So whichever motivator of behavior, in this case quality or price, was made salient, was brought to consciousness before they ever encountered the request to choose one or another of the kinds of sofas, directed the visitors to the one that was high in consciousness, was most accessible to them at the time. What they found was that those who encountered fluffy clouds were more likely to choose for purchase comfortable furniture whereas those who were exposed to pennies were more likely to prefer for purchase inexpensive furniture. Then the researchers gave the visitors options of various sofas to choose. The other half of the visitors went to a different landing page, the content was identical but its background was small coins, pennies. And for half of the visitors to the store our researchers arranged for them to go to a landing page that had as its background fluffy clouds. There was study done with a furniture store that had specialty sofas. It involves focusing people on, that is putting them in mind of one of those motivators before they encounter it in the communicator’s message. Attention on the other hand is the functional component of pre-suasion. ![]() If you put those into a message they motivate people toward assent. Persuasion involves putting into a message factors that motivate people to say yes, such as the quality of an item or its attractive price or its fit with the recipient’s values or self-image or the fact that it’s the most popular choice among their peers, those kinds of things. Let’s start with motivation first, which is the functional component of persuasion. To get started can you define and distinguish between persuasion and what you call pre-suasion, and what role does attention and motivation play in these concepts?īob Cialdini: Oh, good question. Matt Abrahams: Great, let’s jump right in. Welcome, Bob, and thanks for pointing me to a field of study that I have continued to be fascinated by.īob Cialdini: Well, I’m looking forward to our interaction, Matt, and I look forward to spending some time with you and your listeners. And after hearing Bob’s lecture I chose a graduate school program where I could do research into social influence. As an undergrad Bob was a guest lecturer in Phil Zimbardo’s popular class The Psychology of Mind Control. And I have to admit Bob is one of my academic heroes. He’s the author of two amazingly popular and impactful books, Influence and Pre-Suasion. His research and coaching focus on persuasion and social influence. Bob is the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. Today I am super excited to get a chance to chat with Robert Cialdini. ![]() ![]() Welcome to Think Fast, Talk Smart: The podcast. I am Matt Abrahams and I teach Strategic Communication at Stanford Graduate School of Business. Today we will dive deeply into the intricacies of influence. Yet we don’t often take time to think about how to hone and improve our persuasive practices. Matt Abrahams: Regardless of if you’re pitching or presenting, teaching or sharing, at its core communication is often about influencing and motivating others.
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