Maya shankar hidden brain11/10/2023 ![]() ![]() We give them confirmation that this is widely accepted, widely performed. Psychologist Bob Cialdini says the same principle, known as social proof, also works in situations with much lower stakes.Robert Cialdini:Social proof reduces uncertainty in others, when we show them that a lot of other people like them are doing or have been doing what we're asking this particular individual to do. If you are on a floor where everyone is staying put, it's hard to jump up and take off. If you are on a floor where everyone is running for the stairs, it's hard not to run yourself. But it is the case that one of the most important sources of influence in our lives comes from the people around us. Nearly everyone on the other floor stayed in place, and large numbers perished when the tower collapsed.It's not quite right to say that people are sheep and follow the herd. Nearly everyone on one floor chose to evacuate and nearly all survived. ![]() But at one company that was spread over two floors of the World Trade Center, I found that people made radically different decisions. Should they run for the stairs and try and climb down dozens of flights to safety, or should they shelter in place? In the confusion and panic that ensued in the moments after the attacks, they received conflicting guidance from authorities. Shortly after planes hijacked by terrorists struck the skyscrapers, people inside the buildings had to make a choice. In my book, The Hidden Brain, I described how these patterns shaped decisions involving life and death on the upper floors of the World Trade Center on September 11th, 2001. People confronting emergencies often behave like the people around them. The patterns of persuasion, this week on Hidden Brain.Researchers who study disasters have often noticed a curious pattern. And as we did last week, we will also examine how these ideas can be used for good and for evil. If you missed that episode, I would strongly recommend you go back and listen to it first.Today we explore four more powerful ways to turn "no"s into "yes"s. We looked at the role of scarcity, the norm of reciprocity, and the effects of liking. Last week on the show, we explored three of them. So there was something powerful there inside what he had said.Shankar Vedantam:Over the course of several decades of observation and experimental research at Arizona State University, Bob eventually identified seven techniques of influence. ![]() Bob was going to say no, but then the salesman said.Robert Cialdini:"It's the most popular subscription here in your dorm, and the experts rate it as the number one sports magazine in the United States." And I found myself buying that subscription.Shankar Vedantam:The exchange with the Sports Illustrated salesman got Bob thinking, what exactly had the man said to overcome his resistance? And could studying exchanges like this reveal why some people were more persuasive than others?Robert Cialdini:I don't know I had the terms to explain it, but I knew that they had worked, and I knew that he had turned a no to a yes. He was selling subscriptions to Sports Illustrated magazine. I'm Shankar Vedantam.When psychologist Robert Cialdini was in college, a magazine salesman knocked on his dorm room door. Our transcripts are provided by various partners and may contain errors or deviate slightly from the audio. The transcript below may be for an earlier version of this episode. ![]() West, Journal of Applied Psychology, 1975. Increasing the Attractiveness of College Cafeteria Food: A Reactance Theory Perspective, by Stephen G. Observational Learning: Evidence from a Randomized Natural Field Experiment, by Hongbin Cai, Yuyu Chen, Hanming Fang, American Economic Review, 2009. Social Norms and Energy Conservation, by Hunt Allcott, Journal of Public Economics 2011. I Am What I Am, by Looking Past the Present: The Influence of Biospheric Values and Past Behavior on Environmental Self-Identity, by Ellen van der Werff, Linda Steg, Kees Keizer, Environment and Behavior, 2014. Pre-Suasion: A Revolutionary Way to Influence and Persuade, by Robert Cialdini, 2016.Ĭelebrity Opinion Influences Public Acceptance of Human Evolution, by Steve Arnocky et al., Evolutionary Psychology, 2018. Influence, New and Expanded: The Psychology of Persuasion, by Robert Cialdini, 2021. What techniques did that person use to persuade you? This week, we continue our look at the science of influence with psychologist Robert Cialdini, and explore how these techniques can be used for both good and evil.ĭid you listen to the first part of our episodes on influence? Don’t miss last week’s episode on how to turn a “no” into a “yes.” Additional Resources Think back to the last time someone convinced you to do something you didn’t want to do, or to spend money you didn’t want to spend. ![]()
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