Do these six points, so as not to be influenced by others.

We walk in the society and have all kinds of rules and routines. Either you are influencing others, or others are influencing you. How to protect yourself under all kinds of temptations? The famous psychologist Dr. Robert Siodini's "Influence" debunked their tricks for us one by one. The author puts forward six factors: reciprocity, commitment and agreement, social identity, preference, authority and scarcity, and explains the weapons that affect people's brain reaction and judgment.

"Influence" is a collection of psychology, marketing and social behavior. It has been selling well for 30 years and has been translated into 26 languages, ranking first in the total ranking TP400 of Amazon's Consumer Behavior and Applied Psychology.

Robert Siodini is known as the "godfather of influence", a famous social psychologist and a world-renowned authority on persuasion and influence research. He has successively obtained doctoral degrees from the University of North Carolina and Columbia University, and is engaged in postdoctoral research. He was a professor of psychology at Arizona State University.

0 1 fixed thinking

The author, a friend who runs a jewelry store in a tourist attraction, has a batch of emeralds in his hand. Many customers come to the store, but they have not sold them by various sales methods. When the shopkeeper went out to buy things, he had no choice but to leave a discounted note. Because the clerk was wrong, the price of the goods in the shop was multiplied by 2. To our surprise, all the goods in the shop were sold out, including emeralds.

This jewelry store is located in a scenic spot. People who travel know that everything in the scenic spot is expensive and the quality of low-priced goods is poor. Ordinary goods want to buy expensive and good ones, not to mention jewelry. Everyone thinks that the more expensive it is, the more it is. Most people are used to locking themselves in a fixed test, which has caused many mistakes and losses.

02 reciprocity

1985, Ethiopia was poor and many people starved to death. In this case, when there was an earthquake in Mexico, Ethiopia donated $5,000 to Mexico. When everyone was amazed at Ethiopia's feat, Mexico also donated 5000 dollars to Ethiopia when it was invaded by Italy.

Even if its citizens starve to death and don't wear warm clothes, Ethiopia will still remember its kindness and repay it. The elders warned us: "the grace of dripping water is rewarded by the spring." Being indebted to others and remembering kindness are actually influenced by reciprocity.

Tips for waiters, flowers at the airport, coke in the laboratory, accompanying juvenile delinquents, blood donation tests and other short stories in books. "Book of Rites" said: "Courtesy is reciprocal. It is indecent not to come; It is also impolite to come and not go. " The principle of reciprocity holds that we should try our best to repay what others have done for us in a similar way. If people are kind to you, you should repay them with kindness, and the weapons that influence each other will be used by businessmen or unskilled people to seek benefits. If you have other interests, we will ignore them.

03? Commitments and agreements

Sarah lives with Tim. Sarah wants to marry Tim and wants Tim to give up drinking. Tim doesn't agree. Sarah left to marry her ex-boyfriend. Before getting married, Tim called to make peace and promised not only to get married, but also to give up drinking. Sarah believed in going back to Tim, but Tim didn't keep his promise, but Sarah felt happier and happier. The short stories in the book include The Hateful Toy Dealer, Casual Courtesy, Customer Commitment, False Low Price, and Amway Sales Target.

Commitment and consistency principle: everyone has the desire to match words with deeds. Once we make a choice, we will be forced to do it according to our promises because of internal and external pressure, and people believe in our choices.

"Hell Girl" said, "Don't promise what you can't do." Although consistency is essential, we must also avoid the disadvantages brought by commitment and consistency.

04 social identity

When driving on the road, if you find that the cars in front have changed lanes continuously, the drivers behind you will change lanes even if the lane conditions are good.

There is a cult organization that brought hundreds of members to the forests of South America and organized the leaders to commit suicide together. Some people took the lead in drinking medicine, and the people behind them followed suit, and hundreds of people disappeared at once.

Social identity is also called conformity psychology. When we judge right or wrong, we always look at how others choose. Social identity

Principles are a great weapon of social influence. We should avoid mechanically obeying social recognition and think more when things happen.

Do you like it?

There is a sales method. When you buy something, the salesman will ask you to recommend a friend to buy it. When a friend gets a call from a salesman, your friend listens and you buy it. As long as it is recommended by a friend, the probability of buying it is very high.

Many people are always more likely to agree with the requirements of people they know and like, and it is difficult for us to refuse people who are familiar, similar and like.

06? authority

A visitor from Cambridge University in England came to five classes. In different classes, the researchers made different introductions to this person's identity, namely, student, teaching assistant, lecturer, senior lecturer and professor. When the visitor left, the researcher asked the students to evaluate his height. The results show that every time a visitor's status is promoted, his average height in the eyes of his classmates will be half an inch higher, that is to say, he is two and a half inches taller when he is a professor than when he is a student.

The powerful power of authority often affects our behavior and may even do some irrational things. Bertrand Russell once said, "Don't blindly worship any authority, because you can always find the opposite authority."

07? insufficient

The researchers showed some novel advertisements to college students. Half of the students saw the advertisement saying that "this book is only for adults over 2 1 year old", while the other half saw the advertisement without mentioning such an age limit. The researchers asked the students how they felt about the book. The students' reaction is the same as other bans. Students who think they can read this book at will, as well as students who are limited by age, prefer to read this book.

Thinking of today's epidemic, masks were robbed by everyone and the price was several times higher. The market tells us that people will grab scarce things. For example, if a commodity is sold out, it will be gone, for example, after the price, and so on. The less urgent it is, the more precious it is. Scarcity affects our behavior. The fear of losing something seems to stimulate people's actions more than the desire to get the same thing. This is the fear of losing.

The six principles of influence are the influence weapons mentioned in the book. We can use these weapons to protect ourselves, learn to think independently and not be easily influenced by others.