This is part of a series of information/stories delivered from the INCREDIBLE book, “Influence: The Psychology of Persuasion” by Robert Cialdini. If you work or live a life where you have to get people to do thing, Influence studies and explains the 6 most powerful forces to persuade people. No other book has been recommended to me more, by people smarter than both of us.
In short, they are:
2) Social proof
3) Commitment & Consistency
4) Liking: People prefer to say ” yes” to those they know
And they will be a game changer for you and your business.
The second important thing to understand is that we, too, have our preprogrammed tapes; and, although they usually work to our advantage, the trigger features that activate them can be used to dupe us into playing them at the wrong times. This parallel form of human automatic action is aptly demonstrated in an experiment by Harvard social psychologist Ellen Langer. A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason.
People simply like to have reasons for what they do. Langer demonstrated this unsurprising fact by asking a small favor of people waiting in line to use a library copying machine: Excuse me, I have five pages. May
I use the Xerox machine because I’m in a rush? The effectiveness of this request-plus-reason was nearly total: Ninety-four percent of those asked let her skip ahead of them in line. Compare this success rate to the results when she made the request only: Excuse me, I have five pages. May I use the Xerox machine? Under those circumstances, only 60 percent of those asked complied. At first glance, it appears that the crucial difference between the two requests was the additional information provided by the words “because I’m in a rush.”
But a third type of request tried by Langer showed that this was not the case. It seems that it was not the whole series of words, but the first one, “because,” that made the difference.
Instead of including a real reason for compliance, Langer’s third type of request used the word “because” and then, adding nothing new, merely restated the obvious: Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? The result was that once again nearly all (93 percent) agreed, even though no real reason, no new information, was added to justify their compliance. Just as the “cheep-cheep” sound of turkey chicks triggered an automatic mothering response from maternal turkeys—even when it emanated from a stuffed polecat—so, too, did the word “because” trigger an automatic compliance response from Langer’s subjects, even when they were given no subsequent reason to comply.