Introduction to Influence and Persuasion

The likelihood that a person's attitude will predict their behavior.

How easily and quickly a person can recall and access their attitude.

How applicable a person's attitude is to a specific situation.

A method to influence a person's thoughts or feelings by exposing them to related ideas or concepts beforehand.

First, change a person's attitude. Second, motivate them to act in line with that attitude.

Two factors central to attitude influencing behavior. A person's attitude is more likely to guide their behavior if it is quickly and easily available to them, and is relevant to the situation.

The process of modifying someone's feelings or beliefs about something.

A conceptual model proposing that attitude availability and attitude relevance are crucial for attitude-behavior consistency.

A mode of thought focused on logic, facts, evidence, and reasoning.

A mode of thought relying on easily processed cues (attractiveness, expertise); less effort.

Facts, evidence, reasoning, and logic used in persuasion (systematic mode).

Attractiveness, friendliness, or expertise of the source used in persuasion (heuristic mode).

Influence from systematic thinking lasts longer and resists change compared to heuristic thinking.

Systematic thinking's influence is more predictive of future actions compared to heuristic thinking.

The way a person processes information (systematic or heuristic) when being persuaded.

Persuasion through either systematic or heuristic thinking can achieve the same immediate influence.

Six general principles that influence people's behavior, based on shortcuts in mental processing.

A researcher who studied real-life persuasion by observing professionals in various fields.

Using mental shortcuts or rules of thumb to make decisions quickly, with minimal effort.

A person who uses mental shortcuts to conserve cognitive effort.

The receiver is not thinking carefully and deeply, but instead using shortcuts to make decisions.

The Cues of Influence are applicable across various groups, regardless of profession, location, personality, or education.

Simple rules or strategies that help people make decisions quickly, using minimal cognitive effort.

Someone who relies heavily on mental shortcuts and avoids deep, systematic thinking.

People tend to adopt the behaviors and beliefs of those around them, especially when they are not thinking critically.

Adding laughter to a show can artificially induce audience laughter, demonstrating the power of the Comparison Cue.

Placing money in a collection plate before it is passed around encourages others to give more, showcasing the Comparison Cue in action.

A cue loses its influence when a person shifts from heuristic thinking to systematic thinking.

Both heuristic and systematic thinking can lead to persuasive outcomes, but systematic thinking's influence tends to be more lasting and resistant to change.

An acronym representing the various cues that influence our behavior and decision-making, particularly in a heuristic thinking mode.

The social obligation to return favors or gifts, even if unsolicited. When someone gives you something, you feel pressured to give something back in return, creating a cycle of exchange.

People tend to behave consistently with their prior commitments, even if those commitments were initially made lightly. Once someone makes a statement or takes a stand, they feel obligated to continue behaving in a way that supports their initial position.

A sales tactic that uses a series of questions to subtly lead the customer to a desired conclusion, based on their own answers. By agreeing with basic premises, customers are pressured to accept the salesperson's offer.

An unethical sales tactic where a customer is enticed by an attractive initial offer (bait), only to have it replaced with a less desirable option (switch) once commitment is established.

The way our thoughts, feelings, and actions are affected by others or the social environment. This influence can be subtle or overt, intentional or unintentional.

Mental shortcuts or triggers that influence our decisions and actions. These cues work on an unconscious level, driving us to agree, comply, or act, even if we don't fully realize it.

People are more likely to be influenced by those they like, even if the request is unreasonable.

A party where attendees are influenced to buy products because they like the host and the atmosphere.

Physically attractive people tend to be more influential, but only if they are also likable.

Courtroom employees rated defendants' attractiveness, which indirectly influenced the fines imposed by the judge.

Attractiveness can be a tool for persuasion, BUT liking is the primary driver of influence.

People are more likely to be influenced by someone they like, regardless of the source's attractiveness.

A car salesman who sends handwritten cards saying "I like you," builds trust and lasting relationships with his customers.

Even a simple act of expressing liking can significantly influence someone's behavior.