How to Influence Others | Robert Cialdini | Big Think
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- čas přidán 22. 04. 2012
- How to Influence Others
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The psychologist of persuasion Robert Cialini on winning friends and influencing people.
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ROBERT CIALDINI:
Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. His books including, Influence: Science & Practice, are the result of decades of peer-reviewed research on why people comply with requests.Influence has sold over 3 million copies, is a New York Times Bestseller and has been published in over 30 languages.
Because of the world-wide recognition of Dr. Cialdini’s cutting edge scientific research and his ethical business and policy applications, he is frequently regarded as the “Godfather of influence.” Dr. Cialdini received his Ph.D from the University of North Carolina and postdoctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini is CEO and President of INFLUENCE AT WORK; focusing on ethical influence training, corporate keynote programs, and the CMCT (Cialdini Method Certified Trainer) program. Dr. Cialdini’s clients include such organizations as Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA, Northern Trust, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Harvard University - Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.
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TRANSCRIPT:
Robert Cialdini: We can begin by talking about the book Influence [the subtitle of the books is: The Psychology of Persuasion], which resulted from my two and a half year program of research into the training programs of all of the different influence professions to see what they do to get us to say yes. I was surprised by one thing that I encountered in all of these programs. There were only six universal principles. Now, there were hundreds, maybe thousands of individual tactics, but only six universal principles of influence that seem to capture the great majority of what all of these individuals were doing.
Reciprocity. The desire of all of us to give back to someone who has given to us. So if an individual gives us something, a free sample, for example, we feel obligated to at least listen to what they have to say. At the supermarket, for example, that little lady with the cubes of cheese and meat, after you’ve eaten one of those, it’s very hard to just give her back the toothpick. You feel like you’re obligated to buy. Reciprocity is one.
Another is scarcity. The desire to have those things you can have less of, so things that are scarce, rare, dwindling in availability. One of the things that many organizations will do is to inform us of how rare, how uncommon their features are.
Another principle is commitment and consistency. The desire to be consistent with what we’ve already said or done, to be congruent with our internal values and what we’ve said that we’re going to do. So, for example, one study showed that if you call people on the phone, registered voters, and asked them if they will vote in the upcoming election, they, of course say yes. And they now vote, significantly more often than if they didn’t receive that phone call getting them to commit to that sort of thing.
Another principle is consensus or what we call, social proof. The idea that people want to follow the lead of similar others, people just like them. We’ve done a study, for example, in hotels. I don’t know how much you travel but when I do, in 70% of the hotels where I stayed, there’s a little laminated card asking me to reuse my towels and linen, right? We put different kinds of cards in rooms to see what we could say on the card that would most increase the likelihood that people would say yes. What hotels typically say is, “Do this for the environment. Do this for future generations. Or cooperate with us toward this common cause...
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Done ☑️
1. Reciprocity
2. Commitment and consistency
3. Social proof and consensus
4. Authority
5. Scarcity
6. Liking
Authority when it is just perceived or organizational fake hierarchy assembled to keep employees in line, or soldiers, or cities etc. can lead to the worst in human behavior, abuse, and rationalization of horrific and destructive patterns.
The reason is because it subconsciously WORKS. Like with writing, our social structures can Look like authority but just be a bunch of self-righteous assholes. Just saying. Same reason words work. They stand for a reality. Trigger our responses the same as reality. Automatically.
Genuine vs spurious manipulation
=KEY
SOMETIMES SOMEONE WHO COULD SAVE THE WORLD LIVES IN A SWAMP. -the primary lesson of YODA on DAGOBAH. 😂 👍🏻
Still remember that crying Indian. OMG. I’m crying 😭 right now.
7. Unity
@@elinapapadopoulou6171 he just added that in the latest edition. It is very similar to liking tho!!
Thank you
0:34 6 principles, but hundreds of tactics
0:53 #1) Reciprocity
1:21 #2) Scarcity
1:42 #3) Commitment and consistency
2:17 #4) Consensus, social proof (herd mentality)
4:44 Persuasion is also a science (that can be taught and learned)
6:06 You can use persuasion with friends, neighbors, coworkers, boss
6:59 Take a detective approach, not a smuggler approach (don't make up facts)
7:22 #5) Authority (and experts, being trustworthy)
11:04 #6) Liking
11:12 How similar we feel to people helps create "liking"
11:50 Speak slightly more rapidly and you'll seem more knowledgeable and confident
14:10 Litter into litter, people will litter. Litter into pristine environment, people won't
Thanks for summarizing
@@keepscribing7206 😀👍
Cialdini:
1. Gives you advice (you’ll want to like the video/buy his book)
2. Knows that you are the shepherd of your own life, why wouldn’t you want to hear these important tips?
3. Knows that others will want to know this, don’t miss out!
4. Smiles and has a friendly demeanour, also gives you friendly advice
5. Presents himself as a scientist (and wears a suit)
6. Explains that this book is special as it contains certain knowledge you won’t find elsewhere
He knows his stuff! ;)
Don't forget the face lift and botox lel
He definitely does know his stuff but I must say I have read the book and in my opinion it certainly is worth reading.
This is a VERY smart man right there.
Excellent! I like the whole idea of putting influence in the realm of scientific testing which allows for better understanding of the human mind...
This man has pulled the curtain BACK! Man your good, Iove the old 6 laws video. Reciprocity was airport flowers. So powerful an almost super power.
He clearly explains
Thank you very much - I feel more prepared for my Social exam now :)
Wearing navy blue , is a start to persuading people. Presidential Debates are a good example of this.
Thank you for this insightful video. Merci ☀️
This is truly amazing.
Absolutely brilliant
What about Ads that show People Cleaning Up the areas with a smile.? I did like the littering into a Prestine clean environment too! Great Info Robert. 2nd time watching and LIstening. Now its Application time. watching it a 3rd or more is even better! Make it an Phenom day Robert..
He seems like a noble individual. But who knows, he's a psychologist, perhaps I've just been manipulated 🤷🏻♂️
Obviously a lizard person
😅
@@kuntface5 🤣
So true, he has the gentle voice of a psychologist too.
Good insight .... go u! 🙂
I recently finished his famous book of Influence. just amazing. taught me a lot! thanks Robert. good thing is, I am not tax payer ;)
I learned a lot from your video.
3:35 Many managers don't know what the research (on influence) says
4:33 preternatural (existing outside of nature ; exceeding what is natural or regular ; extraordinary)
You spelled his name wrong in the description.
Wisdom right here
Universal principles of influence
Reciprocity/scarcity/commitment & consistancy/ social proof/
@ 4:00 thank you.
Brilliant
I bought the book lately. Im still reading through it, it’s good but my only problem with the book is that it is one of those books that are not “direct & to the point”.
I'm glad I read this book, it's gob smacking in parts as these tactics were used on me. 😠 But better to know the psychology so one can identity them being used even by 'respected' title bearing professionals.
10 years ago? amazing I was surprised because of the screen ratio
Are those who know and those who don’t know equal?
Not everyone thinks like this person!!!
Excited to use this information to help persuade people to stop goddamn littering 😂
Testing
Noding head=persuation to yes
Andrew Yang 2020!
There is also fake advertising the"crying Indian"(iron eyes cody)wasn't even native American he was of Italian parentage.
polish
Couldn’t listen to it because of the sound. Even though I put on max, I couldn’t hear anything. The guy is whispering
I did not understand the principle of authority in the case of the physical therapists from the hospital. You were saying that just because you asked from behalf of a legitimate authority(is being a social psychologist a legitimate authority for a physical therapist? I would assume not? ) Does it not have to do only with reinforcement? How is reinforcement linked to influence and authority???
I think he was trying to say that people who come to see a physiotherapist were more strongly following the exercise plan when they saw the professional credentials of the physiotherapist on the wall. This positioned the physiotherapist in a more authoritative position when providing health and fitness information, as his qualifications and awards say he knows what he is talking about.
This guy looks like the love child of Jackie Stalone and Eckhart Tolle
He speaks in the exact same manner in which he writes.
I believe there is more to this but the producer just cut off the rest and just gave us the "alright" or "acceptable" part by the society that we now live in, just to make the other people happy and not to hurt their emotions. Great video though, no hate.
Lmao this wizard is using his power of influence to get you to buy his book well played sir
If he says that speaking slightly faster pace raises credibility, then why is he talking so slow in this video? Got em.
thank you .But me as a salesman in Canada when I gave something free ,the result was bad!and this way you make cheap your product.that is what I saw!!!
aa12345 varan I think he means something small. Not the product you’re selling. Maybe a keychain with your brand name or gift card
The way you do it correct is to have people feel like they owe you. And that is usually done if they already want that thing. If you randomly give products away, of course it will fail. People have to want it, like a cheaper price or something, and you have to be at an obvious loss for it to work. Like the kid selling chocolate. You want to help the kid, and him lowering his price seems like a great sacrifice since he is a kid and must have a valid reason to sell that young. So you buy the chocolate. It still takes skill even if you know the principles.
wr
Notice how he made a dry cough in one part - to create resonance with the audience.
Notice how he breathed air through his nose - to create resonance with the audience.
Danny Yang 😂😂😂😂
Cialdini, not Cialini!
Dr. Robert Cialdini *
who gives a fuck
CORRECT! I believe someone even spelled his name CHIALDINI!! LOL
However, is it not easy for many of us to make spelling errors when we live such fast lives???
why we have to use persuasion not good
Well in business and marketing, especially salesman, should learn this skill to PERSUADE their customer to buy their products.
How do you know what is good for someone?
Persuasion can be used for good. If you perceive it to be a negative thing, that’s about you & not the persuasion itself. Persuasion can be used to help someone see how something will benefit them in a way that they may not have thought of themselves. Very typical with sales.
Answer for your question is available in 7:00
Celisse Willis
that’s not called persuasion .
Are u influencing me rn?
I guess one of them is having a very low voice.
This is what went wrong with the corona mandates. The authorities are not genuine
Seems the authorities really liked a lot of these principles in the past 2 years
If u want to influence other dont be selfish and tell the truth as simple as dat no need to study years or complicate things to sound smart
Actually I have used his tactics for years now and have made millions in sales. so im pretty happy with his work. Has helped me in both B2C sales as well as B2B.