I have always been easily manipulated. I am a sucker for infomercials and impulse items at the supermarket checkout. It does not take much to convince me that a product will make my hair shinier, cooking easier, weight loss faster and skin healthier. I am, always, amazed at how quickly I move from “that is the dumbest thing I have ever seen,” to “can I get express shipping on that.”
I was aware that psychology was used to convince me to purchase items that I don’t necessarily need, but I have often felt more susceptible than others. After reading Robert B Cialdini Ph. D.’s, Influence: The Psychology of Persuasion, I have learned that I am not alone. Influence, is an excellent text to help you understand why you have a tendency to buy products you don’t want, and how to avoid falling for these tactics in the future.
Throughout Influence, Dr. Cialdini breaks down persuasion into seven chapters: “Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority and Scarcity.” Each chapter describes the persuasive technique, the research behind it, what makes it effective and how to avoid it. You learn why you purchase more from people who give you “free” gifts. The reason you laugh harder to television shows with laugh tracks, and why you don’t mind being “taken” by someone who is friendly. You, also, learn why you must designate someone, specific, to call 911 in an emergency. The answers to these questions could save your life or your bank account.
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