How to Use Pre-suasive Tactics on Others - and Yourself | Robert Cialdini | Big Think
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- Опубліковано 17 вер 2016
- How to Use Pre-suasive Tactics on Others - and Yourself
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Pre-suasion is a method of priming an audience to receive your message more openly. It's a powerful tool, and one that must be used in an ethical and just manner.The Ancient Greeks were the first to set forth the original rules of persuasion, called rhetoric. Today, anyone seeking to convince someone of something would do well to follow their example. There is, however, another set of rules that Greek methods did not address. These are the rules of subconscious persuasion, or what social scientist Robert Cialdini calls "pre-suasion," on account of their ability to prime an audience for your message before you undertake to explain it.
If the methods of pre-suasion seem blunt, they belie a more complicated psychological process at work in all of us. Take, for example, the ability of a simple image to motivate your mental work. According to research analyzed by Cialdini, an image of Auguste Rodin's The Thinker will help you complete tasks of analytical reasoning. Have a task that requires more endurance than critical thought? Place an image of a runner in your line of sight to keep you motivated.
While writing a book on the subject of pre-suasion, Cialdini used these motivating methods to his own advantage. By dedicating the book to his grandchildren before beginning, he incentivized himself to create the best work he could - the image of his progeny constantly pushing him forward. Once committed to the project, Cialdini went into the field to discuss what methods were used across a large swath of industries to persuade. What he found is the essence of pre-suasion: when an audience is primed to have a positive mental state regarding any central message, they are more likely to receive it willingly.
In one telling experiment, a furniture company primed its customers with two different images: one a picture of floating clouds, another of coins falling from the sky. Those customers primed with the clouds spent more time finding comfortable furniture while those shown the monetary image were more interested in being thrifty (and searching for furniture on a budget). Of course, this power shouldn't be taken lightly, or as having a morally neutral character.
With great knowledge and understanding comes great responsibility, and anyone looking to influence an audience subconsciously must take care that their methods are ethical, and that their intention is not to bamboozle any unsuspecting listener into doing their unjust bidding.
Robert Cialdini's book is Pre-Suasion: A Revolutionary Way to Influence and Persuade
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ROBERT CIALDINI
Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. His books including, Influence: Science & Practice, are the result of decades of peer-reviewed research on why people comply with requests.Influence has sold over 3 million copies, is a New York Times Bestseller and has been published in over 30 languages.
Because of the world-wide recognition of Dr. Cialdini’s cutting edge scientific research and his ethical business and policy applications, he is frequently regarded as the “Godfather of influence.” Dr. Cialdini received his Ph.D from the University of North Carolina and postdoctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini is CEO and President of INFLUENCE AT WORK; focusing on ethical influence training, corporate keynote programs, and the CMCT (Cialdini Method Certified Trainer) program. Dr. Cialdini’s clients include such organizations as Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA, Northern Trust, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Harvard University - Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.
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TRANSCRIPT
Robert Cialdini: Pre-suasion is the process of arranging for an audience to agree with your message before they encounter it. Now that might sound like some form of magic but it's not, it's established science.
Read the full transcript at bigthink.com/videos/robert-ci...
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That cheeky trick to get us to imagine his grandchildren growing up and seeing how great is book is, was dare I say, weapons grade persuasion
When he says that the book is for his grankids, he is using one of the presuasion tactics that he teaches in the book, like Warren Buffet used with his partners... Brilliant!
And the book is the best!
I'm not HHOH, but I sincerely appreciate the effort put forth into closed captioning in these videos. It is incredibly hard for deaf individuals to find any sort of video with proper CC.
I’m writing a comment primarily to make up for some of the snarky comments. I almost bowed out early, and then you got to the part about dedicating your book to your grandchildren. That was oddly powerful.
This is also called priming.
Wonder the same
At 3:00, did he just presuade us about how good the book is when he mentioned how he is writing it for his grandkids? 👀
Rakan Tashkandi Sure did.. 😉
Yes...
Liking, reciprocity, authority and availability bias kicking in, I HAVE to buy his book. I'm PERSUADED.
This video is just presuasion to buy his book
PCBrett Well spotted 10 out 10'
So what? Great book! He’s doing you a favor
Glad, you think that, less competition for me
yeah. and your point. as opposed to say any singer doing a music video out of the goodness of her heart?
If that's how you think than you'll probably never do much in life. That is a pure scarcity mentality.
The background wallpaper story makes you wonder about the underlying messages of the media and the way it is shaping and influencing your reality.
Thanks. This is amazing. I watched it 2nd time and this time too i loved it.
This is very insightful.
just watch rocky you will be motivated and also the film is awesome
This was a very interesting talk.
really good vid thnx
this was really interesting
Marketing - the person.
I've been speaking like this for years and didn't even know it.
5:18 Good rendition of procatalepsis.
I'm happy to learn this word because of you. Thx!
Basically, emotional stating through the use of carefully curated sensory emotional triggers.
I've always called this Framing when I do/teach it. Good teachers and counselors do this in a way that assists people in learning and discovery.
images he uses and recommend are great!? thanks
its actually amazing how he presuaded us.
literally prepared us for the possibility of this social tactic before he explained it and taught it to us
beautiful.... i wrote this comment at 0:25 into the video so lets see how it worked
What?
yes
Using archetypal images to promote positive behavior...certainly has been one of their uses since the dawn of time
Excellent
Wow great video
its been a while since some good content has come up on here, well done
Can anyone give me a link for the furniture company experiment he talks about?
I do not doubt that the things he talked about can influence people but the big question is to what magnitude? If I look at a picture of a runner am I 0.001% more likely to finish a task or 20%?
Brandon S is that why vision boards work
The videos on this channel are very hit and miss. This one was a hit :)
Which ones were a miss?
Jesus Christ you should already know Jesus.
CouragePope Well yes, but I'm testing you son.
Nice!!
What percentage of people were affected by the imagery and how much better did they get?
can any one pls tell the software used for this animation
Suspiciously brown hair is suspicious.
Same
This is why I take exception to some of the things google has been doing to their autocomplete search algorithms. Also, how do I apply this to job interviews? lol
Great question. A good recruiter or career coach trains a candidate how to be "pre-suasive" before interviewing with a company.
In the beginning before you get started with any interview, you might ask the interviewer “before we begin, I’d like to know what was it about my application or me that made you decide that you wanted to meet with me”.
Benjamin Franklin is notorious for employing this psychological tactic in order to garner public support for social proposals.
so basically a book on 'Thinking Fast and Slow's Priming chapter
Godzilla!
That's exactly what I thought when I saw the video title.
+Meton2526 scooty
What a dark comment.
I feel like this video only needed to be about 10 seconds long: Setting the context of information profoundly effects how people receive it - if you make people think of money they'll process the information with regards to cost, same goes for success, comfort, rationality etc. This can be used to persuade people more effectively. Done. There's almost 10 minutes of waffle in here.
(I know I might have missed some relatively important points, but nothing that justifies the length of this video)
Please focus your camera on the guys eyes, not his tie..
This thinking is the source of most cults.
Seems by the comments many were pre-suaded to find fault with everything about the video and what was said.
Was hoping it would discuss the ethics more
Or at all
Are you presuading me to buy your book?
He reminds me of Steve Wynn. I don't know why.
if I send you some collar stays, will you give me a free consulting session?
When he said grandchildren I got persuaded
I just made Usain Bolt crosssing the finish line first my phone wallpaper.
I remember when this was called "The Secret" and sold as a new age religion
What he described is 'Making an entrance'
making and entrance? I don't get it.
making and entrance? I don't get it.
I believe he meant "making an entrance". Not 'and'.
jaja right. Tks!
Look at his ear, look at his ear, look at his ear look at his ear look at his ear, how?
Loved the video but why so out of focus? Had to listen, couldn't watch...
@ :15 second in, I already agree with this video?! WTF
Isn't this just priming for achievement motivation?
Wooow
He didn't pre-suasive me to watch this video till the end..
Issa Mourad Big mistake.. his last point is mind buggling.
describing "subliminal messaging" without calling it that is interesting...
This isn't subliminal messaging. Subliminal messaging is exactly that, subliminal. This "pre-suasion" isn't subliminal, it's completely visible and out in the open.
not if you don't know it happened... which he talks about in the video too with the example with the clouds vs money background... this is subliminal.
***** That's not what subliminal means. Subliminal does not mean you simply don't understand the significance of what you're seeing. It means that you don't really see something to possibly consciously understand the significance of it. Subliminal refers to below your sensory perception. If you can consciously perceive what you're supposed to be "messaged" then it just isn't subliminal. To give examples, while Pre-suasion is showing someone an image where the message is the image. Subliminal messaging is showing someone an image, and hidden somewhere in the image is your message.
Well that's good to know. In this world the Joker is a good person... or less of a villain.
Yall talk about how slimy this is.......but I got my fuckin mom to do some shit she's never done before that helped her tremendously using cialdinis techniques and convinced quite a few alcoholics into rehab
God dammit, this is alien technology
How to win friends and influence people with subliminal messaging.
SEE!!! WE DON'T HAVE FREE WILL!!!
when you know the tricks, it gets better. Knowledge is power.
Well... to deliver a powerful message you will need more than a grey background...how about some clouds? How about using your knowledge to make this video more interesting to watch?
Love this message but the video is focused on his tie
wasn't there a movie on this.. Inception... plant a thought
He so much looks like Phil Dunphy's father from modern family
Maybe this topic has something to do with the placebo effect.
It reminded me of the framing effect.
Eh.. citation needed.
Pre suasion to buy the book, on the grand children story
Everyone feels better when they donate money. You all want to feel better about yourselves right? Dollars. Mullah. Now... feel free to send me some money!
Man looks like demon spook
Sounds too much like the book 'The Secret' lol.
uClash Gaming The Secret is bullshit. I think this book actually has some interesting points..
His Pre-looks would of been honest and authentic now i dont trust the words comming out of his twofaced apparition!
Earl Thepearl And what do you know
tony Lorns "I cannot teach anybody anything I can only make them think"
/Socrates.
I'm The Buddha.😎
hi i assure you guys, i am "first", you surely would agree if you knew what is going on and i am sure you do
and by watching this video, you've just lost your chance of using such tactics on yourselves. Congrats!
Studies show that knowledge of persuasion techniques don't affect how effective they are on you.
I'd imagine it's similar to how placebos work even when you know it's just a placebo. They also work on animals oddly enough.
it's extraordinarily easy to trick yourself, whether or not you know you're doing it.
It's ironic that though I like the presentation, the presenter's overt use of emphasis is annoying...
Take my money.
Who else is here for class?
what does he keep looking at lol
This is "established science" OMFG
Old foxes don't go do heaven...
Maybe to the foxes heaven... 😏
That's it folks, hang up some pictures of successful people around your house and you'll be more successful!... No no no, don't worry about your race, sex or class, it's all about self control, poor people just lack 'pre-suasion'.
Wut?
Brandon S should I hang up pictures on my wall then lol.
How could this information be considered racist? Someone needs to check their biases at the door.
if the book is good enough for the grand kids its good enough for me......wait! are your grand kids adopted or blood? or still in the planning stage?
I like the information here, but the way he speaks is kinda off. Honestly, he sounds like a phony facade.
I have been following these steps,
I have been following these rules since I can remember.
That's why I am myself in the world today.
That's why I am Unique in this melting pot Universe.
Google/-youtube-:-Adam Atiyeh
Theory and not practice....
I'm not buying it. His book I mean. Because that's what he's trying to sell here.
Looks to me like he's simply trying to sell a message. *shrug*
Never show yourself as mature and comprehensive person,.. real people is reactive on changing, aging, etc.., don’t be the teddy bear of the group,..
can you explain ?
Thank you,
samma, irgendswie rad ab, ey
of course
Why does this guy put me off so much? Because he looks like a door-to-door salesman, maybe? Or because he's plainly boring?
he overemphasizes many of his words and his pauses as he searching for what he's going to say puts me off. He also uses his hands and arms "Italian style" too much. And he's plain boring
BS
This guy comes off as a con man trying to sell a book.
Phoenix Franks How the fuck is he a con man ?
He might be the greatest psychologist in the world, but certainly has no charisma, no energy and is boring as hell.
Maybe he could have talked less about himself and more about the topic that he supposedly ‘wrote the book on.’
I found this horribly boring and stopped watching when he claimed to be a ‘spy of sorts.’ Drivel.