So how can you use the subconscious factors that come into play when people are manufacture decisions. These are some of the more common ones:
1. The Likeability Rule: It may seem obvious, but people will more often say "yes" to person they know and like, rather than to a complete stranger. Familiarity - through repeated, ongoing experience with person - increases this, as long as the experience was certain rather than negative. Likeability includes physical appearance, which is why advertisers use gorgeous models to sell products, rather than commonplace finding ones. Within your own industry, think of the people who have reached the top of their game, who are liked and respected and known for their quality to persuade other people. What is it about them that attracts other people? Being related with these people, can have a "halo" supervene on those colse to them.
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2. The Reciprocity Rule: one of the most qualified collective "rules" is the reciprocity rule, whereby people feel compelled to repay a good turn to person who has done a good turn for them. There was a an experiment once where sociologists sent out Christmas Cards to complete strangers to test how strongly they would feel obliged to reciprocate and over 95% of them sent cards back - even though the sender was a complete stranger to them. According to sociologists and anthropologists, this rule makes inherent the improvement of continuing relationships and knowledge and reserved supply sharing that is useful to society in general.
3. The collective Validation Rule: Given few other clues, or tiny time in which to make a judgement, the majority of people will react towards others by copying the behaviour of the people colse to them. If other people act well towards you, then it will encourage the same behaviour from others. An older, less consuming man may compensate for his "shortcomings" by acquiring a "trophy wife" which will increase the man's perceived value when others see him with an attractive, younger woman.
Another example is when a long term unemployed person may negatively viewed by inherent employers, even if they are extremely skilled and experienced, as people will automatically attribute their lack of employment to some inherent character fault or frailness rather than because of an external situation. At the same time, person who seems to be in high demand, a Ceo of a major firm for instance, may facilely attract best job offers and bigger pay packets, even if his/her execution is legitimately rather lacklustre. "Success attracts success" so the saying goes, and when people appear successful, then other people subconsciously look for other certain factors to illustrate that person's success, and overlook their faults.
4. The Authority Rule: people are more likely to believe, supervene the recommendations or directions of person they believe is an master in some way, even if their expertise is in a wholly dissimilar area to the one that requires a decision. Having a Dr in front of your name, or a PhD after it will also increase your perceived authority, even if is not relevant. Other way of demonstrating authority, is by the outward symbols of it, even if they are not backed up by anything; status symbols in the form of titles, clothes, cars, houses (even post codes) are part of this.
5. The "Rejection-Then-Retreat" Rule: This rule relies heavily on the collective pressure which pushes people to reciprocate favours. By request for an ultimate request that you know will be rejected, you can then supervene up with a lesser request - the one that you wanted all along - which will be more likely to be accepted.
6. The collective Commitment Rule: When a commitment is made by person in a way which involves the person actively, voluntarily and publicly, it increases the likelihood that the person will supervene up on that commitment. This is largely what weddings are about. Why are they so illustrate and public? Why are the vows exchanged in front of family, friends and witnesses? Why does society need a marriage certificate or ageement which is signed by both parties in a collective setting?
The collective and ritualized way in which people get married increases the likelihood that the promises will be kept, because the internal and external pressures will need the married combine to live up to what they promised in public.
Equally, during other sorts of negotiations, it's prominent to get small commitments agreed and written down, even if they are small steps along the way to the much bigger commitment that you are aiming for.
7. The Scarcity Rule: This can be summarized as "Scarcity breeds Desire". (see also under "Social Validation Rule"). people tend to assign more value to things when they are perceived to be less available. The use of this principle for profit can be seen in the "limited offer" and "ends today" tactics. On a personal level, by having a unique or uncommon skill or expertise (a "Usp") that makes you something of a rarity, you can originate a query for your goods or services, that wouldn't otherwise exist. Never put your mobile 'phone estimate on your firm card - this makes it just that tiny bit harder to experience you and it also suggests that you have so many contacts, you need to restrict your availability to them all.
8. The Reverse science of mind Rule: people use reverse science of mind to "trick" people into choosing the opposite of what they legitimately want, by playing on the instinctive human reaction against being told what to do. A real life example of this was used in promoting the first-rate Queen song "Bohemian Rhapsody" which lasts 5 minutes and 55 seconds when played in its entirety. At the time of its release in 1975, most report fellowships felt that it was far too long to play on the radio, but Freddie Mercury gave a personal copy to his good friend, Dj Kenny Everett with specific instructions Not to play it, knowing full well that Everett wouldn't be able to resist, which proved to be the case. If you've ever suffered from insomnia, you'll know that deliberately focusing on trying to fall asleep, will have the opposite supervene and make the qoute far worse.
9. The straightforward Theme Rule: a theme is a verbal photo which communicates ideas far beyond the basic meaning of the words. If you are invited to a party with a theme - say, a murder difficulty them or an Italian them, you will already broadly know, without being told, what to wear, what you will do at the party, the type of music, the type of food and so on. The theme has already given you a "word picture" which conveys a lot of information. Having a "microbrand" which moves colse to with you will instantly transport "Brand You".
10. The "How You Say It "Rule
It's easy to assume that a sentence like "I can't promise you that result." has only one meaning, but in reality, emphasis and tone provide much of the actual meaning. To test this, look at the each of the sentences below, each with a dissimilar word emphasized, and followed by the implied meaning.
1. I can't promise you that result. (But maybe somebody else can.)
2. I can't promise you that result. (There's no way that is possible.)
3. I can't promise you that result. (But you may get it anyway.)
4. I can't promise you that result. (But I can promise it to somebody else.)
5. I can't promise you that result. (But I can promise you Other good result.)
6. I can't promise you that result. (But I can promise you something.)
The meaning of what we say is thought about by which words we emphasize, and which words to underplay and if you can't promise person that price, you can tell him "I can't promise you that Result," and the hearer may still feel good about the situation, especially if you immediately supervene with something else that you can promise.
The psychology of Persuasion - Why habitancy Act the Way They Do