How common do you end up in a situation where you lack information and, as a result, blindly follow those around you? It might be peer pressure or simple ignorance that is guiding you towards this decision. This article will show you the key principles to be aware of and, in addition show you that when you actively analyse the situation, you will face persuasion and not be influenced by its concealed, yet potent, power.
When wanting to be ahead of people's, organisations' or advertisements' influence, diving into books teaching you how to cope with this enhances your overall knowledge and can immensely improve your skills. An example of a thoroughly revisited work is Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D. As mentioned, Cialdini emphasises that knowledge is a cornerstone that one must acquire to have a general understanding and therefore not be moved by other people's thoughts or actions. I believe it also reveals that people can easily be swept away by the influence of the given circumstances.
A clear illustration is the advertisements of influencers shaping your behaviour by tricking you into the false belief that a certain product has high quality, and therefore deserves your money to be spent on. As influencers are highly recognised people who pop on your feed, an increased familiarity through interaction creates a positive association with this person. This can influence your judgement because of the repeated familiarity and liking.
What students should not forget is the advertisements that are directed towards them.
Every day I find myself spotting slogans such as: Student discount, Get your student subscription now, Designed for Students, Student Offer, at the barbershop, the nail salon or virtually on campus.
Before buying the product, contemplate the consequences the purchase will have on you. Who is this person to me? Is he/she genuinely wanting other people to benefit from this product, or rather persuade you into buying it so he/she profits from it? What is your current situation? Research the product yourself before falling into an unwanted situation of buying something that doesn't improve your quality of life.
Another matter that easily influences your behaviour is the principle of social proof. Social proof entails the behaviour of those around you influencing your decision-making. As Cialdini explains in his book, social proof is most influential under three circumstances: uncertainty, "the many" and similarity. Uncertainty emphasises the fact that we find ourselves in an ambiguous situation where inadequate information is presented to us. Consequently, we look for what those around us are doing, "the many". If these people are similar to what we look like or believe, we fall more readily prey to following their judgement. Therefore we are more likely to adopt their behaviour and accept that behaviour as legitimate and appropriate.
A situation I found myself in at Brussels airport demonstrates the behaviour of social proof. I was standing in line waiting for the security control. As there was a banner covering the second part where remarkably less people were standing in line, my father spotted this and went to check it out. He then waived at me, signalling to come over and skip the gigantic queue of people. Passengers who were initially waiting behind us, followed my lead immediately. Consequently, the gigantic queue of people rushed over to the other side.
Remember that those around you could be in the same situation and thus act out of uncertainty as well. Think before you act, and persuasion will have a less tight grip on you.