Psychology Business Marketing

Pre-Suasion: A Revolutionary Way to Influence and Persuade (Summary)

by Robert B. Cialdini

When a wine shop played French music, customers overwhelmingly bought French wine. When they switched to German music, German wine sales soared. The twist? When interviewed afterward, shoppers denied the music had any effect on their choice. This is the invisible power of 'pre-suasion'—shaping decisions by managing what people experience immediately before they hear your message.

What’s Focal Is Causal

We instinctively assign more importance, value, and causal power to whatever has our attention at a given moment. Effective persuaders don't just present their case; they first guide your focus to an element that makes their case seem more logical and important.

In a study of mock jury deliberations, if the camera was focused on a suspect during a taped interrogation, jurors were far more likely to believe the confession was genuine and voluntary. If the camera was focused on the detective, they were more likely to see the confession as coerced—even though everyone watched the exact same video.

The Power of Unity

Cialdini introduces a seventh principle of influence: Unity. We are most easily persuaded by those we perceive as being 'one of us.' This goes beyond mere similarity and taps into a shared identity, whether based on family, location, or a co-created experience.

Warren Buffett fosters incredible loyalty from Berkshire Hathaway shareholders by framing them not as investors, but as 'partners' in a shared, long-term journey. He frequently uses language like 'we' and 'us,' creating a powerful sense of shared identity that makes his audience far more receptive to his guidance.

Questions Aren't Just for Answers

Strategic questions can frame a situation and direct focus inward, priming a person to be more receptive to a subsequent request. The goal isn't to get information, but to put someone in a specific state of mind.

Researchers trying to get people to try a new soft drink first asked a simple question: 'Do you consider yourself an adventurous person who likes to try new things?' After answering 'yes,' 75.7% of people agreed to try the drink. Without this pre-suasive question, only 29% agreed.

Geography Can Be a Persuasion Tool

Our physical and mental environments contain triggers that can unconsciously influence our behavior. By associating your message with a favorable environment, you can pre-suade your audience to be more agreeable.

An online furniture store ran an A/B test on its website. One version had a background of fluffy clouds, the other had a background of coins. Visitors who saw the clouds were more likely to browse and purchase more comfortable, expensive furniture. Those who saw the coins focused more on price and bought cheaper items.

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