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1、INFLUENCEThePsychologyofPersuasionROBERTB.CIALDINIPH.D.ThisbookisdedicatedtoChris,whoglowsinhisfather’seyeContentsIntroductionv1WeaponsofInfluence12Reciprocation:TheOldGiveandTake…andTake133CommitmentandConsistency:HobgoblinsoftheMind434SocialProof:T
2、ruthsAreUs875Liking:TheFriendlyThief1266Authority:DirectedDeference1577Scarcity:TheRuleoftheFew178EpilogueInstantInfluence:PrimitiveConsentforanAutomaticAge205Notes211Bibliography225Index241AcknowledgmentsAbouttheAuthorCoverCopyrightAboutthePublisher
3、INTRODUCTIONIcanadmititfreelynow.AllmylifeI’vebeenapatsy.ForaslongasIcanrecall,I’vebeenaneasymarkforthepitchesofpeddlers,fund-raisers,andoperatorsofonesortoranother.True,onlysomeofthesepeoplehavehaddishonorablemotives.Theothers—representativesofcerta
4、incharitableagencies,forinstance—havehadthebestofintentions.Nomatter.Withpersonallydisquietingfrequency,Ihavealwaysfoundmyselfinpossessionofunwantedmagazinesubscriptionsorticketstothesanitationworkers’ball.Probablythislong-standingstatusassuckeraccou
5、ntsformyinterestinthestudyofcompliance:Justwhatarethefactorsthatcauseonepersontosayyestoanotherperson?Andwhichtechniquesmosteffectivelyusethesefactorstobringaboutsuchcompliance?Iwonderedwhyitisthatarequeststatedinacertainwaywillberejected,whileareque
6、stthatasksforthesamefavorinaslightlydifferentfashionwillbesuccessful.Soinmyroleasanexperimentalsocialpsychologist,Ibegantodoresearchintothepsychologyofcompliance.Atfirsttheresearchvi/Influencetooktheformofexperimentsperformed,forthemostpart,inmylabor
7、atoryandoncollegestudents.Iwantedtofindoutwhichpsycho-logicalprinciplesinfluencethetendencytocomplywitharequest.Rightnow,psychologistsknowquiteabitabouttheseprinciples—whattheyareandhowtheywork.Ihavecharacterizedsuchprinciplesasweaponsofinfluenceandw
8、illreportonsomeofthemostimportantintheup-comingchapters.Afteratime,though,Ibegantorealizethattheexperimentalwork,whilenecessary,wasn’tenough.Itdidn’tallowmetojudgetheimport-anceoftheprinciplesintheworldbeyondthepsychologybuildingandthecampuswhereIwas
