Made You Think
20: Six Ways to Make People Do What You Want: Influence by Robert Cialdini
Episode guests
Podcast summary created with Snipd AI
Quick takeaways
- Reciprocation is a powerful principle that highlights how people feel obligated to give something back when they receive something.
- Commitment and consistency are key factors in influencing attitudes and behaviors.
- Leveraging commitment and consistency can be done through physical effort and keeping commitments.
- An effective strategy to handle commitment and consistency tactics is to call them out directly.
- Scarcity is a powerful influence tactic that triggers the fear of missing out and compels people to take immediate action.
Deep dives
Reciprocation: The power of giving and receiving
Reciprocation is a powerful principle that highlights how people feel obligated to give something back when they receive something. This can be seen in various scenarios, such as receiving a gift or a favor. For example, research has shown that when a mailing campaign includes an unsolicited gift, the success rate nearly doubles. Additionally, in negotiations, starting from an exaggerated position and gradually making concessions can lead to a desirable final offer. Understanding the power of reciprocation allows individuals to be more aware of the tactics used by others and make informed decisions.
Commitment and consistency: The influence of effort and verbal commitments
Commitment and consistency are key factors in influencing attitudes and behaviors. When people commit to something or make an effort towards it, they feel a greater sense of obligation and are more likely to be influenced by it. For instance, individuals who place a bet on a horse become more confident in their chances of winning after placing the bet. This principle is often used in sales and marketing, where individuals are encouraged to make small commitments or effort early on, leading to a higher likelihood of subsequent actions. By understanding this principle, individuals can be more aware of the strategies used to influence them and make deliberate choices.
Physical effort and keeping commitments: Leveraging commitment and consistency
Leveraging commitment and consistency can be done through physical effort and keeping commitments. When individuals invest their energy or effort into something, they feel a stronger sense of obligation and are more likely to be influenced by it. This principle can be seen in various contexts, such as fraternity hazing or enduring a challenging task. By recognizing the power of commitment and consistency, individuals can be more aware of the strategies used to influence their behaviors and make informed decisions.
Call-out and awareness: Recognizing commitment and consistency tactics
An effective strategy to handle commitment and consistency tactics is to call them out directly. By telling someone that you recognize the technique they are using, you demonstrate awareness and reduce the influence it has on you. This can be particularly useful when dealing with salespeople or individuals trying to persuade you. It allows you to maintain your autonomy and make decisions based on your own evaluation of the situation.
The Influence of Liking
People are more likely to attribute positive qualities to someone or something they like.
The Power of Authority
We tend to view authority figures as credible and knowledgeable, even when they lack expertise in a specific area.
The Impact of Social Proof
People tend to follow the actions and behaviors of others, especially if they perceive them as similar to themselves.
The Role of Consensus
We look to the behavior and opinions of others to guide our own actions and beliefs.
The Power of Scarcity in Influence
Scarcity is a powerful influence tactic that triggers the fear of missing out and compels people to take immediate action. Whether it's limited time offers, exclusive access, or the perception of scarcity, arousing this feeling can drive impulse purchases and increase perceived value. Marketers leverage scarcity by creating a sense of urgency and leveraging the fear of loss to motivate consumers to buy. Understanding and recognizing the arousal caused by scarcity can help individuals make more informed purchasing decisions.
The Influence of Authority
Authority plays a significant role in influencing people's beliefs and behaviors. People often defer to authority figures and experts, assuming they possess superior knowledge and expertise. This blind trust in authority can be manipulated and exploited. It is essential to critically evaluate the credibility and expertise of authority figures to avoid being swayed by false or misleading information. Additionally, understanding the tactics used to establish authority can empower individuals to make more informed decisions and challenge questionable claims.
“It is odd that despite their current widespread use and looming future importance, most of us know very little about our automatic behavior patterns. Perhaps that is so precisely because of the mechanistic, unthinking manner in which they occur. Whatever the reason, it is vital that we clearly recognize one of their properties: They make us terribly vulnerable to anyone who does know how they work.”
In this episode of Made You Think, Neil and I cover Influence by Robert Cialdini. It’s a classic on the art of persuasion and explains the psychology of why people say "yes”. You’ll learn how to become a better persuader, how to market yourself and your ideas, and how to defend against the influences of others.
We cover a wide range of topics, including:
- The six main influencers and how they work.
- The psychology behind being influenced and noticing it in your own life.
- Using the six main influencer techniques to your own advantage.
- Popular examples of these influencers being used.
- How to avoid becoming negatively influenced by these techniques.
And much more. Please enjoy, and be sure to grab a copy of Influence!
If you enjoyed this episode, be sure to check out our episode on The Psychology of Human Misjudgments by Charlie Munger, to learn about the 25 cognitive biases that negatively affect our thinking and how to effectively watch out for them, as well as our episode on Principles by Ray Dalio, to learn the key principles necessary for getting what you want out of life.
Be sure to join our mailing list to find out about what books are coming up, giveaways we're running, special events, and more.
Mentioned in the show:
- Nike [3:47]
- Adidas [3:48]
- Made You Think episode on The Psychology of Human Misjudgments [4:55]
- Four Sigmatic’s Mushroom Coffee (20% off) [5:10]
- Perfect Keto’s MCT Oil Powder [5:20]
- Made You Think support page [5:30]
- Kettle and Fire’s Bone Broth (20% off) [5:42]
- Lyft [13:05]
- Sam Harris and Scott Adams debate [21:51]
- Sam Harris’ Waking Up Podcast [21:58]
- Growth Machine [23:47]
- Transcendental Meditation [33:01]
- Boiler Room movie [33:44]
- The Godfather [33:50]
- The Wolf of Wall Street [34:38]
- Nat’s Keto article [34:55]
- Hitch movie [37:05]
- Mom Trusted [47:06]
- Bond: Handwritten Notes [48:10]
- Product Hunt [48:18]
- Buffer [48:30]
- AirBnB [49:03]
- Shopify [54:15]
- Fomo [54:16]
- NFL.com [55:35]
- Spotify app mentioned [57:36]
- Freakonomics episode on suicide reporting [1:07:25]
- Uber [1:15:18]
- JP Morgan [1:34:32]
- House of Cards [1:38:17]
- Bookinabox [1:47:00]
Books mentioned:
- Influence
- Trust Me, I’m Lying [6:45]
- The 48 Laws of Power [6:45] (Nat’s Notes)
- How to Lie With Statistics [7:20] (Nat’s Notes)
- The Heart and Fist [46:15]
- The Denial of Death [1:18:30] (Nat’s Notes) (episode on the book)
- Amusing Ourselves to Death [1:27:08] (Nat’s Notes) (episode on the book)
- Winston Churchill’s WW2 Books [1:31:25]
- Finite and Infinite Games [1:42:07] (Nat’s Notes) (episode on the book)
- Antifragile [1:44:58] (Nat’s Notes) (episode on the book)
- Principles [1:51:44] (Nat’s Notes) (episode on the book)
- Letters from a Stoic [1:51:55] (Nat’s Notes) (episode on the book)
People mentioned:
- Robert Cialdini
- Nassim Nicholas Taleb [3:30] (episode on Antifragile)
- LeBron James [3:51]
- Charlie Munger [4:55] (related podcast episode)
- Ryan Holiday [6:45]
- Robert Greene [6:54] (episode on Mastery)
- Benjamin Franklin [11:04]
- Scott Adams [17:06]
- Sam Harris [21:06]
- Sonny Corleone [33:52]
- Vin Diesel [33:58]
- Will Smith [37:10]
- Ray Dalio [47:02] (episode on Principles)
- Seneca [53:20] (episode on Letters from a Stoic)
- Epictetus [53:22]
- Adil Majid [53:48]
- Justin Mares [54:14]
- Bill Nye [1:26:05]
- Stanley Milgram [1:29:14]
- Dr. Jordan Peterson [1:30:42]
- Neville Chamberlain [1:31:30]
- Jamie Dimon [1:34:30]
- Floyd Mayweather [1:36:03]
- Kevin Spacey [1:38:15]
- Robin Wright [1:38:47]
- Barbra Streisand [1:44:03]
- Beyonce [1:44:10]
- Tom Peters [1:50:10]
- Roger Fisher [1:50:12]
- David Meyers [1:50:19]
0:00 - Introductory quote and some information on the book.
4:04 - A bit on how the book is structured, as well as explaining what the six main influencers are.
6:16 - How you can use this book and some other books that mention this book.
8:07 - The first chapter of the six main influencers, reciprocation, and some discussion on this. Also, some examples of this. “When we get something, we feel obligated to give something back.”
17:04 - Some discussion on an excerpt about negotiation from the reciprocation chapter.
21:01 - Wrapping up the reciprocation chapter with how to challenge reciprocity. “If you want to fight reciprocity, define it as a sales device, not a gift.”
25:52 - The chapter on commitment and consistency. Detailing the chapter and what commitment and consistency are.
33:00 - A few examples related to this chapter and some discussion on them.
37:34 - The second example related to the chapter and detailing the psychology that the method used. Also, a bit on getting people used to saying yes to get them to continue agreeing.
41:17 - The physical and effort aspect of commitment and consistency. Also, a bit on cold emailing and cold-calling (and a few tangents). “The more effort that goes into a commitment, the greater the ability that you’ll have to influence the attitude.”
53:00 - The chapter on social proof. A bit on canned laughter, examples of social proof, some discussion on the bystander effect, and tying social proof into evolutionary instincts. (Tangents at 55:08) “Once people see somebody helping, then they all rush to help. But when nobody is helping, nobody does anything.”
1:03:10 - When people are like us, we tend to like them more. An example on this and some following discussion. Also, some thoughts on how suicide reports in the news correlate with increased suicide rates.
1:09:56 - The chapter on liking. A few examples, discussing these examples, and detailing why they work. “When we like people or like something, we attribute more good things to it.”
1:19:55 - Discussing the aspects of getting hooked on a fad and thinking that everything associated with that fad is good. Also, defining natural, organic, free-range, and other terminologies and explaining why they aren’t always clear or fully truthful.
1:25:37 - The chapter on authority. Some examples of authority and discussing how it works. Also, a bit on social proof, fear of going against the grain, cryptocurrency, and stocks. An interesting fact from Cialdini on common medical errors, as well. Always ask: “Is this authority truly an expert?”
1:38:08 - Discussing celebrity endorsements with political candidates and some following tangents.
1:42:35 - The last chapter on scarcity. Various examples, usage with marketing, and a few tangents. “The more scarce something appears, the more we want it.”
1:47:05 - Recognizing scarcity and some discussion on scarcity in general. “Most things are not made better by being scarce.”
1:48:30 - Closing thoughts and discussing the last section of the book on shunning those who use these techniques excessively and in a negative manner.
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