What You'll Learn:
Your deceptively simple ‘yes’ means much more than you consciously realize. Oftentimes, our presumably thoughtful responses are automatic and prompted by one seemingly insignificant factor, word, or sound called a trigger feature. Though it’s nearly impossible to escape these mechanized reactions, recognizing how they work helps people avoid being manipulated in situations as diverse as shopping for clothes or allowing someone to skip the line. Professor of marketing and psychology Dr. Robert Cialdini explores the psychology of compliance employed within various industries, boiling his findings down to six essential practices and exposing the unconscious thinking which lies hidden beneath that one small, dangerous word.
Key Insights:
- When we receive, we feel an instinctual obligation to repay—even if we don’t want to.
- A desire for consistency creates commitments which may alter self-image.
- Truth likes to talk—it finds itself in the middle of the crowd.
- Unavoidable preference creates a potential bias in decision making.
- Unconscious obedience to authority turns thinking into compliance.
- When faced with less, we physically want more.
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