Want to know why Kim Kardashian has nearly 10 million (https://www.facebook.com/KimKardashian) 

Facebook "likes," her reality show, and a Sears clothing line? Sorry, it's not because she's particularly bright or talented; it's mostly because she's extremely attractive and dresses well. Because she is really lovely and dresses well, people admire her and want to be associated with her.

B)Similarity: We prefer people like ourselves, whether it's because we have similar ideas, personality traits, backgrounds, or lifestyles.

The cliques that emerge in high school are an excellent example: athletes, nerds, band geeks, or so on; everyone chooses a group they identify with most. And chances are you hung out with other outsiders if you were a complete social outcast. Within agencies, we find the same dynamic: planners socialize with planners, creatives socialize with creatives, etc.

C)Compliments: We all enjoy receiving compliments, even if they aren't genuine. You wouldn't fall for it, of course. I mean, you're incredibly intelligent and entertaining to be around. Did I mention that you're ridiculously attractive? You, yes you!!

D)Contact: Things that we are familiar with pique our interest. On the other side, we are frequently terrified of what we do not comprehend. 

Here are several examples:

• One of the reasons individuals prefer to eat at the same restaurants repeatedly instead of trying something new is because they are familiar with them.
• Contact is also one of the reasons why African-American voters massively supported Obama in his presidential race and why presidential candidates are most likely to win in their home states. Because they're familiar, they're "closer to home."
• You learn that the new female at work went to the same high school as you. And she adores Adele! And there are cupcakes!! What's more, guess what? You've officially become BFFs!!
• E) Cooperation: Cooperation operates uniquely. We also like people that work with us rather than against us. Being "on the same page" and working toward the same goal is tremendously effective.

Examples:

• It explains why "Yes We Can" worked so successfully as a campaign slogan for Barack Obama in 2008.
• You collaborate on a novel business proposition involving sports teams. We see this all the time in reality shows, such as the "Survivor" tribes and alliances or the "Real World/Road Rules Challenge."
• F) Conditioning and Association: "All things being equal, you root for your gender, culture, and hometown.
• And you want to demonstrate that you are superior to the other person. Regardless of who you support, he represents YOU, and if he wins, YOU win." — Asimov, Isaac
• "Association" is a general principle that governs both negative and positive interactions. An innocent link with either negative or good things will alter people's impressions of us."
• Everyone wants to be a part of a successful team because it elevates their social status. As a result, people will choose to be associated with positive events while avoiding negative ones.

Further Examples:

• Have you ever noticed how when your team wins, people say "WE WON!!" but when their team loses, they say "THEY LOST!!"?
• Of course, the same concept applies to Starbucks, Apple, and Coach brands. We buy certain brands because of the Association rule.
• The same goes for name droppers who want you to know who they know (did I mention my high school neighbors were Das EFX?). I didn't, did I? Okay, that's okay. It's not a big deal.)

5. Authority 

Individuals are drawn to authority figures, according to this theory. From an early age, we are taught that obeying authority is the right thing to do and that disobedience is wrong.

Examples:

• Officers of the law, firefighters, clergy, office managers, and so forth.
• How people dress (Ex: 3-piece suit vs. tank top and board shorts). This law is frequently exploited by con artists, such as Leonardo DiCaprio in "Catch Me If You Can."
• Celebrity endorsements in advertising are an example of this idea in action.

6. Scarcity

According to the scarcity principle, "opportunities seem more valuable to us when their availability is limited." The concept of Loss Aversion, which argues that the fear of loss always surpasses the desire for gain, will be familiar to behavioral economists.

Examples:

• Limited-time offers — A product is in short supply and cannot be guaranteed to last long (like Missoni at Target several months ago or Tickle Me, Elmo, several years ago).
• Deadlines - The customer's chance to receive the offer is given a specific deadline. Black Friday and Cyber Monday are two examples.
• Another variation of the deadline strategy is when you're told you have to buy RIGHT NOW or the price will skyrocket shortly (Ex: health club memberships, buying a car, etc.).

Why does the scarcity concept work so well?

"...since we know that hard-to-find products are usually better than easy-to-find items, we can frequently use an item's availability to help us quickly and properly decide on its quality."

Conclusion:

We Discussed all-important lessons of the book influence the psychology of persuasion. In the book Summary of Influence the psychology of persuasion, we highlight all important aspects that you need to know. But if you have any queries regarding Robert Cialdini book influence the psychology of persuasion summary, you can freely comment below and we will revert you back soon.