"The Science of Getting A 'Yes'"
Ian commented about an NPR story, The Science of Getting A 'Yes', done yesterday with a past professor of David’s and his, Dr. Cialdini. I’ve already heard a lot about Cialdini’s weapons of influence from David and Ian, but I still enjoyed the story and thought I’d share the highlights:
Social proof - A behavior is more valid to us when we perceive that others are doing it.
Can backfire if a statement is made that gives social proof to an undesired behavior like "Everyone's stealing from the petrified forest. Don't do it."
Can encourage already prevalent prosocial behavior if people are made aware of how common the behavior is. If a hotel states honestly that "Most of our guests reuse their towels once," there is a 30% increase in towel reusing.
How do we get more people to vote? "Journal of Politics" article - Don't point out that too many people didn't vote. Point out that so many people like you voted last time - encourage our impact.
Reciprocity - Gifts. If waiter that leaves 1 mint with the bill, tip goes up 3%, 2 mints - 14%, singled out 2nd mint - 23%
Prospect Theory - People are more moved by info about potential losses than potential gains. Negative info needs to be balanced with a solution
Are we sheep? We do respond automatically because our heuristics usually steer us correctly, but if we stop and think about sources of influences, we can counter them.
Give reasons - The word "because" makes you more persuasive. We are programmed to want reasons. People are ready to give assent to reasons, even if they're not good reasons.
How to prevent abuse of influence? Cialdini’s new book, “Yes!: 50 Scientifically Proven Ways to Be Persuasive,” addresses using each piece of influence ethically.
The frontier of influence - In neuroscience: how influence affects the brain (such as causing pain) to produce desired behavior.
Social proof - A behavior is more valid to us when we perceive that others are doing it.
Can backfire if a statement is made that gives social proof to an undesired behavior like "Everyone's stealing from the petrified forest. Don't do it."
Can encourage already prevalent prosocial behavior if people are made aware of how common the behavior is. If a hotel states honestly that "Most of our guests reuse their towels once," there is a 30% increase in towel reusing.
How do we get more people to vote? "Journal of Politics" article - Don't point out that too many people didn't vote. Point out that so many people like you voted last time - encourage our impact.
Reciprocity - Gifts. If waiter that leaves 1 mint with the bill, tip goes up 3%, 2 mints - 14%, singled out 2nd mint - 23%
Prospect Theory - People are more moved by info about potential losses than potential gains. Negative info needs to be balanced with a solution
Are we sheep? We do respond automatically because our heuristics usually steer us correctly, but if we stop and think about sources of influences, we can counter them.
Give reasons - The word "because" makes you more persuasive. We are programmed to want reasons. People are ready to give assent to reasons, even if they're not good reasons.
How to prevent abuse of influence? Cialdini’s new book, “Yes!: 50 Scientifically Proven Ways to Be Persuasive,” addresses using each piece of influence ethically.
The frontier of influence - In neuroscience: how influence affects the brain (such as causing pain) to produce desired behavior.