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)
- 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
- 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
