I recently finished the book “Influence” by Dr. Robert Cialdini. The book explores six tendencies of the human brain that can be exploited to trick us into making decisions we might not otherwise make. One tendency, for example, is the valuing of scarcity. We walk past a shoe store and see some nice shoes and are informed that only two pairs are left. We become agitated—if we don’t buy the shoes now we may never get another chance. So we buy the shoes, go home and realize that they really aren’t that great. We were tricked by our brain’s proclivity for lusting after scarce things.
In an earlier post I mentioned a con man who, years ago, knocked on my door, cooked me some food and then asked for money. He played on an tendency Cialdini refers to as reciprocity. Basically, when someone helps us or gives us something we feel we “owe” them. The example Cialdini gives in the book is Hare Krishnas approaching people in airports with the gift of a flower and then asking for a donation. These travellers are already flustered, looking for their gate, and they give up the cash just to move past the the situation. Of course they never asked for the flower and it’s worth only pennies. Why give money? They got taken.
Basically, by abusing these proclivities of the mind, con men and sales people can trick you into doing things against your best interests. And it happens to all of us, all the time. As I reflect on my experiences, I realize that the pull towards the unwise decisions is almost subconscious. There’s a sense of “why am I doing this?”