Influence - Deepstash

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Short Summary

Short Summary

6 WEAPONS of Influencing People :



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  • 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).
  • Something as small as a pen has been shown to influence people well beyond its monetary value.
  • For example, according to the American Disabled Veterans organisation, mailing out a simple appeal for donations produces an 18% success rate; but, enclosing a small gift--personalized address labels--boosts the success rate to 35%.


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  • 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 Christmas they don’t offer it, saying sold out. Buying some other toy.
  • In Jan and Feb when it was previously quiet, they release it. Parents already made their commitments now have to buy it.


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  • 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 nature and generally feel that it’s important to conform to the norms of a social group. 
  • As 95% of people are imitators and 5% are initiators, people are more persuaded by the actions of others than any other proof.
  • Charities spend a lot of the time showing how other viewers have made contributions.


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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 see will feature individuals designed to appeal to the product’s target market. The more the consumer associates with and likes that person, the more likely they are to be influenced by them.


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  • 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 experts and officials. 
  • Dentists in white coats are used to sell us toothpaste, airline staff wear uniforms to remind us of their authority and many an email signature is appended with a string of qualifications in an effort to increase the individual’s authority.


1.44K reads



  • 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 shopping on Amazon and Zappos, pay attention to see if they’re using this tactic. It’s amazing how no matter what pair of shoes you select, there ALWAYS tends to be “only 2 pair left!”.
  • If you offer people something rare or scarce, they are more likely to want it.
  • We have the tendency to want what has been banned.


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"A good curated idea should be like a girl's skirt; long enough to cover the subject and short enough to create interest."


Ever wonder why TV shows use laugh tracks?

View all Influence Book Summaries


Influence, New and Expanded

Influence, New and Expanded

Robert B. Cialdini, PhD

Influence, New and Expanded

Influence, New and Expanded

Robert B. Cialdini, PhD

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