6 Laws of Persuasion (Part 2) - Commitment and Consistency

In the last post, we saw how someone can completely influence another by giving a small gift and requesting a disproportionate favor in return. In part 2 of a 6 part series on Robert B. Cialdini's six principles influence ("You've Been Had - the Power of Persuasion" article), we'll see how something as innocent as trying to be consistent can make you susceptible to influence.  


Basic Premise

• People fool themselves in order to keep thoughts, attitudes and beliefs consistent with their words, decisions and actions.

• Hypocrisy is shunned by society - (e.g. Eliot Spitzer)

• Consistency provides a heuristic short cut for complex decision-making - (e.g. Judicial Precedents - what did we do before)

How People Take Advantage of Commitment and Consistency

• Toy stores "sell out" of the hottest toys but then overstock after the holiday season to trap parents who promise to buy their kids the "hot" toy while also buying them a "substitute" toy during the holidays

• Expert salesmen start by obtaining small commitments and then building on these commitments: change a person's self image and his actions will follow

• Those who go through a great deal of pain to obtain something tend to value it more than those who attained the same thing without effort (e.g. military/fraternity hazings) thus

• Commitments are most effective when they are ACTIVE, PUBLIC, EFFORTFUL and MADE FREELY -> Personal responsibility makes it difficult to refuse a request consistent with your commitment (e.g. Person committed to fight AIDS will donate time and money to AIDS charities in order to remain consistent with his commitments)

• People may become stuck to their initial commitment despite changing conditions and act contrary to their own best interest

Best Defense

• Trust your gut instinct: Don't be pressured to accepting requests for something that you don't want to do, no matter how small or inconsequential the commitment may seem (e.g. signing a petition or putting a politician's sign on your lawn)

• Ask yourself this one question: "If I could go back in time, would I make the same decision again?" - Use this when you feel that you may be acting "foolishly" consistent.

Next Principle of Influence: Social Proof

6 Laws of Persuasion (Part 1) - Reciprocity

Ever wonder why anyone that is ever selling anything is always giving something small away for free or how a "random" gift is usually followed by a request?  Well look no further, in the first of Robert B. Cialdini's six principles influence ("You've Been Had - the Power of Persuasion" article), we'll see exactly why this happens.

Basic Premise

• People feel indebted to others when they receive something from another person - "I scratch your back, you scratch mines"

• Those who do not reciprocate are seen as "takers" and suffer social disapproval as being greedy or selfish

How People Take Advantage of Reciprocity

• Unequal exchanges where someone gives a small gift but asking for a substantially larger favor in return - Ever get a free T-shirt but had to sign up for a credit card with an annual fee

• Most people take advantage by choosing both the indebting first favor AND the nature of the debt canceling favor

• Compromise => Concession Process where you make an extreme request first (one that is likely to be rejected) and then after the refusal, "conceding" to the smaller but actual intended request. "Heads I win, Tails you lose"

Best Defense

• Realize that there is no need to repay tricks/sales schemes with favors

• Be prepared to reject favors, concessions and offers no matter how small
  

Next Principle of Influence: Commitment and Consistency

6 Laws of Persuasion Series (Part 0)

One thing that most people strive ardently to avoid is being "taken in". No one wants to be manipulated but yet so many people (myself included) are secretly influenced all the time.

Whether it is shopping at the supermarket, negotiating a contract or deciding where to go on vacation, we are bombarded by persuasion techniques that we are not aware of.

So how can we protect ourselves? Well, learning and recognizing the principles of influence may provide a good starting point.

Robert B. Cialdini is a world famous psychologist who has extensively studied influence. He categorizes influence into six principles (click on the links for each principle):

1) Reciprocity

2) Commitment and Consistency

3) Social Proof

4) Liking

5) Authority

6) Scarcity

When I first read this book, it really opened my eyes to how often I am hit with influence tactics. Some of this stuff is intuitive but it helped to know what each tactic is and what I could do to protect myself. Over the next 6 posts, each of these principles will be defined and put into a context that you can recognize along with ways to defend yourself against such tactics.

As we go through these principles, remember that there is a fine balance between cynicism and gullibility. I personally believe it is no fun going through life distrusting others but it is up to you to decide what is best for you. 

Recommended Reading: Influence: The Psychology of Persuasion by Robert B. Cialdini

How to Define Success

Success is what you make it to be. When you don't have a dream, you end up taking on someone else's dream. If you ever needed a template for success, Mr. Emerson provides a good starting point (remember - you need to create your own)

"To laugh often and love much; to win the respect of intellingent persons and the affection of children; to earn the approbation of honest citizens and endure the betrayal of false friends; to appreciate beauty; to find the best in others; to give of one's self; to leave the world a bit better, whether by a healthy child, a garden patch or a redeemed social condition; to have played and laughed with enthusiasm and sung with exultation; to know even one life has breathed easier because you have lived - this is to have succeeded."

- Ralph Waldo Emerson