The psychology of persuasion is an art, which if you know it you can influence others, or you can resist the manipulation of marketing experts yourself, so you will learn how to say “NO!” and buy & sell smart.
It is strange that, despite their importance, many of us know nothing about automatic behavior patterns and how these patterns are used against us by skilled marketers who know how these principles work.
But not only the educated use these principles, but even we use them without realizing it most of the time, we all use these principles such as: Consistency, reciprocity, social proof, authority, sympathy, rarity.
- Reciprocation: The internal pull to repay what another person has provided us.
- Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.
- Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.
- Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.
- Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.
- Scarcity: We want more of what is less available or dwindling in availability.
When I was “shipwrecked” in college, I already knew these principles because I had read in this book.
At the same time, I understood marketing courses more easily, because marketing is actually psychology.
If you read it, you will notice these principles all around you, how to use them in a positive way, and most importantly how to say “NO!” when it’s not in your best interest and you don’t want it.
You can find the book here on amazon