Monday, August 17, 2015

Dilbert's Scott Adams Looks At Persuasion

The standard reference work is Cialdini's Influence: The Psychology of Persuasion but this little post is very, very good.
We shall overcomb.

From Scott Adams blog:

Clown Genius
Like many of you, I have been entertained by the unstoppable clown car that is Donald Trump. On the surface, and several layers deep as well, Trump appears to be a narcissistic blow-hard with inadequate credentials to lead a country.

The only problem with my analysis is that there is an eerie consistency to his success so far. Is there a method to it? Is there some sort of system at work under the hood?

Probably yes. Allow me to describe some of the hypnosis and persuasion methods Mr. Trump has employed on you. (Most of you know I am a trained hypnotist and this topic is a hobby of mine.)

For starters, Trump literally wrote the book on negotiating, called The Art of the Deal. So we know he is familiar with the finer points of persuasion. For our purposes today, persuasion, hypnosis, and negotiating all share a common set of tools, so I will conflate them.

Would Trump use his negotiation and persuasion skills in the campaign? Of course he would. And we expect him to do just that.

But where is the smoking gun of his persuasion? Where is his technique laid out for us to see.

As I said in my How to Fail book, if you are not familiar with the dozens of methods of persuasion that are science-tested, there’s a good chance someone is using those techniques against you.

For example, when Trump says he is worth $10 billion, which causes his critics to say he is worth far less (but still billions) he is making all of us “think past the sale.” The sale he wants to make is “Remember that Donald Trump is a successful business person managing a vast empire mostly of his own making.” The exact amount of his wealth is irrelevant.

When a car salesperson trained in persuasion asks if you prefer the red Honda Civic or the Blue one, that is a trick called making you “think past the sale” and the idea is to make you engage on the question of color as if you have already decided to buy the car. That is Persuasion 101 and I have seen no one in the media point it out when Trump does it.

The $10 billion estimate Trump uses for his own net worth is also an “anchor” in your mind. That’s another classic negotiation/persuasion method. I remember the $10 billion estimate because it is big and round and a bit outrageous. And he keeps repeating it because repetition is persuasion too. 
I don’t remember the smaller estimates of Trump’s wealth that critics provided. But I certainly remember the $10 billion estimate from Trump himself. Thanks to this disparity in my memory, my mind automatically floats toward Trump’s anchor of $10 billion being my reality. That is classic persuasion. And I would be amazed if any of this is an accident. Remember, Trump literally wrote the book on this stuff....MORE
HT: FT Alphaville's Further Reading post.