Influence - Book notes
  1. People use short cuts, fixed action patterns that unconsciously determine their behavior. Trigger result.
  2. When asking a favor it'll be more successful with a reason (even just in a rush)
  3. Stereotypes work. Expensive = good
  4. Contrast principle - how we see the difference between two items. If second item is fairly different from first we see it as more different than it actually is. Sell expensive suit so overpriced sweater doesn't seem overpriced. Show undesirable houses first then real houses. Request for $5 after $10 doesn't seem like much
  5. Reciprocation - should try to repay in kind what another person has provided us.
  6. Obligation to make a concession to someone who has made a concession to us. For example: if you can't help with a big donation can you at least buy these chocolates?
  7. Has to look like a concession. Second request can be big as long as it is smaller
  8. Once we have made a choice or taken a stand we will encounter personal and interpersonal pressures to behave consistently with that commitment. We will respond in ways to justify our earlier decision
  9. Tactic of starting with a little request in order to gain compliance with a related larger request is called the foot in the door technique. Be careful about agreeing to trivial requests. It increases our compliance with similar larger requests.
  10. Exploit commitment and consistency by offering an advantage to a purchase decision then before the deal is sealed remove it. Most people will still go through with it
  11. Social proof states that one way to determine what is correct is to find out what other people think is correct. Especially when we view those others as similar to ourselves and I
  12. The most influential leaders are those that know how to arrange group conditions to allow the principle of social proof maximally in their favor. You can't single handedly persuade all the members of a group
  13. Obligation of friendship. The strength of a social bond is twice as likely to determine product purchase as is preference for the product itself. Mention of friend is enough
  14. If you don't have friendship, get people to like you.
  15. Halo effect - one positive characteristic dominates the way that person is viewed by others. Attractiveness is such a characteristic
  16. We like people similar to us. Opinions, personality traits, background or lifestyle. Increase liking and compliance by claiming they have similar background and interest to ours
  17. Mirror and match body posture mood and verbal style
  18. Positive comments and flattery produced just as much liking for the flatterer when they were untrue as when they were true
  19. Continued exposure to a person under unpleasant conditions such as frustration conflict or competition leads to less liking
  20. Separate groups and flame competition and cross group hatred will be generated. Common goals will bridge the groups
  21. Prove to be a trustworthy informant, knowledgeable and honest to give credibility. Waiter that recommends dishes at s lower price point
  22. Scarcity. Potential loss plays a large role in human decision making. Limited number, limited time. I what is banned increases desire ability. Exclusive information.
  23. Drop from abundance to scarcity produced a decidedly more positive reaction than constant scarcity. Take backs incite riots - consistency for parents is so important. Competition for resources