Six tools of influence to help direct human behavior in the right direction. Techniques of renowned expert on persuasion, Robert Cialdini.
The book "The Psychology of Motivation" tells about modern scientific research in the field of motivation. To begin with, let's list six tools of influence that help direct human behavior in the right direction. They were described 30 years ago by the world-renowned persuasion expert Robert Cialdini.
1. Reciprocal exchange. People usually feel indebted to those who have done something good for them. Therefore, the donation envelopes you receive in the mail include free pencils or address stickers.
2. Commitment and Consistency. It is very important for people to fulfill the commitments they have made publicly and to appear consistent in their own and others' eyes.
3. Social proof. We choose what other people choose - both things and actions.
4. Sympathy. It is much easier to influence the person who has sympathy for you.
5. Authority. It will be easier for you to convince the person if you are an established expert or authority figure.
6. Scarcity. People appreciate what is little or what is rare. Therefore, many merchants tell you to buy these Civil War commemorative coins “right now” because they are “quickly disassembled”.
7. To the collection of "tools" by Cialdini, the authors of the book "The Psychology of Motivation" added a seventh (their own): motivational correspondence - a message that corresponds to the type of motivation of a particular person.
Research shows that when you choose the right words, the addressee - be it a family member, a student in the classroom, a colleague at work, or a constituency in your constituency - thinks they are more credible, more likely to trust them (and you), and pay more attention to them. The combination of these factors makes persuasion more effective.
Thanks to this rule, you can do amazing things - for example, get teens to take their health seriously, tax evaders to fill out tax returns, and so on. And all this will happen if you approach them in a way that matches their motivation.
Based on the book "The Psychology of Motivation".