Influence: The Psychology of Persuasion (Summary)
An Arizona jewelry store owner was struggling to sell a batch of turquoise jewelry. As a last resort before leaving on a trip, she left a note for her head saleswoman: 'Everything in this display case, price x 1/2.' The employee, however, misread the note and doubled the price of every item. When the owner returned, the entire line of supposedly unsellable jewelry was gone. Why did people rush to buy overpriced jewelry? Because their brains used a simple, powerful shortcut: 'expensive = good.'
We Are Wired to Repay Debts, Even Unwanted Ones
The principle of reciprocity states that we feel an overwhelming obligation to give back to others the form of behavior, gift, or service that they have first given to us. This drive is so powerful that we often feel compelled to repay even uninvited favors.
The Hare Krishna society dramatically increased donations by first giving pedestrians an unsolicited 'gift,' like a flower or a book. Even though people didn't want the gift, the powerful feeling of indebtedness compelled them to donate money they otherwise would have kept.
Once We Make a Choice, We Feel Pressure to Stick With It
We have a deep-seated need to be (and to appear) consistent with what we have already done. Once we make a stand, we encounter personal and interpersonal pressures to behave consistently with that commitment, even if it was a small one.
Researchers found it difficult to get homeowners to agree to place a massive, ugly 'DRIVE CAREFULLY' billboard on their front lawn (only 17% agreed). But in a nearby neighborhood, 76% agreed. The difference? Two weeks earlier, this second group had been asked to display a tiny, three-inch-square sign that read 'BE A SAFE DRIVER.' Their initial small commitment made them feel compelled to agree to the much larger request later.
When in Doubt, We Follow the Crowd
We view a behavior as more correct in a given situation to the degree that we see others performing it. This principle of social proof is most powerful when we are uncertain or the people we observe are similar to us.
TV sitcoms use canned laughter despite most viewers finding it annoying and fake. The reason is simple: it works. Experiments show that audiences laugh longer and more often, and rate the material as funnier, when it's accompanied by a laugh track. We unconsciously take our cue from the 'crowd.'
We Want What We Can't Have
The principle of scarcity states that opportunities seem more valuable to us when their availability is limited. The fear of missing out on something is a more powerful motivator than the prospect of gaining something of equal value.
In a study, participants were asked to rate the quality of chocolate chip cookies. When they were given a cookie from a jar containing ten, they rated it lower than when they were given the exact same type of cookie from a jar containing only two. The scarcity of the cookies in the second jar made them seem more valuable and taste better.
We Say Yes to People We Like
We are far more likely to be influenced by people we know and like. Key factors that increase liking include physical attractiveness, similarity to ourselves, compliments, and positive association.
The Tupperware party is the quintessential example. The request to buy products doesn't come from an unknown salesperson but from a friend—the party hostess. Guests' affection and loyalty toward the hostess are transferred to the products, making them far more likely to buy something to 'support' their friend.
