Influence_ThePsychologyofPersuasion - (EPUB全文下载)

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This book is dedicated to Chris, who glows in his father's eye
Contents
 
INTRODUCTION
Chapter 1 - WEAPONS OF INFLUENCE
Chapter 2 - RECIPROCATION
Chapter 3 - COMMITMENT AND CONSISTENCY
Chapter 4 - SOCIAL PROOF
Chapter 5 - LIKING
Chapter 6 - AUTHORITY
Chapter 7 - SCARCITY
Epilogue - INSTANT INFLUENCE
NOTES
BIBLIOGRAPHY
INDEX
ACKNOWLEDGMENTS
About the Author
INTRODUCTION
I can admit it freely now. All my life I've been a patsy. For as long as I can recall, I've been an easy mark for the pitches of peddlers, fundraisers, and operators of one sort or another. True, only some of these people have had dishonorable motives. The others—representatives of certain charitable agencies, for instance—have had the best of intentions. No matter. With personally disquieting frequency, I have always found myself in possession of unwanted magazine subscriptions or tickets to the sanitation workers' ball. Probably this long-standing status as sucker accounts for my interest in the study of compliance: Just what are the factors that cause one person to say yes to another person? And which techniques most effectively use these factors to bring about such compliance? I wondered why it is that a request stated in a certain way will be rejected, while a request that asks for the same favor in a slightly different fashion will be successful.
So in my role as an experimental social psychologist, I began to do research into the psychology of compliance. At first the research took the form of experiments performed, for the most part, in my laboratory and on college students. I wanted to find out which psychological principles influence the tendency to comply with a request. Right now, psychologists know quite a bit about these principles—what they are and how they work. I have characterized such principles as weapons of influence and will report on some of the most important in the upcoming chapters.
After a time, though, I began to realize that the experimental work, while necessary, wasn't enough. It didn't allow me to judge the importance of the principles in the world beyond the psychology building and the campus where I was examining them. It became clear that if I was to understand fully the psychology of compliance, I would need to broaden my scope of investigation. I would need to look to the compliance professionals—the people who had been using the principles on me all my life. They know what works and what doesn't; the law of survival of the fittest assures it. Their bus ............

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