Influence and Persuasion change our virtue

I have always felt that influence has great power the way we see our lives as well has how the world has really transformed from age old traditions. Certain important people whose actions and behaviors have led us to form a vision in our lives. The whole world follows it and changes itself from time to time. I always wonder when I follow certain leaders, teachers, friends; what behavior is likable, is it the way they speak, the way they dress, the way they are fit, the way they possess the knowledge, the way they change other people’s lives. This reminds me of an incident.

Once I was in a cab and the driver started the conversation which led to a discussion. Then I came to know that he was an entrepreneur. I asked him “Why are you driving a cab ?” for that he replied “I am looking for future or prospective clients”. On the way home he gave good book recommendations too. I was very much influenced by the way he saw the world where he said there can be only 2 outcomes whatsoever in things we deal. That totally changed the way I used to think. I began reading the books he recommended.

Our daily lives have so many people by accident or by virtue we meet them get influenced and our destiny is changed. I know there are people who let us down too. It is always said that Influence is one tool to win any situation, any righteous action. However, we need to use this in correct way in our life. But there are again two sides to this. Either we get influenced by other’s action or either you deliberately influence other people to get your job done. That is persuasion.

In my view every product we buy in market is marketed in unique way to influence us. At a given situation when we choose to speak certain words at right time is how people persuade us. Say example, when you are thinking to buy a Car at the same time your friend or colleague or a sales person puts the ideas of buying or offering you the right product making it more attractive and beneficial to you. That is when you get more influenced to buy the Car. Persuasion is when you heed to whose advise. Last month I thought I would buy a laptop. But I ended up buying an expensive mobile phone just because the idea of buying that product was persuaded but the advantages of that product and a good offer influenced me to do so. Few words of attraction was enough.

Psychologist Robert B. Cialdini’s says that thousands of different tactics are employed by compliance professionals to produce ‘yes’ or persuade people but majorly six of them are used.

• Reciprocity Principle – Obligation to give when you receive.
  If you do something good for me, I’ll do something good for you. You may be using this principle almost in your life daily. Emotionally too, you may praise people and they may feel to tell you something nice. Physically too, do you help family member during their chores, they will surely help you back. But hurt may sometimes get us hurt back.
  
• Scarcity Principle – You want things which are in short supply or hard to obtain. If a rare opportunity is presented then you may go for it or you miss out. So sometimes we want to buy those limited edition sales.
  
• Authority Principle – The more authority figure, the more you trust and obey.
  A title figure is enough to persuade us. It may be a doctor, a army man or a police man we simply believe they are right. A doctor with lab coat can sell us toothpaste and we believe him.
  
• Commitment and Consistency – You honor commitments and consistency.
  We all fool ourselves to keep our thoughts and beliefs consistent with what we have done already or what we have decided. Like we chose a marriage partner, already bought a product online etc. Once we know that there is a commitment you try to be consistent with that to show that you honor commitment.
  
• Liking Principle – You are more influenced by person you like.
  If a person is more attractive or knowledgeable or has a good sense of humor or a great personality then you may be influenced and get persuaded.
  
• Social Proof – We follow the crowd or the herd.
  Following the crowd is best when you are buying expensive stuff. You need multiple reviews or joining the best college or eating at best restaurant.
  
  Do think about these and at the same time, be aware. Getting persuaded for good purpose is wise but falling a prey is foolish. I think we need to make judgments to make right decisions and the same time to get influenced only by people knowing the difference between good and bad.