A Closer Look at the Weapons of Social Influence

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A two-part lecture on the psychology of influence, techniques on how to be more persuasive among people, and explanations behind the seemingly irrational behavior of subordination and concession.

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A Closer Look at the Weapons of Social Influence

  1. 1. A Closer Look at the Weapons of Social InfluenceUnraveling the Psychology Behind Persuasion Aldrin S. Nepomuceno Web Content Creation Manager One Jump Web Inc. October 5, 2012
  2. 2. The Mysterious Social Rules• Reciprocity• Consistency• Social Proof• Authority• Likeability• Scarcity
  3. 3. RECIPROCITY“It’s the first gift that is the hardest to payback.”
  4. 4. Technique No. 1If someone makes aconcession, he isobligated to respond withanother concession… andmore!
  5. 5. Technique No. 2“Rejection, then retreat: Exaggerated requestrejected, desired lesser request acceded to”
  6. 6. Technique No. 3Contrast Principle: Sell thecostly item first, or present themost undesirable option first.
  7. 7. Reciprocation @ Work The Great Ethiopian Famine
  8. 8. Commitment & Consistency
  9. 9. Technique No. 1 “Elicit a commitment and then, expect consistency.”
  10. 10. A public, active, and effortful commitment tend to be a lasting commitmentTechnique No. 2
  11. 11. Technique No. 3“Get alarge favorby firstgetting asmall one”
  12. 12. Outcomes of Consistency Commitments people own, take inner responsibility for, are profound. Commitments lead to inner change and grow their own legs.
  13. 13. SOCIAL PROOF“When all think alike, no one thinks very much.” - Walter Lippman
  14. 14. The Kitty Genovese Case
  15. 15. Social Truths1. We use to determine what is correct by finding out what other people think is correct.2. The greater the number of people who find an idea correct, the more the idea will be correct.3. Pluralistic ignorance: Each person decides that since nobody is concerned, nothing is wrong.
  16. 16. Examples from the BookStudy: Researchers publicize that people inNew Haven, CT, are charitable people. Twoweeks later: Researcher calls housewivesand asks for donations. Result? Donations Increased.• People emulate the same people.• People follow authorities, even when the authorities are not like them.
  17. 17. EXAMPLES• Laugh tracks• Faith communities• Mob behavior• Inaction towards crime or emergency• Applause• Testimonials

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