Key Concepts

We’re poorly adapted for the modern world and because of the overwhelming amount of stimuli and decisions that we face on a daily basis are forced to make decisions based on incomplete information. While the mechanism we’ve evolved for doing that are usually effective, they can be manipulated.

The Six Principle Mechanisms of Influence:

Reciprocity – We feel compelled to return in kind favors, even when we don’t ask for them

Commitment And Consistency – The person whose beliefs, words, and deeds don’t match is seen as indecisive, confused and two-face. Consistency, on the other hand is connected with personal and intellectual strength. Consistency is useful because it keeps us from having to make decisions over and over. Once we’ve made the decision, we just stick to it. However, that means if someone gets you take a stand, you’ll likely stick to it, even if information changes.

Social Proof – Most people are imitators, not initiators. We tend to be followers. Especially in situations where we’re uncertain or we feel similar to the person we’re imitating.

Liking – One positive characteristic of a person dominates the way others view that person. So when we like someone, we’re more prone to their influence.

Authority – Our complex multi-layered society requires obedience to authority in order to function so we’re ingrained to defer to authority figures from an early age.

Scarcity – Fear of loss plays a large role in decision making, people are more motivated by the thought of losing something than of gaining something of equal value. We hate to lose freedoms that we already have.

Last Updated on April 18, 2019 by RipplePop