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Lynbrook | Module #8: Social Influence

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Created by Kavya Shankar (Harvard 2014) from Lynbrook High School.

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Lynbrook | Module #8: Social Influence

  1. 1. Kavya ShankarHarvard, Class of 2014
  2. 2. INTRODUCTION
  3. 3. RULE| We feel the need to repay what anotherperson has provided usSENSE OF FUTURE OBLIGATIONAPPLICABLE TO UNINVITED FAVORSCAN SPUR UNEQUAL EXCHANGES RECIPROCATION
  4. 4. WHAT OFFICE ITEM CAN MAKEYOUR INFLUENCE STICK? MORE THAN 75% OF THE PEOPLE WHO RECEIVED A SURVEY WITH A STICKY NOTE REQUEST FILLED IT OUT AND RETURNED IT VERSUS A HANDWRITTEN MESSAGE OR NO MESSAGE AT ALL.People recognize the extra effort and personal touch that the stickynote requires, and they feel the need to reciprocate the personaltouch by agreeing to the request.
  5. 5. WHY SHOULD RESTAURANTS DITCH THEIR BASKETS OF MINTS? GIVING TWO CANDIES COMPARED WITH ONE WITH THE BILL HAD THE EFFECT OF INCREASING TIPS FROM 3.3 PERCENT TO OVER 14 PERCENT.There are three major factors that help make a gift or favor morepersuasive and as a result more likely to be reciprocated: when thegift or favor is significant, unexpected, and personalized.
  6. 6. RULE| Once we make a choice or take a stand, weencounter personal and interpersonal pressures tobehave consistently with that commitment VALUED BY SOCIETY BENEFICIAL APPROACH TO LIFE VALUABLE SHORTCUT COMMITMENT & CONSISTENCY
  7. 7. HOW CAN A SIMPLE QUESTIONDRASTICALLY INCREASE SUPPORTFOR YOU AND YOUR IDEAS?ON ELECTION DAY, THOSE WHO WERE ASKED TO MAKE A PREDICTION YIELDED A TURNOUT RATE THAT WAS TWENTY-FIVE PERCENT POINTS HIGHER THAN THE RATE FOR THOSE WHO WEREN’T ASKED.When people are asked to predict whether they’ll engage in a sociallydesirable behavior in the future, they feel compelled to say yes. Oncethey have publicly stated that they’ll perform the behavior, they’ll bemotivated to behave consistently with the commitment they made.
  8. 8. HOW CAN YOU BECOME A JEDI MASTER OF PERSUASION? LUKE SKYWALKER TURNS TO DARTH VADER AND SAYS, “I KNOW THERE’S STILL GOOD IN YOU. THERE’S GOOD IN YOU, I CAN SENSE IT.” THIS HELPED BRING DARTH VADER OVER TO THE LIGHT SIDE OF THE FORCE.You should assign a trait, attitude, belief, or label to a person andthen make a request of that person consistent with the label. Peoplefeel the need to act consistently with the public perception of them.
  9. 9. WHAT COMMON MISTAKES CAUSESMESSAGES TO SELF-DESTRUCT?A SIGN AT A NATIONAL PARK THE SAID “MANY PAST VISITORS HAVE REMOVED THE PETRIFIED WOOD FROM THE PARK, CHANGING THE NATURAL STATE OF THE PETRIFIED FOREST” LED TO HIGHER VANDALISM.We have a natural tendency to do what most other people are doing,even when that behavior is socially undesirable. Focus the audienceon all people who engage in the positive behavior.
  10. 10. RULE| One important means that people use to decidewhat to believe or how to act in a situation is to look atwhat other people are believing or doing there. APPLICABLE TO KIDS & ADULTS FOR DIVERSE ACTIVITIES STIMULATE PERSON’S COMPLIANCE SOCIAL PROOF
  11. 11. WHY DO I LIKE YOU? Let me list the reasons… •Similarity: Background, interests, appearance; even if trivial! •Compliments: Like people who•Physical like us!Attractiveness:We •Familiarity: The more we are exposedautomatically to something, the more we like it.assign good-looking peoplepositive traits •Association: Like things that are “innocently” connected to positive things
  12. 12. HOW CAN SIMILARITIES MAKE ADIFFERENCE? PSYCHOLOGICAL EVIDENCE SHOWS THAT PEOPLE ARE MORE LIKELY TO COMPLY WITH THE REQUEST OF A STRANGER IF THE TWO OF THEM SHARE THE SAME BIRTHDAY.We’re most likely to relate to others with whom we share personalcharacteristics, such as values, beliefs, and gender.
  13. 13. WHAT TIPS SHOULD WE TAKE FROM THOSE WHO GET THEM? FOOD SERVERS RECEIVE LARGER TIPS WHEN THEY REPEAT THEIR CUSTOMERS’ ORDERS BACK TOT HEM EXACTLY AS THE CUSTOMER VERBALIZED IT.Mirroring someone makes it so that they are more likely to like you,because people naturally like those who are the most similar tothem.
  14. 14. LESS IS BEST AND LOSS IS WORST Why does the scarcity rule hold true? •Things that are difficult to attain are typically more valuable •As things become less accessible, we lose freedomsRULE| People assign more value to opportunitieswhen they are less available.
  15. 15. WHEN IS A LOSER A WINNER? IN THE YEAR 2003, GENERAL MOTORS’ CAR LINE OLDSMOBILE’S SALES SKYROCKETED WHEN THEY DECIDED TO DISCONTINUE THE LINE DUE TO CONSISTENTLY POOR SALES.People show a greater desire for an object or opportunity when theylearn that it is unique, available in limited quantities, or obtainable foronly a limited time.
  16. 16. WHAT CAN YOU GAIN FROM A LOSS? PEOPLE WERE ANGERED WHEN COCA-COLA DECIDED TO PULL ITS TRADITIONAL SODA AND INTRODUCE A SWEETER ONE BECAUSE OF THE INTEREST IN PEPSI’S SWEETER SODA.People have “loss aversion” in that they are motivated by avoidinglosses rather than acquiring gains. People are more sensitive topossible losses than to possible gains.
  17. 17. RELATIONSHIPSYou are more If you want Once you likely to someone’s develop themake friends help, you friendship, with those should do you’re less who you them a favor likely to lose share or imitate it over time common their behaviorinterests with Personal relationships can be formed,maintained, & understood with the weapons of influence
  18. 18. LEADERSHIP Make Give your Make your someone feel teammates group seem invested in incentives more the project and rewards exclusive or through a upfront rather limited to add small than through importance commitment. results-based approachYou can get your team to like you, work harder, and produce better results with the weapons of influence
  19. 19. BUSINESS When When Use people soliciting targeting an who are donations or older crowd, physically selling a ensure that attractive to product, free the new market and samples product is sell your really do consistent products work! with existing.Marketing boils down to influencing people to be interested in your product, which can be generated by the weapons of influence.
  20. 20. INTERNATIONAL In war, Once a Countries countries are country gives with more likely to a something in support those commitment common are who have or opinion, it more likely to supported is difficult to like each them act other previously inconsistentlyInternational Relations operates according to the weapons of influence as well!
  21. 21. THANK YOU!HOPE YOU LEARNED SOMETHING INTERESTING ABOUT HOW YOUR MIND WORKS AND HOW TO BEST WORK WITH OTHER PEOPLE!KAVYA SHANKAR[e] kshankar.92@gmail.comHarvard University, Class of 2014

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