Learn more about personaldevelopment with this collection
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Weapon Four: Liking
"We most prefer to say yes to the requests of someone we know and like."
The factors that reliably cause liking are:
- Physical Attractiveness: we automatically assign favourable traits such as talent, kindness, honesty and intelligence to good-looking individuals.
- Compliments: even if it is known the flatterer stands to gain something.
- Contact: or, familiarity.
- Cooperation: working towards a common goal.
- Association: the opposite of the tendency to dislike someone who brings us bad news. The positive connection does not have to be logical.
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Weapons of Influence
The majority of compliance tactics fall in to six basic categories:
- Reciprocation
- Consistency
- Social Proof
- Liking
- Authority
- Scarcity
These "weapons of influence" are based on psychological principles we have been subjected to and lear...
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Weapon Six: Scarcity
"Opportunities seem more valuable to us when their availability is limited."
Scarcity is most powerful when combined with:
- Censorship: we hate to lose freedoms we already have, so we react against the interference by wanting the item more than before e.g...
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Weapon Five: Authority
"We are willing to go to almost any length on the command of authority."
In the absence of genuine authority, the appearance of authority is enough:
- Titles: usually take years of work to earn, but can be easily adopted without proof.
- Clot...
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Weapon Three: Social Proof
"We view a behaviour as more correct to the degree that we see others performing it."
Social proof is most powerful under the conditions of:
- Uncertainty: when we are unsure of ourselves, or when the situation is unclear or ambiguous, e.g. the bystander e...
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Weapon One: Reciprocity
"We should try to repay what another person has provided for us."
- The Rule Is Overpowering: there is no relationship between the liking of the requestor and the decision to comply with the request.
- The Rule Enforces Uninvited Debts: it...
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Weapon Two: Consistency
"Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."
A commitment is most powerful when it is:
- Active: actions (writing it down) speak louder than words (saying...
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