- •Table of Contents
- •Foreword
- •Acknowledgments
- •Introduction
- •Keywords
- •Chapter 1: The Power of Persuasion
- •Persuasion: The Heartbeat of Our Economy
- •Used for You or Against You
- •When You Have the Right Tools You Will Succeed
- •Definitions
- •Persuasion and Rhetoric
- •The Foundational Principles of Persuasion
- •Twelve Automatic Triggers of Persuasion
- •Thinking About Not Thinking
- •The Twelve Laws of Persuasion
- •Two Paths of Persuasion
- •The Theory of Cognitive Dissonance
- •Methods of Protecting Mental Consistency
- •Using Dissonance to Create Action
- •The Law of Dissonance in Marketing
- •Cognitive Dissonance and Public Commitment
- •Getting Your Foot in the Door
- •Three Steps to Using the Law of Dissonance
- •Chapter 4: The Law of Obligation--How to Get Anyone to Do a Favor for You
- •Definition of the Law of Obligation
- •The Law of Obligation and Marketing
- •Fundraising and the Law of Obligation
- •Applying the Law of Obligation
- •Reciprocal Concessions
- •Give a Favor, Expect a Favor in Return
- •Secrets Create Obligation: The Secret of Secrets
- •Caution
- •Attraction: The Halo Effect
- •Similarity: Similar Is Familiar
- •People Skills: Winning Instant Acceptance from Others
- •Rapport: The Instant Connection
- •Going with the Crowd
- •The Law of Social Validation at Work
- •Social Validation: The Power of the Group
- •The Dark Side of Social Validation
- •Social Validation and Conformity or Groupthink
- •Social Validation and Marketing
- •Making Social Validation Work
- •Why Scarcity Drives Us Wild
- •The Law of Scarcity in Marketing
- •How to Use the Law of Scarcity
- •The Inherent Power of Words
- •The Fundamentals of Language Usage
- •Word Choice
- •Dental Verbal Packaging
- •Types of Contrast
- •How to Use the Law of Contrast
- •Expectations as Assumptions: Expect with Confidence
- •Expectations of Others Affect Behavior
- •Presupposition: Assuming the Sale
- •The Placebo Effect: Persuasive Suggestions
- •Time Expectations
- •Reputation Expectations
- •First Impression Expectations
- •Embedded Commands
- •Goal Setting: Creating Personal Expectations
- •Environment
- •Pacing and Leading
- •Increasing Participation
- •Creating Atmosphere
- •Maintaining Attention
- •Using the Art of Questioning
- •Telling Mesmerizing Stories
- •Repeating and Repackaging
- •Building Suspense and Distraction
- •Generating Competition
- •Engaging the Five Senses
- •Self-Esteem
- •Pride
- •Ingratiation: Make Others Feel Important
- •The Leverage of Praise
- •Acceptance
- •The Amazing Power of Endorsements
- •Anchors: Capture the Feeling
- •Affiliation: Create the Link
- •Use Association to Persuade and Influence
- •Logic: What Stirs an Audience
- •Common Logical Fallacies
- •Evidence and Logic
- •Compelling Evidence
- •Types of Emotions: Emotional Mastery
- •Tip the Scale
- •Monitoring the Ability to Change: Getting Inside the Closed Mind
- •Monitoring Your Listening Skills: Crack the Code
- •Structuring Winning Arguments
- •Giving a Call to Action
- •Structure Points
- •Inoculation: Defend Against the Attack
- •Preparation Is the Key to Influence
- •Epilogue
- •Notes
- •Chapter 3
- •Chapter 4
- •Chapter 5
- •Chapter 6
- •Chapter 7
- •Chapter 8
- •Chapter 9
- •Chapter 10
- •Chapter 11
- •Chapter 12
- •Chapter 13
- •Chapter 14
- •Index
- •List of Sidebars
Chapter 9
1.David E. Kanouse and Hanson L. Reid, Jr., ‘‘Negativity in Evaluations,’’ in Attribution: Perceiving the Causes of Behavior, E. E. Jones et al., editors (Morristown, N.J.: General Learning Press, 1972).
2.J. M. Burger, ‘‘Increasing Compliance by Improving the Deal: The That’s-Not-All Technique,’’ Journal of Personality and Social Psychology (1986): 277–283.
3.I. P. Levin and G. J. Gaeth, ‘‘How Consumers Are Affected by the Framing of Attribute Information Before and After Consuming the Product,’’ Journal of Consumer Research, December 1988, pp. 374–378.
4.A. Tversky and D. Kahneman, ‘‘Choices, Values, and Frames,’’ American Psychologist 39 (1984): 341–350.
5.R. Cialdini and K. Ascani, ‘‘Test of Concession Procedure for Inducing Verbal Behavioral and Further Compliance with a Request to Give Blood,’’ Journal of Applied Psychology (1976): 295–300.
6.Alan N. Schoonmaker, Negotiate to Win: Gaining the Psychological Edge (Englewood Cliffs, N.J.: Prentice Hall, 1999), p. 236.
7.John Mowen, Consumer Behavior (New York: Macmillan, 1993), pp. 81–84.
8.D. Kenrick and S. Gutierres, ‘‘Contrast Effects in Judgments of Attractiveness: When Beauty Becomes a Social Problem,’’ Journal of Personality and Social Psychology, (1980): 131–140.
9.J. Freedman and S. Fraser, ‘‘Compliance Without Pressure: The Foot-inthe-Door Technique,’’ Journal of Personality and Social Psychology (1966): 195– 203.
10.J. Dillard, J. Hunter, and M. Burgoon, ‘‘Sequential-Request Persuasive Strategies: Meta-Analysis of
Foot-in-the-Door and Door-in-the-Face,’’ Human Communication Research (1984): 461–488.
11.E. Fern, K. Monroe, and R. Avila, ‘‘Effectiveness of Multiple Requests Strategies: A Synthesis of Research Results,’’ Journal of Marketing Research 23 (1986): 144–152.
12.Daniel Howard, ‘‘The Influence of Verbal Responses to Common Greetings on Compliance Behavior: The Foot-in-the-Mouth Effect,’’ Journal of Applied Social Psychology 20 (1990): 58–59.
Chapter 10
1.John Maxwell and Jim Dornan, Becoming a Person of Influence (Nashville: Thomas Nelson Publishers, 1997), p.
2.R. L. Miller, P. Brickman, and D. Bolen, ‘‘Attribution vs. Persuasion As a Means for Modifying Behavior,’’
Journal of Personality and Social Psychology 3 (1975): 430–441.
3.R. E. Kraut, ‘‘Effects of Social Labeling on Giving to Charity,’’ Journal of Experimental Social Psychology 9 (1973): 551–562.
4.Kenneth Erickson, The Power of Praise (St. Louis: Concordia Publishing House, 1984), p. 56.
5.Miller, Brickman, and Bolen, ‘‘Attribution vs. Persuasion.’’
6.Maxwell and Dornan, Becoming a Person of Influence, p. 63.
7.Robert Cialdini, The Psychology of Influence (New York: Quill, 1984), p. 7.
8.Roger Dawson, The Secrets of Power Persuasion (Englewood Cliffs, N.J.: Prentice Hall, 1992), p. 29.
9.Wilson Bryan, The Age of Manipulation (Lanham, Md.: Madison Books, 1989), p. 189.
10.Milton Erickson, Ernest Rossi, and Sheila Rossi, Hypnotic Realities (New York: Irvington Publishers, 1976).
11.Milton Erickson and Ernest Rossi, Hypnotherapy: An Exploratory Casebook (New York: Irvington Publishers, 1979).
12.C. A. Mace, Incentives: Some Experimental Studies (London: Industrial Health Research Board, Report No. 72, 1935).
13.Mortimer R. Feinberg, Effective Psychology for Managers (Englewood Cliffs, N.J.: Prentice Hall, 1986).
14.George Kelling and Catherine Coles, Fixing Broken Windows (New York: Touchstone, 1996).
15.Malcolm Gladwell, The Tipping Point (New York: Little Brown, 2000), p. 142.
16.Maxwell and Dornan, Becoming a Person of Influence, pp. 71–72.
17.P. Zimbardo, C. Banks, and C. Haney, ‘‘Interpersonal Dynamics in a Simulated Prison,’’ International Journal of Criminology and Penology (1973): 73.
Chapter 11
1.David Sears, J. Freedman, and L. Peplau, Social Psychology (Englewood Cliffs, N.J.: Prentice Hall, 1985), p.154.
2.A. C. Elms, ‘‘Influence of Fantasy Ability on Attitude Change Through Role Playing,’’ Journal of Personality and Social Psychology 4 (1966): 36–43.
3.A. Pratkanis and E. Aronson, Age of Propaganda (New York: W. H. Freeman, 1992), pp. 123–124.
4.Les Giblin, How to Have Confidence and Power in Dealing with People (Englewood Cliffs, N.J.: Prentice Hall, 1956), p.120.
5.W. L. Gregory, R. B. Cialdini, and K. M. Carpenter, ‘‘Mediators of Likelihood Estimates and Compliance: Does Imagining Make It So?’’ Journal of Personality and Social Psychology (1982): 89–99
6.N. Christensen, The Art of Persuasion and Selling (New York: Parker Publishing, 1970), p. 20.
7.G. Wells and R. Petty, ‘‘The Effects of Overt Head Movements on Persuasion,’’ Basic and Applied Social Psychology 1, 3 (1980): 219–230.
8.Ibid.
9.P. Underhill, Why We Buy: The Science of Shopping (New York: Simon & Schuster, 1999), p. 37.
10.Ibid.
11.Ibid.
12.Des Dearlove, ‘‘A Breath of Lemon-Scented Air,’’ The London Times, April 3, 1997.
13.Matt Crenson, ‘‘Scent of Cookies Brings Out Best in Shoppers,’’ Las Vegas Review Journal, October 14, 1996.
14 Luke 10:30–37.
15.J. Darley and D. Batson, ‘‘From Jerusalem to Jericho: A Study of Situational and Situational and Dispositional Variables in Helping Behavior,’’ Journal of Personality and Social Psychology 27 (1973): 100–119.
16.S. Godin and M. Gladwell, Unleashing the Idea Virus (New York: Hyperion, 2001).
17.N. Rackham, Account Strategies for Major Sales (New York: McGraw-Hill, 1989), p. 143.
18.E. Loftus, ‘‘Reconstructing Memory: The Incredible Eyewitness,’’ Psychology Today 8 (1974): 116.
19.L. Wrightsman, M. Nietzel, and W. Fortune, Psychology and the Legal System (Pacific Grove, Calif.: Brooks/Cole Publishing, 1994), p. 147.
20.Ibid.
21.G. Gorn and M. Goldberg, ‘‘Children’s Responses to Repetitive TV Commercials,’’ Journal of Consumer
Research (1980): 421–425.
22.R. E. Petty and J. T. Cacioppo, ‘‘Effects of Forewarning of Persuasive Intent and Involvement on Cognitive Responses and Persuasion,’’ Personality and Social Psychology Bulletin (1979):173–176.
23.L. A. Festinger and N. Maccoby, ‘‘On Resistance to Persuasive Communication,’’ Journal of Abnormal and Social Psychology 68 (1964): 359–366.
24.Ibid.
25.M. Sherif, O. Harvey, B. White, W. Hood, and C. Sherif, Intergroup Conflict and Cooperation: The Robbers’ Cave Experience. (Norman, Okla.: University of Oklahoma Institute of Intergroup Relations, 1961).
26.D. Peoples, Presentations Plus (New York: John Wiley and Sons, 1988), p. 66.
27.The 3M Meeting Management Team, How to Run Better Business Meetings (New York: McGraw-Hill, 1987), pp. 114–115.