" Influence " is a book published by Renmin University Press in May 2006. The author is "The Godfather of Influence", a famous social psychologist, and a world-renowned authoritative in persuasion and influence research [US] Robert Ciodini .
This book deeply analyzes the logic of influence, exchange, explanation, setting an example, avoidance, threat and other elements from the perspective of practical skills, and improves your ability to influence others in all aspects, thereby achieving greater success.
Influence is the ability to change the thoughts and actions of others in a way that others are willing to accept. Influence is also explained as strategic influence, impression management , ability to be good at expressing, persuasiveness of goals, and influence facilitated by cooperation.
In daily life and work, if we can increase our influence, then my work can be carried out more smoothly. So how to increase influence? Next, Xiao Qiangzi will introduce the skills to improve influence introduced in the book "Influence", hoping that it will be helpful to everyone.
Today, I will introduce you to the third skill to improve your influence - social identity.
What are the principles of social identity?
The principle of social identity means that when we judge what is correct, we will act according to other people's opinions. And in many cases, the way we respond to social identity is completely unconscious and conditioned. And this principle has been used by many merchants to make profits, and even fool us with fake evidence.
Let’s give a simple example. Before Cha Yan Yuese opened a branch in Nanjing. At that time, the entire store was lined up, and even the central media commented on this behavior, saying that it was really not worth it to buy a cup of milk tea. At the same time, there is also a discussion of whether there are child care among the people in the queue. To be honest, I have never conducted an investigation on this, so I don’t know if there is any child care, and we don’t go to discuss it too much.
What I want to tell you is that the marketing method of child care does exist in many Internet celebrity stores, and the use is the principle of everyone's social identity. Think about it carefully. When we go out shopping and choose places to eat, do we also choose which businesses are in line? because we think that since this shop is in line, their taste should be pretty good, otherwise it wouldn't be like this. popular.
This is the embodiment of the principle of social identity.
Under what conditions will social identity be more applicable?
Social recognition is not effective under all conditions. has better effect under some conditions, and has worse effect under some conditions. Let’s take a look at the best applicable conditions for social recognition.
1. When we are not sure what to do best. I believe everyone knows the Tangshan beating case before
. At that time, in addition to condemning the beating people, many people on the Internet condemned the bystanders and accused them of not providing help. In fact, sometimes we don’t help, many times it’s not because of indifference, or it may be because of uncertainty.
For example, if your neighbor is a couple, one day you suddenly quarrel very hard, you hear the two quarrel fiercely, the woman yells at the top of her lungs, and the sound of throwing things. At this time, would you choose to call the police or rush in to help the woman? Many times, we choose not to do anything because we are not sure whether this woman is really in danger. We think it is possible that the two of us are just quarreling fiercely.
Similarly, if we hear clear signs of this woman being in danger, such as the woman shouting for help, or even the woman in the owners' group in the corridor asked everyone to call the police, would you do nothing? At this time, you will definitely choose to call the police without hesitation, and even rush to their house to help her . And you will find that when a person stands out, many people will stand out to help the person.
So, when we are in uncertainty, we are easily affected by external factors to make judgments.
2. When the evidence of best practice comes from a large number of others
mentioned earlier, when we go to the mall for dinner, we will choose businesses with a lot of people in line. We think that since most people think it tastes good, this store should be good. Similarly, such as Dianping's ratings, Taobao's five-star praises, and video software's popular lists, all take advantage of this kind of psychology.
More interesting is that the paintings in the promotional poster of a merchant will also affect everyone. In the merchant’s poster, the first time I painted a person enjoying their food was that he had a person’s enjoyment. The survey showed that the merchant’s customer flow increased by 25%. The second time, the merchant replaced one person in the poster with a group of people, and the merchant’s passenger flow increased by 75%.
3. When the evidence comes from people similar to us
Scientists have investigated a very special social phenomenon - when there is news about suicide in a region, the number of suicides in this region will increase in a short period of time. And if the news reports contain some detailed information about the suicide person, such as age, occupation, social status, etc., then most of the subsequent increase in suicides are people similar to those in previous news reports. The effect of
is called the "Vita effect", which is a case feature of the principle of social identity: these people decide what they should do based on the actions of other troubled people.
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In real life, we are also easily influenced by our friends. In the words of our ancestors, these are: those who are close to red and those who are close to ink are black. How to prevent
?
Only when we correctly understand this psychology can we be vigilant. And as long as we remain a little more vigilant and face clearly forged social evidence, we can protect ourselves well.
For example, the marketing method of asking for "child care" before is actually not many merchants who dare to use it now. On the one hand, because information spreads faster and faster, it may develop into social event if you are not careful. On the other hand, everyone's knowledge is becoming more and more abundant, and they have a basic understanding of this marketing method.
or above is the third skill for to improve influence - an introduction to social identity. I hope it will be helpful to everyone.
#Nanjing Cha Yan Yuese# #Tangshan Beats All 9 suspects were arrested#
