Dr. Robert Cialdini

Tony writes in Awaken the Giant Within:

"...So often people believe something because everybody else believes it. This is known in psychology as social proof. But social proof is not always accurate. When people are not sure what to do, they look to others for guidance. In Dr. Robert Cialdini's book Influence, he describes a classic experiment in which someone yells "Rape!" for a subject's benefit while two people (psychological plants) ignore the cries for help and keep walking. The subject doesn't know whether to respond to the pleas or not, but when he sees the other two people act as if nothing is wrong, he decides that the cries for help are insignificant and to ignore them also."

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Cialdini defines six "weapons of influence":

• Reciprocity - People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935.

• Commitment and Consistency - If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy. See cognitive dissonance.
• Social Proof - People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments.
• Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre.
• Liking - People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype.
• Scarcity - Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.

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