Pre-suasion (by Robert Cialdini)

how does a waitress increase tips with a basket of chocolate?

-when waitress offers chocolate, tips rise -when waitress offers customers to take 2 chocolates, tips rise more (this gesture is meaningful, waitress wants good things for them). This is because of the meaningfulness factor -when waitress offers chocolate, turns away, then turns back to offer ANOTHER chocolate, tips rise even more. This is because of the unexpectedness factor.

Commanders of Attention: The threatening After 9/11, people started __1__ air travel in favor of __2__. They switched from something that wasn't that risky to something way more risky because they though that the risk of airplanes was greater.

1) AVOIDING 2) cars This shows the power of what you focus on in influencing your decisions

The Positivity Paradox Despite all their unfavorable conditions and medical problems, the elderly tend to become happier as they grow older. This is because they are more likely to seek out and retain __1___ information, they recall more _2____ memories, they entertain __3___ thoughts, they search for __4___ faces, they see the __5___ upside in their consumer products.

1) FAVORABLE 2) POSITIVE 3) PLEASANT 4) HAPPY 5) UPSIDES

Language of Metaphor There is persuasive power in the metaphors we chose. When crime was described as a ravaging beast, more people were likely to support a ____1___ solution. When described as a ravaging virus, more people were likely to support a ____2_____ model.

1) catch-and-cage 2) remove-unhealthy conditions

Application: Begin each __1__ with a mystery Don't let yourself __2__ something.

1) class/ lecture/ presentation 2) finish return to it the next day and use the unfinished business as fuel to get onto that task and onto the next

The "positive confirmation test" When deciding whether a possibility is correct, people tend to look for __1__ of the idea rather than for disconfirmations. It's easier to note something's presence rather than its __2__.

1) confirmations 2) absence For this reason if I look at your palm and say that I see a particular trait, you will be more likely to say "yes, that's me!" because you are searching for confirmation of that in your mind.

When asked if they were adventurous before they were asked to try something new, customers were more likely to try because: 1) people like to be __1__. 2) people search their memory banks to __2__ what you are asking if they are like.

1) consistent 2) confirm

Commanders of Attention: The Unfinished The Zeigarnik Effect You will remember more of the elements of a task you have not __1__ yet because __2__ will be drawn to it.

1) finished 2) attention

2 appeals 1) people want to be part of a __1__ for safety 2) people want to __2__ ____ in order to gain sexual interest/ distinction

1) group 2) stand out

Unity: maybe the strongest persuasion tool Unity is about shared __1__

1) identities

If a competitor has beat you in something, say cushion durability: Add __1__ ____ that all have good __2__ ____. Now your cushion, which is not as durable but is softer, will be noted for its uniqueness. This is a change in novelty, the O-factor, and what you focus on is considered __3__ ____.

1) more competitors 2) cushion durability 3) most important

What I want to read: Daniel Kahneman's essay on the focusing illusion: that is, __1__ in life is as important as you think it is __2__ you are thinking about it.

1) nothing 2) while

The power of linked concepts (2)

1) opener concept (German music) is linked to secondary concepts (German wine) which become more accessible in the consciousness 2) concepts not discussed are suppressed in our consciousness

O-wave The __1__ effect EX. Changing an environment immediately focuses an individual's attention on that environment. This is why TV cuts are so important or why you forget what you were going to do when you walk into a new room.

1) orienting It's a human/ animal reflex to immediately pick up on changes in an environment (the threatening)

Focusing a person on tasks gives a __1__ ____ to the tasks. The Bush administration made it possible for investigative reporters to go with soldiers in battle. This was meant for transparency. Made people think about the __2__ of the war instead of wondering __3__.

1) perceived importance 2) how (medals, honor, valor, hardships) 3) why Can see a similarity in medical school

Commanders of Attention: Sex Does sex sell inherently? No. when a sexually attractive 19 year old woman asked men to help get her purse back from a group of thugs, only those who had been primed to think of __1__ were likely to help. Similarly, sex only sells for products that you buy __2__ that are related to sex: lipstick, jeans, cologne, etc. Finally, when asked to stare at attractive vs. regular faces, participants only stared longer if they were __3__ ____ ____. If not, they did not stare at the attractive faces any longer than the normal faces.

1) romance 2) often 3) in the market

Music (and synchronized singing and dancing with music) is one of the best ways to get people to feel unified with each other. It increases ___1__ helping behavior without __2___.

1) self-sacrificial 2) rationale for it

Commanders of Attention: The self-relevant People always focus on __1__ when you are passing around a group photo. So use "you" when you are speaking to get their attention.

1) themselves A good point: when everyone at a table is presenting, you are less likely to hear anybody before you because you are thinking about what they have to say.

Thus, a commercial about being part of a group would be appealing after a __1__ show. A commercial about standing out would be more appealing after a __2__ show.

1) violent 2) romantic

"if/when --> then strategy" why does it work according to Cialdini's principles?

1) we become prepared to NOTICE the time or circumstance 2) we associate it automatically and directly with the desired conduct

Two reasons why we fail to reach our goals and how to counter this (aka. "if/when --> then strategy")

1) we frequently don't realize opportune moments or circumstances for healthy behaviors (such as taking the stairs) 2) we are derailed from goal strivings by factors (such as (especially) busy days) the "if--> then strategy" helps 1) to register cues that may help or hurt the goal, and 2) to take appropriate action

__1____ causes unity. Mangers who feel like they have contributed to a project with their employees feel like they have contributed more but also that their employees have _2____ more.

1)Co-creation 2)Contributed- this makes sense, because how can the score be over 100%? But it makes sense if you think of the manager becoming one in his/ her mind with the employee. For this reason, ask people for advice on a project if you want someones loyalty to that project.

Commanders of Attention: The Mysterious 1. ____ the mystery 2. ____ the mystery 3. ___ ____ on the proper explanation by considering alternative explanations (and offering evidence against) 4. Provide a ____ to the Explanation 5. ____ resolve the mystery 6. Teaching moment

1. Pose- 1960's three year slide in tobacco consumption in the U.S.--> they did something to increase consumption and decrease marketing by a third, what did they do? 2. Deepen- during this time, American tobacco companies advocated a ban to ban all their ads from tv and radio even though studies showed this was the most effective route to new sales 3. Home in- Could it be that the tobacco companies had a change of heart to improve American health? Hardly, during this time they shifted advertising to print, movies (spent just as much) 4. Clue- during this time, FCC "fairness doctrine": that is, if one side purchased broadcast time, the oppsing side must be given free time to counter-argue 5. Resolve- Thus, for the first time, the American Cancer Society, was allowed to advertise just as much as tobacco. Tobacco was losing ground on TV because of the counter arguments, so they took away this form of advertising and focused on other forms of advertising, that did not have required opposition.

It's maybe, "not what are the factors that are associated with happiness" but "what specific activities can we perform to be more happy?"\ 1. Count your _____ and _____ at the start of every day, then write them down 2. Cultivate _____ by choosing _____ to look at the bright side of situations, events, and future possibilities 3. Negate the ____ by deliberately limiting time spent dwelling on problems

1. blessings and gratitudes 2. optimism, BEFOREHAND 3. negative

Abu Jandal and customization

Abu Jandal was Osama bin Laden's former chief body, who would not give out information when he was being interrogated. UNTIL... officials found out that he was not eating cookies during tea because he was diabetic. they then brought him some sugarless cookies on their next interrogation, according to these officials, this is when Jandal started to disclose information.

Which is more effective: A "if you act now, you will gain twenty thousand dollars" OR B "if you don't act now, you will lose twenty thousand dollars"

B Why? Constraint of resource--> increases worth of the object

Acting together can sometimes serve as a surrogate for ____ together in a kinship unit

BEING

How to create lasting change? Many of these persuasion techniques only work temporarily. To instill lasting change, have people make some kind of ____.

Commitment

What is the first stage?

Cultivating a positive association (causing people to favor the communicator) Use: reciprocity and liking ex. -Give first, highlight genuine commonalities, offer true compliments

What is the next stage

Motivating Action that is, a well-liked friend might show me sufficient proof that experts recommend that daily exercise is a good thing, but that might not be enough to get me to do it. Use: scarcity and consistency ex. -point out what the person has said in the past and the unique enjoyments that would be missed if they lst it

What is the next stage?

Reduce the uncertainty Use: social proof and authority ex. -pointing to evidence that a choice is well-regarded by peers or experts

What is transfer of attraction

The concept that simply linking random things de novo to things that are already liked (ie. celebrities or scenic landscapes) will increase desire for that random thing.

We like those who are like ____

Us. (The importance of SIMILARITY!) infants smile more at adults who make facial expressions most like their own, parallels in language styles increase romantic attraction, relationship stability, likelihood of successful hostage negotiation. waitresses coached to mimic the verbal style of customers doubled their tips.

What do the free samples at Costco do?

Vastly improve sales!!

Recalibration and the over nudge of overly overt product placement.

When product placement becomes too prominent in the viewers mind, they will overcompensate by counter these unwarranted influences

When a national crisis happened (tylenol was laced with poison), the manufacturing numbers where the bottles came from were released. As this happened, more people began to bet on these numbers in the lottery, Why?

Why? because people tend to believe that what is focal is causal. ex. doctors sticking to their first assessment.

Are there stages that the six stages should be used in?

Yes

One counter-intuitive way to gain trustworthiness

a communicator who references a weakness early on is immediately seen as more honest can also say something positive about the opponent

Why do the names "freeloader, user, taker, parasite" exist?

because humanity, in general, follows the law of reciprocation. That is, those who gave us benefits are entitled to benefits in return. If this does not occur, socially punishing words, like these, are used.

Single-chute questions Based off the last concept, it becomes clear why a cult leader using he question, "are you unhappy, will get more followers"

because people will look for ways that they are unhappy and decide to give the cult leader's ideas a chance. if you want to give people a fair opportunity to take a survey you have to include an "OR" "how satisfied OR dissatisfied are you with x"

Continuing this point, adding a ___, ____, or ___ turns the weakness into a chance to highlight a strength that nulls the weakness

but, yet, however I am not experienced in this field, BUT I am a very fast learner Elizabeth 1: "and though you have had, and may have, many mightier and wiser princes sitting in this seat, yet you have never had, nor shall have, any that will love you better."

Interestingly, metaphor can even be extended into everyday objects. When people are holding a cup of tea, they are more likely to feel ____ to the people around them. Warmth is a word we use to describe feelings of affection.

close. In the same way, if you give some one your resume on a heavy block, they are more likely to perceive your seriousness as a contender, or to give you more seriousness.

"I can live for two months off a good ___" Mark Twain

compliment! we are charmed by flattery. even when students in one study found out that the feedback they had received had been pre-programmed they still felt better about themselves and their abilities.

Region Even being from the same general ____ can increase favoritism for individuals

country

Create lasting change by continually reminding/ placement of the ____.

cues

On the last point, if the audience is already aware of the weakness, this ___ the trustworthiness

enhances

The CREDIBLE authority relies both on assumptions of _____ and _____

expertise and trustworthiness

By saying there is social proof for something, you provide _____ for others to do it.

feasibility. it seems more possible

When things rhyme, it becomes more ____. With greater ____ we tend to like things more but also think it is more valid and worthwhile.

fluid For this reasons, companies with fluid names like KAR will do better than companies with names like RDO.

Erickson used to get really quiet when a truck was going by and he had something important to say. The patient would lean forward to strain to hear what he had to say and so convince himself that this was important. That which we focus our attention on, is that which we assign ____ to. Even when shoppers were made to envision moving in the direction of an object, they liked it better and were more willing to pay to get it.

importance

The real number one rule for salespeople. It's not "get the customer to like you" but rather, show customers that you generally ____ them.

like this is the purpose of similarity and compliment

Optimizing the law or reciprocation

meaningful, unexpected, and customized

But how can you defeat the unconscious bias of sunny vs cloudy day associations?

merely by asking about the weather, respondents adjusted their scores for weather. In other words, they were able to realize that weather was an unconscious process that was influencing their evaluation. This is known as recalibration

Persuasion scientists would argue that "the medium is the message" or "the merit is the message" are both correct, but also, "the _____ is the message."

messenger. the message can have good evidence and facts and be presented in an exciting way, but the presenter also must have merit. This is authority--> when an authoritative communicator speaks, people are usually persuaded. Studies have shown that when an authority counsels, people turn off the evaluating parts of their brains.

Social proof clarifies what's right ___ and also ___

morally and pragmatically

Physicians care about their patients but if you remind them of their sacrifice and the financial strain of medical school they are ____ likely to take pharmaceutical bribes

more

If one partner prays for the ___ ____ ____ they become less likely to be unfaithful

other partner's well-being this is the power of consistency: we like to be consistent with what we have said, and what our values and beliefs are

the concept of video game participation

playing violent video games incites immediate forms of antisocial behavior. for instance, such games make players more likely to deliver loud blasts of noise into the ears of people who annoy them. However, video games that call for rescuing, protecting, or assisting tend to promote prosocial behavior. This is even true in violent video game play when you get players to collaborate together.

Locality Because humans evolved from small stable groupings of people, we have a tendency to favor people who (outside the home) exist in close ____ to us.

proximity ways to increase group fondness: -shared movements (like dancing) -proximity -shared creativity -reciprocity

____ exchange is a way of causing unity

reciprocal Cialdini tells a story of a family who exchanged Christmas cards for years even though they didn't know each other- they eventually made huge sacrifices for each other. The turn-taking in the "make anyone fall in love with you" questions

When asked about life satisfaction on a sunny day vs a cloudy day

respondents were more likely to say that they were GLOBALLY more satisfied with their lives when the days were sunny

Kinsmanship Best way to get parents to participate in surveys

say it will affect child's grades

___ drives desire, our aversion to losing something of value

scarcity

Home Children who see their parents open their homes to a range of differing people are more likely, as adults, to help ____

strangers who we are exposed to at home determines who we see as family

The "norm of social responsibility" People believe that we should aid those in proportion to their need. "Thus, when offered bigger sums of money to cut in line, people were more likely to let the bigger offers cut. But they didn't ____ the money"

take The money itself wasn't the influence, it was the perceived amount of need

customization and fast food free food paradox

when fast food customers were given either a free item (a keychain), or free food (frozen yogurt), sales rose from the free food. this is odd because you would think that giving food would decrease the demand for food. however, using the law of reciprocity and customization, the customers were given something that was what they were looking for particularly (food) and this made it feel more suited to them.

When white subjects watched black individuals sipping water and also took a drink at the same time, exhibited no ____ ____.

white favoritism

Ex. Women were told that they were being evaluated by attractive males, they obsessed over the rankings/ people that they did ___ ____ rather than the high ratings.

yet know The same effect holds with commercials. Commercials that are cut off too soon are more memorable.