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Ever wonder why TV shows use laugh tracks?

Influence

Influence

by Robert B. Cialdini, PhD

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Short Summary

6 WEAPONS of Influencing People :

  1. RECIPROCITY
  2. CONSISTENCY
  3. SOCIAL PROOF
  4. LIKING
  5. AUTHORITY
  6. SCARCITY

RECIPROCITY

  • When someone gives us something, we feel obliged to repay them back. It’s for this reason that people are more likely to say “Yes” to your request when you first give them a small gift or perform a small favour (People will be nice if you’re nice to them).

CONSISTENCY

  • It is quite simple, our nearly obsessive desire to be and to appear consistent with what we have already done (Commitment).

Toy Companies Strategy:

  • Advertise one kind of a toy. Parents promise their kids they will buy it for them
  • Before Christm...

SOCIAL PROOF

  • Ever wonder why TV shows use laugh tracks. It’s so you know when to laugh.
  • People will more likely say yes when they see other people doing it too. This is amplified in situations of uncertainty, where we look to others for cues on what we should do.
  • Humans are social by natu...

LIKING

We like people who are similar to us, with the same views, interests, beliefs and values. We therefore need to find areas of shared interest to increase rapport and connection.

You like Coffee?! Wait, I like coffee too! We have so much in common!

  • Nearly every advertisement you se...

AUTHORITY

  • We’re taught in childhood that we should obey authority figures such as: parents, teachers, coaches, policemen, doctors etc..
  • This carries over into adulthood where we continue to look up to and are influenced by recognized e...

SCARCITY

  • Research shows that humans respond MORE to “fear of loss” than “gaining something“.
  • Companies will use “limited time offers” to make it appear products are in a short supply to increase buying frequency. 
  • The next time you’re sh...

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