Influence: The Psychology of Persuasion by Robert B. Cialdini
Classic text on persuasion tactics, some with manipulative applications.
Warning
Robert Cialdini ne apni kitab "Influence" mein jo principles bataye hain, woh psychology ke powerful tools hain jo human behavior ko influence kar sakte hain. Yeh principles, agar ethically aur responsibly use na kiye gaye, toh galat tarikon se logon ko manipulate karne ke liye bhi istemal ho sakte hain. Yeh kuch important warnings hain:
Ethical Responsibility: In principles ko ethical aur responsible tarike se use karna zaroori hai. Unka misuse karna morally galat hai aur trust ka breach hai.
Consent and Transparency: Influence techniques tabhi use honi chahiye jab doosra vyakti aware ho aur willingly engage kare. Covert aur deceptive methods avoid karni chahiye.
Negative Impact: Manipulation ka nuksaan logon ki autonomy aur dignity ko hota hai. Yeh unke decisions ko unfairly affect kar sakta hai.
Potential Misuse and Harms
Fraud and Deception: Principles jaise ki "Scarcity" aur "Authority" ko use karke logon ko dhokha dena ya misleading information provide karna. Iska result financial loss ya emotional distress ho sakta hai.
Example: Ek salesman deliberately false scarcity create karke product ko bechne ke liye pressure dal sakta hai.
Undue Pressure: "Reciprocation" principle ka use karke logon ko aise favors dena jisse woh obligated feel karein aur aage kuch dene par majboor ho jayein.
Example: Ek charity organization repeatedly small gifts bhejti hai taaki logon ko donate karne par majboor karein.
Exploitation: "Social Proof" ya "Liking" principles ka use karke vulnerable groups ko exploit karna, jaise ki elderly ya inexperienced logon ko.
Example: Ek con artist apni popularity ya social status ka dikhawa karke logon ko fraudulent schemes mein invest karne ke liye convince karta hai.
Coercion: "Authority" principle ka misuse karke logon ko aise actions lene par majboor karna jo unki marzi ke against ho.
Example: Ek boss apni authority ka use karke employees ko unethical practices follow karne ke liye force karta hai.
Harms
Loss of Trust: Misuse se trust aur credibility khatam ho sakti hai, jo personal aur professional relationships ko damage karti hai.
Emotional Distress: Manipulation se log emotionally distressed aur betrayed feel karte hain, jo unki mental health ko negatively impact karta hai.
Legal Consequences: Fraudulent aur deceptive practices ke result mein legal consequences bhi ho sakte hain, jaise ki fines aur imprisonment.
Reputational Damage: Misuse se personal aur organizational reputation ko nuksaan hota hai, jo long-term impact daal sakta hai.Conclusion
Is kitab ke principles ko responsibly aur ethically use karna zaroori hai. Misuse karne se na sirf doosron ko nuksaan hota hai, balki apni credibility aur integrity bhi khatam hoti hai. Always strive to use these techniques to help and influence others positively and constructively.
Introduction
Main aapko ek secret bata sakta hoon. Main apne jeevan mein aksar logon ke prabhav mein aa gaya hoon. Jab se mujhe yaad hai, main aksar salesmen, fund-raisers aur doosre logon ki baaton mein aa jata tha. Kuch log be-imaan hote the, par kuch log ache bhi hote the. Par iska kuch farak nahi padta, main aksar unki baat maan leta tha.
Shayad isi wajah se mujhe yeh jaanne mein interest aaya ki log kaise dusron ko 'haan' kehne ke liye manate hain. Ek psychologist ke roop mein, maine yeh study karna shuru kiya. Pehle maine yeh apni laboratory mein aur college students par kiya. Main yeh dekhna chahta tha ki kaunse psychological principles logon ko 'haan' kehne ke liye prabhavit karte hain.
Par mujhe jaldi hi samajh aaya ki mujhe lab se bahar nikal kar bhi study karni hogi. Mujhe un logon ke paas jaana hoga jo professionals hain, jo logon ko 'haan' kehne ke liye manane mein expert hain. Yeh log jaante hain ki kya kaam karta hai aur kya nahi. Inka business hi yeh hai ki yeh humse 'haan' bulwate hain.
Teen saalon tak, maine yeh professionals ke saath kaam kiya - salesmen, advertisers, fund-raisers aur recruiters ke saath. Main unki techniques ko samajhna chahta tha. Kabhi kabhi maine unse interviews kiye, aur kabhi kabhi main unki training join kar leta tha jaise ek spy.
Maine yeh dekha ki chahe hazaron alag-alag tarike hon, par zyada tar tarike chhe basic categories mein aate hain. Yeh chhe principles hain: consistency, reciprocation, social proof, authority, liking aur scarcity. Har principle ka ek chapter hai jisme yeh bataya gaya hai ki yeh principle kaise kaam karta hai aur professionals isse kaise istemal karte hain.
Yeh principles humse bina soche-samjhe karwate hain. Aur aaj kal ke tez jeevan mein, hum aksar bina soche kar dete hain. Isliye yeh samajhna zaroori hai ki yeh principles kaise kaam karte hain.
Chapter 1: Weapons of Influence
Ek din mujhe ek dost ka phone aaya jo Arizona mein ek Indian jewelry store chalata tha. Usne mujhe ek interesting kahani sunayi. Uski store mein kuch turquoise jewelry thi jo bilkul nahi bik rahi thi. Yeh tourist season ka peak tha aur store customers se bhara tha, phir bhi turquoise pieces nahi bik rahe the.
Usne apne sales tricks bhi try kiye jaise unhe central display area mein rakhna, par koi faida nahi hua. Phir usne apni head saleswoman ke liye ek note likha, "Everything in this display case, price × ½," taaki vo bas un pieces se chutkara pa sake, chaahe loss mein hi kyun na ho. Jab woh kuch din baad wapas aayi, toh usne dekha ki sare pieces bik chuke the, par double price pe!
Maine socha yeh sab trigger features ki wajah se hua. Turkeys par ki gayi ek research batati hai ki mother turkeys apne bachon ki "cheep-cheep" sound sunke hi unka khayal rakhti hai. Agar vo sound nahi hai, toh vo unhe ignore kar deti hain ya maar deti hain.
Yahi cheez humans mein bhi hoti hai. Ek experiment mein, jab logon se favor manga gaya "because I’m in a rush" ke saath, 94% logon ne help ki. Jab "because" nahi kaha gaya, sirf 60% logon ne help ki. Matlab "because" word hi logon ko automate karta hai help karne ke liye, bina soch-vichar ke.
Jewelry store mein bhi kuch aisa hi hua. Log samajhte hain "expensive = good". Jab price double ki gayi, toh unhone socha jewelry achi hogi aur sab kuch bik gaya.
Yeh chapter batata hai ki kaise kuch specific features (trigger features) humans ko bina soch-vichar ke kuch karne pe majboor kar sakte hain.
Chapter 2: Reciprocation (Wapas Karna)
Reciprocation ka Principle
Reciprocation ka principle bahut simple hai: Agar koi aapke liye kuch achha karta hai, toh aapko bhi uske liye kuch achha karna chahiye. Yeh principle har culture mein hota hai. Iska matlab hai ki log hamesha ek dusre ke favors wapas karte hain.
Example
Socho ek din aapke dost ne aapke liye lunch le aaya. Agle din, aap uske liye bhi lunch le aate ho. Yeh reciprocation hai. Is principle ko log bahut alag-alag tarikon se istemal karte hain.
Sales Example
Salesmen is principle ko use karte hain. Jaise, agar koi salesman aapko ek chhota sa gift deta hai, aap zyada chance hain ki aap usse kuch kharid lo. Wo gift aapko 'haan' kehne ke liye prabhavit karta hai.
Reciprocation ka Magic
Ek interesting baat yeh hai ki reciprocation ka principle logon ko power mein dal deta hai. Agar aap kisi ke liye kuch karte ho, toh wo aapke upar ehsaanmand ho jata hai. Yeh principle salesmen, politicians, aur fund-raisers sab use karte hain.
Defense Against Reciprocation
Aapko yeh principle samajhna zaruri hai, taaki aap iska shikar na bane. Jab bhi aapko lage ki koi aapke upar yeh principle use kar raha hai, toh thoda ruk kar socho. Socho ki kya yeh gift sach mein genuine hai ya sirf aapko 'haan' bulwane ke liye hai.
Chapter 3: Commitment and Consistency (Pratibaddhta aur Ekta)
Commitment aur Consistency ka Principle
Log aksar apne faislon aur actions ke prati committed aur consistent rehna pasand karte hain. Agar humne ek baar kuch keh diya ya kar diya, toh hum usi direction mein aage badhte hain. Iska matlab hai ki agar hum kisi cheez ke liye haan keh dete hain, toh hum us par lage rehne ki koshish karte hain.
Example
Socho aapne decide kiya ki aap roz subah jogging karoge. Ab aap har subah jogging ke liye jaate ho, kyunki aapne apne aap se commitment kar liya hai. Yeh consistency ka principle hai.
Sales Example
Salesmen is principle ko istemal karte hain. Pehle woh aapse chhote commitments lete hain. Jaise, woh aapse kahenge, "Kya aapko health important lagti hai?" Aap kahoge, "Haan." Phir woh aapse bade commitments lenge, "Toh kya aap yeh health product kharidna chahenge?" Aapko lagta hai ki aapko consistent rehna chahiye apni pehli baat ke saath, isliye aap 'haan' keh dete hain.
Foot-in-the-Door Technique
Ek technique jo is principle par based hai, use foot-in-the-door technique kehte hain. Pehle ek chhoti request karte hain, jise log asani se maan lete hain. Phir ek badi request karte hain, jise log consistent rehne ke chakkar mein maan lete hain.
Example of Foot-in-the-Door
Socho ek charity worker aapse puchta hai, "Kya aapko environment ki chinta hai?" Aap kahte ho, "Haan." Phir woh aapse kehta hai, "Toh kya aap is petition par sign karenge?" Aap phir se 'haan' keh dete ho. Agle din, wahi worker aapse donate karne ko kehta hai. Aap phir se 'haan' keh dete ho, kyunki aap consistent rehna chahte ho apni pehli commitment ke saath.
Defense Against Commitment and Consistency
Aapko samajhna hoga ki kab aapko unnecessarily committed aur consistent banaya ja raha hai. Jab bhi aapko lage ki aap pe pressure daala ja raha hai, apne pehle commitment par dobaara socho. Kya yeh sach mein zaruri hai? Kya yeh sahi decision tha?
Chapter 4: Social Proof (Samajik Praman)
Social Proof ka Principle
Log aksar apne decisions ko dusre logon ke actions dekh kar banate hain. Jab hume samajh nahi aata ki kya sahi hai, hum dusre logon ko dekhte hain aur unka anukaran karte hain. Iska matlab hai ki hum dusre logon ke behavior se prabhavit hote hain.
Example
Socho aap ek naye sheher mein ghoom rahe ho aur aapko khana khana hai. Aap do restaurants dekhte ho - ek jo khaali hai aur ek jo bharahua hai. Aap aksar bharahua restaurant choose karoge, kyunki aap sochte ho ki yeh popular aur accha hoga. Yeh social proof ka principle hai.
Sales Example
Advertisers aur marketers is principle ka use karte hain. Jaise, agar ek product ke advertisement mein dikhate hain ki bahut saare log use product ko use kar rahe hain, toh aap bhi us product ko use karne ke liye prerit hote hain. Yeh social proof ka example hai.
Laughter Tracks in TV Shows
TV shows mein laughter tracks use hote hain. Jab aap background mein hasi sunte ho, toh aap bhi naturally hansne lagte ho. Yeh social proof ka ek aur example hai.
Bystander Effect
Ek aur concept jo social proof se juda hai, woh hai bystander effect. Jab koi emergency hoti hai aur bahut saare log aas-paas hote hain, toh aksar koi madad nahi karta. Log dekhte hain ki doosre log kuch nahi kar rahe hain, toh woh bhi kuch nahi karte. Sab log dusre logon ka anukaran karte hain.
Defense Against Social Proof
Social proof ka principle samajhna zaroori hai taaki aap bina soche-samjhe dusre logon ka anukaran na karein. Jab bhi aapko lage ki aap bas dusre logon ko dekh kar decision le rahe hain, thoda ruk kar sochiye. Kya yeh decision aapke liye sahi hai? Kya aap apne hisaab se soch rahe hain?
Chapter 5: Liking (Pasand Karna)
Liking ka Principle
Log un logon ki baat zyada mante hain jinko woh pasand karte hain. Agar aap kisi ko pasand karte ho, toh aap uski baat maan ne ke liye zyada ready hote ho. Iska matlab hai ki log dusron ko prabhavit karne ke liye apni liking badhate hain.
Example
Socho aapka ek dost aapko ek product recommend karta hai. Kyunki aap apne dost ko pasand karte ho, aap us product ko try karne ke liye zyada ready hote ho. Yeh liking ka principle hai.
Sales Example
Salesmen is principle ka use karte hain. Woh apne customers ke saath dosti karte hain taaki customers unhe pasand karne lagein. Jab customers unhe pasand karte hain, toh woh unki baat maankar unka product kharid lete hain.
Factors That Increase Liking
- Physical Attractiveness (Sundarta): Log sundar logon ko zyada pasand karte hain aur unki baat mante hain.
- Similarity (Samaanata):Log un logon ko pasand karte hain jo unke jaise hote hain.
- Compliments (Prashansa): Jab log aapki tareef karte hain, toh aap unhe zyada pasand karte hain.
- Contact and Cooperation (Sampark aur Sahayog): Jab log aapke saath kaam karte hain aur aapke saath sampark mein rehte hain, toh aap unhe zyada pasand karte hain.
- Association (Jodne): Log positive cheezon ko positive logon ke saath jodte hain. Jaise, agar ek celebrity kisi product ka endorsement karta hai, toh log us product ko zyada pasand karte hain.
Example of Liking
Socho aapko ek salesman milta hai jo aapko lagbhag aapki age ka hai aur aapke jaise interests rakhta hai. Woh salesman aapse aapke hobbies ke baare mein baat karta hai aur aapki tareef karta hai. Aap naturally usse connect feel karte ho aur uska product kharidne ke liye zyada ready hote ho.
Defense Against Liking
Aapko yeh samajhna zaroori hai ki kab aap liking ke principle ka shikar ho rahe hain. Jab bhi aapko lage ki aap sirf isliye 'haan' keh rahe hain kyunki aapko woh vyakti pasand hai, toh thoda ruk kar sochiye. Kya yeh decision aapke liye sahi hai? Kya aap yeh product sirf isliye kharid rahe hain kyunki apko salesman pasand hai?
Chapter 6: Authority (Prabhutva)
Authority ka Principle
Log aksar authority figures ki baat mante hain. Agar koi vyakti power ya expertise dikhata hai, toh log uski baat ko sach aur sahi maan lete hain. Iska matlab hai ki logon ko influence karne ke liye authority ka dikhawa zaruri hai.
Example
Socho aapko ek doctor koi dawa lene ko kehta hai. Aap uski baat maan lete ho kyunki aapko lagta hai ki doctor ek expert hai aur uski baat sahi hogi. Yeh authority ka principle hai.
Sales Example
Advertisers is principle ka use karte hain. Jaise, agar ek toothpaste ka advertisement ek dentist se karwaya jaye, toh log us toothpaste ko zyada use karte hain kyunki unhe lagta hai ki dentist authority figure hai.
Symbols of Authority
- Titles (Padvi):Doctor, Professor, Manager jaise titles logon ko authority dikhate hain.
- Clothes (Kapde):Uniforms, suits aur formal attire authority ka dikhawa karte hain.
- Trappings (Prabhavshali Cheezen):Expensive cars, big offices aur luxury items authority ka pradarshan karte hain.
Example of Authority
Socho aapko ek salesman milta hai jo ek prestigious company ka ID card pehne hue hai aur expensive suit pehne hue hai. Aap naturally usse impressed hote ho aur uski baat ko zyada maan lete ho. Yeh authority ka principle ka prabhav hai.
Milgram Experiment
Ek famous experiment jo authority ka prabhav dikhata hai woh hai Milgram experiment. Is experiment mein logon se kaha gaya tha ki woh doosre logon ko shocks de. Jab authority figure ne unhe kaha, toh unhone bina soch samjhe shocks diye, chahe unhe pata tha ki yeh galat hai. Yeh dikhata hai ki log authority ke aage kaise jhukte hain.
Defense Against Authority
Aapko yeh samajhna zaroori hai ki kab aap authority ke principle ka shikar ho rahe hain. Jab bhi aapko lage ki aap sirf isliye 'haan' keh rahe hain kyunki saamne wala vyakti authority figure hai, toh thoda ruk kar sochiye. Kya yeh decision aapke liye sahi hai? Kya aap yeh authority ko bina kisi reason ke maan rahe hain?
Chapter 7: Scarcity (Kami)
Scarcity ka Principle
Log un cheezon ko zyada chahte hain jo rare ya limited hoti hain. Jab logon ko lagta hai ki koi cheez jaldi khatam ho jayegi ya kam available hai, toh woh us cheez ko paane ke liye zyada utsuk hote hain. Iska matlab hai ki log limited cheezon ko zyada value dete hain.
Example
Socho ek store mein sale chal rahi hai aur likha hai "Only 2 items left!" Aap jaldi se woh item kharidna chahte hain kyunki aapko lagta hai ki agar aapne deri ki toh woh item khatam ho jayega. Yeh scarcity ka principle hai.
Sales Example
Marketers is principle ka use karte hain. Jaise, agar ek product par likha hai "Limited time offer" ya "While supplies last," toh log us product ko jaldi kharidne ki sochne lagte hain. Is tarah se salesmen logon ko jaldi decision lene ke liye prerit karte hain.
Types of Scarcity
- Limited Numbers (Seemit Sankhya):Jab products ya services ki sankhya limited hoti hai.
- Deadlines (Antim Tareekh): Jab kisi offer ya deal ki tareekh limited hoti hai.
Example of Limited Numbers
Socho ek online store par aapko ek notice milta hai "Only 5 items left in stock!" Aap jaldi se woh item kharidne ke liye prerit hote hain. Yeh limited numbers ka example hai.
Example of Deadlines
Socho ek website par likha hai "Sale ends tonight at midnight!" Aap jaldi se shopping karne lagte hain kyunki aapko lagta hai ki agar aapne deri ki toh sale miss ho jayegi. Yeh deadlines ka example hai.
Reactance Theory
Jab logon ko lagta hai ki unki freedom ya choice ko restrict kiya ja raha hai, toh woh react karte hain aur woh cheez zyada chahte hain jo unse cheeni ja rahi hai. Is theory ko reactance theory kehte hain. Jab koi cheez rare ya limited hoti hai, toh log usko paane ke liye zyada react karte hain.
Defense Against Scarcity
Aapko yeh samajhna zaroori hai ki kab aap scarcity ke principle ka shikar ho rahe hain. Jab bhi aapko lage ki aap sirf isliye jaldi decision le rahe hain kyunki aapko lagta hai ki cheez khatam ho jayegi, toh thoda ruk kar sochiye. Kya yeh decision aapke liye sahi hai? Kya aap yeh cheez sirf isliye kharid rahe hain kyunki yeh limited hai?