Influence (1984)

People are lazy to make decisions. If they are not sure of what to decide, they want to make obvious or straightforward choices:

• Give back.
• Be consistent and keep the commitments.
• Follow the herd.
• Listen to the authority
• Do a favor for people they like.
• Take exclusive options and avoid loss.

I will use the quiz format to summarize the principles described in the books. Check if you can answer them right to remember and use them in practice.

1. Give Decision Signals

• Give a coupon → more confirm the prices is optimized?
• Make high price → high-quality products?
• Use because when asking for assistance → more likely to get help or approval?
• May I skip the line because I have only made 5 copies? → More likely to skip the line?
• Contrast bad houses with good ones? → more you like to buy a reasonable one later?
• Show expensive items → willing to pay more?
• Start with a big ask with no and then ask something small → to get yes for the small ask?

2. Reciprocity - Give and take

• Free trial of the product in the store → more purchase?
• May I buy you a drink? → More likely to build a relationship?

3. Commitment/consistency

• Written contest on why you like to product - more purchasing?
• Don’t play the robot with/without penalty → which one has more influence?
• Publicly announce the weight loss plan → more like to reach the goal?

4. Social Proof - consistency

1. Tipping jar full of cash → more tips?
2. Fake laugh in the show → more laugh or good feedback of the show?
3. Social responsibility → asks for help from specific people rather than the group?

5. Authority

• Dress well or professionally → more persuasive?
• Higher position → more agreement?
• Know expert reputation → more agreement?

6. Liking

• Be a likable person → more agreement?

7. Scarcity

• Exclusive or restricted?
• Less available?

In summary, Influence: The Psychology of Persuasion (1984) told us to help our audience to make simple and safe decisions. Many examples discussed seem obvious when reading them. However, the most important thing is applying them in practice to gain influence power and avoid being vulnerable to other’s persuasion tricks.

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