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1、ThePrinciplesofPersuasion.ProfessorRobertB.Cialdini.Thebookis:Influence–ScienceandpracticeRobertB.CialdiniPublishers:Allyn&Bacon/PearsonISBN:0-321-18895-0Iamveryexcitedbythisbook.Rarelyhasempiricallyresearcheddatabeenproducedintosuchareadableformat.Itshowsusthroughevidence
2、howwecanpersuadeandbepersuadedwhencertainconditionsareinplace.Amustreadforanyonewhowantstobeabletoimprovetheirpersuasionskills.Thebookhasafocusonthetypeofrelationshipyouneedtobuildupinordertobeinfluential.Itsitsverynicelywiththebehaviouralaspectsofinfluenceoutlinedinotherb
3、ooks.Theevidencesuggeststhatthereare6clearrelationalaspectswhicharemorelikelytoenableyoutopersuadeandinfluenceothers:OakwoodlearningLtd?2009.www.oakwoodlearning.comThePrincipleofLikingPeoplewilldomoreforthosethattheylike.Peoplelikethosewholikethem.Theresearchshowsforexampl
4、ehowatTupperwareparties,likingthehosthastwiceasmuchinfluenceonapurchasingdecisionthanlikingtheproduct!Evidencealsosuggeststhatwearemorewillingtosayyestopeoplewhoaresimilartous.Increasedfamiliaritythroughcontactisonefactorthathelpsthisespeciallyifthisisinapositivecontext.On
5、epositivecircumstanceismutualandsuccessfulcooperation.Associationtosomethingpositiveisoftenusedbyadvertisers,politiciansandothers,astheyalsooftendisassociatethemselvesfromunfavourableevents.TipsToinfluencepeoplemoreeffectively,focuson:·Similarity–Createearlybondswithcollea
6、gues,peers,andbosses.Findthingsthatyouhaveincommonandcanagreewith.Youwillestablishtrustworthinessandgoodwill.Similaritydrawspeopletogether.·Positivegenuinepraise–evidencesuggeststhatitcreatesmorewillingnessinthereceiver.Praiseperformancetraitsorattitudetobemoreinfluential.
7、Evidencesuggeststhatthiscanalsohelphealdifficultrelationships.Theabilitytofindonethingaboutsomeonethatyouthinkisgood,isakeyability.ThePrincipleofSocialProofPeoplefollowtheleadofsimilarothers.Peoplearemorelikelytodosomethingiftheyrealisethatothersaredoingthesame.Humanbeings
8、relyheavilyonothersaroundthemforcuesonhowtothinkbehaveandact.Evidencesuggeststhatthemorep
