Learning from 'Influence': The Psychological Laws Behind Our Actions

Introduction

"I ended up buying too many sale items before I knew it," "I can't say no when asked," "I'm a pushover and end up saying yes"—don't you have any personal experience with these kinds of situations?

I have long felt that I might just have a weak will.
I would buy things I didn't need just because a friend recommended them, or I would get talked into signing up for expensive services by sales pitches...

Why are we so easily swayed by others?
The answer was provided by Robert B. Cialdini in his book "Influence".

This book unravels the habits hidden in human psychology that make us "just say yes," and the more I read it, the more I found myself nodding, thinking, "So that's why I was being swayed!"

Realization

As I read through this book, the fact that struck me the most was that
**"everyone is basically driven by the same psychological triggers."**

Events I had previously attributed to my own "weak will"
were actually just me reacting according to psychological rules that everyone possesses.

Thanks to learning principles like "reciprocity" and "consistency," I felt less inclined to blame myself.
At the same time, I was surprised that various phenomena occurring in the world could be explained by psychological mechanisms, which stimulated my intellectual curiosity.

For example, the Japanese word "sumimasen" (sorry/excuse me).
We use it casually every day, but if you read it literally, it means "this does not settle it (I cannot fully repay the favor)."

This made me realize that the psychology of reciprocity is ingrained even in our daily conversations.
With a series of such discoveries, I couldn't help but feel the "wonder and power of human psychology."

Summary of Contents | What are the psychological triggers that make people say "Yes"?

Professor Cialdini organizes the psychological mechanisms that make people "just say yes" intosix principles.
I will briefly explain each one so that it is easy for beginners to understand. They are all full of concrete examples that you will likely think, "That happens all the time!"

1. Reciprocity

When people receive a favor, they feel they must return it.
Example: Wanting to buy a product after trying a sample at a tasting booth / Leaving a larger tip because of a complimentary dessert at a restaurant

2. Commitment and Consistency

People feel a need to act consistently with the attitudes and actions they have once expressed.
Example: It's hard to quit a diet once you've declared it on social media / Salespeople gain trust by accumulating small "yes" responses

3. Social Proof

When we cannot judge for ourselves, we use the actions of the majority around us as a guide.
Example: Being drawn to a restaurant with a line / Behavior changing due to hotel towel signs stating "75% of guests reuse their towels"

4. Liking

There is a tendency to find it difficult to refuse requests from people we like.
Example: A salesperson with the same hobbies / feeling that more attractive people are more persuasive.

5. Authority

People are more likely to unconditionally follow those with authoritative titles or appearances.
Example: A doctor in a white coat / advertising copy saying 'Recommended by a PhD in XX!'

6. Scarcity

People are strongly attracted to things that are limited in quantity or available for a limited time.
Example: Ending up buying something because of 'Today Only' or 'Only a few left' signs.

The '7th Principle' added in the fourth edition

Furthermore, the latest fourth edition adds the principle of 'Unity' as well.

This is influence born from 'a sense of affinity for people who belong to the same category as oneself' or 'a sense of camaraderie'.

Example: Feeling more friendly upon learning someone is from the same hometown / wanting to cooperate with people who share the same hobbies or background.

The book introduces, along with the latest case studies, how this 'sense of unity' exerts power in all situations, including business and politics.

Summary | A book to read to act according to your own will

'Influence: The Psychology of Persuasion [Third Edition]' is
a book I strongly recommend not only to business people interested in psychology, marketing, sales, and negotiation techniques,
but also to those who are active in side businesses or on social media.

You will become able to notice the 'switches that move people' hidden in daily life,
which will be useful for relationships with customers and colleagues in business,
and make it harder for you to be swayed by unreasonable demands in your private life.

Personally, since reading this book,
I have become able to deal calmly with suspicious sales pitches,
and I have become conscious of how to communicate in a way that makes it easier for the other party to say yes.

Although it is a substantial read,
it is packed with dramatic true stories and experiments, making it enjoyable as a piece of literature as well.

'I want to be someone who isn't swayed by others'
'I want to know the secrets of persuasion'
For those people, this book is a book that will become a 'weapon' for your life.