logical principles influence the tendency to comply with a request. Right . turkeys, and it belongs to the relatively new science of ethology—the study of animals. The Science and Practice of Persuasion. From business owners to busboys, the ability to harness the power of persuasion is often an essential component of. Influence: Science and Practice. Fourth Edition. Allyn & Bacon: Cialdini, Robert B. Introduction: Six basic categories [of influence] reciprocation.
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In The Science of Influence, author Kevin Hogan provides detailed instruction on the topic of per- suasion. He takes the latest findings in. The science of influence: how to get anyone to say “yes” in 8 minutes or less! / Kevin the author of Influence: Science and Practice—the work I had studied in. Robert B Cialdini. As a psychology professor, the science of influ- and Practice,” I outline six rules of persuasion, and.
After you read this book you will immediately understand why people say "no" to you and learn how to turn that "no" into a "yes" from that moment on. The book's author is Robert B. It could be the person who knows the subject best. For example, we did a study in the U. You have to know those shifts in emphasis across cultures in order to optimize your effectiveness. Request permission to reuse content from this site. Great post and thank you.
How do you get people to help? It requires prework. People will help if they owe you for something you did in the past to advance their goals. With that prework done, a manager who subsequently needs support, who needs staffing, who maybe even needs a budget, will have significantly elevated the probability of success.
It does. Grant provides a brilliant analysis. Another fascinating study was done by Frank Flynn, formerly at Columbia, now at Stanford. He examined giving behaviors at a large telecom and found that two things happened when people helped their colleagues. One, the helpers were perceived by their fellow employees to be extremely valuable. How do you manage that discrepancy between generosity and productivity? It was the number of favors exchanged. He can increase the likelihood of a big ROI by characterizing his assistance as a two-way partnership.
Second situation: An executive needs to convince a group that a big change in direction is necessary. What would you advise? Moving people under conditions of uncertainty is difficult—the first thing they do is freeze. Managers can take the wind in their faces and make it wind in their sails by speaking not just of what will be gained by moving but also of what will be lost or forgone if people fail to move. Instead, they look outside for sources of information that can reduce their uncertainty.
The first thing they look to is authority: What do the experts think about this topic? It could be the person who knows the subject best. The manager needs to marshal evidence from acknowledged experts—they could be outsiders—that aligns with the rationale for the initiative.
The other place people look is to peers. Instead, he or she should identify a respected member of the group who agrees with the plan and ask that person to weigh in. Persuasion works by appealing to certain deeply rooted human responses. Experiments in social psychology by Robert Cialdini and others have identified six of those responses, which Cialdini initially described in his book Influence.
People tend to return favors.
People will do things they see other people doing—especially if those people seem similar to them. People want to be consistent, or at least to appear to be.
People defer to experts and to those in positions of authority and typically underestimate their tendency to do so. I was recently at a conference where a group of CEOs were asked to cooperate on a task that was important in a civic sense—important to the world—but was not necessarily something their shareholders would applaud.
The organizer was deeply respected but had no formal power. In that kind of situation, how do you get people to make commitments that last beyond the feel-good moment? Two things strike me as important. Description About the Author Permissions Table of contents. Selected type: Added to Your Shopping Cart. Get customers, clients, and co-workers to say "yes! Learn dozens of all-new techniques and strategies for influencing others including how to reduce resistance to rubble Make people feel instantly comfortable in your presence Decode body language, build credibility, and be persistent without being a pain Expert author Kevin Hogan turns the enigmatic art of influence and persuasion into a science anyone can master The amazing secret of The Science of Influence is its simplicity.
About the Author Kevin Hogan is a public speaker and corporate trainer. He teaches, trains, and speaks about persuasion, influence, body language, emotional intelligence, communication, and motivation. Psychology explains this by stressing that we humans simply hate to feel indebted to other people!
Of course, all of this information is offered for free; they just have to visit your site and absorb all of the details. Based on the idea of reciprocity, your site visitors would be more likely to feel obligated to buy something from your website, providing you with an eventual conversion. One of the best examples of this Cialdini principle in action is the Quick Sprout website by Neil Patel.
His website is centered around his blog, which is single-mindedly focused on giving its readers tips, advice and suggestions on how they can be more lucrative marketers.
Thanks to his very informative blog that churns out nothing but tips on making people money, regular site visitors are likelier to become actual customers of his. The principle of commitment and consistency, too declares that we human beings have a deep need to be seen as consistent. As such, once we have publicly committed to something or someone, then we are so much more likely to go through and deliver on that commitment…hence consistency.
This can be explained, from a psychological perspective, by the fact that people have established that commitment as being in line with their self-image.
Marketers have figured out how to use this second Cialdini principle in their efforts to obtain greater conversion rates. This increases the likelihood that those site visitors will eventually see themselves as customers, which allows marketers to follow up with an offer to buy their products or join their services.
A striking and memorable example of this Cialdini principle in action can be found on the Copyblogger website. Copyblogger is the brainchild of Brian Clark. Clearly, this is a form of public commitment meant to get you to see yourself as a customer of the company.
Cialdini defined social proof as people doing what they observe other people doing. The field of social psychology is rife with experiments that beautifully illustrate this unavoidable, human phenomenon, but one of the most classic ones has to be the s elevator experiment. Basically, whatever the majority of people in an elevator does, an individual who joins this group inside of the elevator will copy.
For example, if the group looks to the back of the elevator, the individual will copy it and do the same, even if it looks funny!
Note how the vast majority of people just refuse to think or behave independently! Take clothing e-tailer Modcloth. This website is very big on community, and, as such, it empowers its shoppers to vote on what specific styles they believe the website ought to sell in the future.
The shoppers are heavily influenced by the Modcloth community, as evidenced in the fact that styles with said badge sell at double the rate of styles with no badge. Ever wonder why people in general have a tendency to obey figures of authority , even if those figures of authority are objectionable and ask others to commit objectionable acts?
Accessories such as job titles Dr. You can see this in commercials that, for example, utilize doctors to front their ad campaigns.
Even though this company was also founded by serial entrepreneur Brian S. Lee and O. How could it? To the target demographic of the startup—young women who are obsessed with shoes—Lee and Shapiro are no authority figures!
Her endorsement of this startup is a great example of authority in action. What is it to like someone? Welcome to Cialdini principle number five: This principle can be applied to conversions in the following way: This Forbes case study centers on a little company called PetRelocation. This company aids pet owners from all over the world in moving their pets from country to country.
As a result, this humanizes the entire company and consequently increases its likeability, which in turn boosts the conversion rate of site visitors. In a much broader sense, businesses that are extremely successful experience this liking principle on a grand scale. Scarcity is defined as the perception of products seeming to become more attractive when their perceived availability is rather limited. Scarcity is one of the most popular Cialdini principles that various companies use over and over again in order to boost conversions and earn more money from people.
Just take a look at this screen grab of Orbitz.