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
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
