Robert Caldini_Influence， Psychology of Persuasion.pdf

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1、INFLUENCEThePsychologyofPersuasionROBERTB.CIALDINIPH.D.ThisbookisdedicatedtoChris,whoglowsinhisfather’seyeContentsIntroductionv1WeaponsofInfluence12Reciprocation:TheOldGiveandTake…andTake133CommitmentandConsistency:HobgoblinsoftheMind434SocialProof:TruthsAreUs875Liking:TheFriendlyThief1266Author

2、ity:DirectedDeference1577Scarcity:TheRuleoftheFew178EpilogueInstantInfluence:PrimitiveConsentforanAutomaticAge205Notes211Bibliography225Index241AcknowledgmentsAbouttheAuthorCoverCopyrightAboutthePublisherINTRODUCTIONIcanadmititfreelynow.AllmylifeI’vebeenapatsy.ForaslongasIcanrecall,I’vebeenaneas

3、ymarkforthepitchesofpeddlers,fund-raisers,andoperatorsofonesortoranother.True,onlysomeofthesepeoplehavehaddishonorablemotives.Theothers—representativesofcertaincharitableagencies,forinstance—havehadthebestofintentions.Nomatter.Withpersonallydisquietingfrequency,Ihavealwaysfoundmyselfinpossession

4、ofunwantedmagazinesubscriptionsorticketstothesanitationworkers’ball.Probablythislong-standingstatusassuckeraccountsformyinterestinthestudyofcompliance:Justwhatarethefactorsthatcauseonepersontosayyestoanotherperson?Andwhichtechniquesmosteffectivelyusethesefactorstobringaboutsuchcompliance?Iwonder

5、edwhyitisthatarequeststatedinacertainwaywillberejected,whilearequestthatasksforthesamefavorinaslightlydifferentfashionwillbesuccessful.Soinmyroleasanexperimentalsocialpsychologist,Ibegantodoresearchintothepsychologyofcompliance.Atfirsttheresearchvi/Influencetooktheformofexperimentsperformed,fort

6、hemostpart,inmylaboratoryandoncollegestudents.Iwantedtofindoutwhichpsycho-logicalprinciplesinfluencethetendencytocomplywitharequest.Rightnow,psychologistsknowquiteabitabouttheseprinciples—whattheyareandhowtheywork.Ihavecharacterizedsuchprinciplesasweaponsofinfluenceandwillreportonsomeofthemostim

7、portantintheup-comingchapters.Afteratime,though,Ibegantorealizethattheexperimentalwork,whilenecessary,wasn’tenough.Itdidn’tallowmetojudgetheimport-anceoftheprinciplesintheworldbeyondthepsychologybuildingandthecampuswhereIwas