The Psychology Of Persuasion Analysis

The novel The Psychology of Persuasion written by Robert Beno Cialdini, a Psychology and Marketing professor at Arizona State University. The book analyzes the psychology behind why individuals say yes. The author Robert Beno Cialdini reveals six fundamental concepts of ethical persuasion which are reciprocity, commitment/consistency, social proof, liking, authority, and scarcity. Each chapter in The Psychology of Persuasion is devoted to each principle described above. Each individual principle is supported scientifically by social testing and experiment. The author uses historical and modern example to illustrate these principles. The first psychology concept the book presented was reciprocation. So what exactly is reciprocation, well reciprocation

Following through is an obligation that we hold dear to our hearts. This principle explains that individuals tend to be committed and consistent to something after they have agreed on it them. Individuals alway want to be consistent and true to their word, getting a person to agree or disagree to something is powerfully commitment. Social Proof is the third weapon of influence. Social proof deals with the idea that people rely on others a for guidance on decisions and actions. Basically, everyone else is doing it, so a particular individual feel it's okay to do it also. A synonyms for social proof would be herd behavior. Principle number four is liking, Cialdini states in the book that people prefer to say yes to request of those they know and like. Cialdini also explain in more detail that people are also more likely to favor those who are physically attractive, similar and complementary. Authority is the fifth principle weapon of influence, which is the extreme willingness to follow and obey authority figures and commands. From birth we've been taught that obedience to authority is the proper protocol, It is something instilled in our brains. The last principle and the most valuable is scarcity. The scarcity principle deals with the economic concepts of supply and demand, its states that opportunities perceived as invaluable when there are limited amounts available. Cialdini illustrates with numerous examples that individuals are more motivated by lost than as gain. By the end of the book, I was a little uncertain until I applied them. Cialdini explains that the psychology concepts within this book makes you skilled persuader and teaches individual how defend themselves against these weapon. The principles within this novel is excellent for everyone despite their backgrounds, ethnicities and nationalities. The six weapons of influence will make it easier for people to accomplish their goals. it will move you