Have you ever wondered why it’s so hard to…do certain things and not do others? It’s a good bet that a lot has to do with psychology and conditioning. Your rational brain might be telling you one thing but something deep inside is prompting you in another direction. For example, why is it so hard to…
…say no to a friend? Imagine for a moment a stranger asks you for your last $10. I’m sure it would be very easy to say no but if a friend asked it would be much tougher to resist their request. That’s because the principle of liking is at work on you. It’s often the case that your willingness, or unwillingness, to do something has more to do with who is asking than what’s being asked. One word of advice; be wary of the person you come to like too quickly, especially if they ask for something shortly after meeting you.
…not say thanks to unwanted actions? Many years ago, my daughter and I were walking through the mall. Shortly after entering we were accosted by someone from a kiosk asking if we wanted to try Dead Sea Salt facial cream. I simply said, “No,” and immediately felt Abigail elbow me as she said, “Dad, it’s ‘no thank you.’” I asked her why I should say thank him when I didn’t appreciate being interrupted and wasn’t thankful for what he was offering? She advised me it’s considered polite to say, “No, thank you.” That social norm comes about because the principle of reciprocity conditions us to give back to those who first give. Even when someone’s actions are unwanted reciprocity typically prompts a conditioned response from us.
…go against the crowd? We all felt peer pressure growing up. Parents worry about kids caving to the pressure of underage drinking, sex, drugs and other behaviors that could be harmful. The pressure to conform never goes away but as we move past the teenage years we call this phenomenon the principle of consensus or social proof. All you have to do is observe an office setting to see how people look around then naturally begin to conform to what they observe. Whether it’s a new initiative at work, dress code, or some cultural norm, people find it hard to go against the crowd because standing out might reflect negatively on them as Robert Cialdini explains in this video from Big Think.
…dismiss expert advice? Your friend tells you to quit smoking and you pay little attention but your doctor tells you and resisting the advice becomes tougher. That’s because the principle of authority is working on your brain. In one study (Expert Advice Shuts Your Brain Down) brain imaging showed critical thinking almost comes to a halt when a perceived expert is giving advice! But, that same advice from someone with no credentials is easy to ignore.
…change your mind? The pressure to be consistent in what you say and do (principle of consistency) is HUGE. One reason that’s so because changing your mind might mean you have to admit you’ve been wrong. If you’ve held a particular view for a long time then it’s even tougher despite the reality that you’re always learning, growing and evolving in your views. One could make the case that changing one’s mind shows openness, flexibility and perhaps enlightenment but that nagging feeling of having been wrong is very difficult to overcome.
…resist some sales pitches? Buyer’s remorse is all too common. This happens when shortly after a purchase people regret their decision and wonder why they bought what they did. The pressure exerted from the principle of scarcity – fear or losing – is often the driver. There’s a fear that if you don’t buy that smart phone, new car, furniture, or something else, you might not get that good a deal again. Yet, in a moment of clear thinking you’d acknowledge sales are a dime a dozen. But here’s the problem – you’re not thinking clearly when you encounter scarcity. The following quote from the book Scarcity: Why Having Too Little Means So Much explains why – “Scarcity captures the mind. Just as the starving subjects had food on their mind, when we experience scarcity of any kind, we become absorbed by it. The mind orients automatically, powerfully, toward unfulfilled needs.”
For the most part our psychology and conditioning is good because both are meant to help you survive and thrive in a constantly changing environment. But, your subconscious can’t tell when the situation is life or death so it responds just as it did tens of thousands of years ago and that’s why it is so hard to…do many things.
Brian Ahearn, CMCT®, is the Chief Influence Officer at Influence PEOPLE, LLC and Learning Director for State Auto Insurance. His Lynda.com/LinkedIn Learning course, Persuasive Selling, has been viewed nearly 145,000 times! Have you seen it yet? Watch it and you’ll learn how to ethically engage the psychology of persuasion throughout the sales process.