Dan Doherty
Krista Kelly
Aaron Porter
Long Ye

Comm 497e
Dr. Hoag
November 4, 1998

ABSTRACT
Influence, Science and Practices
by
Robert B. Cialdini

Human beings are constantly subjected to being influenced by others everyday. Sometimes we get influences for our own and other times people blatantly take advantage of us for their own personal gain. In this Book "Influence: Science and Practice" written by Robert B. Cialdini, he explores different formations of psychology through compliance and persuasion. He examines six basic principles that teach direct human behavior. Cialdini illustrates the principles of reciprocation, consistency, social proof, liking, authority, and scarcity.

The Methods described throughout the book hold a universal value beneficial to many fields. IT is ideal for students of psychology, management, sales and marketing. Due to the book's easy flow format, scholars are not the only people it addresses. Anyone can gain important knowledge that will enable them to be more analytical in everyday situations.

Cialdini's purpose is for us to learn the different principles of how we can influence others for our own defense against manipulation. The principles of influence presented in this book are a result of shortcuts that have been taken when perceiving a situation. Cialdini explains when entering a new situation, we automatically make correlations without logically thinking everything through. Being triggered by one feature within a situation, humans tend to react without thinking. In today's rapid moving society, reacting on a "trigger feature" can be extremely efficient. When we rely on these shortcuts thinking, however, we often make careless decisions.

At some point in our lives, we all have received gifts or had favors done for us. When we receive a gift, a normal response for humans is to buy a gift for that person. If we have a favor done for us, we are highly likely to say yes when a favor is requested by that person in the future. In essence, that is the reciprocation principal. We feel the need to repay, in some way , what other do for us.

By understanding this principle, we can recognize when we are only receiving things for something in return. Many professionals use the principle of reciprocation when seeking things. Their success is based primarily on the fact that this " give and take" method, created a friendly relationship as well.

A positive relationship is an asset in both our personal lives and business lives. If you needed money and had to ask family member for it, you would most definitely choose a brother who you have a close relationship with, rather than a brother you don't really get along with. Although we normally think of a friendly relationship as being good, it is often used against us.

We have learned in class that it the responsibility of a salesperson to try and create a relationship with a client. This concept is based on the principle of liking. It is easy to understand why we feel more comfortable doing thing for, or business with, someone we like. It is necessary for humans to distinguish whether a relationship is pure, or if it is a scheme or plan being used to take advantage of us.

Just as we act upon a friendly relationship with someone we like, we are influenced very often by someone of authority. The relationship we have with an authoritative figure is different through. Since early childhood, we have had authority figures in our lives, which we were to obey, often without question. The earliest form of an authority figure was our parents and schoolteachers. This principle of authority still affects us today. Employers or people who rank above us at a job are considered authority figures. When our boss or manger demand something from us, our initial reaction is to agree with them, and do that they tell us to do.

This principle can lead us to do things that we normally wouldn't do, or things that don't even make sense to us. Understanding this principle can help us realize that we may often only do things because we are told to do them. Through Cialdini's studies, he found that people were willing to inflict pain on other person simply because of an authority figure's request. This si a very powerful psychological behavior that can be used by authority figures, to carry out tasks that are immoral or undesirable. Recognizing this principle helps us question in these such instances.

Another way in which we are influenced is by the behaviors of those around us. A typical example of this would be a tend. Everyone is wearing the new Michael Jordan sneakers, so many others want to wear them too. People in today's society often do things because everyone else is doing them. This principle of social proof is used to influence many things in our lives. For example, if a friend calls you up and asks you to go to a movie that you aren’t really interested in, you are more likely you say yes if that friend mentions that everyone is going.

Social proof can be used by individuals to get us to do things we don't normally do, or want to do. Marketing and advertising rely on this principle very often. There are thousands of products that we do not need or want, but we somehow find or create a reason, simply because a neighbor has one. Being critical in our decisions of purchase helps us question what we truly desire, as opposed to what others desire.

Often, things we desire stem from the availability of the object. When the availability is limited, we innately get a stronger desire for an object. Car dealers use the scarcity principal all of the time in their advertisements. They let the consumer know that there aren't many cars left, or to get a particular vehicle while it's still in stock. In actuality, there may be a huge shipment or cars coming in that they have to make room for or their inventory may be overwhelming. Customers feel the need to go buy a car from them before they run out.

Humans need to realize when something is scarce, it doesn't mean it is necessarily valuable. The shortcuts we take by scooping up things because of scarcity are surly evident when a snowstorm is predicted. People will buy milk simply for the fact that there are only two gallons the fact that you may already have a gallon at home, shows how scarcity can influence our behavior.

It is easy to recognize the desire of people to be consistent with their words, beliefs, attitudes and deeds. Others expect us to be consistent in our behaviors as well. By being consistent with previous decisions or values, we often fail to analyze each situation differently. If a politician holds a anti-death penalty perspective, that politician does not have to justify his or her reasons for not sending a criminal to their death. Being consistent with our beliefs can be detrimental to the decision that we make.

One way we have had this principle used against us, is when we are solicited for a donation. If we have given in the past, it is expected of us to give again. Phone solicitors understand this principle, and make it a point to disclose what we have given previously. Surprisingly, most of the time, consistency pressures or influences people to give again.

By reading this book and understanding these principles, you may take a more critical approach when entering situations. Throughout the book, you learn how people react innately in situation everyday. Understanding the principles mentioned can be used as a defensive mechanism against people who manipulate our behaviors. We can also use these principles toward a more benefit-approached manner. In sales and marketing, these principles can be used to influence others to buy. Reading this book can give you an upper hand in personal and business situations.

Cialdini's messages are extremely universal, in that they apply to just about anyone. We found the book easy to relate to and reader friendly. The test was not wordy, and seemed to be more of a casual approach for greater understanding. Along with being fun to read, this book is very revealing. It opens your eyes to so many innate behaviors that we never really take a step back and analyze. Our entire group unanimously agreed that could no shortcoming with this book.