February 2, 2024
1 books · 16 highlights · 8 notes
Influence
Robert B. Cialdini, PhD
“Civilization advances by extending the number of operations we can perform without thinking about them.”
1:51 AM
“The most interesting aspect of all this is the way the programs are activated.”
2:00 AM
我们的心理程序怎么被激活？
✎ NOTE
“It is not the rival as a whole that’s the trigger; it is, rather, some specific feature: the trigger feature. Often the trigger feature will be one tiny aspect of the totality that is the approaching intruder”
2:01 AM
激活程序的，不是一个整体，而是一个特定的特征。比如说我被激怒了，激怒我的可能只是某一点，但是这一点启动了我的心理程序
✎ NOTE
“A well-known principle of human behavior says that when we ask someone to do us a favor, we will be more successful if we provide a reason.”
2:09 AM
非常重要的一个原则：如果我们让别人帮我什么忙，我们提供一个理由的话，成功率会更高
✎ NOTE
“it was not the whole series of words but the first one, *because*, that made the difference”
2:11 AM
单纯加上because，就有神奇的效果
✎ NOTE
“turquoise”
2:15 AM
Turquoise: A blue-green mineral that is valued as a gemstone. It is typically found in arid regions and has been used for centuries in jewelry and other decorative objects. Turquoise is believed to have healing properties and has been used in traditional medicine by various cultures. It is also the official birthstone for the month of December.
✎ NOTE
“using a simplifying principle—a stereotype—to guide their buying: expensive = good”
2:16 AM
“Although they probably didn’t realize it, by reacting solely to price, they were playing a shortcut version of betting the odds”
2:39 AM
这种模式是一个简化
✎ NOTE
“The researchers traced the finding to the expensive = good stereotype: people reported *expecting* the drink to work better when it cost $1.89 versus $0.89; and, remarkably, the mere expectation fulfilled itself.”
2:52 AM
“lacks detail.”
5:42 PM
“includes more first-person pronouns.”
5:43 PM
“has more verbs than nouns.”
5:43 PM
“To do so may take no more than one correctly chosen word that engages a strong psychological principle and launches one of our automatic behavior programs.”
5:46 PM
“the contrast principle”
5:51 PM
The author is using the term "the contrast principle" to refer to a principle in human perception that affects the way we see the difference between two things that are presented one after another. They mention that this principle is well established in the field of psychophysics and can be used as a lever of influence by compliance practitioners and salespeople. The author also notes that presenting items in a certain order can either take advantage of or work against the contrast principle. Overall, the contrast principle refers to the tendency to perceive differences between two things as being greater than they actually are.
✎ NOTE
“sell the suit first, because when it comes time to look at sweaters, even expensive ones, their prices will not seem as high in comparison.”
6:37 PM
客人来，先介绍贵的，其他的自然就感觉起来便宜了
✎ NOTE
“Presenting an inexpensive product first and following it with an expensive one makes the expensive item seem even more costly—hardly a desirable consequence for sales organizations”
6:38 PM