Whenever I begin reading a new book, I become filled with anticipation for the exciting journey ahead. This particular book caught my attention because of its intriguing title. I am fond of psychological literature as it provides a platform for me to delve deep into the intricacies of human nature and understand why we behave the way we do.

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The initial pages of the book captivated me, increasing my pace. My curiosity heightened with every turn of the page, leaving me eager to learn more.

Undoubtedly, it equipped me with incredible tools to navigate modern-day complexity. Dr. Robert B. Cialdini combines scholarly literature with humorous experiences that keep you hooked. He offers real-life examples of events employing various weapons of influence you could never imagine. This book is by far my favorite. It has opened my eyes to the hidden tools of influence at work in society.

Let's delve into the range of persuasive tactics compliance experts use to encourage compliance. This blog only scratches the surface, so I recommend reading the book to fully grasp each technique. You'll be amazed, just as I was, at the clever and captivating strategies employed by these professionals.

Reciprocation

Reciprocation is the old give-and-take mechanism of human relations. Every society employs this principle regardless of culture, geography, beliefs, and economic status. Human connections are founded on the reciprocation principle. Every one of us has felt the urge to return a favor when given. Reciprocation is a show of gratitude and enhances the bonds of relationships. For instance, if you lend someone money, they will do the same for you. The power of this principle can be used for good and evil. Whereas reciprocation demonstrates good human nature, compliance professionals use it to manipulate their target. For instance, when you are at the supermarket, the attendant offers to give you a product for free. Eventually, you end up purchasing another product to show gratitude. Dr. Cialdini provides various examples to help you become aware of this principle and avoid falling victim to its grip.

Commitment and Consistency

In life, commitment and consistency go hand in hand. When you commit to something, you make a promise to do it, either directly or indirectly. Consistency comes in when you follow through on that promise with actions. For example, if you plan to attend an event in the future, you have made a commitment. Attending that event shows that you are consistent in your character. Even when a duty no longer serves us, we are bound by our commitment to see it through. Those who fail to honor their obligations risk damaging their relationships with others. Humans have an innate need to belong, which drives us to fulfill our commitments. Compliance professionals understand this principle and use it to their advantage. For instance, a gym membership is a commitment that should be followed by consistent gym attendance. Dr. Cialdini has conducted various studies to prove the prominence of this principle in modern culture. He also suggests ways to avoid making commitments that will come with unwanted consequences later on.

Social proof

The social proof principle works better in social environments. Individuals are likely to perform according to the majority. Dr. Cialdini offers an example of a woman mugged seven times in a secure neighborhood while people watched. The woman was walking at ten in the night when the attacker spotted her and began making moves. She screamed and ran, looking for help. Individuals in the neighborhood stood at their windows watching as the attack went on. No one dared to call the police or assist the woman. Studies showed that each individual assumed the next would call the police and dared not press the dialer. This scenario demonstrates the principle of social proof. Individuals scan their environment and follow the behavior of the crowd. I have been a victim of this principle, especially during chaos. I would find myself running in a particular direction without knowing why people were running that way or what was chasing them. I trusted that danger must have prompted all those people to react a certain way.

Liking

The principle of liking is evident in the current social media age. The innate human need to belong prompts us to seek favorable treatment from individuals we deem acceptable. We will likely assist people we like rather than those we dislike. Compliance professionals use this principle to gain an edge. For instance, when walking around Nairobi town, you will meet various hawkers who compliment you on your excellent taste in fashion and beautiful aesthetic. Knowingly or unknowingly, you will stop by and engage them in conversation. Once they have earned your trust, they will recommend products tailored to your preferences. Ultimately, you purchase things you had not planned for and may not fit your taste. This principle applies in numerous other settings that Dr. Cialdini discusses further in his book.

Authority

Authority is another powerful weapon of influence. It cuts across every sector of human interaction at home, school, workplace, in the streets, and among friends. Individuals with perceived authority influence the behavior of others. Authority is symbolic in various ways, including the clothes you wear. If someone wearing a police uniform stops you on the highway, you are more likely to comply. Dr. Cialdini provides various examples of individuals who dressed up a particular way and influenced people to take action without full proof of their authority. The world's complexity has made it difficult to verify everything we encounter. For example, when you meet someone dressed as a police, your first response will likely not be to check for their badge or authenticate their claim. You will likely follow through with the instructions provided. This mechanic and automatic way of thinking has allowed scammers to thrive in contemporary society. Someone impersonates a known organization and provides urgent information to prompt action. Without proper probing, you end up selling yourself out. I have been a victim of these scammers several, and each time, it stings more than the last.

Scarcity

Finally, the scarcity principle, which works with deadlines, lack, and urgency, is prevalent in marketing. Marketers often use this principle to lure sales even when the information is false. An example is "few units left of item X, sales ending soon." It provokes you to take action on the information provided. Upon close examination, this information is somewhat ambiguous. Few items and ending soon can mean five hundred units ending in two months. This is enough time for buyers to assess their need for the item and avoid making a purchase based on scarcity.

As I read this principle, I was struck by the prevalence of scarcity. Personally, I've found it challenging to manage my time due to my tendency to take on too many tasks. I've been and continue to be overly ambitious.

A recent example was when I discovered Coursera and enrolled in ten courses I deemed relevant and exciting. I vowed to do each class every day. With time and as things pilled up, I became overwhelmed. I realized that I was operating on the scarcity principle. I thought I didn't have sufficient time to finish. I felt that the only way to make it by the deadline I had set for myself was to bite everything at once, and we all know if you bite more than you can chew, you will choke. I imagined that I had a clock constantly ticking and had to run fast enough to finish everything. But even after finishing all these things, I created another need that consumed me the same way. I was like a bottomless pit that would never be satisfied. My desire for knowledge consumed me so much. I thought I had to reach a certain level to prove competence. I had to reach a certain age to project my voice. Sometimes, I canceled plans because I did not have enough money to cater to those needs. I always sought after something that was enough. Right now, I have realized that the world God created is abundant. So much so that I do not have to run after something or hold on to another because I fear there is no substitute. This is evident when you are in a relationship that you know is not serving you, but you are afraid that you will not meet someone like the one you have. I was in that situation myself, but such thoughts no longer restrain me. I know there is so much this world can offer that I do not have to be a slave to anything.

An abundant mindset does not mean discontentment. Remember, Godliness with contentment is of much gain. My mum always told me, "Kuwa na Kiasi" meaning “Have some moderation.”

Reference

Cialdini, R. B., & Cialdini, R. B. (2007). Influence: The psychology of persuasion (Vol. 55, p. 339). New York: Collins.

By Maureen Naini. Also, on Substack