Influence
Weapons of influence ⚠
Click-Whirr behaviour (click: appropriate tape, whirr: standard sequence of behaviours)
=> Trigger feature can be used to trick us
When asking for a favour, give a reason
=> Even if reason is stupid (like a need to make copies), it works #
Contrast principle: first item will have an influence on the second one (beautiful woman and then less beautiful => much less, sell the first expensive suit, then the rest seem less expensive)
Reciprocation ♻
If you get an holiday card from someone you don't know, you answer #
If you do a favour, they "owe" you something and are easier to comply with one of your request. Even if they don't like you
We make concessions to someone who has made a concession to us: boy scout wants to have 5€, and if you refuse he makes a "concession" and sell then chocolade bars of 1€ => you buy
Commitment and consistency 🖊
We believe in the correctness of a difficult choice, once made (horse-race bettors confident after their bet)
If you ask someone to "watch your things", they will do it => rule of consistency
Inconsistency is thought to be an undesirable personality trait
Toys are sold out during Christmas so that in February parents buy them to be consistent to what they promised to their child
Foot-in-door technique (ex: Chinese prison): ask something small like "US is not perfect", once they did that, the should be consistent and begin to tell more and more
If the customer fill out he sales agreement, he want to say consistent and stays longer with the company => the more effort goes into a commitment, the greater is its ability to influence
Boys who wants to play with the robot: if threat is provided, then some weeks after they will play with the robot. If the choice is provided and the child decide not to play with it (it is bad to play with robots), then the stick to it
Throwing a lowball: start with small amount so that you have the client, and then errors here, errors there and the total sum becomes higher. Consistency, they stay and are happy. Example of Sara and her boyfriend, he didn't change but she is persuaded that it's better now
Social proof 👥
We determine what is correct by what other people think is correct
Why people do not help a victim: they are unsure rather than unkind
We look to the others to determine if it is an emergency
Pluralistic ignorance: since nobody is concerned, nothing is wrong
Everyone think that someone else will help or has helped
Would not happen if only one individual would be there, but since there is a group (mostly in the dense city), it is more dangerous
What you should do: address one person instead of the group
We are more kind to people that look like us
58% more suicide after front-page suicide story
Liking ❤
Tupperware-story: people buy more from a friend than from an unknown salesperson
a friend "who suggested I call on you": people buy faster (otherwise it is like you reject your friend)
Similarities: when you share the same background and interest #: so Mirror and match to sell better
We are phenomenal suckers for flattery
We have an automatically positive reaction to compliments (even if we know it's untrue) #
Our attitude towards something is influenced by the number of times we have been exposed to it in the past: like your face (your friends prefer this on) and the mirror image of your face (your prefer this one)
We dislike a person that brings bad news, even if he is not the reason (example: weather man)
Authority 👤
Exp with Doctor (Milgram), Teacher and Learner (actor) in the chair with shock voltage (until 400V!) => doctor said so, so they did it => no one stopt!. If doctor in chair, they stop
Connection with status and perceived size: higher status, people estimate the person bigger
If so-called unknown doctor called the nurse to give a dangerous drug to patient, they did it without questioning
Example of vincent of the restaurant
Higher tip
Scarcity 🔥
Opportunities seem more valuable to us when their availability is limited
People are more motivated by the fact that they lose something instead of gaining something of equal value
Salesperson says that this model is very good but sold out. If client ask to check, he says ok i'll check but i understood you want to buy it? So he comes back with contract
As opportunities become less available, we lose freedoms, and we hate that
Already from age 2: we wants what is scarce or what is forbidden/difficult to have => idem with censoring information.
Customers who knew the scarcity of beef bought more but the ones that knew that and knew that this information was exclusive bought much more
We want more when there is also competition for it