This book is the foundation for understanding the effects of psychology. Weather you are a poker player, sales person or just want to improve your ability to pitch ideas to others. This book will skyrocket your persuasion & networking skills.
Robert Cialdini outlines human fallacies. He calls them fixed action patterns that can be exploited to influence others.
I will add an example on how Donald Trump knowingly uses these patterns to make a point.
So let's get started
#1 Scarcity: The Rule of the Few
In a Nutshell: The thought of losing something motivates us even more than the thought of gaining something of similar value. An item that is scarce is more desirable than one that is freely available.
Donald Trump uses Scarcity as the foundation of his appeal. He talks about that "the US has tremendous problems". That's why he made the motto “Make America Great Again” his core principle.
#2 Authority: Direct Deference
Trump has cleverly exploited the Authority principle. He touts himself as an outstanding businessman who runs highly successful businesses with a “take no prisoners” attitude. The evidence he uses to promote his business prowess are his namesake buildings, TV show and many Trump-branded products. People have bought into this without validated proof (e.g., tax returns) that these businesses are run ethically, are profitable or even solvent.
#3 Commitment and Consistency: Hobgoblins of the Mind
Consistency is another principle that Trump has used effectively. It’s been scientifically proven that once people decide and commit to an idea, it is extremely difficult to get them to change their minds. His supporters are steadfast in their beliefs that Trump is an outstanding business person, will bring prosperity, the system is rigged, or Hillary Clinton is a crook. The science proves that people want consistency and therefore believe that he can make america great again.
#4 Social Proof: Thruths Are US
The fourth persuasion principle Trump uses often is Social Proof. The science behind this principle is that people will follow others’ behaviors if there are social reasons or a consensus to do so. Trump applies this principle when he pontificates often and widely about “so many people who…”, “huge number of people…”, “I know many, many people…”. Trump wants to influence his audiences that a majority are already behind him.
#5 Liking: The Friendy Thief
The fifth principle that Trump has deployed is Liking. It also is quite possibly the most troubling and potentially dangerous. Liking is associating with people we want to be like or connecting with people who are like us. In our times of social media fluency and celebrity worshiping, he is adept at both. Trump is a self-proclaimed “Winner”. He professes he never loses. We are wired to be associated with winners.