Essay about Analysis Of The Book ' Weapons Of Automatic Influence '
Cialdini, Robert B. Influence: The Psychology of Persuasion. New York: Collins, 2007. Print.
Weapons of Automatic Influence The book begins with Cialdini introducing his idea of “weapons of automatic influence.” He recounts a story of a shop owner on an Indian reservation who was having trouble selling a certain set of turquoise` jewelry during the height of tourist season. In a desperate attempt to get rid of the merchandise, she asks her employee to mark the price of the jewelry down by half. She was surprised to find out that the jewelry she was struggling to sell cleared the shelves at double their original value after the employee had made a mistake. The customers, who knew nearly nothing about turquoise, relied on the stereotype that more expensive means high quality. Cialdini compares the behavior of these customers to that of mother turkeys. These mothers will care for virtually anything that makes the same “cheep-cheep” sound that real baby turkeys make – even stuffed renditions of the turkey’s natural enemy, the polecat. Being able to identify and exploit these fixed-action patterns is the main idea behind weapons of automatic influence. The rest of the book explains influence in terms of societal pressures and fixed-action patterns that combine as powerful weapons of influence.
Cialdini opens this chapter with the story of a college professor who, as an experiment, sent Christmas cards to a sample…