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Social influence Book Summary Ch. 1-8
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Summary study book Influence of Robert B. Cialdini - ISBN: 9780061241895, Edition: 1, Year of publication: - (Book summary Ch.1-8)
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Nudge - Influencing Behavior --> samenvatting boek Cialdini (Influence: The Psychology of Persuasion, 2011)
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Social influence readingWeek 1: Ch. 1, 7
Chapter 1: Weapons of influence
- Fixed-action patterns: Can involve intricate sequences of behaviour, such as entire
courtship or mating rituals; behaviour comprising them occur in virtually the same
fashion and in the same order every time
- A well-known principle of human behaviour says that when we ask someone to do us a
favour we will be more successful if we provide a reason
- People simply like to have reasons for what they do, e.g When you want to print
something and you add the reason: Because I am in a hurry, people will be likely to let
you print the things first. However, if you give a reason that adds no information e.g.
May I use the printer because I have to make some copies’—> Less likely to let you use
it first
- The customers mostly well-to-do vacationers with little knowledge of turquoise, were
using a standard principle, a stereotype to guide their buying: Expensive=good —>
People who are unsure of an item’s quality often use the stereotype
- Price alone has become a trigger feature for quality and a dramatic increase in price
alone had led to a dramatic increase in sales among the quality-hungry buyers
Betting the Shortcut odds
- By reacting solely to the price of the turquoise, people are playing a shortcut version of
betting the odds, they are counting on only one feature that they knew to be usually
associated with the quality of any item —> The price
- They are betting that the price alone would tell them all they needed to know
- Psychologists have uncovered a number of mental shortcuts that we employ in making
our everyday judgements
—> Judgmental heuristics: Operate in the same fashion as the expensive =good rule
- Rather than thinking about an expert’s arguments and being convinced, we frequently
ignore the arguments and allow ourselves to be confined just by the expert’s status as
‘expert’—> “Click, whirr’ responding
- The tendency to react on the basis of a thorough analysis of all of the information can
be referred to as controlled responding
- People are more likely to deal with information in a controlled fashion when they have
both the desire and the ability to analyse it carefully; otherwise, they are likely to use the
easier click, whirr approach
,The Profiteers
- One group of organisms, often termed mimics, copy the trigger features of other
animals in an attempt to trick the animals into mistakenly playing the right behaviour
tapes at the wrong time—> the mimics exploit this altogether inappropriate action for
their own benefit
- Human also have profiteers who mimic trigger feature for our own brand of automatic
responding
- Human automatic tapes usually develop from psychological principles or stereotypes
we have learned to accept
Jujitsu
- There is a principle in human perception, the contrast principle, that affects the way we
see the difference between two things that are presented one after another—>
Perceptual contrast
- Clothing stores instruct their sales personnel to sell the costly item first
- Common sense might suggest the reverse: If a man has just spent a lot of money to
purchase a suit, he may be reluctant to spend much more on the purchase of a sweater
- But they behave in accordance with what the contrast principle would suggest: Sell the
suit first, because when it comes time to look at sweaters, even expensive ones, their
prices will not seem as high in comparison
- Presenting an inexpensive item first and following it with an expensive one will make
the expensive item seem even more costly —> Hardly a desirable consequence for
most sale organisation
- Contrast principle-> Tell/show something worse and then give them the good one!!
They will accept and be happy with it because of the comparison
Chapter 7: Instant influence: Primitive Consent for an Automatic Age
Primitive Automaticity
- Very often when we make a decision about someone or something we don’t use all of
the relevant available information
- We use only a single, highly representative piece of the total
- We are likely to use lone cues when we don’t have the inclination, time, energy or
cognitive resources to undertake a complete analysis of the situation
- When making decision under these circumstances, we often revert to the single-piece-
of-good-evidence approach
, Modern Automaticity
- Information does not translate directly into knowledge, it must first be processed,
accessed, absorbed, comprehended, Integrated and retained
Shortcuts shall be sacred
- When making a decision, we will less frequently engage in a fully considered analysis of
the total situation, we will revert increasingly to a focus on a single, usually reliable
feature of the situation
- According to the principle of social proof, we often decide to do what other people like
us are doing
- An action that is popular in a given situation is also functional and appropriate
————————————————————————————————————————
Week 2: Chapter 4 —Social Proof: Truths are Us
- Experiments have found that the use of canned merriment causes an audience to laugh
longer and more often when humorous material is presented and to rate the material as
funnier
- Some evidence indicates that canned laugher is most effective for poor jokes
- The introduction of laugh tracks into their comic programming increases the humorous
and appreciative responses of an audience, especially when the material is of poor
quality
The Principle of Social Proof
Social Proof: We determine what is correct by finding our what other people think is
correct; applies especially to the way we decide what constitutes correct behaviour
We view a behaviour as correct in a given situation to the degree that we see others
performing it
- Usually when a lot of people are doing something, it is the right thing to do—> The
feature of the principle of social proof is its major strength and its weakness
- It provides a shortcut for determining the way to behave but at the same time, makes
one who uses the shortcut vulnerable to the attacks of profiteers who lie in wait along
its path
People power
- Our tendency to assume that an action is more correct if others are doing it is exploited
in a variety of settings
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