The Friday cluster - 1 September, 2023

Ακόμα μία εκδοση του Friday Cluster στα αγγλικά (οδηγίες για ανάγνωση στα ελληνικά παρακάτω) με ανάλυση του πρώτου μέρους του βιβλίου Influence: The Psychology of Persuasion" του Robert Cialdini

Dear followers and substack subscribers,

I hope you are well!

You will notice that this post is in English (like the previous one) :)

To read this post in Greek, right-click with your mouse anywhere in the text and then select “translate to Greek”. If you have EN to GR translation skills (and spare time) I’d welcome getting in touch with me either via Twitter DM or email, so we can discuss the translation options. 

In the next Twitter space (Friday, September 8th) though, I’ll go through all the concepts below in Greek, so stay tuned, follow me on Twitter, and activate the notifications options for my tweets! 

The wildfires in Greece are still burning partially due to the dismantling of crucial public services through the last 4-9 years with the results being devastating and partly due to the very poor leadership in very crucial governance and operational roles. 

The feeling of helplessness and in some cases fear, sadness and uncertainty usually brings us closer to the bottom of the Maslow pyramid of needs (survival) when we get exposed to news about wildfires. The antidote for this descent is getting closer to one another. Being together! 

Get in touch with people on the fronts, offer your support in any way possible, reach out to people directly or indirectly affected (even watching the “news” about the wildfires can bring severe depression to some individuals), and offer a helping hand. It makes a big difference and these actions might help them realize their position and help them climb out of the survival mindset, knowing that someone is looking after them. Living and being in the survival mindset is the reason that people “don’t get it” or “don’t wake up”. 

Building on the recent analysis of the book Never Split the Difference by Chris Voss, and the two Twitter spaces (part 1 & part 2 both in Greek), where I went through the chapters of the book offering my insight and examples along the way, we are here today to break down chapters 1-4 of “bible” of communications, the book “Influence: The Psychology of Persuasion” by Robert Cialdini. 

This manual helped shape generations of marketers and the tools outlined below are the cornerstones of millions of advertisements and campaigns around the world, irrespective of culture, language, and societal norms. 

Read on!

Chapter 1: Weapons of Influence

• Fixed-Action Patterns: Humans, like animals, often exhibit predictable behaviors in response to specific stimuli.

  Example: The mother turkey's maternal instinct is triggered by the "cheep-cheep" sound of her chicks. Even if a stuffed polecat (a natural enemy of the turkey) makes this sound, the mother turkey will care for it.

• Contrast Principle: People perceive things differently based on what they are contrasted against.

  Example: If you lift a light object first and then a heavy one, the heavy one will feel even heavier in comparison.

• Reciprocation Rule: People feel obligated to return favors. This rule is universal and exists in every human society.

  Example: If a colleague buys you a gift for your birthday, you'll likely feel compelled to buy them one when their birthday comes around.

• Rejection-Then-Retreat Technique: By first making a larger request that is expected to be refused followed by a much smaller request, the smaller request is much more likely to be accepted.

  Example: A boy scout asks if you want to buy a $5 ticket to a show. When you decline, he then asks if you'd at least like to buy a $1 chocolate bar.
  

• Concession: When someone makes a concession to us (like moving from a big request to a smaller one), we feel obligated to make a concession in return (like agreeing to the smaller request).

  Example: A friend asks to borrow $50. When you hesitate, they change their request to just $10. Feeling the pressure of concession, you might be more inclined to lend the $10.

Here`s your beloved mindmap for the first chapter:

 Chapter 2 - "Reciprocation" 

Reciprocation Principle

• Reciprocation is a fundamental concept that governs human interactions: We feel an inherent obligation to repay favors, gifts, and services. This sense of future obligation makes us susceptible to those who wish to exploit the rule.
  Example: When someone sends us a Christmas card, we often feel compelled to send one back, even if they weren't on our original list.

Universality of Reciprocation

• This rule is universal and holds across various cultures and societies. It's a powerful societal norm that dictates that if someone does something for you, you should do something for them in return.
  Example: In many cultures, if you're invited to a party or a wedding, it's customary to bring a gift or, at the very least, send a thank-you note afterward.

Liking Doesn't Matter

• The obligation to reciprocate is so strong that it exists even if we don't particularly like the person who gave us something. The rule enforces uninvited debts.
  Example: A colleague you're not close with might buy you a coffee. Even if you didn't ask for it, you might feel the need to return the favor in some way.

Unsolicited Favors

• Even if a favor is unsolicited, the rule of reciprocation can trigger a feeling of indebtedness.
  Example: A stranger might hold the door open for you. Even though you didn't ask for this favor, you might feel the need to say "thank you" or smile in appreciation.

Exploitation of the Rule

• The rule can be exploited by those seeking compliance. The key is that the rule allows for unequal exchanges; the favor and the repayment don't need to be of equal value.
  Example: Salespeople might offer a small gift (like a keychain or a promo T-shirt ) to potential customers, making them more likely to make a purchase.

Rejection-Then-Retreat Technique

• A tactic where an individual first makes a large request (expected to be refused) followed by a much smaller request (the actual desired request). The smaller request is seen as a concession, leading the other person to feel the need to reciprocate with a concession of their own, often complying with the smaller request.
  Example: A child asks their parent if they can stay up until midnight. When the parent refuses, the child then asks if they can stay up until 10 p.m. The parent, seeing this as a concession, is more likely to agree.

Feeling of Indebtedness

• The pressure to reduce this feeling can cause us to agree to requests for favors, concessions, or items we wouldn't have agreed to otherwise.
  Example: After receiving a free sample in a store, you might feel pressured to buy something, even if you didn't initially intend to. A very common approach in liquor stores or cosmetics showrooms. 

How to Say No

• Recognize when the rule of reciprocation is being used as a compliance tactic. Understand that you're not obligated to reciprocate tricks or manipulative tactics. It's essential to differentiate genuine favors from strategic moves.
  Example: If someone gives you a free sample and then aggressively pushes you to buy a product, recognize this tactic and decide based on the product's merit, not the feeling of obligation.

The principle of reciprocation is powerful and deeply ingrained in human behavior, making it a significant point of study in the realm of influence and persuasion. #Reciprocation #Influence #Cialdini

Chapter 2 mindmap:

Chapter 3 - "Commitment and Consistency" 

Commitment and Consistency Principle

• Fundamental concept: We strive to be consistent with our past decisions and actions, even if they might not serve our best interests. This relates to the sunk cost fallacy that governs many decisions. 
  Example: Once an investor buys a piece of the portfolio, they might continue to invest in that and become more confident in their choice, even if the portfolio has been underperforming for the last 18 months. 

Value of Consistency

• Being consistent is highly regarded in society. It's seen as a trait of a stable and trustworthy individual.
  Example: Politicians who flip-flop on issues are often criticized for being inconsistent and lose credibility. 

Automatic Consistency

• We often act consistently without conscious thought, especially when faced with decisions that align with our previous actions.
  Example: If someone has always bought a particular brand of cereal, they might continue buying it out of habit, even if a new, better option is available.

Commitment Tactics

• Getting someone to agree to a small request can make them more likely to agree to a larger, related request later on.
  Example: A salesperson might first ask you to sign a petition supporting renewable energy. Later, they might ask you to buy solar panels for your home.

Foot-in-the-Door Technique

• This technique involves making a small request to gain compliance for larger, related requests.
  Example: A charity might first ask you to wear a ribbon supporting a cause. Later, they might ask for a donation.

Written Commitments

• Commitments that are actively made and written down are more influential. Writing something down gives it more weight and makes the person more likely to follow through.
  Example: Signing a pledge to vote in an upcoming election can increase the likelihood that a person will vote.

Public Commitments

• Making a commitment in public, where others can see it, increases the pressure to remain consistent.
  Example: Announcing a New Year's resolution to friends and family can make someone more accountable to that goal.

Effortful Commitments

• Commitments that require effort are more influential. The more effort put into a commitment, the more value it holds.
  Example: Going through a challenging initiation to join a club can make someone more loyal to that club.

Inner Choice

• Commitments are most effective when individuals believe they've chosen to commit without external pressures.
  Example: A student who chooses to study a subject out of genuine interest is more likely to be committed than one who feels forced.

Beware of Lowballing

• A tactic where an advantage is offered to secure a commitment. Once the commitment is made, the advantage is taken away, but the person remains committed.
  Example: A car dealer might offer a special discount to get a customer to commit to buying a car. Once the customer agrees, the dealer might say the discount is no longer available, but the customer still buys the car.

Avoiding Blind Consistency

• It's essential to recognize when the desire for consistency can lead to poor decisions.
  Example: Staying in a bad relationship because of the time and effort already invested, instead of evaluating the relationship's current state.

The Commitment and Consistency principle highlights the human tendency to remain consistent with our past actions, which can be both beneficial and detrimental. #Commitment #Consistency #Cialdini

Chapter 3 mindmap:

Chapter 4 - "Social Proof" 

Social Proof Principle

• Fundamental concept: We determine what is correct by finding out what other people think is correct.
  Example: If everyone is looking up at the sky, you'll likely do the same out of curiosity.

Conformity to Group Behavior

• We tend to see an action as more appropriate when others are doing it.
  Example: In a restaurant, if everyone is quiet, a new entrant will likely lower their voice too.

Uncertainty and Social Proof

• In situations of uncertainty, we are more likely to look to others for guidance.
  Example: Bystanders often don't help in emergencies because they're unsure of the situation and look to others for cues. If no one acts, the inaction spreads.

Similarity and Social Proof

• We are more influenced by people who are similar to us.
  Example: A teenager might be more influenced by what their peers are wearing than by what older adults wear.

Copycat Behavior

• Publicized events, especially tragic ones, can lead to similar events due to the influence of social proof.
  Example: After a widely publicized suicide, there might be a spike in similar incidents.

The Power of Numbers

• The more people doing something, the more likely we are to think it's the right thing to do.
  Example: A busy restaurant is often perceived as being good because many people are dining there.

Negative Social Proof

• Highlighting what many people are doing wrong can often encourage that very behavior.
  Example: A sign saying "Many people are stealing from this forest" might inadvertently encourage more theft.

Influence of Peers

• Our peers' actions have a significant impact on our behavior.
  Example: Kids might try smoking because their friends are doing it.

Media Influence and Social Proof

• Media portrayals can influence our perceptions and behaviors.
  Example: If a particular style or trend is constantly shown in (social) media, people might adopt it thinking it's popular.

Avoiding the Social Proof Trap

• Recognizing the influence of social proof can help us make decisions based on our preferences rather than just following the crowd.
  Example: Just because everyone is buying a particular product doesn't mean it's the best fit for you.

This principle highlights the human tendency to look to others for cues on how to behave, especially in uncertain situations. #SocialProof #Cialdini #Influence

Chapter 4 Mindmap:

In this video recap of the book in 8 minutes we can see the 6 main principles of the book as well, Check it out!

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Best regards 

P.