If they’re trying to get you to do something that you wouldn’t do on your own, they’re a compliance practitioner. They’re usually salespeople, but they can also be fundraisers asking you to contribute to a charitable cause or sign a petition, or they can be politicians asking for your vote. These are professional persuaders, people whose job it is to get you to say “yes” to whatever it is they’re offering. While our fixed-action patterns are usually an asset for us in everyday life, they are easily manipulated and exploited by compliance practitioners. And usually, our fixed-action patterns lead us to the right conclusions and help us make correct decisions. These shortcuts let us make decisions without being burdened by endless analysis and weighing of pros and cons. These fixed-action patterns are useful because it’s impossible for us to individually assess every single situation on its own merits: we would just get overwhelmed with information and be unable to make any decisions at all. A fixed-action pattern causes us to respond in the same, predictable way to certain stimuli, over and over again. Or that a high price for an item at the store indicates that it’s rarer or of higher quality (or both). Or that a long line of people means that there must be some desirable attraction at the end. For example, we assume that when other drivers on the road are braking, we should brake too. Fixed-action patterns are the mental shortcuts and assumptions that we use to fill in the blanks of our everyday experience. It sets out to answer the question, “How do we become convinced to do the things that we do?”Ī lot of persuasion rests on the manipulation of human fixed-action patterns. Influence: The Psychology of Persuasion explores the art of compliance. 1-Page Summary 1-Page Book Summary of Influence
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