Influence, the classic book on persuasion, explains the psychology of why people say “yes”—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior hasCialdini defines and explains each ‘weapon’ in turn, using a variety of case studies (some perhaps now a little dated) to illustrate how they are used in our day to day lives – from relationships and politics to business and the workplace.
He sets out how we often revert to automatic behaviour patterns, thus providing us with a kind of ‘psychological short-cut’. In turn, this short-cut gives our overloaded brains a break from receiving, analysing and processing the constant waves of information coming at us every day.
Cialdini’s Weapons of Influence are:
- Commitment and Consistency
- Social Proof
- Attract visitors with real-time social proof notifications and increase trust and reliability in your brand
- Use your existing social proof to generate more sales
- Access real-time social proof notification metrics all on a slick dashboard
In 2014, a hotel in upstate New York went viral for all the wrong reasons. It had a stated policy of charging couples who booked weddings at the venue $500 for any negative reviews left by their guests. When the hotel tried to enforce the policy, more than 3,000 1-star reviews poured in from all over the country. That was an extreme response, but such “gag” clauses, buried in vacation-home contracts and other user agreements, were becoming increasingly common — until Congress stepped in. In December 2016, lawmakers passed the Consumer Review Fairness Act, which blocks businesses from inserting sweeping language into agreements that punishes consumers or threatens them with legal action for leaving a negative online review.