The principle of influence

Résumé du document

Whether it's advertising, political speeches or even simple exchanges between people, we are constantly bombarded by an infinite number of persuasive messages. This persuasive power is used to convince us to think, do, or feel something. For more than 60 years, researchers have been studying the factors that influence us to say "yes" to the demands of others. Robert Cialdini, an American social psychologist, wrote a book in 1984 on the study of persuasion and marketing: The Psychology of Persuasion. He found that influence is based on six key principles: reciprocity, commitment and consistency, social proof, authority, liking, scarcity. Unity. The principle of influence that we are going to study today is reciprocity: Robert Cialdini defines this principle as trying to "repay" to others the nice things they do for us: it's a kind of social obligation. We will then study this principle using Valérie Madej's French article in "Quanta la vie : Quand le développement personnel rencontre la science " in order to study its rules and introduce it into our lives.

Extraits

[...] In our daily lives, we often must convince a person of something, change their mind or influence their point of view: that's why persuasion in the form of reciprocity is there If they receive something first, people feel compelled to give something back in the form of a gift, a service or a way of acting: and now everything is won What makes this principle so powerful is the fact that human societies are based on this model: we feel indebted to someone who does something for us, even if what we must give back to greater value. “I give you, you owe me.” Reciprocity encourages interdependence between men, so that they share their resources and goods and produce together more and better than if they had produced separately. In addition, it's an efficient and cost-effective technique, perfect for commercial approaches that will receive more compensation: it's a good investment. Why does this feeling of "refund" appear? [...]

[...] I will give them a big birthday party, with lots of people they love, full of gifts, a beautifully decorated room and lots of joys and laughs. As a result, they will feel indebted and will do the same for me and, finally, everyone will be happy In conclusion, the principle of reciprocity is a sense of social obligation when you receive something for free, then we want to give back sometimes with a higher value. This principle is then usable in our daily lives: with those around us or in the professional life where we always end up winning if we use it first. [...]

[...] It appears in the Torah and in the Bible in phrases such as : “Love your neighbor as yourself." And Mahomet said: "None of you believes until he loves for his brother what he loves for himself." II. How to use this persuasion and where? Firstly, use it in a commercial profession. Why for? Because we're going to get rich, maybe win the million dollars Robert Cialdini, to demonstrate this idea was based on an experiment conducted in the 1960s in the United States by Dennis Regan, a professor. [...]

[...] This persuasive power is used to convince us to think, do, or feel something. For more than 60 years, researchers have been studying the factors that influence us to say "yes" to the demands of others. Robert Cialdini, an American social psychologist, wrote a book in 1984 on the study of persuasion and marketing: The Psychology of Persuasion. He found that influence is based on six key principles: reciprocity, commitment and consistency, social proof, authority, liking, scarcity. Unity. The principle of influence that we are going to study today is reciprocity: Robert Cialdini defines this principle as trying to "repay" to others the nice things they do for us: it's a kind of social obligation. [...]

[...] Several students are tested and divided into two groups. With the first group, the fake student leaves the room and then returns with two drinks that he says he bought, one for himself and one for the real student. With the second group, he just goes out to take a break and comes back 2 minutes later, with nothing. At the end of the course, he asks the student if he would like to buy raffle tickets, explaining that if he sells the most, he will earn 50 dollars. [...]