The Friday Cluster - 8 September, 2023
Ακόμα ένα Friday Cluster με μία νότα (τραγικής) επικαιρότητας και την συνέχεια της ανάλυσης του δεύτερου μέρους του βιβλίου "Influence" του R. Cialdini
Good afternoon dear friends,
I hope you are well and keeping safe.
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. The Greek translation will be posted in a new segment of the Substack called "Book Review" that will be created within September 2023.
Today at 18.55 GR time I’ll be hosting a Twitter Space (in Greek) where I’ll be analyzing the first part of the book “Influence: The Psychology of Persuasion” by Robert Cialdini.
Join me here:
https://twitter.com/i/spaces/1BRJjZgMeONJw?s=20
Before we delve into the second part of the book review, I'd like to address the tragic incident aboard the Blue Horizon ship (#bluehorizon). Crew members pushed 36-year-old Antonis Kargiotis into the sea, preventing him from boarding as the ship was preparing to set sail. Shockingly, after casting Antonis overboard, the ship didn't halt its engines to initiate a rescue mission—a move that is unprecedented in maritime history.
Such behavior by the crew defies common sense. However, it aligns with the "obedience to authority" principle.
Obedience to Authority
During the Nazi regime, millions of Jews, as well as other minority groups, were systematically exterminated in concentration and extermination camps. Many of the individuals who carried out these acts were ordinary German citizens, not just the SS or Gestapo.
This raised the question: How could average individuals participate in such horrific acts against humanity?
One explanation is the powerful influence of authority figures and the societal pressure to conform. Many of those involved later defended their actions by claiming they were "just following orders."
This defense was notably used by many of the accused at the Nuremberg Trials, where Nazi officials and collaborators were prosecuted after World War II.
Milgram's Experiment and its Connection
Stanley Milgram's obedience experiments in the 1960s were directly inspired by the events of the Holocaust. Milgram sought to understand how far individuals would go in obeying an authority figure, even when it meant causing harm to another person. As mentioned earlier, the results of his experiments showed a high level of obedience to authority, even when participants believed they were causing severe harm.
The implications of Milgram's findings in the context of the Holocaust are profound. They suggest that under certain conditions, especially under the influence of a powerful authority figure and a dehumanizing ideology, ordinary individuals can commit acts that they would otherwise find morally reprehensible.
In the same manner, the crew members, by showing blind obedience to authority (not accepting a passenger on board without a ticket or arriving late and trying to get on board while the ramp was still down), not only denied embarkation to Antonis but also shoved him back onto the dock as the ship began to move away. This led to his tragic fall into the sea and subsequent drowning. The question on everyone's mind upon hearing the news was, "How could the crew members act like this?"
The answer is: Obedience to Authority.
Book Review: “Influence: The Psychology of Persuasion” - part 2
Today we are assessing the #Liking principle, how #Authority shapes persuasion, and the effect of #scarcity in the decision-making process. Read on!
Chapter 5 - "Liking"
Liking Principle
We are more likely to say yes to requests from someone we know and like.
Example: The Tupperware party model where friends are invited to buy products.
Physical Attractiveness
Good-looking individuals are often attributed to positive traits like talent, kindness, honesty, and intelligence.
Example: Politicians who are perceived as more attractive often receive more votes.
Similarity
We are more likely to comply with requests from people who are similar to us.
Example: Salespeople often mirror a potential customer's body language to establish similarity.
Compliments
Receiving praise, even if it's insincere, increases the likelihood of compliance.
Example: A salesperson compliments a customer's choice or taste before making a sales pitch.
Contact and Cooperation
Repeated contact with someone, especially in cooperative settings, increases liking.
Example: Team-building exercises in corporate settings to foster cooperation and camaraderie.
Conditioning and Association
People often associate others with the feelings they experience in their presence.
Example: Advertisements often pair products with positive stimuli, like attractive models or pleasant music.
Halo Effect
One positive characteristic can influence our overall perception of an individual.
Example: A person who is kind is also perceived as trustworthy, even if the two traits aren't related.
The Power of Association
We often associate people with the qualities of those they are associated with.
Example: A person seen with a celebrity might be perceived as more important or influential.
Manipulating Liking
Compliance professionals can exploit the liking principle by creating artificial similarities or offering false compliments.
Example: A car salesman mentions he's from the same hometown as a potential buyer.
Defending Against Undue Liking
Recognizing when our liking for someone is being manipulated can help us make more objective decisions.
Example: Being wary of overly complimentary salespeople or those who claim to have too many similarities with us.
The "Liking" principle underscores the human tendency to be influenced by those we like, whether due to genuine connection, manipulated similarities, or other factors. #Liking #Cialdini #Influence
Here`s the mindmap:
Chapter 6 - "Authority"
Authority Principle
We often defer to authority figures, even under extreme circumstances.
Example: Milgram’s experiment where participants administered electrical shocks due to an authority figure's insistence.
Symbols of Authority
We are often as vulnerable to symbols of authority as to the actual substance.
Example: Titles, uniforms, and other status symbols receive deference.
Titles
Prestigious titles lead to height distortions and can influence our perception of an individual's expertise.
Example: A person with a "Dr." title might be perceived as more knowledgeable, even outside their field of expertise.
Clothing
Uniforms or well-tailored suits can act as symbols of authority and influence our behavior.
Example: People are more likely to follow traffic rules when a person in a police uniform is present.
Trappings
Other symbols like jewelry, cars, and badges can also signify authority.
Example: A person driving a luxury car might be perceived as successful and influential.
Questioning Authority
Recognizing when authority is genuine and when it's being used as a compliance tactic is essential.
Example: A salesperson using a fake title to gain trust.
Defending Against Misused Authority
Heightened awareness of symbols and trappings can help us combat undue influence from perceived authority.
Example: Questioning the credentials of a self-proclaimed "expert" before taking their advice.
Genuine Authority
While authority figures often offer good direction, it's crucial to discern when their advice should be followed or ignored.
Example: Trusting a doctor's medical advice but being skeptical of their investment tips.
Manipulation Using Authority
Some compliance professionals use authority symbols to gain trust and manipulate decisions.
Example: A scammer posing as a government official to extract personal information.
How to Say No to Misused Authority
By asking questions like "Is this authority truly an expert?" and "How truthful can we expect the expert to be here?", we can make informed decisio”.
Example: Verifying the credentials of a workshop leader claiming to be a "world-renowned expert."
The "Authority" principle highlights the human tendency to be influenced by those perceived as authority figures, whether due to genuine expertise, manipulated symbols, or other factors. #Authority #Cialdini #Influence
And the mindmap:
Chapter 7 - "Scarcity"
Scarcity Principle
Opportunities seem more valuable when their availability is limited.
Example: Limited-time offers or "only a few items left" tactics used in sales.
Loss Aversion
The idea of potential loss plays a significant role in decision-making. We're more motivated by the thought of losing something than gaining something of equal value.
Example: Fear of missing out (FOMO) on a deal or event.
Limited-Number Tactic
A common tactic used by salespeople where they inform customers of a limited supply of a product.
Example: "Only 5 pieces left in stock!"
Deadline Tactic
A time limit is placed on the customer's opportunity to get what the salesperson offers.
Example: "Sale ends in 2 hours!"
Right Now Tactic
Customers are told they will face a higher price or won't be able to buy if they don't purchase immediately.
Example: "Buy now or the price will increase!"
Scarcity as a Shortcut
We often use scarcity as a shortcut to determine items of value.
Example: Assuming a product is high quality because it's always sold out.
Newly Experienced Scarcity
Items that were once abundant but have recently become scarce are more desired.
Example: A toy that becomes popular and hard to find during the holiday season.
Competition for Scarce Resources
Being in competition for limited resources is highly motivating.
Example: Bidding wars on a rare collectible item.
How to Say No to Scarcity Pressures
Recognize emotional reactions to scarcity, calm oneself, and proceed with care. Consider the actual utility of the item rather than its perceived value due to scarcity.
Example: Not being swayed by "last chance" sales if you don't truly need the item.
The "Scarcity" principle highlights the human tendency to value things more when perceived as scarce or in limited supply. It's a powerful tool for persuasion and is frequently used in marketing and sales. #Scarcity #Cialdini #Influence
Here`s the mindmap:
This analysis recaps the book review for the bible of Persuasion, written by Cialdini and followed by millions of professionals in various industries.
Make sure you like this article and share it with one friend of yours that will find it interesting!
I`d love to hear your feedback in the comments below,
Much Love,
P.