Influence
Summary of
Robert B. Cialdini
Weapons of
Influence
I.
Click/Whirr
A.
Jewelry
shop Arizona raise price/sold out
i.
Expensive=Good
B.
Turkey and
the cheep-cheep noise
i.
Cares for
it/Ignores
ii.
Cares for
any object making noise
C.
Fixed-Action
Patterns
i.
Behavior occurs
in same order/fashion each time
ii.
Trigger
feature Sets off reaction
iii.
Too much
going on in mind/world
iv.
Gamble
that one criteria you fixate on will be true
D.
Asking
favors
i.
94% do
favors if given a reason
ii.
93% if
they just use word because Do this for me because I need you to do it.
iii.
Copy
machine
E.
Readers
Report 1.1 Inexpensive=Bad
F.
Learned
behavior You get what you pay for.
G.
Use
stereotypes to classify
H.
Judgmental
Heuristics mental shortcuts in everyday judgments
i.
Expert
advice assume is correct
ii.
If issue is
important we can override this issue
1.
College
experiment pass examinations - them vs. others
I.
Click,
whirr if expert says so, it must be true
i.
Singing
captain on airplane lift wheels too soon propeller back
II.
The
Profiteers
A.
People
make money by mimicking these trigger shortcuts
B.
Drubek
Brothers
i.
Feign hard
of hearing - $42/ oh he said $22
III.
Contrast
Principle
A.
Second item is different, we see it as more
different
i.
Two
weighted items
ii.
Talking to
attractive person at party
iii.
Hot, cold,
room temperature
IV.
Profiteers
A.
Selling
clothes
i.
Suit first
sweaters later
ii.
Real
estate show run-down house with inflated price first
1.
People
think they are getting huge bang for their buck
iii.
Car
salesman finalize price then add on options second
1.
Difference
seems insignificant