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cover of episode 164. Best of: Using "Pre-suasion" to Influence Others

164. Best of: Using "Pre-suasion" to Influence Others

2024/10/15
logo of podcast Think Fast, Talk Smart: Communication Techniques

Think Fast, Talk Smart: Communication Techniques
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Robert Cialdini
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罗伯特·恰尔迪尼教授区分了影响力和预影响力，前者侧重于信息内容的激励作用，而后者则强调在传递信息之前先抓住人们的注意力，引导其关注特定的动机。他通过家具店和酒铺的案例生动地阐述了预影响力的作用：通过控制环境因素（如背景图片、音乐）来影响人们的认知，从而引导他们的选择。他还深入探讨了影响力的六大原则：互惠、承诺与一致性、社会认同、喜好、权威和团结。其中，团结原则强调与目标群体建立共同身份认同的重要性，这在当今社会尤为重要。恰尔迪尼教授还分享了他在酒店毛巾再利用和化石森林的研究，这些研究都揭示了社会认同原则在影响行为方面的作用，以及如何正确地运用这一原则。此外，他还强调了语言在劝说中的作用，指出‘建议’比‘意见’更能促进合作，并获得更有效的反馈。最后，他总结了成功的沟通需要具备可信度、道德性和实用性，并以格蕾塔·通贝里为例，阐述了成功的沟通者应具备的品质。 马特·亚伯拉罕斯与恰尔迪尼教授的对话深入探讨了影响力和预影响力的概念，并结合实际案例分析了如何运用这些原则来提高沟通效率。对话中，恰尔迪尼教授强调了环境因素（如房间布局、背景图片）对人们认知和决策的影响，并指出在虚拟沟通时代，背景图片也可能发挥预影响力的作用。他还详细解释了稀缺性原则，以及如何利用人们的损失厌恶心理和害怕错失机会的心理来提高劝说成功率。此外，他还探讨了团结原则，并通过大学募捐和个人经历的例子，说明了共同身份认同在影响他人行为中的重要性。最后，恰尔迪尼教授分享了他对语言在劝说中的见解，以及对成功沟通的三个关键要素：可信度、道德和实用性。

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Chapters
This introduction highlights the importance of persuasion in communication and introduces Robert Cialdini, a renowned persuasion researcher. The episode will explore how to enhance persuasive practices and influence others effectively.
  • Communication often involves influencing and motivating others.
  • Robert Cialdini's expertise in persuasion and social influence.
  • Cialdini's books, "Influence" and "Pre-suasion", are impactful resources.

Shownotes Transcript

The inner workings of social influence and persuasion.

Want to change someone’s mind? First, explains Robert Cialdini), you have to change their framing.

For Cialdini, the Regent's Professor Emeritus of Psychology and Marketing at Arizona State University, persuasion begins before we even deliver our pitch or presentation. Through what he calls “Pre-suasion),” communicators can prime audiences to receive messages in a specific way, simply by drawing their attention in specific directions. 

“It involves focusing people on—putting them in mind of—those motivators before they encounter [them] in the communicator’s message,” Cialdini says, “bringing people’s focus of attention onto something that is nested in the message…before that message is delivered, so they have been readied for the concept.”

In this episode, Matt Abrahams and Cialdini talk about the motivating power of FOMO, getting better advice from others, and how your next wine purchase could be influenced by what music is playing in the shop.

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Chapters:

(00:00:00) IntroductionMatt Abrahams introduces Robert Cialdini, the Regents Professor Emeritus of Psychology and Marketing at Arizona State University**(00:01:56) Persuasion and Pre-suasionDistinguishing persuasion and pre-suasion, with focus on attention and motivation.(00:05:17) Priming and Framing in Pre-suasionThe power of pre-suasion and its cognitive effects on decision-making.(00:07:58) Understanding ScarcityHow scarcity influences behavior and decision-making through fear of loss.(00:10:48) The Unity PrincipleThe unity principle and its role in building connection in persuasive efforts.(00:14:04) Social Proof and InfluenceResearch on social proof  and how others’ actions influence individual choices.(00:19:24) The Role of Language in PersuasionThe impact of subtle language shifts on collaboration and critique.(00:22:23) The Final Three QuestionsRobert shares communication advice, a communicator he admires, and his recipe for successful communication.(00:26:49) Conclusion**

  • (00:00) - Introduction

  • (02:54) - Persuasion and Pre-suasion

  • (06:15) - Priming and Framing in Pre-suasion

  • (08:56) - Understanding Scarcity

  • (11:46) - The Unity Principle

  • (15:02) - Social Proof and Influence

  • (20:22) - The Role of Language in Persuasion

  • (23:21) - The Final Three Questions

  • (27:47) - Conclusion