by Robert B. Cialdini
Defend yourself against the Click…whirr response engendered by your built in need to reciprocate, keep consistency with what you have said you’ll do, be part of the crowd, like people who take advantage of you, follow authority without question and your desire to own something scarce.
In Influence: The Psychology of Persuasion, Robert B Cialdini explains with easy to understand examples, backed by scientific testing, how the social systems we’ve created as necessary to work together are taken advantage of by marketers and others. With understanding comes the ability to recognise when we are being conned and hopefully take steps to counteract our natural tendencies.
I found most interesting the discussion on social proof and in particular the notion that when faced with an unusual situation we look to others around us for guidance under the assumption that they will know something we don’t — at the same time failing to realise everyone else is doing the same. They assume we know more than them as we simultaneously assume the same in reverse. The result is stalemate and nothing happens. All it takes is for one person to take action and the others will follow on, free to help as they can. The author’s example of what to do if you have a heart attack in a crowd is potentially life-saving. Instead of hoping someone will help you, be direct and pick out an individual to call an ambulance. Otherwise you risk those around you waiting for someone else to call.
There was not one example given in the book that I couldn’t match to my own life experience and an associated regret at having been done over by someone more persuasive than myself. Protect yourself as I have by learning about the hidden influences in your life.
