Key ideas in Psychology book
Every discussion about top marketing books should include this classic by Dr. Robert B. Cialdini. “” explains the psychology of why people say yes and how to apply these findings to others and your own life.
If you’re interested in the fields of behavioral economics, evolutionary psychology and game theory, you’ll probably like “Influence” too.
Here are the 6 main principles explored in this book:
- Commitment & Consistency
- Social Proof
image source: pagehanify.com
This rule states that “…we should try to repay, in kind, what another person has provided us.”
- At the supermarket, or a warehouse club like Costco, “free” samples encourage the reciprocity rule when they make you buy something you wouldn’t have otherwise.
- For the ladies, if a guy takes you out to an expensive dinner, you feel obligated to go out with him again even though you weren’t that into him.
2) COMMITMENT & CONSISTENCY
This principle is about our “…desire to be (and to appear) consistent with what we have already done. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”
- Maintaining your religious affiliation, even though there isn’t a shred of evidence that confirms what you believe is in any way true (especially if your name is Tom Cruise).
- You stay married, even though divorce may be the best option, because you’ve made a public commitment “til death do us part” (and your name is Katie Holmes).
- You’ve made it public knowledge that you believe President Obama was born in Kenya and continue to bring up the issue, even though there is substantial evidence indicating he was in fact born in Hawaii (and your name is Donald Trump).
- You tell everyone you’re running your 1st marathon in 3 months. The public announcement, or what I call “forced accountability, ” will motivate you to be more consistent in your training so you hit your goal.