I was reading about a series of very interesting experiments that scientists conducted with animals to determine if they possess certain instinctual behaviors ingrained in their DNA.
For instance, ants are known to carry a dead ant back to their colony. To test this behavior, scientists placed a “dead ant” pheromone on a living ant to see what would happen. The result?
The other ants carried the live ant away, despite it being alive, demonstrating that they are programmed to follow their basic behavioral instincts, even when all evidence suggests the ant is alive!
The obvious question that followed was, do humans also have behavioral instincts that make us act in some pre-programmed way?
Surely not; we are such an intelligent species, right?
Complexity breeds simplicity
We live in a society that constantly bombards us with stimuli, more so now than ever with the advent of technologies and cellphones, providing us with access to infinite entertainment almost anytime and anywhere.
We are beings with thousands of years of evolution ingrained in our DNA. This inheritance includes not only physical traits but also societal behaviors transmitted across generations, which we observe and replicate from a very young age.
Scientists have studied and discovered that the human brain prefers, and indeed needs, to take some “shortcuts” or biases when making certain decisions to avoid overloading the system.
The Principles of Influence
Robert Cialdini, known as the “Godfather” of influence, outlines seven principles in his book “Influence: The Psychology of Persuasion” which serve as powerful mechanisms of influence:
- Reciprocity
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Commitment and Consistency
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Social Proof
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Authority
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Liking
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Scarcity
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Unity
Numerous experiments and social analyses have been conducted to pinpoint how each of these principles works in different situations and contexts. These principles are not limited to certain nationalities or professions; they apply to the vast majority!
It’s not as simple as saying a magic word like “Lollapalooza!” and having humans obey your commands. It’s much more subtle than that.
The danger lies in the subtlety; you might not even realize you’ve been “influenced” to make a choice, thinking it was your decision all along, which makes this so powerful.
Another significant aspect is that these principles don’t interfere with each other; on the contrary, they can enhance each other’s effectiveness. Combining multiple principles can create what Charlie Munger calls a “Lollapalooza effect”
Example:
While at the supermarket, Ana was offered a cheese sample (Reciprocity principle). She was then asked if she liked the taste, to which she answered yes, and was subsequently asked if she would like to buy one (Commitment and Consistency principle). Knowing these principles, she politely declined.
Finally, she was told that the cheese wouldn’t be available again until next summer (Scarcity principle), which persuaded her to buy two!
What happened here?
Ana understood the principles being used to influence her decision. Although the first two principles didn’t sway her, the last one did, demonstrating the “Lollapalooza” effect in action.
The crucial point is that she bought the cheese despite knowing the principles being used, highlighting how interesting and potentially dangerous these psychological mechanisms can be!
The Implications
The principles of influence are applied in various fields, from sales and marketing to business negotiation and personal relationships. Knowing these principles can be a powerful tool, both to use at your convenience and to develop defenses against others using them on you.
To create a “defense mechanism” against psychological biases or principles, develop a checklist of questions to answer before proceeding with any endeavor. Checklists are proven to be effective defense mechanisms against errors in many fields.
For example, commercial airline pilots use a checklist before takeoff, regardless of their experience, to minimize human error from various sources.
These mental models help reduce errors and make the best decisions with a clear mind. It’s up to you to learn and use the best mental models that suit your way of thinking, profession, and personality.
There are many important ones, but I won’t take the fun away from you. Learn more about psychological biases and principles of influence in action.
Take care!
Zifush.