Ryan’s Influence notes:
Remember the story of turkey mothers caring for a stuffed polecat, a natural turkey predator, when that polecat played a recording of the same “cheep-cheep” sound baby chicks make.
We live in a complex world. We can’t analyze every single decision we make in detail. So our brain uses shortcuts.
<aside> 💡 Experiment A research asked people to skip the copy machine line because she was in a rush. 94% complied.
When she gave no reason, 60% complied.
When her reason was “I need to make copies,” 93% complied.
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Commonly used sales tactics:
This is called the rule of reciprocation. If someone does us a favor and we don’t return it, there’s a psychological burden.
There are countless examples of people (and researchers) giving gifts and getting more than they gave in return.
Ask yourself if the favors you’re being given are genuine. Only donate to the giver if you want to. Only buy from the giver if you need or want what they’re selling.
Buying clients lunch or dinner before asking them to advertise. Sending year end thank you gifts to clients. Always be thinking about small gifts you can give to people who might help your business.
Just like the favors described above, we feel like we should reciprocate when given concessions in a negotiation.
<aside> 💡 Example A Boy Scout tried to sell Robert Cialdini a five-dollar ticket to the circus. He declined. So the Boy Scout tried to sell him a one-dollar candy bar. He bought two.
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This also benefits from the contrast principle. When two items are presented and the expensive one is presented first, the less expensive one looks even less expensive by comparison.