Robert Chaldini, "Psychology of Influence": Basic Principles

Nowadays, many people become victims of scammers or just those who try to sell them a product or service. The trend of the modern market forces sellers to use various tools and psychological tricks to interest potential buyers.

All this is manipulation, or art of persuasion. Some people use these skills to achieve the desired goals, while others, on the contrary, to be able to expose manipulators. In order not to have to buy something that they do not need, in the long run.

Robert Chaldini, "Psychology of Influence"

Professor Robert Chaldini set out to find out why a person can be influenced, and how some people can manipulate different situations. His research lasted for several years, and eventually he established that a person can convince anyone and anything, using six basic techniques suitable for different cases. And on the other hand, knowing the tricks of manipulators, you can avoid influencing your psyche.

As a result of observations, a book was written. Robert Chaldini, "Psychology of Influence" - is an indispensable assistant to those who do not want to succumb to the swindlers who are trying to sell the goods at a fabulous price. "Psychology of influence" is considered to be the best teaching aid in management and social psychology. This book was reprinted four times, its circulation exceeded one and a half million copies.

In this work, a light style is combined and a lot of material is available. But at the same time the book is a serious scientific work, in which the analysis of the mechanisms of motivation, assimilation of information and decision-making is carried out.

Robert Chaldini, "Psychology of influence": commercial and educational versions

The first edition of this book was intended for an ordinary reader. For this reason, the professor tried to make his work more accessible to perception. The version intended for training groups is also written in an easy style, but it is supplemented by evidence, conclusions and recommendations based on the results of psychological research. The book, written by Robert Chaldini, "The Psychology of Influence", reviews of teachers and students receives extremely positive. This is not just another popular publication from the field of psychology, it is a serious scientific work.

The training version can be useful in practice, and at the same time reading the book will give many people a real treat. This once again confirms that the scientific material can also be presented in such a way that it will seem easy to learn, useful and relevant. What did Robert Chaldini did. "Psychology of influence" is just such a book - useful and understandable.

Basic principles of influence

1. The principle of contrast. Used in communication and applicable to other types of perception. A certain phenomenon or object is perceived in different ways, depending on what happened before contact with it. For example, you can first sell something very expensive, and then offer a load of cheap goods, but one at a time. The effect is bound to be.
2. The principle of mutual exchange. Appreciation sociologists consider unique adaptive mechanism of a society of people. But not always the effect will be positive. As Robert Chaldini assures, the psychology of this kind of influence can lead to an unequal exchange. Therefore, the favors should be insignificant, and after them it is necessary to make offers, for which everything was started.
3. The principle of "failure-retreat". This strategy involves concessions, in order to subsequently give way to us. In this scheme, the first two principles are combined: exchange and contrast.
4. The principle of commitment and consistency. Some psychologists believe that the main motivation for human behavior is the desire to be consistent. Hence, we need to praise people in certain qualities, if we want them to show them to us. For this reason, employees are asked to set individual goals.
5. Principle of initiation. This mechanism involves tests that unite people who have been initiated. Such people value their belonging to society or the common cause more. It is important that the choice be made without any pressure. Threats, bribery, compensation in this case only a hindrance.
6. The principle of "throwing a low ball" or "foot in the doorway." To understand how this strategy works, you can give an example. In China, American prisoners of war were forced to write statements that democratic principles are imperfect. Thus, they were inclined to primary cooperation, which later developed into betrayal of the Motherland. That is, the main goal is to persuade to gain something, to gain a foothold.