# # Influence
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##### "Influence" introduction
-Author Robert Siodini.
-Content through the psychology behavior experiment, discovers the individual's psychological cognition law.
-Catalogue
-the weapon of influence;
Mutual
-Commitment and consistency;
-Social identity;
Preferences
Authority
Shortage
This book is based on the experience of life and verified by psychological behavior experiments to explain to the reader some of the individual psychological cognitive laws in the process of interpersonal communication. Specific as follows:
-rule One <b> reciprocity principle </b>
The principle of reciprocity is the act of doing something to another person, and you have to return it in a similar way. <br>
For example, today, a friend invited you to dinner, after eating you will think: when the meal to him please return it? This is how the reciprocity principle works. <br>
Applications in business: offering free trials to customers in product marketing is an application of the principle of reciprocity. If you want to get a customer's heart, you can also give them small gifts and so on. This will greatly increase the customer's chances of buying.
-Reciprocal principle of refusal to retreat strategy <br>
The rejection strategy means that in order to allow the other party to accept your request B, you will first propose a much larger than the request B, the most likely to be rejected a request a, the other side after rejecting your request a, will feel that the request B is you make a concession, so that you should also make corresponding concessions, Therefore, there will be great possibility to accept your request B. <br>
Business applications: When marketing customers, you can take them to see particularly expensive products, and then take them to see what you really want to sell goods, will greatly improve the purchase rate. Or in the negotiation, you can first put forward an extreme condition, and then make a little concession, and finally achieve a more favorable plan for you. <br>
Research has shown that the rejection strategy has far-reaching implications. Because in the other side, you make concessions, so they will be more satisfied with the final outcome of the negotiations, and they will have a higher sense of responsibility, more willing to fulfill their commitments. <br><br>
-rule Two <b> consistency principle </b><br>
The principle of consistency is that when an individual makes a decision about something, his or her ideas and actions will be consistent with that decision. <br>
The reason for the principle of consistency: in the long-term evolutionary process, mankind has formed such a universal cultural concept, that is, consistency is a kind of respected quality. On the contrary, it will be considered to be two-faced. <br>
The principle of consistency saves us a lot of cognitive resources. When similar conditions occur, we are conditioned to perform certain behaviors. Instead of thinking about doing it again. <br>
Applications in business: Let customers record their praise of your company or product, and they will have more reason to believe that your company or product is really great. When selling goods, give your customers a probationary period, after which they feel they have ownership and access to the product, and in order to be consistent, they will be more likely to buy the product. <br><br>
-The importance of the commitment to the principle of consistency <br>
At the beginning of a small request, the other side promised to make a larger request, in order to remain consistent, the other party will be more likely to agree with your request.
In order to achieve the goal, the first can give each other a temptation, the temptation to make the other side made a commitment. In this way, when the initial temptation is taken away, they will be more faithful to their commitments.
When the other person's first answer to you is yes, he is sure that the odds will increase greatly. For example, when you affirmed your first question, "How are you today?" "When you make a real request," Can you donate to our orphanage to make the poor kids grow up healthily? "The other party will be more likely to agree to your request. <br><br>
-Law III <b> social identity principles </b><br>
The principle of social identity is that we determine what we should do by referring to the behavior of others around us. <br>
When uncertainty is large, it is easier to make decisions based on the behavior of others. <br>
For example, when you ask people around you for help, you should give him a clear instruction, which person should do exactly what. So far better than you to a group of people for help. Because when you do not explicitly specify, they will be more reference to other people's attitude and behavior to make judgments and decisions about the current situation. As a result, everyone will be watching and not offering you help. <br>
Business applications: When it comes to advertising for your products, it can also have unintended effects when you let people endorse your product. In addition, the professional audience, television shows, false laughter, will increase the audience's popularity of these programs. <br><br>
-rule four <b> preferences </b><br>
The principle of preference refers to the people who are always more willing to accept the requirements of people they know and love. <br>
So, how to make others like themselves more? <br><br>
-The attraction of the appearance of the principle of preference <br>
The positive characteristics of the individual lead to the overall view of the person. This is also called the "halo effect". For example, a person with a beautiful appearance has a greater social advantage. Because we will unconsciously think that the appearance of beautiful people have more beautiful quality, will think they are more intelligent, kind and so on. <br><br>
-Similarity of principle of preference <br>
We would prefer those who are similar to us. People like opinions, backgrounds, personalities, behaviors, ages, beliefs, habits, even clothes, speaking tones and even body language are similar to us. <br><br>
-Praise of the principle of liking <br>
You'll like the people who praise you more. Whether those compliments are realistic or not. <br><br>
-Contact and cooperation of preference principle <br>
We will have contact with the people who have cooperated, and will be more familiar with their own things more favorable. <br><br>
-Relationship of preference principle <br>
When a thing a is associated with a good thing B, the other person will think a is also very good. For example, when the other person is experiencing something good (like feasting), he will be more than happy to agree to your request. Advertisers often associate goods with handsome, beautiful stars, which will greatly enhance the audience's willingness to buy. <br>
The individual is more willing to make connections with positive things, while anxious and negative things put aside the connection. <br><br>
-rule five <b> reliance on the principle of authority </b><br>
Reliance on the principle of authority refers to a sense of compliance with authority, even if only "the symbol of authority", the individual will obediently obedient. <br><br>
-reliance on the title of authority <br>
Merely a title of authority would give an individual an immediate sense of awe and a tendency to obey. such as some swindlers lied that they are school teachers, let students transfer payment, to achieve the purpose of cheating money. <br><br>
-Rely on the authority of clothing <br>
A symbol of the authority of clothing, but also effective to win the respect of strangers. This is how the dressed-up crooks cheat money. <br><br>
-reliance on external signs of authority <br>
External decoration can also be regarded as a sign of authority. People with cars, for example, are more respected. <br><br>
-rule Six <b> shortage principle </b><br>
The shortage principle refers to the general belief that "things are more expensive". When we feel the need to lose something, we will cherish it.
The reason for the shortage principle: one is that we often judge the quality quickly according to how easy it is to get something. But because of the "psychological resistance" of the individual, that is, when our freedom of choice is limited, the desire to uphold this freedom will make us more strongly want to have this freedom.
When something was laid off, the individual will want it more than in the absence of such a thing for a long time.
Applications in business: When conducting product marketing, you can use the "limited quantity" and "deadline" strategies to inspire customers ' buying interests.
The law of individual psychological cognition-influence