Review: Influence by Robert B. Cialdini phD.

As promised weeks ago, here is my review of the book Influence. It won't teach you any magic, but it will teach you a lot about psychology and how to talk to people.

The thesis of Cialdini's "Influence" is that the human brain is still programmed to have automated responses to certain patterns. Someone pushes a button, and we carry out a predesignated behavior. For the most part, these functions serve us well. As we develop pattern recognition, we sublimate these patterns to our automatic responses. They turn out to be correct more often than not, so the few times they steer us wrong generally aren't damaging enough to warrant doing away with the system.

The tools of influence described are Reciprocation, Commitment/Consistency, Social Proof, Liking, Authority, and Scarcity. Every one of them triggers powerful instinctive responses etched into out DNA. But Cialdini isn't content to simply tell you what these things are. Oh no, he's studied these specific fields for years and is able to cite experiments from across the field of psychology as well as his own experiments.

These 6 tools are most commonly applied in the fields of marketing, advertising, and sales. You've certainly experienced all of them at some point or another and there are several points in the book where you're going to feel a light switch being flicked on in your brain. For magicians and mentalists, this has applications both in performance and business.

I should note though that as Cialdini points out, these techniques are not always used in particularly ethical ways. Recognizing what principle is being used is usually enough to override the automated response, but not always. Let's break it down, shall we?

The law of reciprocity is one we're no doubt familiar with. "You scratch my back, I'll scratch yours." Being social creatures, the idea of trading favors to get by in life is as old as mankind itself. While some may exploit this to get themselves a better deal than you, the principle is still so useful in general that we just can't imagine doing away with it.

Commitment and consistency are rather devious if you think about it. People want to be seen as certain, strong in their beliefs. Once you've made a decision, you want to stick with it. As I mentioned in an earlier post, this is what leads to the sunk cost fallacy. And once you've made a claim, you don't want to do or say anything that might seem to contradict that. There is nothing your brain hates more than admitting it was wrong.

Social Proof is an interesting one that ties back into man's social nature. You probably are roughly familiar with the concept in the form of peer pressure, but it doesn't end there. Social proof is based on the natural assumption that the more desired something is, the better it must be. This is how rock stars get so many groupies. You see one crowd of screaming female fans, and the social proof response automatically kicks in telling you that this must be a highly desirable man. Even if that man is, say... Tommy Lee.

Some people don't like to hear that liking is a tool of influence. Those people are kidding themselves. The fact of the matter is that we will do more for people we know, like and trust than for a stranger. The world's greatest car salesman got where he was partly because he kept a list of all of his clients and prospects and sent them Christmas cards. Would it be that difficult to give someone a reason to like you so they want to book you again?

Authority has the most noticeable dark side when you consider the famous Milgram test and the Zimbardo prison experiment. Nevertheless, people defer to authority figures. We seek experts and leaders. This is why many young entrepreneurs present themselves as experts in specialized fields. It gives them an air of authority that people are more likely to take seriously.

And finally the scarcity principle. Does anyone remember that commercial for Rice Crispie Treats? The guy sees the ad, bolts to a convenience store and is relieved to find that he got the last one. As soon as he leaves, the cashier reaches under the counter and puts one in the empty box on display. Another guy comes in and also says how happy he is to have snagged the last one. That's the scarcity principle. We place higher value on that which is harder to acquire.

Overall, this book is one of the most comprehensive guides to building and cultivating influence in the world around you while simultaneously protecting yourself from the manipulations of others using these principles to less scrupulous ends. It's a must-read.