Influence

A classic for a reason. The book is very well organised, you never find yourself lost or wondering “how does this relate to the book/chapter?”. Each chapter explains one characteristic of human psychology and how it can be used to influence an individual. But so as to not sound so evil, the approach is how to be aware of these tactics and prevent others from applying them on you. Still though, wouldn’t stop you using them the other way around.

Weapons of Influence

• Animals commonly react to “trigger features” which they use as shortcuts
• Humans do the same
• These shortcuts create “weapons of influence” which people can use against you
• Eg.
  • Because Principle: People are more likely to comply if you give a reason
  • Expensive = Good: People expect to get what they pay for
  • Contrast Principle: Everything is relative

Reciprocation

• You feel obliged to repay those that gave you a gift or did you a favour (this can be exploited)
• “Reject then retreat” = Making a cconcession so that the other party will too
• Prevent this by seeing gifts/favours as sales devices and tricks of the trade
• This combines with the contrast principle when “rejection then retreat” is used
• It can overpower how to feel about someon
• It also prompts unfair exchanges
• If you are using this tactic – Don’t be too unreasonable with your first request

Commitment and Consistency

• Humans have an obsession to appear consistent
• Initial commitment –> Act in a manner consistent with your commitment
  • You must take inner responsibility for the commitment
• We view ourselves through the lens of the actions we take
• Then we comply and act in accordance with this self-image
• The more public the commitment the stronger the need for consistency
• Putting more effort into commiting to something –> More consitsent
• No strong outside pressure –> Inner responsibility
• “Lowballing”
• “If I knew what I know now, would I make the same choice?”

Social Proof

• We use the actions of others to determine what is right/correct when:
  • We are uncertain
  • Those people are similar to us
• Pluralistic ignorance = Everybody does nothing because everybody else is doing nothing
  • Strongest among strangers
• To force an action (eg. Getting help during an attack), you must be specific – Tell a specific person to do a specific thing
• Avoiding the trap
  • Look for fake instances of social proof so you know when to get off autopilot
  • Look out for the crowd acting foolishly, there is a good chance they know no more than you do

Liking

• People like
  • Physical attractiveness
  • Those similar to themselves
  • Compliments
  • Cooperation (people you have cooperated with)
• Watch out for people who are suspiciously similar to you
• In order to produce liking, cooperation should not be unpleasant
• You and others form an opinion of you based on what you are associated with
  • Hence why we try hard to make public good associations and to hide bad ones (works both ways)
• Watch out for times you seem to like people too much / too quickly
• Association –> Food

Authority

• We are unable to defy authority
• We obey automatically, not considering the pros/cons
• The appearance of authority is enough:
  1. Titles – MD, Dr
  2. Clothes – Uniform, suit etc
  3. Trappings – Expensive clothes, cars
• Question the expertise of authorities to get past their appearance
• Is the expert trustworthy?
• Watch out – Authority figures may make initial concessions to appear on your side/more honest

Scarcity

• Opportunities seem more valuable to us when their availabiltiy is limited
• Same applies to the time available – “deadline tactic”
• Psychological reactance theory = When free choice is limited, the need to retain our freedom makes us desire that which is scarce
• Scarce information is more convincing
• The principle is stronger when:
  • The item has recently become more scarce
  • Scarcity is caused by social competition (other people buying the last ones)
• Say no by
  • Focusing on the use of the item and not its scarcity
  • Remember the function of the item is not affected by its availablility