302期：《影响力》：忽悠的6种策略 Influence by Robert Cialdini

稀缺、权威、社会认同、互惠、承诺和一致、喜好，这些元素像是激活码一样，会激发大多数人的自动行为。用互联网时代的话来说，它们可以把人的行为算法“黑”掉，让其听任他人的摆布。当所有的因素累加时，甚至会出现邪教的那种操纵信徒集体赴死的极端情况。这些心理策略在销售与广告行业已经被普遍运用，只要你生活在现代社会，了解这些策略，并知道如何在想要拒绝时拒绝，都是一项必备的技能。这本畅销30年的营销领域必读书籍，巴菲特在读完后即赠送给作者自己公司的股票作为谢意。本期节目，来自行为心理学家罗伯特·西奥迪尼的好书：《影响力》（Influence: The Psychology of Persuasion）。


Influence: The Psychology of Persuasion has published 30 years ago, and it's still selling pretty well today. Same as Out of Control by Kevin Kelly, the value of the book was proved by time and market. The book explains the psychology of why people say "yes", which is an essential knowledge for you and me to survive in the modern commercial world. The six universal principles about persuasion are not about becoming a skilled persuader only, but also defend yourself against them.