Book Summary — Influence by Robert Cialdani
Influence by Robert Cialdini is widely considered to be a classic on the subject of human psychology. Released in 1984, the book has sold over two million copies worldwide. The book was initially written as a means of explaining the psychology behind common sales tactics, but is relevant to a far wider audience. I found the book enjoyable to read and have no hesitation in recommending it to anyone with an interest in human behavior.
The book focusses on the following six principles of influence.
1) Reciprocation
Humans are hardwired to reciprocate favors, gifts etc. Hence when someone offers us a free sample we may feel obliged to buy something even if that was not part of the original plan. For instance, companies will often send you sample offers or try before you buy schemes to exploit this tendency.
Failure to acknowledge this principle can result in bad design. For example, I sometimes encounter software products which demand that I register before I can use them and before they have proven their value. In some cases it is unfeasible to provide the service before I have registered, but in many cases it is not and in those cases, I am left with a negative impression of the product and often look for alternatives.
2) Commitment and Consistency
Once you state something in public or put it into writing i.e once you commit, it is hard to deviate from it as you feel the pressure to be consistent about it. This is the psychology behind bait and switch deals i.e. once you have committed to the idea of making the purchase it is hard to switch even after the terms of the sale change.
You can also use this tendency in a positive way. For instance, write down your goals and principles to strengthen your commitment to them. Written commitments are stronger than verbal commitments as it takes more effort to make a written commitment. In general, the greater the effort to make the commitment, the stronger the effect it has on the person making it.
3) Social Proof
One means that people use to determine what it correct is to to find out what other people think is correct. For example we use social proof to determine at what speed to drive on a highway or what to do with an empty popcorn box in a theater. Bartenders salt their tip jars with a few dollar bills to simulate tips left by prior customers. Companies use testimonials and phrases such as “best selling” or “fastest selling” to convey the impression that everyone else likes the product.
Companies prominently display the number of FaceBook ‘Likes’ that they have for this reason as well. Whenever I encounter a company that I am unfamiliar with, I usually feel more confident about their quality or service if several of my FaceBook friends have ‘liked’ them.
4) Liking
People tend to respond more favorably to requests from people who they like. E.g. Tupperware parties, Campaign volunteering by locals vs non locals. Factors that influence likability include physical attractiveness, similarity (personality mirroring), compliments (People like getting them) and Contact and Cooperation (People like those that they come into contact with frequently, but only in a cooperative setting and not a competitive one).
5) Authority
People respond to requests from authority figures. The authority figure does not even have to be real. E.g. Actors playing doctors in drug commercials. Other symbols of authority such as titles, and uniforms are also effective in generating responses from people.
6) Scarcity
Scarcity increases the attractiveness of a product. E.g. Limited engagement, limited stock etc etc. When the scarcity is a result of direct competition i.e. others are buying the product and hence there may be few left, the attractiveness is increased even more.
