Influence: Science and Practice Cialdini 2001

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Influence Science and PracticeCialdini (2001)

• Chapter 5
• Liking

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Liking

• People prefer to say yes to individuals they know
  and like.
• Generally, this is a personally and socially
  adaptive trait.
• Offers a shortcut through complexities of life.
• Liking is very powerful.
• Tupperware Parties
• MCI Friends and Family Calling Circle
• Charities

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Liking

• Profiteers Exploit Mindless, Reflexive Responses
  to Liking
• Most influential under 5 conditions
• Physical Attractiveness
• Halo Effect talent, kindness, honesty and
  intelligence
• Getting What They Want jobs, pay, votes,
  judicial favor, help
• Influencing Others Attitudes
• Similarity opinions, personality traits,
  background or lifestyle
• mirror and match body posture, mood, and verbal
  style
• Complements - Flattery Will Get You Everywhere
• Flattery can be true or untrue
• Familiarity especially under cooperative
  circumstances
• Mere exposure
• Exception Negative Circumstances such as
  frustration, conflict or competition. In the
  classroom cooperative learning can help overcome
• Association Birds of a Feather Flock Together
• Weathermen
• Celebrity Spokespersons
• CocaCola and News
• Credit Cards
• Sports Fans Basking in Reflected Glory

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Defense

• Sensitivity to undue liking for a requester.
• In the short amount of time I have known this
  person, have I come to like him/her more than I
  would have expected?
• Step back from the social interaction and
  mentally separate the requester from his or her
  offer, and make compliance decision based solely
  on the merits of the offer.