Rules of social influence - the next part

In today's post we continue the topic of social influence rules (the previous post can be found here). Last week we dealt with the rule of likability and its impact, which can be used to increase effectiveness in negotiation processes.

There are six issues, so we will briefly describe the other five. This will introduce to some extent the principle of the influence of these rules on decision-making processes in our co-counselor. They are successfully applied by seasoned and experienced negotiators.

Rules of influence - part two - to follow.

Social proof of rightness

The rule draws attention to the reference point of our behavior. These are reactions to other people's behavior. When we don't know how to behave at a given moment, we automatically look up to others and their behavior. It's no coincidence that sites and forums that collect other people's opinions about a product or service work so well. This rule is often used in marketing. Examples are advertising slogans such as: "we are already trusted by millions of customers".

Rule of reciprocity

This rule briefly tells us that we try to return the favor. Be it to a person or institution from whom we have received some favor. The first example from the shore - hostesses offering us sweets in the store. If we are tempted to take a piece of chocolate of a particular brand and taste it there is a high probability that we will buy it. Originally we had no intention of making such a purchase at all!

Rule of authority

Each of us needs authority in our daily lives. At first it is parents, who simply know much more than us. In adulthood, we encounter more people who influence us: teachers, superiors, specialists in a particular field (doctors, lawyers, successful people, etc.) One of the more common examples of the use of this rule in the advertising world is actors presenting "magic" drugs or dietary supplements, after which, as if by magic wand, all sorts of ailments will pass. This is a simple procedure involving dressing an actor in a white kit, having him utter a few sentences recommending a particular medicine, which causes us to start believing him.

Rule of unavailability

The rule refers to the simple premise that humans desire what is unavailable or what is scarce. We value what is rare, found in limited quantities - beluga caviar costs in the range of 2,000 euros per pound. The same caviar only that from a beluga affected by vitiligo - that is, albino already 51,000 euros. Why is this the case? Because things that are harder to get are valued more - they indicate prestige and probably better quality, although not always.

The rule of commitment and consistency

I will demonstrate this rule using an example: when betting on horse races right after selecting and paying a bet for a selected horse, people were much more confident of its victory than immediately before buying the bet. However, objectively speaking, these chances did not change one bit. Why is this the case? Because we want to be seen as consistent in our actions. When we make a choice, taking a stand on an issue, we want to be credible to ourselves and to others.

As you read this post, you're probably thinking: oh my, this is interesting! And you're right, it's not only interesting, but above all practical and effective - which is why we focus on the rules of social influence (but not only) in our negotiation training courses.