Influence is 320 pages long, spanning seven chapters. The chapters are an introduction to the weapons of influence and the weapons themselves:
- Reciprocation
- Commitment and Consistency
- Social Proof
- Liking
- Authority
- Scarcity
Each weapon can be used alone or in combination with the other weapons of influence.
One of the first things that was striking about this book is the number of studies that Cialdini included in the book. He thoroughly researched his topic. The research he included was compelling and relevant. Cialdini also shares countless examples of the different persuasion methods from his personal experiences as well as the documented research.
Cialdini sprinkles illustrations, cartoons, images, and reader’s reports to help summarize his point. The selection of examples definitely helped to clarify the different points.
I found it interesting that these rules are automatic when set in motion. Once the trigger is flipped in an individual, the rest happens automatically. The key is disrupting the cycle before the trigger is flipped.
Reciprocation
According to Cialdini, the rule of reciprocation “says that we should try to repay, in kind, what another person has provided us” (Cialdini, 2007, p. 17). Have you ever received a call at work from one who just wanted to give you a free whitepaper? This is one of the rules they are trying to employ. Because they gave you something for free, you would then be in their debt. Human nature wanted to balance the books as fast as possible. If you give someone something for free before you make an ask will increase your chances of success.
Ever wonder why you get a chocolate mint at Olive Garden? It seems that a simple mint will increase tips by 3.3%. What about those free samples in the grocery stores? Yup, they increase sales. Once you take a bite, you then feel obligated.
This rule also comes into play when you are shown a high price item, which you decline, but then offered a much lower cost item. Cialdini’s example was when a Boy Scout tried to sell him some pricey tickets to an event. He declined but was immediately met with purchasing some candy bars, which he bought.
The rule of reciprocation is quite a powerful rule. Here are a couple of articles for more information.
Commitment and Consistency
“Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment” (Cialdini, 2007, p. 17). This is a fascinating rule. It seems that once you agree to something, you are more inclined to follow through with that agreement. Retail stores will use commitment and consistency against you. In one of Cialdini’s examples, he mentioned that stores will promote an exclusive item around Christmas but “run out” of the item. Because you have made a commitment to get an item, there is a high probability that you will go to the store for the item once it is back in stock after the shopping season.
The commitment and consistency rules were put to effective use by Chinese interrogators during the Korea War. Through subtle repeated actions they were able to get prisoners to act against the codes they were to follow. The Chinese used the simple act of writing to gain cooperation from prisoners.
For personal improvement, when you write a goal down, you are more likely going to follow through with it.
Here are additional articles that highlight this set of rules:
Social Proof
The social proof rule indicates that we tend to trust what others say. When you buy a book from Amazon, do you look at the ratings to make your decision? Who are all these other people and why should we trust them?
Why do bartenders put money in their tip jars? Naturally, to show some social proof. Why do we keep checking back on posts we make to Facebook? Naturally, we want to see if anyone likes what we shared.
Cialdini also noted that when people are unsure how to act, they will see what others are doing before acting. In an emergency, if no one immediately responds, the odds are that others will not respond either. One person has to break the cycle.
Liking
We do business with people we know, like, and trust. The question is how do we get people to like us. Cialdini has some ideas on the subject. Tupperware discovered that friends will buy from friends and friends of friends. This is why their famous parties are hosted by friends and neighbors. Cialdini also noted other traits that help with the rule of liking. These traits include attractiveness, similarity, compliments, contact, and cooperation.
Studies have shown that more attractive people tend to poll better and are perceived to be more trustworthy. We also find people who are like us to be more believable. We use affiliations to develop bonds and a sense of belonging. We often wear our affiliations with pride such as sports apparel. We use these affiliations to create connections. Naturally, others can use the connections to advance their causes. Liking one group can also be used to create division. Our current political climate comes to mind.
Authority
Cialdini starts this chapter with the famous Milgram study. Basically, we will follow the instructions of someone in authority. For me, this rule is the most concerning as I watch rights being violated all under the guise of authority. We are taught to not question authority.
When I was in Civil Air Patrol, a frequent topic of discussion dealt with aircrew safety. One famous accident is United Airlines Flight 173. The plane basically ran out of fuel while troubleshooting a landing gear issue. Because the pilot was always right, the pilot did not listen to the rest of the crew.
If one dresses the part and acts the part of someone in authority, others will blindly follow instructions. Unfortunately, there are many instances where those in authority have abused their positions as documented on video. This has led to an increase in those standing for their rights.
Scarcity
We tend to want something more when we are not sure it will be available. Entrepreneurs to whom I listen to talk about this rule quite often. They have higher sales when they make an offer for a limited time.
Our recent run on toilet paper is another example. Because people thought that it was going to be scarce, they started to buy it in large quantities to the point it was out of stock across the nation.
Were you ever talking with someone, the phone rang, and you answered it? Why? Were you afraid that you would be missing out?
Our desire for something becomes stronger when we can’t have it. As I write this, we are living under a stay-at-home order due to the COVID-19 pandemic. People are acting like fools because they cannot do what they want. Their “freedom” is scarce.
Influence has been a fascinating book on human behavior. It has been interesting to see how easy it is to influence others. While marketers will definitely want to read Influence, I also believe everyone should read the book to understand when they are being persuaded.
Photo by Artem Beliaikin on Unsplash
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