Robert Cialdini, Regent's Professor Emeritus of Psychology and Marketing at Arizona State University, discusses the art of persuasion. He introduces the concept of "Pre-suasion," highlighting that effective persuasion starts before the actual message is delivered. Cialdini dives into the influence of environmental cues like music on consumer behavior, and how framing can change actions, as seen in studies on social norms. He also emphasizes the power of language in transforming critics into allies, making communication a powerful tool for influence.
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Pre-Suasion: Priming Your Audience
Prime your audience before delivering your message by focusing their attention on key motivators.
Use pre-suasive techniques to make your audience receptive to your message.
question_answer ANECDOTE
Priming Purchase Decisions
A furniture store displayed fluffy clouds or coins on landing pages before showing sofas.
Customers shown clouds preferred comfortable sofas, while those shown coins preferred inexpensive ones.
question_answer ANECDOTE
The Power of Music in Retail
A wine shop played either German or French music.
Customers were more likely to buy wine from the country whose music was playing.
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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.
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.
Think Fast Talk Smart: Communication Techniques 
