Social Influence - Influencing Minds to Guide Behavior

By Gregg Harden

Social influence has been defined as the ability to change individual behavior (intentionally or unintentionally). This behavioral change can be the result of how individuals perceive their relationship with other individuals, groups and key influencers. As with all forms of persuasion, including traditional advertising, marketing, and poli

• Language: English
• Publisher: N. Gregory Harden
• Release date: Apr 16, 2019
• ISBN: 9781088058923

Book preview

Table of Contents

Table of Contents

Social Influence – Overview

Mechanisms for Gaining Influence

Chapter 1: Identify a Group

People are Influenced by Group Conformity

The Acceptance of Social Influence

Group Cohesiveness

Psychology Research Support

Business Example – Under Armour

Chapter 2: Feel their Pain

Avoiding Pain is the Biggest Human Motivator

The Power of Empathy

Psychology Research Support

Business Example - Apple

Chapter 3: Identify an Enemy

Assigning the Blame

Psychology Research Support

Business Example - Apple

Chapter 4: Provide a Rallying Call

Create a Mantra

Talking Points

Psychology Research Support

Business Example - Nike

Chapter 5: Provide a Safe Place

In the Company of Friends

Psychology Research Support

Business Example – Communities

Chapter 6: Call to Action

Time for Action

Common and Effective Calls to Action

Psychology Research Support

How this Combination Conjures Expectations

Business Example - Netflix

Chapter 7: Amplifiers, Influencers and Repetition

Spread the Word

Amplifiers / Influencers in Social Media

The Power of Repetition

Psychology Research Support

Business Example - Facebook

Chapter 8: Repetition

The Power of Repetition

Frequency of Repetition

Variety of Repetition

Exploiting the Power of Repetition to Engage Your Audience

Psychology Research Support

The Illusory Truth Effect

Business Example - Slogans

Chapter 9: Media

Methods of Communication

The Influence of Social Media

Psychology Research Support

Business Examples - Airbnb

About the Author

Social Influence – Overview

The Power of Influence

Influence is the ability to change someone’s thinking or behavior, whether as simple as humming a tune that gets stuck in someone else’s head, or complex and disastrous as mobs that are stirred up by people with specific agenda.

This book will explore a framework through which the power of social influence can be applied in the business world. Over the course of this book I will demystify the process of engineering powerful change among a target audience.

Reviewing these techniques can provide a guidebook for businesses to influence buyers, suppliers, governments, communities and other stakeholders. Throughout this book we will review how the key elements of psychology can be effectively utilized to influence customers and organizational behavior.

Social Influence can be a continuum. At one end you are simply influencing behavior, akin to basic marketing and advertising. On the other hand, you can actively change someone’s thoughts, beliefs or behavior.

Mechanisms for Gaining Influence

Here are some mechanisms for gaining influence over others and some examples from the corporate world:

Create compelling, catchy messaging

BMW: The Ultimate Driving Machine

Mercedes: The Best or Nothing

Identify needs and fears consumers have

Volvo: Fear of getting hurt or killed: Consumers need protection in the event of an accident

BMW: Need for individual superiority: Consumers need support for their personal insecurities

Explain how your product is uniquely positioned to meet consumers’ needs or protect them from their fears.

Volvo: Volvo Cars’ safety: a proud heritage

BMW: The Importance of First Impressions

Create safe places to communicate such as online communities

Online topical forums such as https://www.corvetteforum.com/https://www.jeepforum.com/

Create Calls to Action:

Key events / activities (like rallies)

Follow our Facebook or Instagram, Twitter

Signup for reminders / email notifications

Forward to friends

Community communication/Public Service Announcements

Marketing

Amplifiers and Influencers

Nike and Adidas use football and soccer players, games and stations

Rolex and Tag Heuer use tennis players

Cologne and perfume companies use celebrities and models

All the methodologies and action steps will funnel through a well-defined process. This includes the following phases:

Identify a Group

Feel their Pain

Identify an Enemy

Rallying Call

Provide a Safe Space

Call to Action within a Safe Space

Amplifiers / Influencers in Social Media

Repetition

Each of the above will be covered in a separate chapter. And