principles of influence
Influence is an incredibly complex concept. While by no means exhaustive, the five principles below represent the most important things you should know about human nature prior to designing any influence strategy.
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If you’re hungry for even more information on the factors that shape our attitudes, shift our decisions, and change our behavior, we hope you’ll enjoy some of our complimentary resources below.
Framing and Nudging
Loss Aversion
Conformity and Groupthink
How can we influence individuals to make particular choices by choosing our words deliberately and strategically?
Why are we wired to avoid losses more than pursue gains? How can this bias impact our judgments and be leveraged to craft persuasive communication?
How can group dynamics exacerbate our natural inclinations to conform? How can we mitigate these effects to counteract groupthink and optimize how our teams functions?
Inclusion and Social Pain
Subconscious Influence
Defining Human Nature
How do feelings of social exclusion impact an individual? More than simply a "nice thing to do," addressing social pain is critical to the success of an organization and the health and performance of its employees.
Why is it that our choices, actions, and performance are often influenced by factors beyond our conscious recognition? How can we develop an awareness of these effects?
Could it be that one of the primary reasons liberals and conservatives can't agree is because they have different philosophies regarding human nature? Are they "starting from fundamentally different premises?"
Roots of Pro-Social Behavior
Politics and Genetics
Natural Limits of Empathy
Is catalyzing prosocial behavior more about stimulating benevolence or harnessing selfishness? Should you be employing a strategy that prioritizes altruism or egoism?
Are we born with a predisposition toward liberalism or conservatism? If our genetics play a role in our political orientation, how should that impact the manner in which we attempt to wield political influence?
How does empathy work? What are the natural barriers to achieving empathy, and how can developing an awareness of these barriers enable us to overcome them?
Cognitive Dissonance
Most believe that it is attitude change that causes a corresponding change in behavior, but what is frequently overlooked is how changing someone’s behavior can produce immense shifts in their relevant attitudes.
Choice Architecture
How can we craft our offerings so as to drive people toward particular choices? For instance, how can strategically including options that nobody wants actually increase the appeal of similar options?
Shrouded and Drip Pricing
Organizations are learning that the longer they can get you to imagine owning something the less likely you’ll be to abandon the purchase. That’s just one of the reasons many are now using “drip pricing” and other shrouded tactics.