Influence, New and Expanded: The Essential Guide to the Psychology of Influence and Persuasion in Everyday Life

This is a book on how we are unconsciously influenced by others. How certain things trigger automatic responses and how this can be taken advantage of.

It is a useful book, involving information to those who look to increase their effectiveness in positions in sectors where they may need to demonstrate authority and power, however, I did find it quite a cumbersome read.

PFS Book Club ---17th August Nitin presented the book "Influence" by Robert Cialdini today. Robert is considered as a Godfather of influence and this book describes the different manipulation tactics used by marketers to make you buy something you normally wouldn't have. It is about our tendency to take mental shortcuts in decision making. Throughout the book, the author quotes many examples of these manipulation gimmicks and explains why they work. Some of those that Nitin spoke about are: 1)Reciprocation - People tend to return a favor. Thus, the pervasiveness of free samples in marketing. Manish mentioned how smart sales boys in saree shops warmly greet you and make you feel comfortable by offering you tea/coffee. This way as a customer you feel obliged to buy atleast something from the shop thereby making you reciprocate the sales agent's warmth. 2)Scarcity - Perceived scarcity generates demand. For example, saying offers are available for a "limited time only" encourages sales. Nitin mentioned how prospective buyers are give appointments to visit a property for buying at the same time. This creates intense competition due to the idea of scarcity. 3)Likeability- We tend to be attracted to a brand based on the celebrity endorsing it. Nitin quoted an example of how a celebrity posing as a doctor can bring more business for a medicine company than an actual doctor promoting it. We had a long discussion on how this trend is getting changed in recent times. Nowadays people look out for actual,real people endorsing stuff so that they find something that they can related to. 4)Social Proof- This is what marketers use when claiming a product is being used by 99.x % of customers. A product automatically become attractive if it is being used by so many consumers and brings the notion of FOMO(fear of missing out) 5)Community factor- We tend to like a person/product that gives us the feeling of familiarity and community. Nitin presented the example of how Japan failed to harm some Jews who presented themselves as fellow Asians to Japan All in all a great session with some engaging discussions and examples.