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心理学家罗伯特·西奥迪尼的书《影响力》为我们解释了为什么有些人极具说服力，而我们总是容易上当受骗。隐藏在冲动地顺从他人行为背后的7大心理武器是：互惠，喜好，稀缺性，社会认同，承诺与行为一致性，联盟。这些心理学原则充斥着社会的方方面面，我们必须谨慎辨别，看清本质，不再做出愚蠢的选择!

同时，我们也可以借助这7种心理武器提升自己影响力。

从互惠角度：先利他再利己，每个人都有私心，在自己获取之前，看一看、想一想对方有没有获利。从喜欢角度：注重自己的仪容仪表，打扮自己也是对别人的尊重。另外，发现对方的闪光点，真诚地赞美对方。

从共识角度：做符合社会价值观的事情，而不是违法犯罪，长期用正确的方法做正确的事情，必然会获得社会更多的认同。

从权威角度：提升自己在行业里面的专业性，这才是不可替代的硬核本领。、

从稀缺角度：与其考虑我们能获得什么，不如考虑我们会失去什么，不去行动，注定得不到，恐惧反而能提升我们的执行力。

从承诺与一致角度：如果你想在哪方面改变，制定了相应的计划，给自己书面承诺，并当众公开，反而会倒逼自己去行动。

从联盟角度：一个人可能孤独，但一群人又嗨又酷，群体的力量是无限大的，看见他们、靠近他们、学习他们，最终成为他们。

The principles of persuasion are a set of psychological rules to influence others. Originally there were six: reciprocity, scarcity, authority, consistency, liking, and consensus. Later a 7th principle was added.

说服原则是一套用于影响他人的心理学规则。最初有六个原则：互惠性、稀缺性、权威性、一致性、喜好性和共识性。后来，又增加了第七个原则。

The first principle is reciprocity. It means that if you give something to someone, it makes them more open to being influenced by you. This is because we don’t like to feel that we owe someone and so we want to return the favor to clear our social debt.

第一个原则是互惠性。互惠性意味着如果你给予别人某样东西，他们会更容易受到你的影响。这是因为我们不喜欢欠别人人情的感觉，所以我们倾向于想回报别人的好意，以此来消除我们的社交债务。

The second is scarcity. When people perceive something as rare or limited, they are more susceptible to persuasion. This is driven by our desire to possess what others value, and the fear of missing out that prompts us to make decisions.

第二个原则是稀缺性。当人们觉得某样东西稀有或供应有限时，他们更容易被说服。这种心理是由我们想要拥有他人所看重的东西的欲望，以及害怕错过的恐惧所驱动的，正是这种恐惧激发了我们采取行动的决心。

The third principle is authority. We often trust powerful people and their perceived expertise. We seek their guidance, particularly in situations of uncertainty, when we lack direction and need help from someone else to make a difficult decision on our behalf.

第三个原则是权威性。我们经常信任有权力的人和具有专业知识的人。特别是在不确定的困境下，当我们缺乏方向感，需要别人帮助我们做出艰难决定时，我们会寻求权威人士的指导。

Fourth is consistency. We are more likely to do something if it's consistent with past behavior. This is because we align our actions with expectations. To influence someone, ask for small commitments first and larger ones later.

第四个原则是一致性。。如果某件事情与我们过去的行为相符，我们就更有可能去执行。我们倾向于按照既定的期望来调整自己的行动。因此，在影响他人时，可以先让他们做出一些小的承诺，然后逐步引导他们做出更大的承诺。

The fifth is liking. People are more willing to say "yes" to those they are fond of. To make people like you, find common interests, be friendly, and give genuine compliments.

第五个原则是喜好性。人们更愿意对他们喜欢的人表达同意。要想赢得他人的好感，可以通过发现共同点、展现友好的举止以及给予真诚的赞美来实现。

The sixth is consensus. Humans are inherently social. They want to conform to the group. Social proof can therefore persuade people to commit to something, they otherwise doubt.

第六个原则是共识性。人类是社会性动物，他们倾向于与群体保持一致。因此，社会认同可以说服人们去承诺或接受他们原本可能怀疑的事情。

Psychologist Robert Cialdini, who came up with the 6 rules, later added another one — unity. Accordingly, people are more influenced by those who share their beliefs, values, and experiences.

心理学家罗伯特·西奥迪尼，这位创立了六大说服原则的学者，后续又增添了一个新原则：联盟性。这个原则表明，当他人与我们在信仰、价值观和生活经历上有所共鸣时，我们更易于接受他们的观点和影响

So do you think you understood the principles? Then meet Jane, a young entrepreneur who, after learning about them, established a successful lemonade business. Follow her story and try to tell us which principles she uses and in what sequence.

你觉得自己理解了这些说服技巧吗？让我们来认识简，一位在洞悉了这些原则后成功开创了柠檬水事业的年轻创业者。跟随她的创业历程，分析她是如何运用这些原则，并探索她应用这些原则的顺序。

To start her business, Jane first needs to get funding. To do so, she offers free samples to potential investors. When she later presents her business idea, those who tried her product are now more likely to hear her out.

简为了启动她的生意，首要任务是筹集资金。为此，她向潜在的投资者提供了样品免费试用。当她后续向投资者阐述自己的商业计划时，那些已经体验过她产品的投资者更愿意认真聆听她的想法。

On her first week of business, Jane produces just enough to satisfy some customers but pretends to run out before everyone gets what they lined up for. By doing so, she creates a sense of exclusivity.

在生意开张的第一周，简故意限量生产，仅向部分顾客供应，同时在众人排队等候时刻意表现出产品供不应求的状况。通过这种策略，她成功地制造了一种产品稀缺和独特性的印象。

Jane then starts to showcase her top customers, encourages positive reviews, invites key opinion leaders to visit her shop, and hosts a local band to play on Sundays.

随后简进一步采取行动，将顶级客户置于聚光灯下，激发他们分享正面反馈，同时邀请行业内有影响力的人士莅临她的店铺，还在周末组织了地方乐队的表演。

Once her products are popular, customers can’t get enough of them. To ensure she’s not losing anyone, she distributes paper cups to those in line. Those that take the cup, are then more likely to wait for what they came for.

简的产品一经走红，顾客们便趋之若鹜，需求量激增。为了留住每一位顾客，她巧妙地向排队的顾客分发纸杯，这个小小的举动让拿到纸杯的顾客更愿意耐心等待。

Despite all that success, when Jane tries to open a savings account, she gets laughed at. So she partners up with her supplier, to appear trustworthy enough to get the job done.

即便简的生意成就斐然，但她在尝试开设储蓄账户时却遭到了嘲笑。因此，她与供应商合作，借助他们的信誉以确保能够顺利完成开户任务。

To strengthen her business, Jane listens to her customers and shows interest in the community. As a result, people will feel more connected to her company and stay loyal despite the competition.

简通过细心聆听顾客的反馈和积极参与社区事务，增强了业务的竞争力。这种亲切和投入的态度让顾客感到自己是公司大家庭的一部分，进而在激烈的市场竞争中仍然选择忠诚于她的品牌。

Now tell us in the comments below which of the 7 principles Jane applied and in what order!

现在，请在评论区中告诉我们，简应用了哪七个原则以及她以什么顺序应用它们！

Note that if these ideas aren’t enough to get the job done, here is one last piece of Cialdini’s advice: “When we ask someone to do us a favor we will be more successful if we provide a reason. Even if the reason is utterly unreasonable.”

注意，如果这些策略还不足以实现目标，记住西奥迪尼的金玉良言：“请求帮助时，给出一个理由，我们会更易成功，哪怕这个理由荒谬至极。”

What do you think? Will knowing these rules help you resist manipulation, and is it morally acceptable to use them for personal gain? Share your thoughts in the comments below!

翻译：良哥

from: sprouts

如何提升你的影响力？