Reading notes on preemptive impact 5

Read pages 248-304. The seventh influential weapon-alliance (2)

I. New concept

1. The IKEA effect means that people will feel that "this kind of amateur work has the same value as professional work" for what they do.

Second, the influencing factors

1. Persuading communication to choose a thinking mode that matches the thinking mode of the audience is the most important lesson.

Everyone has a special affinity for what they create. This is human nature.

3. When soliciting suggestions, it should be noted that in this kind of marketing cooperation, enterprises must frame consumers' opinions as suggestions for the company, rather than expressing their own views or expectations for the company. The difference in wording mentioned above seems irrelevant, but it is actually the key to achieve the goal of "identity unification" of the company.

Third, the novelist Saul Bellow's understanding of this sentence: "When we ask others for advice, we are often looking for partners."

When we ask others for advice, we let others participate in this project, and they will feel more involved. In fact, you form an alliance with him to deal with and discuss this matter together, which is the formation of "accomplices" However, before asking for advice, think about whether the other person is the help you want and whether his possible suggestions are helpful to the project. Sometimes it's not a good thing for a partner to break up.

Fourth, examples or experiments

1. Participants put on headphones, listened to a series of recorded songs and tapped the table according to the rhythm they heard. Some participants beat themselves in unison with each other; Some participants and their partners listen to different tunes, so they don't act in sync. After that, all participants know that they can leave by themselves, but their partners need to stay and answer a series of lengthy math and logic questions. Participants can choose whether to stay and do some work for their partners. As a result, the number of people actively synchronizing far exceeds that of the other group.

2. A study of 4-year-old children in Germany. Children participate in a game, and some will sing with their partners, walk in circles, and keep up with the recorded music; Other children have to do almost the same thing, but there is no music accompaniment. Later, when children have the opportunity to show the spirit of helping others, the probability of children singing around music to help their partners is three times higher than that of children who are not affected by music.

At the beginning of March 2015, an article by The New York Times ignited readers' interest and attracted numerous comments. It spread like wildfire and became one of the most read articles in the history of The New York Times. For news media like The New York Times, this kind of thing seems nothing. After all, this is a newspaper with a high status in the domestic and international press. But this article is not from politics, business, science and technology, science, health or even fashion. The title of the article is "If you want to fall in love with someone, please do it". The writer is Mandy Lane Catherine. She claims to have found an effective way to produce strong emotional intimacy and love social relations, which only takes 45 minutes.

45-minute experiment: Participants form a group and ask each other questions. The person who hears the question answers first, and then the questioner answers himself. There are 36 questions * * * that require participants to gradually disclose their personal information. Instead, the two participants will gradually get to know each other. At first, the question was: "In your opinion, what is a perfect day?" Then the question may be like this: "What do you value most in friendship?" The question at the end is: "Who in your family has died, which makes you most uneasy?"

The deepening of the relationship is beyond everyone's expectation. The whole process brought unparalleled emotional intimacy and interpersonal alliance within 45 minutes, especially in the laboratory environment of emotional vacuum, with strangers as partners.

Verb (abbreviation of verb) application

1. The application of the influence principle of "consistent action" in community operation.

The management of residential property groups is actually very difficult. Many things we discussed in the community before were empty talk and no action. It was not until later that someone proposed to hold a meeting in the community to discuss the existing problems and future development of the community. People have a sense of participation, become familiar with each other and organize collective activities better.

In order to deepen the relationship with customers, the boss planted a tree in the yard of the customer factory together, and the relationship between the two sides has been maintained very well since then.

3. Sometimes when you apply for a good price with the leader, you will first explain the background to the leader and ask the leader what the price is reasonable. The price that leaders often give is what we expect.

Sixth, the accumulation of ideas or golden sentences.

1. When people act in unison, they are truly United. The cooperative consciousness of collective alliance is very in line with the interests of society, which brings high loyalty and self-sacrifice that are usually only linked to small family units. Therefore, as early as ancient times, human society has discovered the bonding "technology" to coordinate the reaction. The effect it brings is similar to affection: a sense of belonging and integration, which blurs the boundary between self and others.

2. Children's personal sacrifice does not come from the rational balance of whether they should help. The willingness to help is not based on reason at all. It is spontaneous and intuitive, and is based on the emotional connection that naturally occurs when you and your partner participate in music together. This is of far-reaching significance to our process of controlling social influence.

Behavioral scientists have long pointed out that there are two ways to evaluate and understand the world. Recently, this kind of proposition has aroused widespread concern, which is Daniel Kahneman's distinction between thinking system 1 and thinking system 2. The former is quick, associative, intuitive and often emotional; The latter is slow, thoughtful, analytical and rational. These two ways of thinking are independent of each other, and the supporting evidence is that if one of them is activated, the other will be suppressed. When you experience something with emotion, it is difficult for you to think seriously; On the other hand, when analyzing a thing with logic, it is difficult for you to fully understand it. What does this tell us about influence? The focus of the persuader's appeal should best conform to the receiver's way of thinking. In other words, if you consider buying a car mainly from the characteristics related to emotion, and hope that the car will look good and the speed will be exciting, then the salesperson had better convince you with the arguments related to emotion. Research shows that in this case, even just saying "I think this car suits you very well" can achieve great success. However, if you mainly consider buying a car on a rational basis and pay attention to saving fuel and preserving value, the statement "I think this car suits you very well" is likely to ruin your business.

4.*** Co-creation not only reduces the problem of how to make superiors give more trust to efficient employees in project cooperation, but also relieves many other troubles that are traditionally difficult to eliminate. Children aged six or seven are often selfish when sharing rewards, and rarely share them equally with their playmates. But if they work hard with their playmates to win prizes, then most of the time even 3-year-olds will be equally divided.

5. Provide suggestions to make people enter the alliance mentality, stimulate consumers' recognition of the company and make contact with it. On the contrary, expressing opinions or expectations makes people enter a state of introspection and concentrate on themselves.