Today we will finish off with the remaining chapters of the book.
Chapter 5: Liking
Key points:
- Friendship priniciple: Presence is not necessary, just the mention of the name is enough.
- Offer a fair price and someone they like to buy things from and they will be influenced to purchase.
- Some factors that cause liking: physical attractiveness, similarity, compliments, contact and cooperation.
- Continued exposure to a person or object under unpleasant conditions such as frustration, conflict or competition leads to less liking.
- Recipe for disbarment is to separate people into groups.
- Conjoint efforts towards common goals bridge the rift between groups
- Jigsaw learning in schools. Form students into cooperating teams and give students only one part of the information necessary to pass test. Hence, students must take turns teaching and helping one another
- There is a natural tendency to dislike a person who brings us unpleasant info, even when the person did not cause the bad news.
- If we can surround ourselves with success that we are connected with in even a superficial way, our public prestige will rise.
- When prestige is low, we will be intent to use the success of associated others to help restore image.
- We have to be aware of the of the feeling that we have come to like the practitioner more then we would have expected.
Chapter 6: Authority
Key points:
- We have a deep seated sense of duty to authority within us.
- We are often as vulnerable to the symbols of authority as to the substance.
- One can fake size to gain status.
- Using titles can fake authority.
- Clothing can also trigger our mechanical compliance.
- Ask yourself if this authority truly an expert.
- Also ask how truthful we expect this expert to be.
Chapter 7: Scarcity
Key points:
- Opportunities seem more valuable to us when their availability is limited.
- Things that are difficult to possess are typically better than those that are easy to get.
- As opportunities become less available, we lose freedom. And we hate to lose freedom we already have.
- Our response to the banning of info is a greater desire to receive it and a more favorable attitude towards it than before the ban as we believe the info more.
- We find a piece of info more persuasive if we think we can't get it elsewhere.
- Newly experienced scarcity is more powerful.
- We want a scarce item most when there is competition for it.
- The joy is not in experiencing a scarce commodity; it is in possessing it.
- Use the rising tide of arousal as a signal to calm ourselves.
- Scarce things do not taste or feel or work any better because of its limited availability.
Chapter 8: Instant Influence
Key points:
- Very often in making decision, we don't use all the relevant info. We use instead,a single highly representative piece of the total.
That's the end of the key points that I have taken note of for this book. For those who are into the details, do get a copy of the book. It really helps us in knowing more about how we are being "manipulated" by people.
