Think Fast Talk Smart: Communication Techniques
76. Change My Mind: Using “Pre-suasion” to Influence Others
Jan 24, 2023
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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Quick takeaways
- Pre-suasion involves directing people's attention towards motivators before they encounter the message, influencing their reception of the message.
- Establishing unity between the communicator and the audience increases collaboration and reduces resistance to influence, resulting in higher success rates.
Deep dives
The Distinction Between Persuasion and Pre-Suasion
Persuasion involves motivating people towards a specific action by incorporating factors like quality, price, or popularity in the message. Pre-Suasion, on the other hand, focuses on directing people's attention towards these motivators before they encounter the message. For example, a study with a furniture store found that exposing visitors to images of fluffy clouds or pennies prior to selecting sofas influenced their preference for either comfortable or inexpensive furniture.
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