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Influence – The Psychology of Persuassion by Robert B Cialdini

2021-01-12 2 min read Sincheenz

This book was recommended on the Freakonomics podcast. I liked the interview, so I went ahead and bought the book.

Several situations in daily life leave you frustrated, and this book explains well why you felt that way. The author introduces several principles of persuasion, such as:

Reciprocity: When you receive something as a gift or favor, you feel compelled or obliged to reciprocate. A tactic used by many who give away free samples.
Commitment: Agreeing to something publicly will make you act on it. For example, when you declare on social media that you are doing a 30-day challenge of push-ups, you might tend to follow it through.
Social Proof: Looking to others to decide how to behave when uncertain. Looking to others’ behavior is often shown in candid camera videos—how people just follow absurd behavior not to seem different, like standing up to a beep in a doctor’s waiting room. Also, when making a choice, you often look at reviews and ratings. Seeing more stars gives you a positive feeling about the product, company, or professional.
Following Authority: If someone in authority makes a recommendation, you tend to believe it must be correct. For example, a doctor’s endorsement of a medicine—that’s why most actors in pharma ads wear white coats.
Influence by People Who Are Attractive, Similar, or Friendly: You feel a sense of trust because they seem similar to you and can’t be wrong. Professionals often use this tactic, saying things like, “If it were my kid, husband, etc., I would definitely do it.” or “if it was for my house, I would buy it”
Limited Editions: When items are limited or perceived as rare, their value tends to go up. “Only 2 left - grab now!”.

The effectiveness of these principles, of course, depends on the situation and audience. After reading this book, you become more aware and tell yourself to pause and reflect, focus on facts, and not let your emotions take hold or fall for manipulative tactics.