Robert Cialdini, an esteemed psychology and marketing professor, dives into the art of persuasion and 'Pre-suasion.' He explains how to change minds by changing frameworks, effectively priming audiences before delivering messages. Cialdini discusses the intriguing concept of FOMO and how subtle elements, like music, can sway consumer choices. He also reveals how social norms and effective word choices can significantly impact behaviors and perceptions, offering insights into human decision-making that everyone can leverage.
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volunteer_activism ADVICE
Pre-suasion
Pre-suasion involves focusing people on a motivator before delivering the main message.
Prime your audience to be receptive to your message by directing their attention strategically.
question_answer ANECDOTE
Priming Example
A furniture store used images of clouds and pennies to prime customers.
Customers shown clouds preferred comfortable furniture, while those shown pennies preferred inexpensive options.
question_answer ANECDOTE
Wine Shop and Music
A wine shop played either French or German music.
Customers were more likely to buy wine from the corresponding country.
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In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.
Influence
The Psychology of Persuasion
Robert Cialdini
In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.
The inner workings of social influence and persuasion.
Want to change someone’s mind? First, explains Robert Cialdini, you have to change their framing.
For Cialdini, the Regent's Professor Emeritus of Psychology and Marketing at Arizona State University, persuasion begins before we even deliver our pitch or presentation. Through what he calls “Pre-suasion,” communicators can prime audiences to receive messages in a specific way, simply by drawing their attention in specific directions.
“It involves focusing people on—putting them in mind of—those motivators before they encounter [them] in the communicator’s message,” Cialdini says, “bringing people’s focus of attention onto something that is nested in the message…before that message is delivered, so they have been readied for the concept.”
In this episode, Matt Abrahams and Cialdini talk about the motivating power of FOMO, getting better advice from others, and how your next wine purchase could be influenced by what music is playing in the shop.
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