Psychology

Pre-Suasion: A Revolutionary Way to Influence and Persuade

Pre-Suasion: A Revolutionary Way to Influence and Persuade

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  • Create Date：2021-10-20 06:54:25
  • Update Date：2025-09-06
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  • Author：Robert B. Cialdini
  • ISBN：1501109804
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Summary

The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” （Harvard Business Review）—explains how it’s not necessarily the message itself that changes minds， but the key moment before you deliver that message。

What separates effective communicators from truly successful persuaders？ With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller， Robert Cialdini explains how to prepare people to be receptive to a message before they experience it。 Optimal persuasion is achieved only through optimal pre-suasion。 In other words， to change “minds” a pre-suader must also change “states of mind。”

Named a “Best Business Books of 2016” by the Financial Times， and “compelling” by The Wall Street Journal， Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader。 Altering a listener’s attitudes， beliefs， or experiences isn’t necessary， says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action。

From studies on advertising imagery to treating opiate addiction， from the annual letters of Berkshire Hathaway to the annals of history， Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda。 He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say， “Yes。” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic。 It belongs on the shelf of anyone in business， from the CEO to the newest salesperson” （Forbes）。

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Reviews

Leonhard Prinz ，

Has some good elements but otherwise very unscientific and boring。

Tom Hughes ，

More summary of other booksThis book is more of a summary of the other books written by author， especially the book "Influence" which gives more detail and insight into the subject of persuasion。 More summary of other booksThis book is more of a summary of the other books written by author， especially the book "Influence" which gives more detail and insight into the subject of persuasion。 。。。more

Chris Weatherburn ，

Here is my written summary of this great book:What you are doing before an activity influences how you approach that particular activity。 All mental activity arises as patterns of associations within a vast and intricate neural network， and that influence attempts will be successful only to the extent that the associations they trigger are favourable to change。 Fascinating book that starts interesting facts such as when researchers have found that the amount of money people said they’d be willin Here is my written summary of this great book:What you are doing before an activity influences how you approach that particular activity。 All mental activity arises as patterns of associations within a vast and intricate neural network， and that influence attempts will be successful only to the extent that the associations they trigger are favourable to change。 Fascinating book that starts interesting facts such as when researchers have found that the amount of money people said they’d be willing to spend on dinner went up when the restaurant was named Studio 97， as opposed to Studio 17。Participants in a study of work performance predicted their effort and output would be betterwhen the study happened to be label the experiment as twenty-seven versus a lower number such as nine。 Even observers’ estimates of an athlete’s performance increased if he wore a high （versus low）number on his jersey。If college students are asked to draw a set of long lines on a sheet of paper， then estimating the length of the Mississippi River they will estimate it higher than students who had just drawn a set of short lines。Good presuasive practices create windows of opportunity that are far from propped open permanently。Rules of associationThere is a geography of influence。 Just as words and images can prompt certain associations favourable to change， so can places。 Thus， it becomes possible to send ourselves in desired directions by locating to physical and psychological environments that prefit with cues associated with our relevant goals。 An influencers can potentially achieve their goals by shifting others to environments with supportive cues。Attention should be channelled to one or another of the universal principles of influence: reciprocity，liking， authority， social proof， scarcity， and consistency。 （Hyperlink to other video）This book adds a seventh principle: unity。There is a certain type of unity which is of identity。 This can be characterized by a ‘we relationship’ andthat， if pre-suasively raised to consciousness， leads to more acceptance， cooperation， liking， help， trust， and， consequently， assent。 Build 'We relationships': by presenting cues of genetic commonalityassociated with family and place。A communicator pre-suades by focusing recipients initially on concepts that are aligned， associatively， with the information yet to be delivered。 Therefore those using a pre-suasive approach must decide what to present immediately before their message。If somebody asks you whether you were unhappy in， your natural tendency to hunt forconfirmations rather than for disconfirmations of the possibility。 Palm reading is an example that you give a vague statement like you are diligent or lazy and then the person selectively thinks about times they have displayed that trait， therefore may completely agree with something they would not usually describe themselves as。 This can be called a “positive test strategy” it comes down to this: in deciding whether a possibility is correct， people typically look for hits rather than misses; for confirmations of the idea rather than for disconfirmations。 This is because it is easier to register the presence of something than its absence。Previously it was thought that if you wish to change another’s behaviour， you must first change some existing feature of that person so that it fits with the behaviour。 Consider instead asking if the he or she has been willing to look at new possibilities。Mentions survey in which participants on the street were asked to engage with a study in relation to trying a new product。 If the potential participants were first asked do you consider yourself helpful or adventurous （as opposed to nothing） there was a higher chance they would participate in the study。 Research on cognitive functioning shows us: when attention is paid to something， the price is attention lost to something else。 Indeed， because the human mind appears able to hold only one thing in conscious awareness at a time， the toll is a momentary loss of focused attention to everything else。This leads us to the consider that anything that draws focused attention to itself can lead observers to overestimate its importance。The renowned Milton Erickson hypnotist and guru of NLP took advantage of this fact。 To emphasise the importance of particular points at times he spoke very softly。 Therefore patients had to lean forward， into the information providing their focused attention and intense interest。 Techniques designed merely to channel temporary attention can be particularly effective as pre-suasive devices。 In part this is what makes banner ads so effective due to lack of direct notice。Research has demonstrated that the more consideration people give to something， the more extreme and polarized their opinions of it become。 Therefore attention-capturing tactics alone are unlikely to be the answer to would-be persuaders。Embedding reporters with US soldiers in the Iraq war was a tactical part by the US government。 This led to the predominant media message to the public being you should be paying attention to the conduct of the war， not the wisdom of it。The tendency to presume that what is focal is causal holds sway too deeply， too automatically， and over too many types of human judgment。 Mentions a study in which had observers who were asked to judge who had more influence in the discussion， based on tone， content， and direction （scripted conversation， some could see both faces， one only one face）。 The outcomes were always the same: whoever's face was more visible was judged to be more influential。A camera angle aimed at a suspect during an interrogation leads observers of the recording to assign the suspect greater responsibility for a confession （and greater guilt）， whatever the professionof the watchers were ordinary citizens， law enforcement personnel， or criminal court judges。 The biasdisappeared when the recording showed the interrogation and confession from the side， so that the suspect and questioner were equally focal。 In fact， it was possible to reverse the bias by showing observers a recording of the identical interaction with the camera trained over the suspect’s shoulder onto the interrogator’s face; then， compared with the side-view judgments， the interrogator was perceived to have coerced the confession。 Manifestly here， what’s focal seems causal。Therefore， if being interviewed by police， find the camera in the room， which will usually be above and behind the police officer。 Second， move your chair。 Position yourself so that the recording of the session will depict your face and your questioner’s face equally。 Mentions an experiment in which a young woman requests assistance from men stating that her phone has been taken and she needs help。 Attractiveness alone was not enough， to obtain help。 The men hadto be exposed to a sexually linked concept， Valentine’s Day， before were more likely to act。 An opener was needed that rendered them receptive to her plea prior to ever encountering it。 A different woman had asked the men directions a few minutes before to either Main Street or Valentines Street those asked for Valentines Street were more likely to help。 An experiment assessed how long straight males and females spent looking at photos。 A significant number spent more time gazing at photos of members of the opposite sex who were especially attractive， this tendency appeared only if the gazers were in the market for a romantic or sexual relationship。 Individuals who weren’t looking for a new partner didn’t spend any more time locked on to the photos of good-looking possibilities than average-looking ones。 In any situation， people are dramatically more likely to pay attention to and be influenced by stimuli that fit the goal they have for that situation。 This would fit with the above experiment。 However， two months after the survey， the participants were recontacted and asked if their relationships had remained intact or had ended。 The best indicator of a breakup was not how much love they felt for their partner two months ago， how satisfied they stated they were or even how long they had wanted the relationship to last。 The best predictor was how much they were regularly aware of the attractive members of the opposite sex hotties who were around them back then。Therefore， in our relationships， then， we might want to be sensitive to any sustained upswing in our partner’s （or our own） attentiveness to attractive alternatives， as it might well offer an early signal of a partnership in peril。It is well known that Ivan Pavlov got the dogs to salivate to the sound of a bell which had no business extracting that reaction。 To accomplish the trick， he just rang the bell immediately prior to introducing food to them on repeated occasions。 Before long， the dogs were drooling at the sound of the bell， even in the absence of any food。 What people often don’t know is that when visitors were invited to his institute to observe a demonstration， it usually failed。 The same happened when one of his assistants would condition a dog in one of the institute’s experimental rooms and would then ask Pavlov to view the results。 It was put forward that the dogs wouldn’t respond due to the ‘investigatory reflex’。 In order to survive， any animal needs to be acutely aware of immediate changes to its environment， investigating and evaluating these differences for the dangers or opportunities they might present。 This reflex is very forceful so it supersedes all other operations。Waiters can remember who ordered what but soon after food has been provided forget this information。 This is known as the Zeigarnik effect， unfinished tasks are the more memorable， hoarding attention so they can be performed and dispatched successfully。With a task that we feel committed to performing， we will remember all sorts of elements of it better if we have not yet had the chance to finish， because our attention will remain drawn to it。 Second， if we are engaged in such a task and are interrupted or pulled away， we’ll feel a discomforting， gnawing desire to get back to it。 That desire—which also pushes us to return to incomplete narratives， unresolved problems， unanswered questions， and unachieved goals—reflects a craving for cognitive closure。Associations can be called the building blocks of thought。You may have heard to the statement “Caution and measure will win you riches”， this is more true when changed to “Caution and measure win you treasure。” The mini-lesson for persuasive success is: to make it climb， make it rhyme。Within the domain of general attraction， observers have a greater liking for those whose facial features are easy to recognize and whose names are easy to pronounce。 Tellingly， when people can process something with cognitive ease， they experience increased neuronal activity in the muscles of their face that produce a smile。 On the flip side， if it’s difficult to process something， observers tend to dislike that experience and， accordingly， that thing。Be aware of self-influence - lying in low-level wait within each of us are units of experience that can be given sudden standing and force if we just divert our attention to them。 Medical student syndrome， common， 70 percent to 80 percent of all medical students are afflicted by this disorder， in which they experience the symptoms of whatever disease they happen to be learning about at the time and become convinced that they have contracted it。 The mere knowledge of the location of the appendix transforms the most harmless sensations in that region into symptoms of serious menace。Elderly at times are happier than others， perhaps this is because they have decided to prioritize emotional contentment as a main life goal and， therefore， to turn their attentions systematically toward the positive。Tips to increase personal happiness often require nothing more than a pre-suasive refocusing of attention1。 Count your blessings and gratitudes at the start of every day， and then give yourself concentrated time with them by writing them down。 2。 Cultivate optimism by choosing beforehand to look on the bright side of situations， events， and future possibilities。3。 Negate the negative by deliberately limiting time spent dwelling on problems or on unhealthy comparisons with othersHuman societies， even ancient ones， seem to have discovered group bonding that involved coordinated responses。 For example an experiment had people who tapped on a table with someone else then were assessed if they would stay and help that person。 Afterwards only 18% of the participants who did not initially tap the table in synchrony with their partners chose to stay and help， versus 49% who tapped the table in synchrony。 Recipients with non-rational， hedonistic goals should be matched with messages containing non-rational elements such as musical accompaniment， whereas those with rational， pragmatic goals should be matched with messages containing rational elements such as facts。French study in which the （initially sceptical） researchers had a man approach young women and ask for their phone numbers， he was either carrying a guitar case， a sports bag， or empty handed。 When carrying a guitar there was a higher chance of a “Oui”， phone numbers more than doubled。 Speculates this is because young people associate love and music。 Experiment two people asking questions of each other for 45 minutes， in this process they developed great rapport。 The items gradually escalate in personal disclosure。 Thus， when responding， participants increasingly open themselves up to one another in a trusting way representative of tightly bonded pairs。 Second， participants do so by acting together—that is， in a coordinated， back-and-forth fashion， making the interaction inherently and continuouslysynchronous。Caution to any leader responsible for shaping the ethical climate of an organization， it is as follows: those who cheat for you will cheat against you。 If you encourage the first form of deceit， you will get the second， which will cost you dearly in the bargain。Commitments to reducing missed medical appointments。 A standard practice designed to reduce do not attend appointments involves calling patients the day before to remind them of the appointment。 Such efforts reduced failures to appear by 3。5 percent。 The receptionist writes down the time and date of the next appointment on a card and gives it to patients。 If， instead， the patients are asked to fill in thecard， that active step gets them more committed to keeping the appointment。 When this costless procedure was tried in a study in Britain， the subsequent no-show rate dropped by 18 percent。Physicians are hardest to influence， so let’s summarise a couple of studies that attempt to influence physicians。 “Hand hygiene protects you from catching diseases。” To channel attention to the patient-centred concern， they placed signs over a different set of dispensers that read “Hand hygiene protects patients from catching diseases。” Despite only a single word of difference， the effect of the two types of signs was dramatically one-sided。 The sign that reminded the doctors to protect themselves had no effect on soap and gel use。 But the one reminding them to protect their patients increased usage by 45 percent。Suggests that physicians deep down appear to be （1） other oriented individuals， strongly motivated to enhance the well-being of their patients and （2） not of the sort we’d have to worry would ever serve their own interests at their patients’ expense。So therefore， it is worth thinking what might cause doctors to become likely to accepting industry sponsored favours。 One sample of the physicians was simply asked in an online survey whether and to what extent taking gifts and payments from industry representatives was acceptable to them。 In the researchers’ analysis， only about one-fifth found the practice acceptable。 But when a second sample was asked the same question， preceded by items inquiring into how much they had sacrificed personally and financially to become doctors， nearly half （47。5 percent） thought gift taking acceptable。 Finally， when a third sample was both reminded in the same way of their prior sacrifices and asked whether the resources they’d previously expended justified taking gifts， a clear majority （60。3 percent） came to see the practice as acceptable。Therefore， focusing physicians pre-suasively on the large inputs they had supplied to the healthcare system made them much more willing to take large returns from it。 Also it is likely that reciprocity based rationale is causing the majority to embrace gift taking。In large measure， who we are with respect to any choice is where we are， attentionally， in the moment before the choice。 We can be channelled to that moment by choice-relevant cues we haphazardly encounter in our daily settings or， of greater concern， by the cues a knowing communicator has tactically placed there。 Which may have a lasting effect， by the cues we have stored to send us consistently in desired directions。 Elastic preferences serve to illustrate how top-of-mind factors operate on all of us。 When people can’t deliberate carefully， can’t concentrate fully， they are much more likely to respond automatically to whatever decision-making cues are present in the situation。VLOG Summary: https://www。youtube。com/watch？v=VgDpV。。。 。。。more

LAsh ，

This book was very insightful and had to be read slowly。

The_J ，

This from my deep dive into Scott Adams and this was his suggestion on best tome on this subject。 Sort of a how to get to Yes - by setting the table beforehand。 But with knowledge as power， I always wonder about how effective it is to trick someone who knows what is coming。 Knowledge is power; experience can be the path to wisdom。

Alya ，

I found this book very entertaining and interesting！ It's definitely approachable for a broad public。 To be fair， I read that the author's scientific research if questionable， which is really disheartening as it was used to further his point。 I found this book very entertaining and interesting！ It's definitely approachable for a broad public。 To be fair， I read that the author's scientific research if questionable， which is really disheartening as it was used to further his point。 。。。more

Samantha ，

This was riding off the coattails of Influence too much。 Influence was better organized。 Pre-Suasion hit that sophomore slump where you keep referring to points made in your first book and randomly addressing points made by critics about your first book instead of sharing NEW insights of value and interest。 Basically Pre-Suasion explores preemptive persuasion: priming， framing， anchoring。 If you ask someone if they’re adventurous and they say yes， then they’re primed to say yes to trying your ne This was riding off the coattails of Influence too much。 Influence was better organized。 Pre-Suasion hit that sophomore slump where you keep referring to points made in your first book and randomly addressing points made by critics about your first book instead of sharing NEW insights of value and interest。 Basically Pre-Suasion explores preemptive persuasion: priming， framing， anchoring。 If you ask someone if they’re adventurous and they say yes， then they’re primed to say yes to trying your new kombucha flavor at the Farmer’s Market。 While I enjoyed analyzing interrogation strategies and examples explored， I craved more revelatory insights from this book。 It felt like filler content left out of Influence that reinforced， but didn’t add much to its points。 Read Influence; forget this one！ 。。。more

Leonardo Aguirre ，

Excellent Book。 There are many real examples to understand to influence and human behavior

Rich B ，

The follow-up to his very well-known book Influence， this is packed full of interesting and useful anecdotes and insights from the world of behavioural science。 Learned a lot and got many ideas to think about from reading this。 It’s a book I’d recommend for anyone interested in influence and persuasion。 It collates and shares a lot of the research projects and results which have taken place in this field。 So much so， that almost half the book is taken up with footnotes， references and the index。 The follow-up to his very well-known book Influence， this is packed full of interesting and useful anecdotes and insights from the world of behavioural science。 Learned a lot and got many ideas to think about from reading this。 It’s a book I’d recommend for anyone interested in influence and persuasion。 It collates and shares a lot of the research projects and results which have taken place in this field。 So much so， that almost half the book is taken up with footnotes， references and the index。 It covers a lot of ground。 For those who don’t want to read though every academic journal to find these studies， you get a lot of ideas about what behavioural scientists work on。 Lots of ideas you could apply in all sorts of areas， but especially in marketing and communications。 I’ve read some other reviews marking it down because of the questionability of the “science”， particularly on priming， but that seemed harsh。 It’s not a book that prescribes actions， more one showing how to increase your chances of getting a desired reaction from people。 It shares hypothesis on what influences people to do the things they do。 It shares what studies were done to test these hypotheses and then shares the results。 How you interpret the results is up to you。 There will always be confounding factors in any study， so it’s more about making you wonder if you applied that same hypothesis to your business / marketing / communication challenge。It weaves these findings into a readable story， including updating the 6 influence factors from the previous book， so you come out with some general principles you can use to shape and test your own whatever it is you’re trying to do to influence people。 Not rules， but principles， and was happy enough with that。 If you’re expecting a “do a and b will happen” book， then that’s not what this is。 It’s more “when someone else did a， b happened c% more than d”， and so you get some ideas about how you might do something like a yourself。 On the down side though， the writing and structure is a little heavy going in place。 It occasionally wanders off into waffly side-tracks and each chapter is so packed with footnotes， it makes for a choppy reading experience if you keep looking at them。 These are often long lists of references， probably only of interest to those following the topic academically， or if there’s a particular study that catches your eye。 The writing also can vary heavily in tone。 Most of the time， it’s informal and conversational， but prone to slipping into a dryer more academic tone。 The last chapter on the ethics of influence feels particularly dry。Early on， in one of his examples， he talks about how writing in a different environment （his university office vs at home） prompted his writing style to change。 A more formal environment means more formal academic style writing as opposed to a more fun and informal environment meaning more informal “populist” （I think that’s the word he used） writing。 However， some of what he must have wrote in the more formal environment must have made it into the book， because at times， the text gets weighed down with references and much more formal writing。 Not enough to make it impenetrable， but much less of a fun read for the casual reader。 That small quibble aside though， there’s a lot to like about this book。 A lot of food for thought， and a mostly fairly easy and accessible read on a complicated topic。 。。。more

Phil Colson ，

Very Interesting， but a bit longer than it had to be。 I found myself zoning out after getting the gist from the first half of each chapter。

Alex Railean ，

Notes for personal use （typed on a phone， expect typos）-----------------Presuasion - prepare your audience for the message they are about to receive， to maximize the likelihood of their getting the message。- What we present first influences what we present next。 - - Start with a higher price （-:- use big numbers in your interactions， even when not talking about the price （example: people were willing to spend more in a restaurant called "node 97" than in one called "node 17"）- - this applies not Notes for personal use （typed on a phone， expect typos）-----------------Presuasion - prepare your audience for the message they are about to receive， to maximize the likelihood of their getting the message。- What we present first influences what we present next。 - - Start with a higher price （-:- use big numbers in your interactions， even when not talking about the price （example: people were willing to spend more in a restaurant called "node 97" than in one called "node 17"）- - this applies not only to numbers。 Example: people were more inclined to buy German vintage wine if they heard a German song in the store prior to the purchase## ingredients - reciprocation - - liking - social proof - - authority- scarcity - - consistency ## timingDepending on when you phrase a request， it is possible that your interlocutor won't have a socially acceptable way of declining it。 ### Privileged moment - optimal time to make your request**Positive test bias** - when a fortune teller makes a statement， you are primed to search your memory for events that confirm the statement， rather than disconfirm it。 For example， if they say "you are a stubborn person" - your mind will look for examples of stubbornness and agree。 If they say "you are a flexible person" - the same thing happens and you also agree。 "if the phone doesn't ring， it's me" :-） Keep this in mind when formulating questions in a survey。 For example， "to what extent do you agree with X" can lead to a positive test bias。 A better phrasing would be "to what extent do you agree or disagree with X"。**do you consider yourself a helpful person？** - if you approach a potential questionnaire respondent with this opening statement， they are more likely to later accept to participate in the survey （as opposed to just asking "do you have a few minutes？"， 70+% vs 30+%）。If you ask them whether they are helpful first， this creates a privileged moment for you， as the interlocutor is now in a more vulnerable position， since they'll be contradicting themselves if they reject your request。This is from an experiment by Peter Andersen and Sam Bulkan（？）I should have used this trick when looking for participants in Karlstad。 。Same thing with "do you consider yourself an adventurous person？"。**attention blink** - When switching focus from one thing to another， there is a short gap where our attention is absent。When something is in your focus， you consider it more valuable。 For example， when DCiorba spoke quietly during his classes， I listened even more attentively and thus I was more committed to the class。 **salience** - anything that can draw attention to itself creates a moment of power， in which it is perceived as an important thing。 The observer overestimates this importance。 Kahneman's essay: "_nothing in the world is as important as you think it is， while you are thinking about it_"。 This refers to the point above regarding salience - when you are focused on something， it's importance is most likely overestimated by you。 The media rarely succeeds in telling people what to think， but it often succeeds in telling them what to think about。The case of the online sales of sofas: how to judge customers towards focusing on price or on comfort。 For price - the graphics on the page had pennies on them， for comfort - clouds。 This influenced the buyers' decisions， though later every buyer stated that their decision was not influenced by the graphics on the site。 （there's a paper about this experiment）Let's say that you want to persuade someone to buy a camera of brand X。 Ask them to consider the advantages of camera X， without telling them to also think about the benefits of Y and Z。 This nudges the person towards X。If you later ask them to rate X vs Y， Z - the effect disappears。This often happens on websites， where they ask you "how are we doing？" - the thing is that they ask you only about X， not about their competitors。 So such questionnaires induce a bias towards towards X being perceived as better。 **Satisficing** - choose a solution that is good enough， without paying the cost of running an exhaustive analysis of all the options available。 Media transparency in the Iraq War。 The US military invited journalists to be embedded into their troops。 The journalists were trained and felt a general positive vibe - the army helps us in our work。 Moreover， having direct access to troops - they could write personal stories that were more valuable for their readers。 Such reports received lots of front-page space and focused on the soldiers' training， courage， challenges。 At the same time it distracted the public eye from the big picture - lack of a good reason to start the war in the first place， no WMDs。 Thus， this transparency move was a good way for the USA to boost their karma and control the information flows at the same time。Subsequently， what is in one's attention is given a higher level of perceived importance。 It also works the other way around - it is not in my attention， therefore it is not important。**what's focal is presumed causal** - experiment where observers decided who had a leading role in making a decision such as "which film do we watch？"。 2 people sit in a Cafe across each other。 You observe them from behind the back of one of these people， such that you see the face of the other one。When asked about the person who dominated the decision making process - the person whose face was seen is deemed more influential。 This happens even when the people having the discussion strictly follow a script， to ensure they talk neutrally and that none of them talks more than the other。This effect does not occur when you observe them from aside， such that both faces are equally exposed。 Tip: if you are the subject of an interrogation- find the camera - - move your chair such that the camera sees you and the interrogator simultaneously， on an "equal footing"。 ## attention attractors- **sexual elements**- the experiment with a woman asking a man to help her recover her phone from 4 thugs: if prior to that the man was approached by another woman who asked for street directions， in some cases they were more willing to help recover the phone。 The difference - sometimes they were asked by the previous woman for directions to Martin Street， and in other cases - Valentine street。 It seems that the romantically/sexually charged Valentine's day association was enough to influence their behavior in the interaction with the second woman。 Note that the beauty of the second woman was not enough to determine the men to act。 It was a previous interaction that played a key role！ - - **violence**- **change**- walking through a door changes context and may reset your current [volatile] state- - this also applies to video cuts （for example， in advertising） - **novelty**， this includes being distinctive， like on Ariely's A+/A-/B experiment ## attention magnetizers （retainers） - **self relevance** - i。e。 It is relevant to the self， an email that addresses me by name or has some personal information about me- **the next in line effect** - you don't really pay attention to the talks preceding yours， because in your mind you are focused on your upcoming speech， so everything else goes out of focus。 - leverage this effect to your advantage: if you have a competitor， try to ensure you talk before they do。 In this case， during your speech they will actually be focused on themselves， instead of attentively following your statements in order to find errors in them。 Alternatively， talk right after them - at this stage they will be rehashing what they just said， and still have insufficient energy to allocate a lot of attention to you。 - - **Zeigarnik effect** - an unfinished task is still kept in working memory and in the spotlight to facilitate its completion。 As soon as the task is completed， the buffers are flushed and the focus moves elsewhere。 Leveraging the Zeigarnik effect - **writers** can think of something that they want the story （or the page， or the chapter） to end with， and keep it in their mind。 This will make the mind more involved in the writing process。 Reference to an interview with a writer: - do you enjoy writing？ - I enjoy having written （-:**Teachers** - create an enigma， an unfinished mystery - when you begin the class， say something without revealing the ending， maybe begin telling a story; this will keep them focused （-:1。 Pose the mystery2。 2。 Deepen the mystery3。 3。 Home-in on the proper explanation by considering and offering evidence against incorrect explanations4。 4。provide a clue to the proper explanation 5。 5。 Resolve the mystery6。 6。 Draw the implications În contests of persuasion， counterclaim are usually stronger than claims， especially when the counterclaim achieves its effect not only by pointing out the problems in the argument， but also by emphasizing that the opponent is an untrustworthy source of information。 （my own note: basically， an ad hominem attack？）This gives you extra points in future battles too。## Associations and words**Non-violence policy** to avoid words that have certain negative connotations， like: bullet points， attack a problem， beat the competition -> points or information points， approach a problem， etc。Other examples - Cost/price vs investment - when discussing how much a product or service costs。 Cost is associated with expenses， losses。 Investment - well， it is an optimistic decision that ought to bring one to a better future。 - - Used cars - > use = wear and tear。 Change this to "pre-owned" = ownership， control。- in Airlines: terminal - > gate; final destination - > destination （-:**association with self** Coca-Cola and their "first name on the bottle" trick actually lead to the increase of sales in all regions where they deployed this product variation。 **group self** - same as above， but associate with a country， people or some other group that could unite people**cognitive workloads** - when something is easy to understand and process， it is perceived more positively。 The same applies to names easy to process， faces easy to identify， etc。 Example: workers with difficult to pronounce names were typically lower in the organization hierarchy。 This is a cross-cultural effect， i。e。 it also applies to when an otherwise "good" name is considered in a culture where it is something difficult to pronounce。## LocationLocation influences one's output。 Author's example about chapters written in his office at the uni and at home。 The book targeted a general audience， the text written at the uni was dry and formal， the text written at home was better suited for the purpose。 （note to self: reminds me of my remote PhD saga。 Also， how does this affect working from home？） ## tips about happiness 1。 Capture positive things that happened to you and think about them， write them down2。 2。 Cultivate optimism by looking beforehand at future possibilities3。 3。 Negate the negative - limit the time dwelling on problems or unhealthy comparisons with othersConsciously focus your attention on the positive。## mechanics of presuasion（my interpretation） when you touch upon a keyword or a concept， it pre-warms/pre-caches other related concepts in the mind。 So for example， if you're selling wine in a store and you want people to buy German vintage wine - you have to elicit the concept of "Germany" in their minds。 Maybe have a German flag somewhere， or as the author writes - play German music。 However in his example， he talks about classic German music - but how would the shoppers know they the music is German？Either way the point is clear - some concepts can be made more accessible， by touching related concepts a bit earlier。 Hence - pre-warm the caches。 ### if-when-thenThis pattern can help you build better habits。 For example: if I sit at the computer， when I am idle then I can start writing my paper。 It makes you more aware of the "moment of action" （e。 g。， when I am idle）， so you are quick to detect it if it occurs。 ### product placement in moviesThe subtly placed brands were more likely to be chosen later by viewers than the ones placed more obviously。 It seems that the mind applies a correction， because the obviously placed brands are easily identified as "the sneaky marketers are trying to shove their products down our throats"， so there is a counter-action。### miscWhen rushed， we are likely to not take into account all the relevant factors， basing our decision on some superficial factors only。 ## summary of principles from his previous book### reciprocation Give someone something in advance so they "owe" you a favor back。 - what you give someone must be meaningful to them - - unexpected - customized to them A costly gift will do。 Note that it can cost you pennies， but they don't have to know that （-:People don't care how much you know， until they know how much you care。 ### social proof Do/think X if others also do it Examples - in restaurants mark a dish as "most popular" on the menu to boost its actual purchasing frequency - - in school cafeteria make fruits more popular by writing somewhere next to the fruit stand "more than of your mates eat fruit every day"。 This makes them eat fruit more often， even if they say the label has no influence on their behavior！ - x% of your neighbors save money by consuming less electricity One important thing that this signslizes is **feasibility**。 You don't just know that you can save some money， but you know that this is achievable because your neighbors /colleagues are _already doing it_。**authority** - the medium is the message， the messenger is the message。A message is perceived as more reliable when it comes from an authoritable source。 Especially when the recipient is uncertain about what to do。 A communicator who **reveals a weakness** early-on is perceived as more honest and trustworthy （vs。 mentioning it only at the very end）。 Examples:- in political debates， a candidate who has something good to say about their opponent in the beginning is then perceived in a more positive manner。 - - in advertisements - acknowledge some weakness of your product， then talk about the benefits。Do this especially when the audience is already aware of the issue - if you reveal it then no extra damage is done， thus you get some good benefits at little additional costs。 Or "I know I have no experience with asyncio， but I have successfully used tornado and twisted in past projects"。 Bridging word: but， yet， however。 Note that ideally the weakness-before-strength message should be crafted in such a way that the strength questions the relevance of the weakness。**scarcity** - good old scarcity that he explained in his lecture。 - Loss aversion - - purchase limit of "max X per customer" **consistency** - alignment with personal values。- honesty pledge at the beginning of a test- - induce commitment。 At the end of the conversation "we'll mark you as potentially attending" Vs "we'll mark you as potentially attending， okay？ "。 Given that they say "yes" themselves， later they will be more likely to actually attend， in order to stay consistent with their prior statements。 ### unity one**Kinship** - we support our kin。 A possible explanation is that we are genetically related and ultimately we do things that promote the propagation of our genes， even if they are in a body other than our own。 Thus， we readily help children， cousins， and so on， even to our detriment at times。 Therefore you can elicit cooperation by leveraging the kinship card somehow。 It works even if you come up with something that doesn't really tienyoy genetically to others - patriotism， fellow team fans， etc。 Children who live in families where parents often invite non-relatives into the house are more likely to help strangers in the future。 "because we are Asian， like you" - reference to negotiations between a community of jews and the Japanese authorities （who were at the time allied with nazi Germany）。 The story goes that the nazis wanted to put pressure on the jews who managed to escape to Japan， they asked the Japanese to do it。 Before doing so， they asked the jew community representatives why are the nazis so keen on putting pressure on them。 The "because we are Asian， like you" answer Was provided by one of the rabbis at the meeting， he played the "unity" card， turning it into "us vs them" matter， where "us" included the Japanese。 The author claims that this move was instrumental in protecting the jews in Japan， even though Japan was a part of the axis。 ### unity twoSynchronisation - sing songs together， do the same thing at the same time -> get a boosting effect for the unity factor。Synchronized Finger tapping， marching。 Note about dealing with potential customers。 Let's say you sell cars。 If the customer says they want it for fuel efficiency， acceleration times and technical features， say **"I think** this is the one for you"。 But if they're motivated by the thrill of speed or the freedom to roam around， say "**I feel** this is the one for you"。When people are on the same frequency in terms of music - their rational self is mostly turned off。 - Voltaire: anything too stupid to be said， is sung。 （-:- - if you can't reach your audience through facts， sing it to them。 **Personal self-disclosure**: an effective way of getting someone more interested in you， romantically。 Go through a list of questions which get progressively more personal， taking turns in answering them。 **Co-creation**: something you have a hand in creating， you're more attached to it。 The IKEA-effect。Managers who were more involved in the creation of X are more likely to lobby for it and otherwise promote it。 They also feel more responsible for its success （in the sense of taking credit for it）。 Key point: the more they feel they contributed， the more they think the employee contributed too！ In other words， it is not perceived as a zero-sum game。 The author goes on to say it could be because the co-creators are "unified"， hence credit is not shared between 2 entities， but is absorbed by a merged entity。 Reference to the professor whose mission was environment conservation and protection Vs a tree he wanted to cut， to make room for the growth of another tree near his house。 Through introspection he concluded that he prioritized one tree over the other because he planted it himself， whereas the tree he was about to cut was there before （and was not "created" by him）。 。。。more

Marco Sán Sán ，

Lo leí por recomendación。 Reconozco que las observaciones son punzantes， dignas de reflexión y de descripción。 Si el libro se hubiera quedado en eso y no hubiera tratado de desarrollar el termino Persuasión， seria un gran aprendizaje， pero al tratar de desarrollar el termino。 es inevitable no vincularlo con la manipulación， por ello el mismo autor le dedica un capitulo a las adversidades morales de usar la persuasión en beneficio propio。Siempre pasa con este tipo de libros， los gringos tienen un Lo leí por recomendación。 Reconozco que las observaciones son punzantes， dignas de reflexión y de descripción。 Si el libro se hubiera quedado en eso y no hubiera tratado de desarrollar el termino Persuasión， seria un gran aprendizaje， pero al tratar de desarrollar el termino。 es inevitable no vincularlo con la manipulación， por ello el mismo autor le dedica un capitulo a las adversidades morales de usar la persuasión en beneficio propio。Siempre pasa con este tipo de libros， los gringos tienen un simpleza en el desarrollo de sus términos que es risible， me da un poco de celo que les funcione。 Reflexionándolo， lo merecen， es una sociedad tan confiada en si misma que no necesitan dar explicación de sus acciones， simplemente hacen， les vaya bien o mal， hacen。 Así nos encontramos con estos libros que solo en su mercado son capaces de triunfar por que YA EXISTE UN MERCADO， un sistema de confianza en el cual el hacer se premia más que el convencer。 Gran fortuna depara eso， espero no lo pierdan。 。。。more

Arseniy Turliuk ，

A lot of practical knowledge and examples of experiments。 Words are simple but not boring。 Book is understandable for every person， not only specialists。

Otavio Furlan ，

Not the best book of Cialdini but very complementary to Influence。 The lessons learned in the book are more difficult to implement given the subjectiveness of such application。 Nonetheless， it is a good book and recommended for those who already have some previous experience with Cialdini's readings。 Not the best book of Cialdini but very complementary to Influence。 The lessons learned in the book are more difficult to implement given the subjectiveness of such application。 Nonetheless， it is a good book and recommended for those who already have some previous experience with Cialdini's readings。 。。。more

Sam Motes ，

An interesting look at how people are persuaded into the decisions they make。 The author talks of both ethical and unethical practices and why they work It is good info for anyone in marketing or bai Ed’s in general but also for anyone wanting it understand the tactics to avoid being the victim。

Rabbit ，

Well backed up assertions for a fascinating look into what forms out opinions and loyalty towards people， brands， etc。

Luca Occhi ，

Concetti molto interessanti。 Ho potuto verificare in prima persona che alcune tecniche persuasive sono effettivamente utilizzate ed è stato soddisfacente riconoscerle。 Stile un po' dispersivo in alcuni punti。 Concetti molto interessanti。 Ho potuto verificare in prima persona che alcune tecniche persuasive sono effettivamente utilizzate ed è stato soddisfacente riconoscerle。 Stile un po' dispersivo in alcuni punti。 。。。more

KL Loh ，

definitely a 5 stars。 everyone needs to read this， esp if you are a biz owner。 we literally need to persuade and subtly influence people on a day to day basis。

Paul Ursuliak ，

Чудова книжка。 З чудовими прикладами впливу на людей。 Яка дозоволяє побачити， що намагаютсья скористатися вадами твого мислення， щоб добути з цього користь。

Junaid ，

مجرد كلام عادي عن الاقناع

Sebastian ，

The book （especially the ending） seem a bit rushed and I can understand why。 The book came out in 2016， right in the middle of the replication crisis in social psychology。 It seems as if the plan was to publish the book before it was too obvious that most studies contained in this book do not replicate。 Unfortunately， for the reader this means that most of the "effects" that are discussed do not exist。 Especially the field of "social priming" which serves as the main source of studies in this bo The book （especially the ending） seem a bit rushed and I can understand why。 The book came out in 2016， right in the middle of the replication crisis in social psychology。 It seems as if the plan was to publish the book before it was too obvious that most studies contained in this book do not replicate。 Unfortunately， for the reader this means that most of the "effects" that are discussed do not exist。 Especially the field of "social priming" which serves as the main source of studies in this book was riddled with "sexy" but not replicable effects。 It is disappointing that Cialdini still published the book at a time where others （e。g。， Kahneman） were already warning that most social priming effects do not hold up。 。。。more

Ryan Munger ，

A must read for anyone。

Mandy Wultsch ，

Although this book has 413 pages， the part to be read is only the first 233 pages。 I would also suggest following along and reading the footnotes that are in the back of the book， on pages 327 to 394， as they give more details on how the studies cited were performed and what the results were。The book is full of fascinating information， such as asking people to take a survey results in only twenty some percent agreeing to take it， while first asking if someone considers themselves helpful raises Although this book has 413 pages， the part to be read is only the first 233 pages。 I would also suggest following along and reading the footnotes that are in the back of the book， on pages 327 to 394， as they give more details on how the studies cited were performed and what the results were。The book is full of fascinating information， such as asking people to take a survey results in only twenty some percent agreeing to take it， while first asking if someone considers themselves helpful raises that percentage of survey takers to seventy something percent。 Giving an unexpected gift can put someone in a frame of mind where they feel like they subconsciously owe something to the gift giver， so beware free gifts。This information could be put to nefarious purposes by those with not-so-good intentions， but would be excellent information to be in the hands and heads of the average consumer， to know what to watch out for in the marketplace of ideas and in advertising。I recommend this book for everyone， as everyone is a consumer and should be aware of some of the ways their brains can be used against them。 。。。more

Radim May ，

Another amazing book from Robert Cialdini。 Highly recommend to anyone （not just sales people）

Rolda Bloom ，

This is an interesting book that discusses the collective psychology of the crowd。 It's really good。 What separates effective communicators from truly successful persuaders？ Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller， Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message。 This “privileged moment for change” prepares people to be receptive to a message before This is an interesting book that discusses the collective psychology of the crowd。 It's really good。 What separates effective communicators from truly successful persuaders？ Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller， Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message。 This “privileged moment for change” prepares people to be receptive to a message before they experience it。 Optimal persuasion is achieved only through optimal pre-suasion。 In other words， to change “minds” a pre-suader must also change “states of mind。” 。。。more

Orianne Stern ，

This book gave me conflicting feelings for several reasons。 The first being that the concept of ‘priming’ has been severely questioned by the psychological community and since that’s the entire concept of the book， the quality and work of the book loses a lot of relevance。 Therefore， while some concept sound interesting and identifiable in everyday life， you question the true validity of them as a whole。 In general， a lot of this is grounded in personal experiences which makes the closing of the This book gave me conflicting feelings for several reasons。 The first being that the concept of ‘priming’ has been severely questioned by the psychological community and since that’s the entire concept of the book， the quality and work of the book loses a lot of relevance。 Therefore， while some concept sound interesting and identifiable in everyday life， you question the true validity of them as a whole。 In general， a lot of this is grounded in personal experiences which makes the closing of the book in regards to the ethics even more confusing。 Why propose a book that tries to show you a “Revolutionary Way to Influence and Persuade” if it’s not ethical to do so？ It makes the objective of the book unclear and makes you question the work and author as whole。 。。。more

Joel Gray ，

THE MAIN PURPOSE OF SPEECH IS TO DIRECT LISTENERS ATTENTION TO SELECTED SECTOR OF REALITY。What we present first changes the way people experience what we present to them next。It’s easier to register the presence of something than it’s absence。When attention is paid to something， the price is attention lost to something else。When an important outcome is unknown to people they can hardly think of anything else。Reciprocation - people say yes to those they owe。Gifts/favours have to be meaningful， un THE MAIN PURPOSE OF SPEECH IS TO DIRECT LISTENERS ATTENTION TO SELECTED SECTOR OF REALITY。What we present first changes the way people experience what we present to them next。It’s easier to register the presence of something than it’s absence。When attention is paid to something， the price is attention lost to something else。When an important outcome is unknown to people they can hardly think of anything else。Reciprocation - people say yes to those they owe。Gifts/favours have to be meaningful， unexpected and customised for the rule of reciprocation to work best。The weakness before strength tactic works beat when the strength doesn’t just add something positive to the list of pros and cons， instead， challenges the relevance of the weakness。 。。。more

Dora ，

Great presentation of how preliminary acts can influence decisions， opinions and impressions- very entertaining presentation。

Alfred Nash ，

Just as good， if not better than， Influence。

Spencer ，

ok。 helpful ideas and tactics， but research book relies on isn't well documented and of dubious reliability （many core "priming" studies have failed to replicate since publication of "influence" and presumably after publication of "pre-suasion"） ok。 helpful ideas and tactics， but research book relies on isn't well documented and of dubious reliability （many core "priming" studies have failed to replicate since publication of "influence" and presumably after publication of "pre-suasion"） 。。。more

Reference

google book https://www.google.com/search?tbm=bks&q=Pre-Suasion: A Revolutionary Way to Influence and Persuade

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=Pre-Suasion: A Revolutionary Way to Influence and Persuade&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,Pre-Suasion: A Revolutionary Way to Influence and Persuade&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0