We’re living in an increasingly complex environment, so we rely on stereotypes, rule of thumbs, and heuristics to classify things based on some key features, and then responding without much thinking.This automatic behavior is what can be influenced using certain way.This is done to save mental energy, especially for things that won’t affect our life so much. We will think more critically only when it’s personal.

Mental Shortcuts

“We resist the seductive luxury of registering and reacting to just a single (trigger) feature of the available information when an issue is important to us.”

People are more influenced by someone they like, such as friends or celebrities. This is simple truth.What is less known is that this simple liking rule can apply to any individual we’ve never met before.We can increase the likelihood for our offer to be accepted by making someone like us more first. There are many ways to do it.

Liking

To increase the chance someone will comply to our request is by making a large request, one that will be turned down. Then, after he/she refuses, make the smaller request that we’re really interested all along.The second offer seems lika a concession which makes him/her feel inclined to make his/her concession as well by accepting the offer.The side effect of this technique in a negotiation is also good for us because the other party will feel they “dictated” the final agreement and so they will feel more responsible for and live up the terms in the contract.

Rejection Then Retreat

“The rule of reciprocation was so strong it simply overwhelmed the influence of a factor—liking for the requester—that normally affects the decision to comply.”

If we see something that is fairly different from the first one we saw earlier, we tend to see it more different than it actually is.If we buy a car, then buying car accessories feels cheaper than it is cause we have just made such a big purchase.Showing someone unattractive options before showing the real one can make it much more attractive than it is.

Contrast Principle

The rule says that we should try to repay what another person has provided us.So, to get someone to do something for us, we should do a favor for him/her first.This rule is established in society to promote socially beneficial cooperation.Someone who violates the rule, by accepting but not making any attempt to return, will be disliked by society.

Reciprocation

There are several reasons that can make people like us:<ol><li>Physical attractiveness: we like good looking individuals</li><li>Similarity: we like people who are like us</li><li>Compliments: we like people who praise us</li><li>Contact: we like people who are familiar to us</li><li>Cooperation: we like people who work together with us towards a goal</li><li>Association: we like people who gives pleasant feeling</li></ol>

Why People Like Us

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this science. You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini’s Principles of Persuasion: <ul><li>Reciprocation</li><li>Commitment and Consistency</li><li>Social Proof </li><li>Liking </li><li>Authority</li><li>Scarcity</li><li>Unity, the newest principle for this edition</li></ul>Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

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Robert B. Cialdini, PhD is an accomplished writer whose work has resonated with readers around the world. Robert B. Cialdini, PhD has published several books that explore a range of topics, from fiction to nonfiction, and has received critical acclaim for the ability to weave compelling narratives. Robert B. Cialdini, PhD's writing style is known for its depth and authenticity, and has earned quite a loyal following of readers.

ROBERT B. CIALDINI

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