Book: Psychology of influence

The threat of potential loss has a strong influence on decision-making. It seems that the possibility of losing something is a stronger motivation than the possibility of gaining something of equal value.

We all strive to meet (in their own eyes and in the eyes of others) what we already done. As soon as we made a choice or taken a position, we will strive to behave in accordance with the obligations undertaken and to try to justify the earlier decision.

We exist in an extraordinarily diverse environment. In order to do this adequately, we need the shortest path. Do not expect from yourself understanding and analysis of all aspects of each person, event or situation that we face. We don't have the time, energy, or necessary abilities. We have very often use stereotypes to classify things in accordance with a few key features and then to respond without thinking when we are faced with one or another feature, playing the role of trigger.

We have created a challenging, fast paced and information overloaded environment that must increasingly cope with the excess of information in the same way as the animals we long ago surpassed.

Our time is often called the Information Age, but no one calls it the Knowledge Age. Information and knowledge are not one and the same. For information to become knowledge, it must first processing: receive, sort, analyze, integrate, and maintain.

Sales consultant Cavett Robert sessions with sales trainees says: "Since 95% of people are imitators and only 5% initiators, the actions of others convince more buyers than evidence that we can offer them".

Advertisers love to inform us that the product is "sold out amazingly fast". No need to convince us that the product is good, suffice it to say that many people think so.

You should never bribe your kids or threaten them to do something that should, in our opinion, to believe. Such pressure will only lead to temporary obedience to our desires. However, if we want more, if we want our children to believe in the validity of what they are doing, if we want to continue to adhere to the desired line of conduct, and in our absence, we must somehow arrange things so that children take responsibility for those actions that we expect of them.

Sociologists have determined that we accept inner responsibility for a chosen form of behavior when I think I prefer it in the absence of strong external pressure. A large reward is one such external pressure. It can force us to take some action, but it does not compel us to accept inner responsibility for the action. [In fact, the expectation of large material rewards may even reduce the extent of our responsibility for our actions in the future "to beat" we have the desire to commit these actions, if we're not promised a reward.] Therefore, we will not feel bound. The same is true of a strong threat: out of fear, we can immediately concede, but we are unlikely to take any serious commitment.