Key Takeaway 1: People have fixed-action triggers they act in certain ways when confronted with certain situations. By understanding how influence works, we can resist that influence. This is because losses are felt more strongly than gains. When people have something they want to keep, they will value it more. People are inclined to trust and be influenced by people they find likable.
People also want to be consistent and do what everyone else is doing. For example, they’re more likely to comply when someone gives them something or wants something from them. People have triggers that make them react in certain ways. Exposing these methods ensures that individuals are not taken advantage of, but also helps ensure the health of society at large.
By taking advantage of the need for reciprocity, compliance professionals undermine it by making people distrust others or even their own intuitions and evaluations of their needs and desires. People make decisions based on mental shortcuts in order to navigate a complex society and culture. Learning about compliance techniques is important, as they can be misused.
These techniques can help people avoid buying things they don’t want or being conned into doing something against their will. They can refuse the initial gift or recognize that it’s not a real gift and so feel free to reject it. If people know about compliance methods, they can resist them. A salesperson might give customers a free sample of something in order to gain their trust and then use the customer’s gratitude as leverage for a future purchase. However, social responses can be used by salespeople to make people buy things that they don’t necessarily want. These mental shortcuts are helpful because they facilitate mutual aid within groups that strengthen society as a whole. For example, when one person gives another a gift, the recipient usually feels indebted and is inclined to reciprocate. Humans rely on standard responses in many situations. Readers can learn specific techniques to resist each method when it is used on them in order to avoid being persuaded into something they don’t want to do or buy. There are six basic tools of persuasion: reciprocity, consistency, social proof, liking, authority and scarcity. Cialdini’s book, Influence: The Psychology of Persuasion, examines the compliance methods used by marketers and others to pressure people into doing things they would not otherwise do.
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