164. Best of: Using "Pre-suasion" to Influence Others
The inner workings of social influence and persuasion.
Want to change someone\u2019s mind? First, explains Robert Cialdini, you have to change their framing.
For Cialdini, the Regent's Professor Emeritus of Psychology and Marketing at Arizona State University, persuasion begins before we even deliver our pitch or presentation. Through what he calls \u201cPre-suasion,\u201d communicators can prime audiences to receive messages in a specific way, simply by drawing their attention in specific directions.\xa0
\u201cIt involves focusing people on\u2014putting them in mind of\u2014those motivators before they encounter [them] in the communicator\u2019s message,\u201d Cialdini says, \u201cbringing people\u2019s focus of attention onto something that is nested in the message\u2026before that message is delivered, so they have been readied for the concept.\u201d
In this episode, Matt Abrahams and Cialdini talk about the motivating power of FOMO, getting better advice from others, and how your next wine purchase could be influenced by what music is playing in the shop.
Episode Reference Links:
- Robert Cialdini
- Robert's books: Influence / Pre-Suasion
- Ep.11 The Science of Influence: How to Persuade Others And Hold Their Attention
- Ep.142 Power and Persuasion: Live Insights from Stanford Experts\xa0
- Original Episode: Ep.76 Change My Mind: Using \u201cPre-suasion\u201d to Influence Others\xa0
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Chapters:
- (00:00) - Introduction\n \n
- (02:40) - Persuasion and Pre-suasion\n \n
- (06:01) - Priming and Framing in Pre-suasion\n \n
- (08:42) - Understanding Scarcity\n \n
- (11:32) - The Unity Principle\n \n
- (14:48) - Social Proof and Influence\n \n
- (20:08) - The Role of Language in Persuasion\n \n
- (23:07) - The Final Three Questions\n \n
- (27:33) - Conclusion \n