《影响力（经典版）》读后感100字

Here are the 6 main principles explored in this book:

Reciprocation

Commitment & Consistency

Social Proof

Authority

Liking

Scarcity

1. RECIPROCATION

This rule states that “…we should try to repay, in kind, what another person has provided us.”

One of the reasons reciprocation can be used so effectively as a device for gaining another’s compliance is its power. The rule possesses awesome strength, often producing a “yes” response to a request that, except for an existing feeling of indebtedness, would have surely been refused.

Examples:

If someone buys you lunch, you feel obligated to buy them lunch next time.

At the supermarket, or a warehouse club like Costco, “free” samples encourage the reciprocity rule when they make you buy something you wouldn’t have otherwise.

For the ladies, if a guy takes you out to an expensive dinner, you feel obligated to go out with him again even though you weren’t that into him.

2. COMMITMENT & CONSISTENCY

This principle is about our “…desire to be (and to appear) consistent with what we have already done. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”

Some examples:

Maintaining your religious affiliation.

You tell everyone you’re running your 1st marathon in 3 months. The public announcement, or what I call “forced accountability,” will motivate you to be more consistent in your training so you hit your goal.

3. SOCIAL PROOF

Social proof is what a lot of us would refer to as peer pressure. This rule “…applies especially to the way we decide what constitutes correct behavior. We view a behavior as more correct in a given situation to the degree that we see others performing it.” Basically, everyone else is doing it, so I’ll do it too.

For example:

You’re at a bar and your 4 friends order margaritas, so you do the same.

You start wearing your jeans really low because all your friends are doing it.

You laugh at a joke because your friends are laughing, but you don’t even get it.

You see everyone else staring up at the sky, so you look up too (works every time).

4. LIKING

Very simply, this just means we prefer to say yes to the requests of people we know and like.

But what are the factors that cause one person to like another person?

A) Physical Attractiveness.

B)Similarity: We like people who are similar to us, whether it’s sharing opinions, personality traits, background, lifestyle, etc.

A good example are the cliques that form in high school: athletes, nerds, band geeks, etc. — everyone found a group they associated with the most. And if you were a total social outcast, you probably associated with other outcasts.

We see the same dynamic within agencies: Planners hang out with Planners, Creatives hang out with Creatives, and so on.

C)Compliments: We generally love getting compliments, even if they’re not true.

D) Contact: We like things that are familiar to us. On the other hand, we often fear what we don’t know.

Example :

Contact is one reason people try to eat at the same restaurants over and over and over again instead of trying a new place.

E) Cooperation: Cooperation works a little differently. We also like people who work with us, instead of against us. Working together towards a common goal and being “on the same side” are very powerful.

Examples:

It helps us understand why “Yes We Can” worked so well as a unifying slogan for the 2008 Obama campaign.

You work together on a new business pitch

Sports teams

We see this all the time in reality shows, like the tribes or alliances formed in “Survivor” or the “Real Word/Road Rules Challenge.”

F) Conditioning & Association: “All things being equal, you root for your own sex, your own culture, your own locality…and what you want to prove is that YOU are better than the other person. Whomever you root for represents YOU; and when he wins, YOU win.” — Isaac Asimov

The principle of Association “…is a general one, governing both negative and positive connections. An innocent association with either bad things or good things will influence how people feel about us.”

Everyone wants to be part of a winning team because it raises your social standing. People will therefore try to link themselves to positive events and distance themselves from negative events.

Examples:

Ever notice how people says “WE won!!” when their team wins, but they say “THEY lost!!” when their team loses??

Of course, it’s the same idea with brands: Starbucks, Apple, Coach, etc. We buy these brands largely because of the Association rule.

5. AUTHORITY

Very simply, people tend to follow authority figures. We are taught from a very young age that obedience to authority is right and disobedience is wrong.

Examples:

Policemen, firemen, office managers, etc.

Titles

The way people are dressed

In Advertising, we see this principle at play in celebrity endorsements.

6. SCARCITY

The scarcity principle states that “…opportunities seem more valuable to us when their availability is limited.” Fans of behavioral economists may see how this ties into the concept of Loss Aversion — the fear of loss is always greater than the desire for gain.

Examples:

Limited time offers — A certain product is in short supply that cannot be guaranteed to last long

Deadlines — An official time limit is placed on the customer’s opportunity to get the offer. Black Friday and Cyber Monday are great examples.

Another variant of the deadline tactic is when you’re told that you have to buy NOW or the price will go up

Why does the Scarcity principle work so effectively?

“…we know that the things that are difficult to possess are typically better than those that are easy to possess, we can often use an item’s availability to help us quickly and correctly decide on its quality.” Rather than weighing all the pros and cons, we use scarcity as a mental shortcut to make decisions