Influence: The Psychology
of Persuasion
Robert Cialdini
Influence:- The Psychology of
Persuasion
Chapter 1:- Weapons of Influence
M. W. Fox jo ki ek animal behaviourist
hai unhone tukey jaanwar par ek
experiment kiya. Inhe study se
pata chala ki mother turkey jab
bhi “CHEEP-CHEEP” Ki aawaz
sunti hai to use pata chal jaata hai
ki uska bacha uske pass hai, aur
use uski care rakhni hai. gar bacha
“CHEEP-CHEEP” ki aawaz nhi nikalta
to vo uski care nhi karegi aur kaye
baar use maar bhi degi. Bache ki
Baaki saari cheeze jaise ki uski smell
aur uski appearance se zaada fark nhi
padta tha.
Ek mother turkey ke liye “POLECAT”
uski sabse badi dushman hai aur
jaise hi vo “POLECAT” ko dekhegi vo
use maar degi. Researchers ne ek
nakli polecat liya aut dhaage se use
Turkey ke paas le gaye. Jaise hi turki
ne us polecat ko dekha to vo paaglo
Turkey ke paas le gaye, Jaise ni LUIKI
ne us polecat ko dekha to vo paaglo
ki tarah use maarne lag gayi, aur ye
expected bhi tha.
Dusre experiment me researchers
ne polecat ke ander ek tape recorder
rakh diya jo ki “CHEEP-CHEEP” ki
aawaz nikalta tha. Is baar jab us
nakli pole cat ko mother turkey ke
paas le jaaya gaya to turkey ne use
is baar nhi maara balki use apne
baaki bacho ke saath le gayi aur
apne bacho ki tarah feathers ke
neeche rakh liya. Jab researchers ne
us “CHEEP CHEEP” ki aawaz ko band
kiya to turkey dobara se us nakli pole
cat ko maarne lag gayi.
Ab hum me se zaada tar log ye
sochenge ki ye to jaanwar the hum
thodi bhi na aisa karte hai. Iske liye
Ellen Langer jo ki HARWARD SOCIAL
PSYCHOLOGIST HAI unhone ek
experiment kiya. Ye experiment
ek bhut hi basic human behaviour
ke principle par tha “KI JAB BHI
HUM KISI SE FAVOUR MAANGTE
HAITO HUME LOG ZAADA FAVOUR
KARENGE JAB HUM UNHE KOI
REASON DETE HAI”. Is principle
KARENGE JAB HUM UNHE KOI
REASON DETE HAI”. Is principle
ko prove karne ke liye Ellen ek
Photostat ki shop par gayi jaha par
log Photostat karne ke liye line me
khade the aur unse kaha “EXCUSE
ME MERE PASS 5 PAGES HAI KYA
MEIN YE MACHINE USE KAR SATI
HU” is case me sirf 60% logo ne
unhe line me badne diya par jab
unhone request ke saath reason diya
“EXCUSE ME MERE PASS 5 PAGES
HAI KYA MEIN YE MACHINE USE KAR
SATI HU KYUNKI MEIN BHUT JALDI
ME HU” is case me 94% logo ne use
line me badne diya.
Shuru me isme aisa lagta hai ki
in dono cases ke result me isiliye
difference aaya kyunki logo ko ek
extra information di gayi thi, aur vo
thi “KYUNKI MEIN JALDI ME HU”.
But Ellen ne ek aur experiment kiya
jisme logo ko koi genuine reason
nahi diya gaya jaise ki “EXCUSE
ME MERE PASS 5 PAGES HAI KYA
MEIN YE MACHINE USE KAR SATI
HU KYUNKI mujhe kuch Photostat
karna hai” toh 93% logo ne use aage
badhne diya. In experiments se ye
karna hai” toh 93% logo ne use aage
badhne diya. In experiments se ye
pata chala ki aap “KYUNKI” shabd
ke baad koi bhi reason dete ho
to bhi log aapki request ko zaada
accept karte hai. Ye exactly Turkey
experiment me “CHEEP -CHEEP”
sound ki tarah ek mental trigger tha.
The Contrast Principle:-
Ye principle kehta hai ki agar aapko
do cheeze dikhaye jaati hai jo ki ek
dusre se alag hai to aap dono cheezo
ko zaada alag samjhoge jitni ki vo
hai bhi nahi. Agar hum kisi halki
cheez ko pehle uthate hai aur uske
baad kisi bhaari cheez ko. To hum us
bhaari cheez ko uske actual bhaar se
zaada bhaari samjhenge. Ek study
me students ke saamne teen baltiyan
rakhi gayi. Pehli me bhut thanda
paani tha dusri me paani normal
oom temperature par tha, aur teesre
me garm paani. Students ko bataya
gaya ki unh eek haath thande paani
me rakhna hai aur dusre ko garam
paani me.
Aur thodi deer me jab unhe bola
gaya ki dono haath normal room
temperature wale paani par rakhiye
gaya ki dono haath normal room
temperature wale paani par rakhiye
to sab students Hairaan reh gaye
kyunki jo haath pehle thande paani
me tha usme aisa lag rha tha ki jaise
unhone garam paani me haath daal
diya ho aur jo haath pehle garam
paani me tha usme lag rha tha ki ab
vo thande paani me hai. Isse hume
pata chalta hai ki same cheez ko log
different tareeke se dekh sakte hai jo
ki is par depend karega ki unhone us
event se just pehle kya mehsoos kiya
hai. For example kisi insaan ko 4000
Rupees ka ek sweater bhut mehanga
lag sakta hai.
Lekin agar usne abi-abhi 60000 Rs
ka ek suit khareeda hai tab ek 4000
Rs ka sweater use zaada mehanga
nhi lagega. Isiliye ek salesman ke liye
zaada fayedemand cheez ye hai ki
vo pehle mehangi cheez customer
ko
aur baad me sasti cheez.
Agar vo aisa nhi karta to iska matlab
hai ki vo is contrast principle ko nhi
samajhta. M. W. Fox jo ki ek animal
behaviourist hai unhone tukey
jaanwar par ek experiment kiya. Inhe
study se pata chala ki mother turkey
jab bhi “CHEEP-CHEEP” Ki aawaz
study se pata chala ki mother turkey
jab bhi “CHEEP-CHEEP” Ki aawaz
sunti hai to use pata chal jaata hai
ki uska bacha uske pass hai, aur use
uski care rakhni hai.
Ek chitthi me Sharon apne parents
ko lihti hai.
Dear mummy and papa,
Jabse mein college gayi hun tabse
mera padhai me mann nhi lag rha.
Pehle mein aapko ye saari baate nhi
bata paayi par aaj mein aapko puri
sachayi btana chahti hu. Magar pehle
aap aaram se baith jaye. Aur is letter
ko aage tab hi padhna jab aap baithe
ho.Pehle to mein aapko ye batana
chahti hu ki mere hostel me aag
lagne par jab mein khidki se koodi
to mere skull me fracture hua tha,
par ab vo almost thik ho gaya hai. Do
hafte hospital me rehne ke baad ab
mujhe theek se dikhayi bhi dene laga
hai aur headache sirf din me ek hi
baar hota hai.
Kismat se jab mein khidki se koodi
thi to saamne wale gas station me ek
ladke ne mujhe dekh liya tha aur usi
ne fire department aur ambulance
ko phone kiya. Vo mujhe hospital me
ne fire department aur ambulance
ko phone kiya. Vo mujhe hospital me
bhi milne aaya. Kyunki mere hostel
me aag lag gayi thi aur mere pass
rehne ki bhi koi jagah nhi thi isiliye
mein usi ladke ke saath rehne chali
gayi. Vo bhaut cute hai, aur hum ek
dusre se bhut pyaar karne lage hai,
humne decide kar liya hai ki hum
shaadi kar lenge. Abhi humne koi
exact date final nhi ki lekin hum jaldi
hi shaadi kar lenge isse pehle ki mere
pregnancy logo ko dikhayi de.
Haan mummy papa mein pregnant
hu aur mujhe pata hai ki aap bhi
grand parents banne ke liye kitne
utsuk hai. Aur mujhe pata hai ki app
hamare bache ko bhi utna hi pyaar
karenge jitna aap mujhe karte the.
Humne shaadi ki date isiliye late kar
di kyu ki abhi mere boy friend ko ek
minor infection hai jo ki carelessly
mujhe bhi aa gaya hai. Ab jo ki
mein aap ko sab kuch bata chuki hu
mein aapko ye bhi batana chahti hu
ki mere hostel me koi aag nhi lagi
thi, mujhe koi skull fracture nhi hua
tha, mein hospital me nhi thi aur na
hi mein pregnant hu. Mein kisi se
shaadi nhi kar rahi aur na hi mera koi
hu aur mujhe pata hai ki aap bhi
grand parents banne ke liye kitne
utsuk hai. Aur mujhe pata hai ki app
hamare bache ko bhi utna hi pyaar
karenge jitna aap mujhe karte the.
Humne shaadi ki date isiliye late kar
di kyu ki abhi mere boy friend ko ek
minor infection hai jo ki carelessly
mujhe bhi aa gaya hai. Ab jo ki
mein aap ko sab kuch bata chuki hu
mein aapko ye bhi batana chahti hu
ki mere hostel me koi aag nhi lagi
thi, mujhe koi skull fracture nhi hua
tha, mein hospital me nhi thi aur na
hi mein pregnant hu. Mein kisi se
shaadi nhi kar rahi aur na hi mera koi
boyfriend hai.
Bus mujhe History me ‘D’ mila hai aur
chemistry me ‘F’. Isiliye bus ye yaad
rakhna ki zindagi me cheeze isse bhi
buri ho sakti hai aur choti choti baato
par gussa nhi karte. Aapki pyaari
beti Sharon Isse ek cheez to clear
hai ki Sharon beshak chemisrtry me
fail ho gayi but use psychology me
‘A’ milta hai. Kyunki use pata hai ki
contrast principle kaise use karte hai.
Influence: The Psychology
of Persuasion
Robert Cialdini
CHAPTER 2:- Reciprocity
Kuch saal pehle university professor
ne ek experiment kiya. Unhone
bilkul anjaan logo ko Christmas
cards bheje. Professor, logo se kuch
respone expect kar rhe the but JO
RESPONSE UNHE MILA VO BILKUL
Hl unexpected tha – Unhe bhut logo
ne Holiday cards bheje jo unhe jaante
tak nhi the. Ye rule kehta hai ki hum
us cheez ko wapis karne ki koshish
karte hai, jo hume logo se milta hai.
Jaise ki agar koi aapko birthday gift
de to aap bhi unka birthday yaad
rakho ge aur shayad gift bhi de do.
Vaise hi agar hume koi party me
invite karta hai to hum bhi use party
me invite karenge.
Iska sabse bada example hai jab
1985 me Ethopia ne mexico ko 5000
dollars donate kiye kyuki mexico
me earth quake aaya tha. Us samay
Ethopia ki economy ki bhaut buri
halat thi. Unke log bimari aur bhook
Ethopia ki economy ki bhaut buri
halat thi. Unke log bimari aur bhook
se mar rhe the. In paristhitiyo me
koi bhi surprise nhi hota agar paise
Mexico ki taraf se Ethopia ko jaate
lekin PAISE ETHOPIA KI TARAF SE
Mexico ko gaye. Sab hairaan the ki
aisa kyu hua? Kyu Ethopia ne apne
logo ki madat ke bjaye Mexico ko
donation diya. Jab ek journalist ne
Ethopia ke officials se ye pucha ki
aapne aisa kyu kiya to unhone jawab
diya ki “1935 me Mexico ne Ethopia ki
madat ki thi aur unhe donation diya
tha jab,Italy ne un par attack kiya tha.
Reciprocity ka rule itna powerful hai
ki business ke log bhi isse istamal
karna nhi bhulte. Amway Corporation
jo ki personal care products banati
hai, vo kuch hi saalo me ek basement
-operation ki company se Billion
dollar company ban ayi aur har saal
1.5 billion dollar sales karti hai. Amway
ki ek bhut hi successful strategy thi
jisme vo customer ke ghar me jaake
unhe 24 ghanto ke liye ek tokri bhar
ke apne products de dete. Products
jaise ki Shampoo ki bottle, detergent,
furniture polish, deodorizer aur
jaise ki Shampoo ki bottle, detergent,
furniture polish, deodorizer aur
window cleaners. Amway ke log
customer ko bolte ki aap inhe use kar
ke dekh lijiye aur hum kal ya parso
tak aapke paas aayenge agar aapko
product pasand aaye to khareed
lijiyega varna rehne dijiyega.
Jab agle din Amway ke log customer
ke paas aate aur logo se orders le
lete jo unke products me interested
hai. Kyunki logo ne sirf 1 ya 2 bottles
hi use ki hoti thi vo same tokri dusre
ghar me de dete. Jab is method ki
sales ko analyze kiya gaya to sab
bhut zaada shocked the aur unhone
kaha” AAJ TAK HUMNE ITNI JALDI
PRODUCTS KO BIKTE NHI DEKHA.
AUR HMARI SALES BHUT HI ZAADA
RATE SE BAD RHI HAI. ALMOST HAR
CUSTOMER US TOKRI KE AADHE
PRODUCTS KHAREEDNE KE LIYE
READY HO JAATA HAI.”
European scientist Eibl (i-bal) ne
World War 1 ke dauraan ek German
soldier ke bare me bataya hai Jiska
kaam tha ki dushman desh ke soldier
ko capture kar ke laana aur fir unse
NUMYT
kaam tha ki dushman desh ke soldier
ko capture kar ke laana aur fir unse
saari jaankari lena. Unhe is kaam ke
liye rengate hui trench ke paar jaana
padta tha jo ki ek bhaut khatarnaak
kaam tha. Ek German soldier jo ki
ye kaam bhut baar kar chukka tha.
Is baar bhi use ye kaam diya gaya.
Ek baar phir bahut chalaki se vo
dushman ke elake me phuncha jaha
par ek akela soldier khanna kha rha
tha. Vo German soldier ko dekh ke
bhut dar gaya, aur jo uske haath
me ek bread ka tukda tha vo usne
German solder ko de diya.
Aur ye uski life ka shayad sabse
important kaam tha. German soldier
apne dushman desh ke soldier ke
gift se itna impress ho gaya tha ki
usne apna mission hi complete nhi
kiya. Vo khali haath hi apne area me
chala gaya. Jiski vajah se use apne
seniors ka gusse ka bhi saamna
karna pada. Usse ye samajh nhi aaya
ki ye uske saath ua kya. LEKIN AB
AAP AUR HUM JAANTE HAI KI USKE
SAATH KYA HUA THA. VO POWER
OF RECIPROCITY SE INFLUENCE HO
CHUKA THA.
SAATH KYA HUA THA. VO POWER
OF RECIPROCITY SE INFLUENCE HO
CHUKA THA.
Rejection than retreat Technique.
Maan lijiye agar mujhe aapse 10 Rs
chahiye to mein pehle aapse 100 Rs
maang sakta hu. Agar aap maan
jaate hai to mujhe 10 guna paise mil
jayenge aur agar aapn nhi maante
hai maangta hai to mein aapse 10
Rs maang sakta hu. Agar mein is
tareeke se aapse request karta hu to
mein apne success ke chance bhut
zaada badha deta hu. Agar aapse
kaha jaaye ki aap ek billiard table ke
dealer hai aur aapko inhe bechana
hai. To aap pehle kaunsa table
bechenge 25,000 Rs wala ya 3 lakh
wala. Chances hai ki aap sasta wala hi
pehle bechna prefer karenge.
But Warren Kelley jo ki Brunswick
me business promotional Manager
hai kehte hai ki aap galat ho sakte
hai. Apne point ko prove karne ke
liye unhone ek experiment me pehle
hafte apne saare customers ko saste
billiard tables dikhaye aur baad me
mehange. Us hafte average sale 150
jaate hai to mujhe 10 guna paise mil
jayenge aur agar aapn nhi maante
hai maangta hai to mein aapse 10
Rs maang sakta hu. Agar mein is
tareeke se aapse request karta hu to
mein apne success ke chance bhut
zaada badha deta hu. Agar aapse
kaha jaaye ki aap ek billiard table ke
dealer hai aur aapko inhe bechana
hai. To aap pehle kaunsa table
bechenge 25,000 Rs wala ya 3 lakh
wala. Chances hai ki aap sasta wala hi
pehle bechna prefer karenge.
But Warren Kelley jo ki Brunswick
me business promotional Manager
hai kehte hai ki aap galat ho sakte
hai. Apne point ko prove karne ke
liye unhone ek experiment me pehle
hafte apne saare customers ko saste
billiard tables dikhaye aur baad me
mehange. Us hafte average sale 150
Dollar ki hui. Agle hafte har customer
ko pehle sabse mehanga billard table
dikhaya gaya chahe unhe sasts table
hi chahiye ho aur phir baad me sasta
table. Is pure hafte unki average sale
PURE 1000 DOLLARS HUI !!!
Influence: The Psychology
of Persuasion
Robert Cialdini
Chapter 3:- Commitment and
Consistency
1960 me Jonathan Freedman aur
Scott Fraser ne ek experiment kiya.
Vo California ke ek residential area
me gaye aur khud ko ek volunteer
worker batake vaha ke logo se ek
request ki. Ki kya aap log apne is
khoobsurat lawn me ye bada sa
board laga sakte hai, jisme likha
tha “DRIVE CAREFULLY”. Is case me
83% logo ne saaf mana kar diya ki
vo ye bhadda board apne lawn me
nahi laga sakte. Jab researchers ne
ye experiment dobara dhauraya to
us case me 76% log vo same board
apne lawn me lagane ke liye raazi ho
gaye. Ab sawal ye aata hai ki is baar
researchers ne kya alag kiya tha?
Is case me researchers ne 2 hafte
pehle ek aur volunteer bheja tha,
jisne ek 3 inch ka chota sa sticker
logo ko apne ghar ki khidki me
lagane ke liye bola tha jisme likha
logo ko apne ghar ki khidki me
lagane ke liye bola tha jisme likha
tha “SAFE DRIVER”. Kyu ki vo sticker
bhaut hi chotta tha isiliye maximum
log use lagane ke liye raazi ho gaye
the, aur commitment kar chuke the.
Isiliye, inhi logo se jab 2 hafte baad
badi request ki gayi ye vo bhi maan
gaye. Is principle ko commitment
and consistency principle Kaha jaate
hai. Aur ye sales me bhi bhaut use
hota hai.
Agar salesman ko Zaada sales karvani
hai to to pehle use chotti sale karvani
padegi jiske liye maximum log jaldi
raazi bhi ho jaayenge. Isko kuch is
tareeke se sochiye, ki jaise hi kisine
aapse thoda bhi samaan khareed liya,
vo ab aapka customer ban gaya hai.
Aur ek naye insaan ke mukable ek
existing customer se sales karvana
zaada aasan hai. Ye principle kitna
powerful hai iska andazaa Korean
war ke time “Chinese” ki policy se
lagaya jaa sakta hai. Korean War ke
dauraan bhaut se American soldiers
ko capture karke “prisoner of war”
camps me laaya gaya, jinhe Chinese
communists chala rhe the. Chinese
A 5
по сарсите патле MISULICI Vi vai
camps me laaya gaya, jinhe Chinese
communists chala rhe the. Chinese
ne “lenient policy” apnaiye, jiska
matlab tha ki vo kisi bhi American
soldier ko koi harsh punishment nahi
denge.
January 1954 me jab Korean War
khatam hui to captured American
soldiers ko ghar jaane ka mauka diya
gaya. Lekin 22 American soldiers
ne America wapis jaane se mana
kar diya aur kaha ki vo ab China me
hi rehna chahte hai. Americans ka
kehna tha ki Chinese communist’s
ne unke soldier’s ka brain wash kar
diya hai. Lekin ab sawal ye aata hai ki
aisa kya kiya gaya tha un Americans
soldiers ke saath ki na sirf unhone
apne ghar jaane se mana kar diya tha
balki war ke time me dushmano ko
apni saari jaankari bhi di thi.
Aur ye wahi soldiers hai jo kisi bhi
tarah ka torture sehan kar sakte
hai. Ye trained soldiers apne naam,
rank aur serial number ke ilava
kuch nhi batate. Iski puri analysis
ke baad pata chala ki Chinese ne
commitment and consistency
kuch nhi batate. Iski puri analysis
ke baad pata chala ki Chinese ne
commitment and consistency
principle se Americans ka thought
process change kar diya tha. Vo
prisoners ke paas jaate aur unhe
bade pyaar se anti- American ya phir
pro-communist statements likhne ko
bolte. Jaise ki “United States perfect
nhi hai”,”Ek communist country me
naukri ki koi samasya nhi hai”. Jab ek
baar ye choti requests complete ho
jaati to vaisi hi aur intense requests ki
jaati.
Jaise ki unhe America se related
saari problems ki ek list banana ke
liye bola jaata. Aur baad me in sab
points ka paragraph banake un
prisoners ke sign liye jaate. Aur unhe
ye saare points apne baaki American
prisoners ke saath discuss karne ke
liye bol diye jaate. Baad me Chinese
un essays ko anti American radio
me broadcast karvaate taki baaki
American soldiers bhi unhe sun le. Ye
sab karne se American soldier ko
lagta ki usne to dushman ka saath de
diya hai.
Aurricno annn doch lol,hillaf writton
A <
prisoners ke sign liye jaate. Aur unhe
ye saare points apne baaki American
prisoners ke saath discuss karne ke
liye bol diye jaate. Baad me Chinese
un essays ko anti American radio
me broadcast karvaate taki baaki
American soldiers bhi unhe sun le. Ye
sab karne se American soldier ko
lagta ki usne to dushman ka saath de
diya hai.
Aur usne apne desh ke khillaf written
me statements bhi di hai. Aur ye
saare kaam us se zabardasti bhi nhi
karvaye gaye. In sab baato se un
soldiers par itna zaada psychological
pressure padta tha ki vo apni self
image ko hi change kar dete the.
Vo is baat pe yakeen karne lag jaate
the ki America me hi problem hai.
America ne hi war shuru ki hai aur
unke desh me bhaut si kamiya
hai. Par bechare American soldiers ye
nhi jaante the ki unpe commitment
and consistency principle ka istamaal
kiya jaa rha tha.In Chotti chotti
commitment se un soldiers ka pura
sochne ka tarika badal diya gaya.
Α <
Influence: The Psychology
of Persuasion
Robert Cialdini
Chapter 4:- SOCIAL PROOF
Kya kabhi aapne socha hai ki T.V.
me jo comedy shows aate hai unke
background me laughing tracks kyu
dale hote hai ya phir kyu koi aadmi
bina baato ke jokes par has raha
hota hai.Surveys me agar aap logo
se puchoge ki kya aapko ye hasi ki
aawaz pasand aati hai to maximum
log aapko yehi kahengi ki “UNHE IN
JHOOTI HASSI SE BHAUT IRRITATION
HOTI HAI YA PHIR VOIS SE NAFRAT
KARTE HAI”. Phir sawal ye aata hai
ki iske bavajood kyu producers in
hassi ki aawazo ko apne shows me
daalte hai?Aisa isiliye hai kyunki ye
producers jaante hai ki research kya
kehti hai.
Experiments se pata challa hai ki
in jhooti hassi ki vajah se audience
ZAADA DER TAK HASTI HAI jab unhe
koi joke sunaya jaye. Aur ye dekha
gaya hai ki ye poor jokes me zaada
effective rehta hai.T.V shows hi nhi ye
gaya hai ki ye poor jokes me zaada
effective rehta hai.T.V shows hi nhi ye
principle baaki jagah par bhi istamaal
kiya jaata hai, jaise ki, Bartenders
pehle se hi jars me paise bhar ke
rakhte hai taaki log ye samajh jaaye
ki yaha par har aadmi tip deke jaata
hai aur isiliye unhe bhi tip dene
chahiye. Maan lijiye ki aap nayi jagah
par aaye hai aur aapko bhaut bhook
lagi hai. Ab aap ek restaurant ki
talash me hai. Lekin aapka phone nhi
chal raha isiliye aap koirestaurat nhi
dhund paa rhe hai.
Aap thodi dur jaate hai aur vaha par
aapko 2 restaurant dikhayi dete hai.
Ek restaurant ke bahar bhut si car
parked hai, aur dusre ke bahar koi bhi
car parked nhi hai. Ab sawaal ye aata
hai ki aap kis restaurant me khaaa
khaayenge? Agar aap baaki logo ki
tarah hai to aap usi restaurant me
jaayenge jaha par already cars parked
hai. “KYUKI YE EK BHAUT BADA
SOCIAL PROOF HAI”. Agar aapka
phone chal bhi raha hota to bhi aap
internet me usi restaurant me jaate
jiske reviews ache hai.
Hum sab is SOCIAL PROOF ko follow
karte hai lekin problem tab aati
hai jab log is principle ko exploit
karke hamara fayda uthate hai.
Jaise ki internet me restaurants ko
jhutthe reviews de dena ya phir kisi
restaurant ke bahar khud ki cars park
kar dena, takki log use zaada popular
samajh kar vaha par aaye.Author
kehte hai ki hum un logo ko zaada
follow karte hai jinhe hum sochte hai
ki vo humare jaise hai. Is principle
ko prove karne ke liye Columbia
University ke psychologists ne ek
experiment kiya. Researchers ne
Mahattan ke midtown me wallets
rakh diye.
Hare ek wallet me 2 dollar cash aur
26.30 Dollar ke checks the aur wallet
ke owner ki puri information. Iske
saath wallet me ek aur letter tha jisse
pata chalta tha ki vo ek baar nhi balki
do baar gum hua hai. Vo letter wallet
ke malik ke liye likha gaya tha. Isme
likha tha ki “MUJHE AAP WALLET
GIRA HUA MILAAE, MEIN AAPKA
WALLET WAPIS LAUTA RHA HU AUR
MUJHE KHUSHI HAI KI MEIN AAPKI
MANAT IAD DAVA
GIRA HUA MILAAE, MEIN AAPKA
WALLET WAPIS LAUTA RHA HU AUR
MUJHE KHUSHI HAI KI MEIN AAPKI
MADAT KAR PAYA”.
Researchers ye janna chahte the kya
jis aadmi ko ye wallet mila hai kya
vo bhi purane aadmi ki tarah wallet
wapis karte hai ya nahi. Jitne bhi
wallets researchers’ ne giraye unme
se aadhe wallets me researchers
ne letter ek average American ki
English me lika tha jabki baaki
wallets me letter ek bhaut kharaab
English me likha hua tha jisse pata
chalta tha ki vo wallet wapis karne
wala insaan American nhi hai. Ab
sawal ye aata hai ki jab bhi koi wallet
uthake vo letter padhega to kya vo
similarity ki vajah se wallet wapis
karega ya nhi.
Inke results simple the sirf 35% logo
ne pehle case me wallet wapis kiye
jisme letter ek kharaab English me
likha hua tha. Lekin pure 70% logo ne
vo wallet isiliye wapis kar diya kyunki
wo letter unhi ke desh ke kisi insaan
ne likha hua tha. Yaani principle of
Similarity and social proof results ko
double karne ki power rakhta hai.
MADAT KAR PAYA”.
Researchers ye janna chahte the kya
jis aadmi ko ye wallet mila hai kya
vo bhi purane aadmi ki tarah wallet
wapis karte hai ya nahi. Jitne bhi
wallets researchers’ ne giraye unme
se aadhe wallets me researchers
ne letter ek average American ki
English me lika tha jabki baaki
wallets me letter ek bhaut kharaab
English me likha hua tha jisse pata
chalta tha ki vo wallet wapis karne
wala insaan American nhi hai. Ab
sawal ye aata hai ki jab bhi koi wallet
uthake vo letter padhega to kya vo
similarity ki vajah se wallet wapis
karega ya nhi.
Inke results simple the sirf 35% logo
ne pehle case me wallet wapis kiye
jisme letter ek kharaab English me
likha hua tha. Lekin pure 70% logo ne
vo Wallet isiliye wapis kar diya kyunki
wo letter unhi ke desh ke kisi insaan
ne likha hua tha. Yaani principle of
Similarity and social proof results ko
double karne ki power rakhta hai.
Influence: The Psychology
of Persuasion
Robert Cialdini
CHAPTER 5:- LIKING
Ye principle kehta hai ki hum un
logo ki requests ko nhi taal sakte
jinhe hum like karte hai. Aur
business me iska perfect example
hai Tupperware.Tupperware ek
American company hai jo ki plastic
containers bnati hai. Tupperware
gharo me party organize karte
the, aur apni sales badhaane ke
lie apne customers ko har tareeke
se influence karta the. Jaise
ki Reciprocity:- Party me aaye sabhi
logo ko games me include karna aur
sabko ek gift dena.
–
Commitment :- Har participant jinke
pass Tupperware ke already products
hai unhe sabko Tupperware ke fayde
bolne ke liye kehana.Social Proof:-
Jab log dekhte the ki unke saamne
unke friends Tupperware ke products
le rahe hai to vo ek social proof
create karta tha jisse sab influence
hote the.Lekin inme se sabse
Α <
Credle Kalla Lid jisse SdU inuenice
hote the.Lekin inme se sabse
effective influence tha liking. Kyunki
Tupperware ke products khareedne
ke liye koi stranger nhi bolta tha ye
request karvaayi jaati thi ek aisi lady
se jo ki sabhi dost hai. Ye vohi lady hai
jiske ghar me party ho rhi hai aur isi
ne sabhi ko vaha par invite kiya hua
hai.
Party me sab log ye jaante bhi the
ki har ek purchase par us lady ko
commission milegi. Lekin phir bhi vo
apne is dost ko mana hi kar paate. Ye
liking principle kitna effective hai iska
andaaza is baat se lagaya jaa sakta
hai ki jab author ne ek lady se is party
ke bare me baat ki to unhone kaha
“UFF MUJHE IN TUPPERWARE KI
PARTIES SE NAFRAT HO GAYI HAI.
MEIN INKE SAARE CONTAINERS
KHAREED CHUKI HU. AGAR MUJHE
AUR CONTAINERS CHAHIYE BHI HO
TO MEIN VO MARKET SE SASTE ME
LE SAKTI HUN. PAR KYA KARU JAB
BHI KOI CLOSE FRIEND BULATA
HAI TO MUJHE INKE PRODUCTS
KHAREEDNE HI PADTE HAI.”
Hmmmm lekin liking kin kin cheezo
se badti hai inme sabse pehle
aata hai..Physical attractiveness:-
se badti hai inme sabse pehle
aata hai.. Physical attractiveness:-
Ye manna jaata hai ki sunder
dikhne wale logo ko socially zaada
importance di jaati hai, magar
studies batati hai ki in logo ko jitna
hum sochte hai us se kayi zaada
advantage milti hai. Researchers ye
dikha chuke hai ki humara brain
khoobsurat dikhane wale logo ke
saath saari achayiyan automatically
jod deta hai jaise ki talent, honesty
intelligence vagarah.
Ek study me , interviewers ne ache
dikhane wale logo ko unki capability
ke mukaable zaada marks diye.
Jabki baad me jab un interviewers se
pucha gaya ki kya inki looks ki vajah
se aapke decisions me koi badlaav
aaya? To interviewers ne saaf mana
kar diya. Pennsylvania study me
researchers ne 74 aadmi unki
looks ke according marks diye jinke
khilaaf court me case chal raha tha.
Aur, bhaut baad me, researchers ne
un sabke court records check kiye, to
unhe pata chala ki attractive aadmiyo
ko bhaut kam sazza di gayi thi. In
fact, attractive logo ke mukaable
fact, attractive logo ke mukaable
unattractive logo ko 2 guna saza
sunai gayi thi.
Similarity:- Magar ab sawaal ye aata
hai ki agar hum physically attractive
nhi hai to aur kya raaste hai jisse hum
apni likings badha sakte hai.Hum un
logo ko pasand karte hai jo hamare
jaise hote hai. Jiska ek example hai
kapde. Kaafi studies me pata challa
hai ki hum un logo ki zaada madat
karenge jinhone hamari tarah
kapde pehne hai. 1970 ki ek study
me experimenters college students
ke paas gaye aur unse phone call
karne ke liye paise maange. Jab
experimenters ne student jaise
kapde pehne the to 2/3rd se zaada
students’ ne unki request ko accept
kiya.
Lekin jab experimenters students
se alag kapde pehnke gaye to
aadhe se bhi kam baar students ne
unki request ko accept kiya.Liking
badhaane ka dusra tareeka hai ki jab
humare interests aur background
dusro se milte hai. For example, Car
salesman, customer ki hobbies aur
A <
dusro se milte hai. For example, Car
salesman, customer ki hobbies aur
background ke bare me pata karne
aur unke bare me customer ke saath
baat karne ke liye trained hote hai.
Agar customer ki car ki back seat me
golf balls hai to, salesman bolenge ki
“KAASH YE BAARISH RUK JATI AUR
MEIN DOBARA SE GOLF KHE PAATA”.
Agar, car salesman ko pata chalta ki
customer kisi aur state se hai to vo
customer se zarror puchenge ki aap
kaha se ho.
aur uske baad bahaut surprise ke
saath jawaab denge “Acha !!! Mera
bhi janam vahi ka hai”. Compliments.
Joe Girard, jo har roz 5 se zaada cars
aur trucks bech chuke hai, aur jinhe
Guinness Book of World Records ne
greatest car salesman” ka khitaab
diya hai. Batate hai ki vo itni sales
isilye kar paaye kyonki unka hamesha
ek hi goal hota tha aur vo tha apne
customer ki pasand banna. Vo kuch
aisa karte the jo bahut se logo ko
bevkufi aur mehanga kaam lag
sakta hai. Vo har mahine apne
puraane 13000 se zaada customers
ko greeting card bhejte the…!!!
A <
greatest car salesman” ka khitaab
diya hai. Batate hai ki vo itni sales
isilye kar paaye kyonki unka hamesha
ek hi goal hota tha aur vo tha apne
customer ki pasand banna. Vo kuch
aisa karte the jo bahut se logo ko
bevkufi aur mehanga kaam lag
sakta hai. Vo har mahine apne
puraane 13000 se zaada customers
ko greeting card bhejte the..!!!
Greeting card har mahine change
hota tha… HAPPY NEW YEAR se le ke
HAPPY THANKSGIVING. Lekin un sab
par ek hi message hota tha.
Har card me likha hota tha “I LIKE
YOU”. Joe kehte hai ” Us card me
meine kabhi kuch aur hi likha. Mein
unse sirf ek hi baat kehta tha aur
vo tha…. I like you”.Zara sochiye saal
me 12 mahine 12 cards, 13000 se
zaada logo ko aur sabme sirf ek hi
baat “I LIKE YOU”. Ek simple formula
jisne JOE ko crorepati bana diya
aur unka naam “Guinness world
book” of record me likhva diya. Vaise
isse ek cheez to clear hai ki insaan
compliments ka bhukha hai.
Α < <
Influence: The Psychology
of Persuasion
Robert Cialdini
Chapter 6:- Authority
Log unki baate maante hai jinhe vo
authority consider karte hai. Doctors
ko safeed coat me imagine kijiye.
Hum jaise hi kisi doctor ko operating
room me dekhte hai, hum reaction
mode me chale jaate hai. Doctor ka
diya hua koi bhi sujhav hum aankhe
band kar ke maan lete hai, us par
thoda bhi nhi sochte aur unki advise
seriously le lete hai.Ye koi nayi baat
nhi hai, jaise hi hum kisi authority
ko dekhte hai hum apne deemag
ko off mode me le aate hai. Jaise ki
koi vakeel, koi IAS officer ya koi bada
engineer.
Apne deemag ko is shortcut mode
me laane se hume kaafi fayde
bhi milte hai. Kyunki ye log apne
field ke bare me zaada jaante hai
isiliye inka decision aankhe band
kar ke maan lena humare liye
zaada tar faydemand bhi hota hai.
Lekin problem tab aati hai jab koi
zaaua lai layucina U NILIULa nai.
Lekin problem tab aati hai jab koi
businessman ya koi insaan authority
ko istamaal karke hume manipulate
karne ki koshish karta hai. Agar hum
bhi apne kaam me logo ko influence
karna chahte hai to hume hamesha
koshish karni chahiye kilog hume
authority ki tarah dekhe. Aur
ye
kaafi
tareeko se kiya jaa sakta hai jaise ki:-
Title:- Title sabse bade authority
signals hai. Titles jaise ki doctor,
judge,politician,engineer vagarah.
Ek title ko genuinely apne naam ke
aage Igane ke liye bhut samay lag
jaata hai. Par bhut se log iska galat
fayda bhi uthate hai. Aur ye hum har
roz TV ki add. me dekhte hi hai. Ek
title se log na hi sirf influence hote
hai balki title wale insaan ki height ko
bhi zaada maapte hai. Ek experiment
me ek aadmi ko Australian college
ke students se milvaya gaya. Unhe
bataya gaya ki ye Cambridge
university England se aaye hai. Ek
class ke students ko bataya gaya ki ye
Cambridge me student hai.
Dusri class ko bata gaya
ki
ye
vaha
par lecturer hai,teesri class ko bataya
Dusri class ko bata gaya ki ye vaha
par lecturer hai,teesri class ko bataya
gaya ki ye vaha par senior professor
hai. Jab vo aadmi class se bahar chala
jaata to researchers sab students se
us aadmi ki height ko guess karne
ke liye bolte. Is study me dekha gaya
ki jaise jaise same aadmi ko bade
status ke roop me logo ko dikhaya
gaya vaise vaise unhone us aadmi
ki height ko zaada bataya. Same
aadmi ki height ko logo ne 2.5 inch
zaada guess kiya jab use professor
introduce kiya gaya tha.
Clothes:- Dusri type of authority aati
hai hamare kapdo se. Texas me ek
research ki gayi thi, jisme researchers
ne ek 31 saal ke aadmi ko kaha ki
use sadak ko cross karna hai, jab
traffic lights red hai. Pehle case me
is aadmi ko ek fresh business suit
aur tie pehnayi gayi. Dusre case me
isi aadmi ko normal shirt aur trouser
pehnaye gaye. Researchers dur se
dekh rahe the ki kitne log traffic light
ke signal ko na maankar uske peche
aadmi sadak cross karne ke liye chal
padte hai. Pehle cse me 3.5 guna log
bacho ki tarah us suit wale aadmi ke
ne ek 31 saal ke aadmi ko kaha ki
use sadak ko cross karna hai, jab
traffic lights red hai. Pehle case me
is aadmi ko ek fresh business suit
aur tie pehnayi gayi. Dusre case me
isi aadmi ko normal shirt aur trouser
pehnaye gaye. Researchers dur se
dekh rahe the ki kitne log traffic light
ke signal ko na maankar uske peche
aadmi sadak cross karne ke liye chal
padte hai. Pehle cse me 3.5 guna log
bacho ki tarah us suit wale aadmi ke
peeche street lights ke signal ko cross
kar ke chal pade.
Trappings:- Researchers ne ek
experiment me conclude kiya ki agar
ek mehangi brand new car green
lights ke bavajood sadak par ruk jaati
hai to uske peeche log kaafi der tak
khade rehte hai aur bhut der baad
horn bajate hai. Lekin agar utni hi
der koi purani car green lights me
khadi hojati hai to log bhut zaada bar
horn bajate hai. Ek experiment me to
2 logo ne gusse se us purani car ke
pichale bumper me apni car touch
tak kar di.
Influence: The Psychology
of Persuasion
Robert Cialdini
CHAPTER 7:- SCARCITY:- THE RULE
OF THE FEW
Aise dialogues to aapne dukano me
bhut sune honge:-“Ye bas do aakhri
piece hai, aur ye bhi bikane hi wale
hai. Company ne inhe banana band
kar diye hai“ “Is pure area me bas
do hi plot reh gaya hai baaki sab bik
chuke hai unme se ek yeh hai. Aapko
dusra pasand nhi aayega vo itna acha
nhi hai “Agar abhi aapne iske 2 piece
lene hai to le lo, peeche se supply
band hai AB KAB AAYEGI KUCH KEH
NHI SAKTE”.Aisa aapse isiliye kaha
jaata hai kyunki dukandaar is basic
principle ko jaante hai “KI JO CHEEZ
JITNI KAM HOTI HAI HUM LOG USE
UTNA HI PASAND KARTE HAI”.
Logo ko kisi cheez ko pane ke
mukable kisi cheez ko khone ka idea
A <
Logo ko kisi cheez ko pane ke
mukable kisi cheez ko khone ka idea
zaada influence karta hai.
Is principle par social psychologist
Stephen Worchel ne ek experiment
kiya. Ye experiment simple tha
unhone participants ko chocolate
biscuits diye aur unhe use taste kar
ke RATINGS dene ke liye kaha. Aadhe
logo ko jo jaar diya gaya tha usme 10
chocolate biscuits the. Jabki baaki
aadhe logo ke jaar me sirf 2 chocolate
biscuits the. Jin logo ke jaar me sirf
2 biscuit the unhone un biscuits ko
zaada RATINGS di aur bataya ki iska
price zaada hona chahiye.
Ab is experiment me kuch itna khaas
nhi tha aur ye hume shayad pehle se
hi pata thi.
Lekin isi experiment me ek aur cheez
ki gayi thi. Ek aur group me pehle
logo ko 10 biscuit wala jaar diya
gaya aur uske baad experimenters
ne us jaar ko 2 biscuit se badal
vMIM JUMI
gaya aur uske baad experimenters
ne us jaar ko 2 biscuit se badal
diya.Researchers ye dekhna chahte
the ki KYA scarcity ki bhi types hai?
Aur KYA hum kisi cheez ko zaada
value dene lagenge jo hamare
saamne hi kam ho gaya hai?Jab logo
ne dekha ki unka 10 biscuit ka jaar
2 biscuit se badal diya gaya hai to
unhone unhi biscuits ko baaki groups
ke mukable BHUT ZAADA Ratings di.
Author ke bhai Richard is principle
ko bhut ache se samajhte the.
Aur unhe apne college fees dene
ke liye weekend me sirf 2-4 hours
hi kaam karna padta. Baaki pura
hafta vo aaram se apni studies
ko dete. Richard cars bechte the,
SECOND HAND CARS. Ek hafte vo
ek car khareedte. Use saabun aur
paani se saaf karte, newspaper me
add. dete aur agle hafte use zaada
price me bech dete.Har baar unki
car zaada price me hi bikti thi. Iske
live vo scarcity principle ka istamaal
car zaada price me hi bikti thi. Iske
liye vo scarcity principle ka istamaal
karte.Pichle hafte hijo unhone car
khareede thi.
Uski add. vo newspapaper me
dete. Aur jab log us car ke bare me
inquiry karne ke liye call karte to
Richard un sabko appointment
time de dete-SAME APPOINTMENT
TIME.Maan lijiye ki unhone sabko
2 baje bulaya hai. Jaise hi pehla
customer unke paas pahaunchta
vo use car dekhane lagte. Customer
car me kamiya nikaalta, aur price
kam karne ke liye bolta. Itni hi der
me dusra customer bhi waha aa jata.
Richard batate hai ki vo customers ke
expressions ko ek dam change hote
dekh sakte the. Dono customers ko
vo car achanak aur zaada achi lagne
lagti.
Richard unme jealousy paida karne
ke liye dusre customer ko bolte
“KLAAP WAIT KAR LIJIYE , AAPSE
Α <
ke liye dusre customer ko bolte
“KLAAP WAIT KAR LIJIYE, AAPSE
PEHLE YE AAYE THE AGAR INHE
CAR PASAND NHIAATI TO AAP
ISE KHAREED SAKTE HAI”. Ab un
customer ka brain us car ki achaiya
ya buraiyaan dekhne ke bajaye, is
baat me lag jaate ki agar unhe ye
car khareedni hai to abhi khareedni
padegi varna kabhi nahi.ltni hi
der me waha par teesra customer
aa jaata.Richard batate hai ki itna
competition PEHLE customer ke liye
sehan karna bahut mushkil ho jaata.
Aur zaada tar pehla customer hi us
car ko khareed leta.
Is case me Richard ne 2 kaam kiye.
Pehle unko emotional kar diya jiski
vajah se ab vo deemag se nhi balki
emotional hoke decision le rahe
the. Dusra, us competition ki vaja
se unhe laga ki us car ke bhut saare
customers hai kyunki agar unke
saamne hi 3 log aa gaye to baad me
pata nhi kitne aur log ise dekhne ke
liye aayenge, par un becharo ko ye
customer ka brain us car ki acharya
ya buraiyaan dekhne ke bajaye, is
baat me lag jaate ki agar unhe ye
car khareedni hai to abhi khareedni
padegi varna kabhi nahi.ltni hi
der me waha par teesra customer
aa jaata.Richard batate hai ki itna
competition PEHLE customer ke liye
sehan karna bahut mushkil ho jaata.
Aur zaada tar pehla customer hi us
car ko khareed leta.
Is case me Richard ne 2 kaam kiye.
Pehle unko emotional kar diya jiski
vajah se ab vo deemag se nhi balki
emotional hoke decision le rahe
the. Dusra, us competition ki vaja
se unhe laga ki us car ke bhut saare
customers hai kyunki agar unke
saamne hi 3 log aa gaye to baad me
pata nhi kitne aur log ise dekhne ke
liye aayenge, par un becharo ko ye
nhi pata tha ki sirf vo teen hi us car ko
dekhne ke liye aaye the.