Influence: Science and Practice

A brief overview on psychological triggers and how we can influence and be influenced by other people using them.

Arthur Sady Cordeiro Rossetti
linkedin.com/in/arthursady/

Transcript

1. “Influence: Science and Practice” Arthur Sady Cordeiro Rosetti
2. Robert B. Cialdini - Influence
3. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
4. Psychological Triggers Automatic Behavior Patterns - ("triggers" or "click, zum" ) • They are usually triggered by an isolated characteristic; • Efficient and economic shortcut - Advantage; • Vulnerable to foolish and costly mistakes - Disadvantage; • Example: "If its expensive, its good".
5. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
6. Reciprocity • One of the most fundamental rule in human culture; • In general it's good for society and economy; • Applies even on unrequested favors; • Its capable of generating uneven exchanges – to get rid of the feeling of debt; • Example: Peanut salesmen in Rio.
7. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
8. Commitment and Coherence • Most people desire coherence in reality as well as in appearances; • After taking a stand about something, people get more susceptible to agree with requests compatible with that position; • Example: Traffic accidents campaign; • It's common to add reasons to justify commitments already made; • Example: Prisoner camps in the communist China during the Korean war.
9. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
10. Social Proof • Observe in what other people believe and what they do is an important tool to decide what to believe in and how to behave. • Social proof is stronger under two circumstances ◦ Uncertainty ▪ Example: Decision to help a passersby; ◦ Similarity ▪ Example: Suicide statistics.
11. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
12. Affection People prefer to say yes to who they know and like; • Physical attractiveness - Halo effect • Aggravating: Unconscious Behaviour ◦ Example: Hiring Situations; • Similarity - What if physical attractiveness doesn't matter? ◦ Example: Meetings promoted by tupperware;
13. Affection People prefer to say yes to who they know and like; • Coexistence and cooperation; ◦ Example: Experiments in schools summer camps; • Association ◦ Example: Forecasts journalists; Classic beer commercials.
14. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
15. Autoridade • Strong social pressures for agreement with authorities demands • Automatic reactions to symbols of authority rather than real meaning ◦ Titles ◦ Clothes ◦ Cars • Example: Nurses’ blind obedience;
16. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
17. Scarcity • People attach more value to opportunities when they are less available; • When something becomes scarce we lose freedom; • Things that become scarce are valued more than the ones which have always been scarce; • Competition for scarce resources enhance their attractiveness; • Examples: Used cars sales; Auctions.
18. Agenda • Triggers • Reciprocity • Commitment and Coherence • Social Approval • Affection • Authority • Scarcity • Instant Influence
19. Instant Influence • We are increasingly forced to depend upon shortcuts when taking decisions to consent, agree, believe or buy. Where the decision we make is usually based on one single information (usually reliable); • The information overload to which we are sposed in today's society is bound to increase the cases where we use shortcuts to take decisions.
20. Thank you!