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For example, in the scenario in which Oberholzer-Gee offered more money to get permission to jump into the queue, then people would probably think that he had an urgent and felt responsible to him. However, they can easily dominate our feelings towards ethical and social values by using money, given that money is more tangible than moral senses. Anyone could exploit that human inclination to prefer the visible things rather than the invisible ones. On purpose or not, CEOs often use this tendency. They represent the obvious aspect of the corporation, and so, all the successes of the company are attributed to them – in the meantime, the invisible heroes continue to work for future achievements. CEOs easily received many promotions and praises while the others, the less visible workers, have to endeavor more to get their deserved recognition. Chapter 4 - Word preferences have a considerable impact on our judges, and many people take advantage of this fact. So, you should be careful about the power of prudently picked words, and things mentioned so far are only one single aspect of the issue. The words can dominate you to behave in a certain way. A competent pre-suader is well-concentrated on every single word she picks and possible connotations of them. She prudently selects the words that her correspondent can find a connection with himself. Most people think that language is just a means of transmitting ideas, however, this is one single function of the language. It also functions as a means of influencing other people. A new study conducted by Gün Semin, a psycholinguist, indicates that the main purpose of talking is to grasp the attention of the audience to direct them to the one precise subject. Once achieving this, these new aspects are linked to what the listener already associates with this piece of reality, and the amalgam of these connections and new knowledge determines the audience's ultimate response. Thus, if you want to create an influence over your audience, you have to prudently pick the words that you’ll use and be aware of the meaningful associations that your listeners could find. Let’s think of destructive words as an example. As a part of the research, some researchers wanted two different groups to make sentences by assembling some scrambled words. While the first group had vicious words like “kills”, another group was given no aggressive word. After finishing this activity, researchers conducted one more test with the same subjects to guess the intensity level for 20 electric shocks an invisible person would be exposed. Annoyingly, those subjects that were given the violent words agreed to 48% higher levels than the decision of other subjects in the other group. To conclude, the more people are exposed to certain words, the more they’re dominated when giving a decision. The following chapter will examine how our inside and outside conditions can be exploited for the sake of influence. Chapter 5 - Both our inside or outside conditions have importance when pre-suasion is concerned. The environment around us, external geography in other saying, can stimulate connections for us. It also means that we can use this fact to pre-suade ourselves or our workers. A consultancy company develops an encouragement program that prizes the employees who reach a determined goal. Finally, they realized that the staff works more effectively if their workplaces always remind them business. So, a place where the employees can see a transparent meeting room in front of them. Since these kinds of details induce a continuous involvement, the employees can remain focused on their current business. Briefly, an enjoyable and open working atmosphere is a stimulating factor for good and effective work. However, together with our outside conditions, there are also inside conditions that might be effective in our works. These conditions consist of our manners, hopes, judgment, and memories- each of them has positive and negative aspects. So, because we can pay all the attention of ours to a certain memory, as well as, we can dominate other people’s attention to a certain memory or distract them from some. Numerous research conducted on happiness has indicated that we enjoy our lives more when we concentrate on what we currently have rather than longing for what we don’t possess. This can also be applied to the stereotypes we have, which we can use against each other, for example, think of the common belief that girls are not good enough at math as boys. Hence, a lot of female students have been exposed to such prejudice and couldn’t remain confident in exams, particularly when they were taking exams near boys. But when you reorganize the class sitting order according to the gender by separating girls and boys, soon you’ll see that the scores of the girls will remarkably rise. You have many methods to dominate the environment surrounding you and the opinions of someone else to obtain your preferred results. However, you should act before you raise the most important question. So, remember that your listeners are responsive as long as they are in a correct place and proper surroundings, therefore you can lead their attention to whatever you want and make them see whatever you want them to see. Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini Book Summary - Review Pre-suasion is an ability that allows you to instruct someone else what to do by giving particular directions or saying certain sentences, just as that person was about to make his mind about the topic that you’re interested in. This is called pre-suasion: designing the surroundings and collecting the pieces, therefore convincing people to do whatever you desire. A piece of advice: Let the consumers instruct not only give their opinions. Many firms try to establish a connection between themselves and their customers by hearing their opinions. However, that is only a meditative action, a kind that finally makes them pay attention solely to their needs. Instead, take advice from them, by doing so, you stimulate them to feel empathy with you and feel more associated with the company. In the end, this will provide them with relating to the product, and this is a kind of pre-suasion that will make them buy more.