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Influence: The Psychology of Persuasion (Collins Business Essentials) Tapa blanda – 26 diciembre 2006
Hay una nueva edición de este producto:
Descripción del producto
Influence, the classic book on persuasion, explains the psychology of why people say "yes"'and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.
You'll learn the six universal principles, how to use them to become a skilled persuader'and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
Detalles del producto
- Editorial : Harper Collins USA; N.º 1 edición (26 diciembre 2006)
- Idioma : Inglés
- Tapa blanda : 336 páginas
- ISBN-10 : 006124189X
- ISBN-13 : 978-0061241895
- Peso del producto : 278 g
- Dimensiones : 13.49 x 2.13 x 20.32 cm
- Clasificación en los más vendidos de Amazon: nº1,906 en Economía (Libros)
- Opiniones de los clientes:
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All of us have been exploited by this triggers more often than we think. But now, knowing this triggers I can confidently affirm that it will be much more difficult for exploiters to use them against me as I would be aware of them. So kudos for the author on that.
This social triggers are: social proof, likeliness, commitment, scarcity, authority, liking, reciprocity. The book is well documented on experiments and their outcomes, showing the study conducted by professor Cialdini and how this triggers are consistently used by sales people to profit from them or by exploiters to profit from different situations.
Knowing this triggers not also gives you the ability of not being exploited by them, but also to use them in your favour (but looking for win-win situations). By knowing what people like, you can build your business or products on this social factors, and that is in fact what the most successful people do to earn money, from polititians to business men or bloggers, they all know how to trigger this factors, and you will also know after reading this book.
* principio de reciprocidad: un regalo compromete a la parte que lo recibe (eso explica como los Hare Krishna conseguían arrancar 5$ a cada ejecutivo que pasaba por los aeropuertos de USA, tras regalarles una flor - la cual terminaba en la papelera de la esquina)
* principio del compromiso y la constancia (inspirador el ejemplo de cómo los vendedores de juguetes suprimen sus productos más populares durante las Navidades para que los padres compren otros productos sustitutivos y sacarlos justo a continuación, de manera que los padres se ven obligados a comprarlo también por el compromiso que adquirieron con sus pequeños durante la Navidad
* principio de social proof: "where all think alike, no one thinks too much"
* principio liking: Eg: physical attractiveness (efecto halo): el 73% de los votos de los políticos se debe a su apariencia física, el programa no interesa lo más mínimo
* principio de la autoridad: extraordinario experimento de cómo se puede llegar a producir descargas de 450 Volt (virtuales) sobre otra persona, tan solo porque un 'experto' (a quien acabamos de conocer) así nos lo pide
* principio de escasez: explicación de por qué somos más afines a comprar un producto si nos dicen que es la última unidad, es una promoción por tiempo limitado....
Altamente recomendable para emprendedores (marketing y ventas)
Único contra, la letra un poco pequeña en la versión escrita, por eso las 4 estrellas.
Tomate tu tiempo para leerlo, tomar notas, subrayar, y aplicarlo a tus propios casos.
It is a good complement for other books like "emotional intelligence" and "how to make friends and influence people
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Recommended? YES. Buy it now if you haven’t read it.
Table of contents:
1 Weapons of Influence
2 Reciprocation: The Old Give and Take…and Take
3 Commitment and Consistency: Hobgoblins of the Mind
4 Social Proof: Truths Are Us
5 Liking: The Friendly Thief
6 Authority: Directed Deference
7 Scarcity: The Rule of the Few
Below are my key takeaways and some interesting points, but I’m telling you. Buy it. Read it. Trust me.
* Expensive implies quality. Example: gems in a jewel case that weren’t selling were marked up and then sold at a “discount” to the markup (a price higher than the original price), and they sold like hotcakes.
* Power of contrast. Example: If you go into a men’s store they’ll try and sell you an expensive suit before the sell you the expensive jumper because the contrast makes the sweater appear more affordable.
* Reciprocity. Example: If someone buys you something (say, a Coke), you’re more likely to buy something from them (say, raffle tickets).
* Concession. Example: If someone tries to sell you something and you pass (say $5 of $1 raffle tickets), they’ll try and sell you something less, that you’ll end up buying because you feel bad (1 $1 raffle ticket). Another term used here is “reject then retreat.”
* Commitment leads to consistency leads to collaboration. Example: During the Korean war, the Chinese got American soldiers to make public commitments of various things. Then they made those commitments even more public, which the American soldiers had to stand by to be consistent. That consistency then led them down a path of minor forms of collaboration – without them really thinking about it as such.
* Writing something down, even privately, strengthens your commitment to something.
* People like and believe in commitment because their image and reputation are on the line (i.e. the Chinese concentration camp example above).
* People like more what they struggle to get, even if it’s not that good. Example: frats (hey, it’s in the book, don’t hate the messenger).
* People like to feel they have control over a decision – even if they really don’t.
* The power of social proof, or the idea that if others do it it’s good. Example: introverted pre-schoolers who saw introverted kids become social in a movie were more inclined to go play. Another example: cults. People follow the crowd because they believe in the “wisdom” of the crowd.
* Convince and you shall be convinced. Example: cults, where people who convince or convert others become more convinced (that’s why so many are evangelical).
* Assign responsibility if you want things done. Example: a stabbing that took place over many minutes had 38 witnesses…it happened cause everyone figured someone else would call the police.
* The power of copycats that’ll play on social proof. Example: if you find a wallet of someone like you and you’re more likely to return it (it’s true). Another (scary) example: more suicides when the press publicizes a suicide…more fatal “accidents” too.
* Liking is an important part of influence. Attractiveness, similarity (identity and context), compliments, contact & cooperation all can make someone more influential.
* The reason good cop/bad cop works is because the subject feels someone is on their side.
* Associations are powerful. Bearers of good news get treated well, and bad news get treated poorly. Examples: weathermen (or Roman messengers reporting lost battles!)
* People tend to defer to authority/experts. Examples: experiments involving shock therapy where people listened to a guy in a lab coat to inflict pain on another human being (incredible how strong this is).
* The power of connotations and context over content, and how it can imply authority. Titles and clothing do this.
* Gaining trust. Example: a waiter who advises against a more expensive item early in the meal will gain the trust of everyone at the table, and then he can suggest more expensive items and more items through the course of the meal.
* Scarcity is powerful. There’s a psychological reaction…people don’t want to lose their freedom and don’t want to lose. This plays to a second point: competition. Invite 3 used car buyers at the same time and you’ll sell the car faster. A cookie is more attractive if there are two of them than if there are 10 of them. (Always as yourself when something is scarce: will the cookie taste as good if there are 10 of them?). Plus, if you saw that the number went from 10 to 2, you want it even more. It can even lead to revolt…when something is given and then taken away, people get mad; if something is never given at all, they don’t know what they’re missing.
* “It appears that commitments are most effective in changing a person’s self-image and future behaviour when they are active, public, and effortful.”
* “The most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favour.”
* “Social proof is most powerful for those who feel unfamiliar or unsure of a specific situation and who, consequently, must look outside of themselves for evidence of how to best behave there.”
However when I skipped to parts that I was interested in, the topics were quite enlightening. It certainly highlights the vulnerability and gullibility of 'the public' that is exploited in a scurrilous manner by so much of the commercial and corporate world. I helps to know what tricks they use in order to be a jump ahead of them if any should try such tricks against us. I would say it was useful but in a limited way. Interesting in parts. Perhaps not quite as revolutionary as the old 1960s "How to win friends and Influence People" by Dale Carnegie but in my opinion it's a modern day upgrade on the ethos contained in that book, but with a lot of the sexism updated to be more politically correct for the 21st Century. It was good value certainly.
Awesome content. Horrible Copy. Great Service by Amazon. Returned!
Some of the samples are so small that statistically the assertions are difficult to back up, but if you put that to one side you can believe the experiments would get results in the stated direction.