Notes

1. Weapons of Influence - Getting People to Comply Unconsciously

Consistency Principle

• Humans operate like instinctual tapes triggered by certain cues, irrespective of the overall context.

  • Example: Expensive items are perceived as better.

• Giving a reason when asking for help increases the chances of success.

Contrast Principle

• When two items differ, people perceive the difference to be larger than it actually is.
  • Example: Salespeople often start with an expensive item to make subsequent items seem cheaper.
  • Example: P30 case from a female university student’s parents.

2. Reciprocity - The Principle of Exchange

• People feel obliged to repay what they receive, even from those they dislike.
• Even receiving an unsolicited favor can trigger a sense of indebtedness.
• Reciprocity can lead to unequal exchanges due to the discomfort of owing.

Rejection-then-Retreat Technique

• Technique:

  1. Make a large request that will likely be rejected.
  2. Follow with a smaller, more reasonable request (actual goal).

• This technique not only increases compliance but also encourages commitment to the initial concession.

3. Commitment and Consistency - The Power of Inner Alignment

Desire for Consistency

• People desire consistency between their beliefs, values, and actions.
• Consistency leads to self-perception alignment and societal acceptance.

Commitment is Key

• Initiating with a small request increases compliance with subsequent larger requests.
• Written commitments and public promises enhance their effectiveness.
• Effortful commitments have greater impact on self-perception and behavior.

4. Social Proof - Following the Crowd

• People look to others’ actions to determine correct behavior.
• Social proof operates unconsciously, influencing behavior even in uncertain situations.

5. Liking - The Principle of Affinity

• We are more likely to comply with requests from people we know and like.
• Factors influencing liking:
  • Physical attractiveness, similarity, compliments, cooperation, and associations.

6. Authority - The Power of Influence

• Authority figures exert significant influence due to perceived expertise or status.
• Titles and symbols of authority can command obedience and compliance.

7. Scarcity - The Principle of Rarity

• Items and opportunities become more attractive when perceived as scarce or rare.
• The fear of missing out often increases desire and motivation.

(Translated by ChatGPT)