Hi there, this is Gregor Mendel. Hi Mendel, what's up? I love to grow pea plants. Yes, he's obsessed with pea plants and today we'll see his obsession led us to discover the law of independent assortment. What is this independent assortment you ask? Well, let's take an example. Mendel this time starts playing with two characters of a plant. For example, let's say we take a pure tall plant with yellow seeds and cross it with a pure short plant with green seeds. See, over here we're dealing with two characters, the height, there's a difference in the height and there's a difference in the color of the seeds as well. So two things to take care of. And so we'll take it really slow because it's very easy to get confused I used to get confused a lot over here. And what does this pure mean? Well, just to remind you, it's pure means that if you were to self-fertilize this plant then all its kids would be tall and yellow. None of them would be short none of them would be green. And similarly, if you were to self-fertilize the other one, then all its kids would be short and green. None of them would be tall, none of them would be yellow. That's what we mean by pure. Okay, so let's get rid of this. And so another big question is what if we cross them? And what kind of options do we get? Let's see. Well, in the first generation we get all tall plants with yellow seeds. None of them are short or green. Does this look surprising to you that we didn't get any short plants or any green peas? Or do you think this is familiar? Think about this for a moment. Can you recall the law of dominance and see if you can answer why this is happening? And if you need a refresher, we've talked about them in previous videos on dominance and segregation laws. So get ready to go back and check that. Okay, so let's see. Let's first write down the traits for the parents and then we'll see what happens to the children. So for this parent, this one, we'll write in yellow, it must have tall, tall, yellow, yellow. And the one this one is having must be short, short, green, green. And just to be clear, what are these things? Well, these things are called genes. Don't worry too much about what they are. Think of genes as something that decides what your characters are. You know how your characters look. So this is the height gene you can think of. These are the height genes. And this is the gene for color. And why there are two copies? Well, for every gene you have two copies, one you get from your dad and one you get from your mom. And why am I writing capital and small letter? Well, the reason for that is again, because you can have a dominant type and you have a recessive type. So the dominant ones are usually written capital and recessive ones are usually written small. So this one has both dominant type of genes, both from the parents it got that. And this one got both from its parents, both recessive. Same is the case with the color. So yellow is dominant that we can see over here and that's why it's dominating. And the green color must be recessive. Alright, so what's going to happen when you cross them? Well, now to think about that, I like to think in terms of sperm and the egg. So let's say this is the sperm from the dad. Let me call this as the dad. Let me call this as the mom. And here's the egg from the mom. So how do these genes pass along? Well, the law of segregation tells us not all of them pass along. One copy of each gene passes along. So one copy of height will come. And since both copies are tall, anyone if it comes, it doesn't matter. It'll be tall. And one copy of color will come. And again, both are yellow. So both are, any one of those will come. And similarly in the egg, one copy of height which is recessive and one copy of the color will come. Okay. And so now when the sperm goes and fertilizes that egg, what will be the genes of that fertilized egg? Can you write that? Can you pause the video and see if you can write that? Alright, let's see. It now gets the tall copy from the dad, from the sperm, and gets the short copy from the mom. This is the height gene now. And similarly it gets the yellow copy from the dad and it gets the green copy from the mom. And this is now the color gene. And so as a result, can you see that these kids are what we call hybrids. They're hybrids because the copies of the genes are not the same. These are pure because they have identical copies of the genes. But these are hybrids because they have different copies of the genes. One dominant, the dominant one gets expressed. So it's tall because tall is dominant. This is becoming, this is getting hidden. And again yellow is dominant. That's why it's being seen. The green is getting hidden. So it's a hybrid. And for that reason, this experiment is called as a dihybrid cross. Why dihybrid? Because it's a hybrid for two characters. There are two characters they're dealing with and it's a hybrid of them. That's basically why it's called a dihybrid cross. Now here is the big question that Mendel is trying to ask over here. So what is trying to ask is, when these genes pass from the parent into its sperms or into its gametes, the sperm cells and the excels, are these genes passing as a package or they are independent? So for example, what I mean is are the tall gene and the height gene and the color gene, is this a single package? Is this one single package? Or are these are two individual or independent packages? Same question over here. Are these two a single package that gets passed on from here to here eventually? Or these are individual? That's what Mendel is trying to figure out because at this point we don't know what even genes are or what exactly are the concept of DNA chromosomes yet to come. So how do we answer that question? Does this experiment answer our question? Not really. At least not this part of it. And the reason is, think about it. Even if these things were packaged let's say over here, this was packaged. Then when it fertilized and gets passed on, this becomes one package. And this becomes one package. Kind of makes sense right? The way I'm writing it over here. But the plans would still look the same. They would still look the same. On the other hand, let's say they were not packaged. Let's say they were individual. These traits were individual. Then over here inside, these things would be individual. But again they would look the same. So how do I know inside these plans whether they are packaged together or they are individual? How do we know that? This is where Mendel decided and maybe you can guess it now. We need to go one step further and see what happens to their children. So let me just get rid of this. And so that's what he does next. He takes one of the F1 generation plant which has this. It takes a hybrid and then self fertilizes it. Okay? And then he takes the seeds and he sows them. And you know what he gets? He gets a lot of tall plants with yellow peas which may not be all that surprising. He gets some short plants with green peas. Again may not be surprising. But this is the surprising part. He also gets some tall plants with green peas and some short plants with yellow peas. This is interesting because now we are getting new variations. We are getting tall plant with green peas and short plants with yellow peas. What could this mean? Mendel looked at these F2 kids F2 generation kids and he got the answer for the question he was looking for. So how does this answer our question? Well let's see. Let's take it slowly. Okay? Remember for what follows. Remember the yellow ones remember they are the ones that comes from the dad and the green ones comes from the mom. Okay? And the question is whether they are packaged or not. Okay? So let's now look at the sperms and the eggs of this particular plant. Okay? What could be the different possible sperms that this plant might get? Let's first assume that they were packaged together. The genes of the dad and the genes of the mom were packed together. What would have happened? Well let's see. If that was the case then the sperm could get the tall, the high gene from the dad but that sperm must also get the color gene from the dad if they were packaged together. They should travel into the sperm as a single package. Right? And another possibility is the sperm will get both of the traits from the mom. Again if that was a package. T and Y. And same would be the case for the eggs as well. These will be the only possibilities if these were a package. You should either get everything from your dad or everything from your mom. Okay? Now let's see what would have happened in this situation. If this sperm fertilizes this egg, we would get tall yellow. Does that make sense? So we'll get this plant. If this sperm fertilizes this egg, again we'll get tall yellow because it will dominate on this. And so again we'll get this plant. What happens if this sperm fertilizes this egg? Again we will get tall yellow. Right? So these three possibilities will only give me tall yellow. And in the last possibility, if this sperm goes and fertilizes this egg, then I would get short green because they're both recessive characters. Then I would only get short green. Now think about this. This is the important part. Okay? If this was true, then we saw that the only possible children we should have gotten is tall yellow or short green. Nothing in between. That means our children should have looked exactly like their parents. But the experiment shows otherwise. In the experiment we got these two others as well, these two variations as well. How is this possible, Mendel asked? How can you have a tall with green? How is that possible? Mendel thought that can only be possible if these traits are not packaged together. Because if they are not packaged together, if these are not packaged, then we can have other possibilities. For example, I can now have a sperm which gets the high trait from the dad but might get the color trait from the mom if they are not packaged. This is a possibility. And similarly, another sperm might get the other way around. It might get the high trait from the dad sorry, from the mom, from the mom and it might get the color trait from the dad. And of course the same for the ex as well. And so you see, in order for the new variations to occur, this has to happen. Which means the traits that get passed along for different characters can pass independently. The height character does not depend on what color character passes or the color character does not depend on what height character passes. They pass on independently. And this is what we call the law of independent assortment. And so Mendel said in order to be absolutely sure that this is what's happening, let's count the number of plants and see what ratio we end up getting. And then let's see theoretically if we get the same ratio. So when he counts them, he finds that this comes is 9. This is about 3, 3, 1. I'm writing the ratios okay, not exactly the number of plants. There were definitely hundreds of plants, but the ratio turns out to be 9 is to 3 is to 3 is to 1. And that's true for all the experiments that he does. So he does this with maybe color and shape. He does that maybe with color of the flower and maybe the color of the piece, all the different experiments that he does, he gets the same ratio. And now let's work out what are the different possibilities we might get over here and see if we get the same ratio. And so just like before we are going to make a box to nicely represent all the possibilities. And since this time we have four different possibilities for X n's perms, there are total four times four 16 different possibilities. So again, great idea to pause the video and see if you can fill up this square yourself. All right, hope you have filled it yourself. This is what we will end up with. Now let's see what these plants look like and the way I will do it, I'll first do the color. Let's see which is yellow and which is green and then I'll do the tall and the short. So whichever has at least one Y, one yellow definitely has going to be yellow. So this is yellow, this is yellow, this is yellow. Remember yellow is dominant. So one Y is enough. One yellow color Y is enough yellow, yellow, yellow, yellow, yellow, yellow, yellow, yellow. And these don't even have that yellow wise. These are the ones that will be green. Green, green, green, green. All right, now let's see which is tall and short. Again, if there is a capital T, it's going to be definitely tall, at least one capital T tall. So T, this is tall, tall, tall. This is tall, tall, tall, tall, tall, tall, tall, tall, I think rest all are short. So rest all would be short, short, short, short. Now let's count. How many tall yellow? One, two, three, four, five, six, seven, eight, nine. That's what we got over here. How many tall green? One, let me use a different color. One, two, three. That's what we got here. How many short yellow? Short, yellow, one. Okay, different color. One, two, three. And how many short green? Only one. Perfect. Mendel was spot on on his theory. So indeed this conclusively proves that the traits passed on are sorted independently as not as a package. So that's pretty much it. Let's see if we can recall what we learned in this video. Can you recall what a dihybrid cross is? What is the law of independent assortment? And finally, can you see if you can work out what will be the F2 generation of spring ratio? And finally, if we cross two short plants, one which has round green seeds versus one which has wrinkled yellow seeds. So the two traits over here is the shape of the seeds and the color of the seeds. And by looking at the letters you can kind of figure out which is dominant and recessive. If you have difficulties answering these questions, no worries. You can always go back and re-watch the video.


Welcome to today's video, where we're diving into one of the most groundbreaking books in the field of business, psychology, and behavioral science, Robert Kildini's influence, the psychology of persuasion. This seminal work has been an essential guide for understanding the intricate mechanisms that govern human behavior, specifically how people say yes and why. Published initially in 1984 and continually updated to reflect new research, this book has been translated into multiple languages and has sold millions of copies worldwide. What makes influence so compelling? Kildini, a psychology professor with extensive research experience, masterfully dissects the psychological triggers that lead us to make decisions, often without our conscious awareness. He outlines six fundamental principles of persuasion, reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. Each principle taps into our deeply ingrained cognitive shortcuts and social norms, making them powerful tools in the hands of marketers, politicians, and anyone looking to influence behavior. But influence isn't just for the business-minded or the academically curious, it's a book for everyone. Why? Because each of us navigates a complex world of decision-making daily, whether choosing a product, voting for a political candidate, or even interacting with friends and family. By understanding the mechanisms of influence, we can make more informed decisions and guard against manipulation.  Let's dive into the fascinating world of Robert Kildini's influence, the psychology of persuasion, and explore how these principles impact our daily lives and how we can use them responsibly and ethically. Robert Kildini's principle of reciprocity in his seminal work, influence, the psychology of persuasion, explores a fundamental tenet of human behavior, that of returning a favor. This principle posits that humans have an innate desire to repay what is given to them. Whether it's a physical gift, a kind gesture, or even an unrequested favor, the recipient often feels a psychological burden to reciprocate. The rule of reciprocity, Kildini, starts by explaining the rule of reciprocity, a social norm ingrained in various cultures worldwide. From childhood, people are taught that it's polite and socially correct to give back when they have received something. The rule is simple.  The depth of its influence. The reciprocity rule is so deeply ingrained that it often triggers an automatic response. Even when the initial favor is uninvited, people feel a strong urge to respond. The recipient may even comply with a substantially larger request from the giver as a form of reciprocation. This is why small tokens or free samples can often pave the way for more significant commitments and sales. The principle in action, Kildini, provides multiple real-world examples to illustrate how the rule works in everyday situations. From Hare Krishna's, giving out flowers in airports, to enticed donations, to free samples in supermarkets that lead to increased sales, the principle is routinely exploited to influence behavior. In sales and marketing, free trials or introductory offers capitalize on this principle. Once a customer has received something for free, the psychological burden to return the favor, usually by making a purchase, becomes substantial. Obligation over free will. A key point Kildini makes is that the sense of obligation can overpower rational choice. The pressure to reciprocate can compel people to act against their best interests. This strong obligation often results in unequal exchanges, giving back more than what was initially received. Culturally, universal Kildini also discusses the ubiquity of the reciprocity rule across different cultures. Whether it's a tribal society or a modern urban setting, the principle appears to be a universal human constant. This universality implies that the rule has perhaps evolved as a survival mechanism, enhancing social cohesion and cooperation. Manipulative use in defense Kildini warns that while the principle itself is benign, its manipulative use is not. Understanding the power of this principle, some people use it strategically to get what they want. Being aware of this manipulation allows one to exert conscious control over the decision to reciprocate, thereby safeguarding one's interests. The Rejection Then Retreat Technique The chapter also elaborates on advanced tactics like the Rejection Then Retreat Technique. Here, an initial large request is made expecting it to be refused, followed by a much smaller request. The smaller request is what the requester actually hopes to have granted. The rejection of the larger request makes the smaller request appear more reasonable, and the sense of concession creates an added urge to reciprocate. Ethical Implications The ethical implications of the principle are also discussed. Is it ethical to give something with the sole intention of getting something much bigger in return? Kildini argues that the line between ethical influence and manipulation is thin but essential. Using the principle ethically implies creating win-win situations where both parties benefit. Conclusion In summary, Robert Cialdini's chapter on reciprocity in Influence the Psychology of Persuasion offers a comprehensive look into one of the most powerful principles governing human interaction. Its innate and culturally ubiquitous nature makes it a favorite tool in the repertoire of influencers, marketers, and negotiators. However, understanding the mechanics of this principle not only allows individuals to wield it effectively, but also protects them from its potential misuse. Awareness of how this rule operates can equip people to navigate a world full of both genuine gestures and manipulative ploys, enabling more informed and balanced decisions. Now let's take a look at the principle of commitment and consistency, examining how these psychological mechanisms influence human behavior. This chapter explores the compelling power of personal and interpersonal consistency, illuminating how our innate desire to be consistent in our actions, beliefs, and commitments drives us to make specific choices. Why consistency matters? Cialdini starts the chapter by discussing why humans value consistency so highly. He argues that a consistent orientation provides a valuable shortcut for making decisions in a complex, demanding world. The need for consistency stems from social, cognitive, and personal factors. It helps to simplify life and offers a sense of intellectual security. Cognitive dissonance. The idea of cognitive dissonance is critical to understanding commitment and consistency. Cognitive dissonance refers to the mental discomfort one feels when holding two or more contradictory beliefs, values, or attitudes simultaneously. To alleviate this discomfort, people will often alter their beliefs or actions to make them more consistent with each other. The desire for harmony among our thoughts, feelings, and actions can drive us to lengths that are often irrational. Foot in the door, technique. One of the most intriguing tactics related to commitment and consistency is the foot in the door technique. This involves making a small request that a person is likely to say yes to and then following it up with a larger, related request. The strategy operates on the principle that agreeing to the small request shows a commitment, making it psychologically harder for the person to refuse the subsequent larger request. Case studies and experiments Shialdini presents various case studies and experiments to illustrate the power of this principle. In one experiment, homeowners who initially agreed to place a small sign advocating safe driving in their front yards was substantially more likely to agree to place a much larger, more obtrusive sign later. Their initial commitment to promoting safe driving made it inconsistent for them to refuse the more significant request. The public nature of commitment. The impact of the commitment is magnified when it is made publicly. Humans are wired to care about their social standing and reputation. Public commitments therefore have a stronger binding effect because they tap into our fear of public embarrassment or ridicule if we fail to follow through. Written commitments. Shialdini also discusses the increased weight of commitments that are actively made and then documented or written down. The act of writing not only makes the commitment more explicit but also involves a physical action which amplifies the psychological impact. Self-perception and identity commitment and consistency are closely tied to self-perception and identity. When we make a choice or commit to a position publicly, we internalize it as a part of our self-image. This internalization makes us more likely to continue to act in ways consistent with that choice, even if the original reasons for making that choice are removed. Escalation of commitment Shialdini also discusses the phenomenon of escalation of commitment, where individuals commit more resources, time, money, effort, to a failing course of action simply because they have already committed some resources. This is often seen in bad business decisions, troubled relationships and even in the phenomenon of sunk costs in economics. Manipulative uses and ethical considerations. Like other principles of influence, the commitment and consistency principle can be exploited for manipulative purposes. Organizations may use it unethically to trap people into a cycle of escalating commitments. Shialdini cautions the reader to be aware of this principle's manipulative uses, not just to guard against them, but also to employ them ethically. The role of free choice A critical point made is that commitments are most effective when they appear to be freely chosen. Coerced or imposed commitments do not have the same psychological weight because they do not tie into our self-image in the same way that freely chosen commitments do.  Awareness is the first step towards freedom, allowing for a rational reassessment of one's commitments and an adjustment of actions accordingly. Conclusion In summary, the principle of commitment and consistency forms an essential cornerstone in Shialdini's exploration of influence and persuasion. It operates on multiple psychological, social and cognitive levels, serving both as a survival mechanism and as a potential vulnerability. Recognizing and understanding this principle can empower individuals to make more informed decisions, guard against manipulation, and even use these tools ethically in influencing others. The profound insight that we are not just rational beings but are deeply influenced by a web of psychological principles offers a more nuanced understanding of human behavior. Social proof is a fascinating exploration into how humans rely on the behavior of others to dictate their own actions, especially in uncertain situations. The principle of social proof posits that when people are unsure about what to do they look to others to guide their decisions and actions. Why social proof works Shialdini begins by discussing the underpinnings of social proof as a psychological mechanism. He posits that social proof serves as a mental shortcut or heuristic, allowing us to quickly make decisions without much cognitive effort. This is particularly useful in complex, confusing or ambiguous situations. It is a survival mechanism built into our psychology, enabling us to function in social settings. The power of the crowd One of the most compelling aspects of social proof is the influence of the crowd. Shialdini explains that the more people doing something in a particular way, the more correct that way seems. This can manifest in various scenarios from people choosing restaurants that look busy to the mass behavior observed during emergency situations. Laugh Tracks and Applaud Signs Shialdini discusses how the principle of social proof is often manipulated intentionally or otherwise through external cues. For example, Laugh Tracks in television shows serve to amplify the humor, compelling the audience at home to find things funnier than they might otherwise. Similarly, Applaud Signs prompt studio audiences to clap, indicating approval and swaying viewers at home. Social Proof in Marketing The principle is highly effective in the realm of advertising and marketing. Customer testimonials, online reviews and celebrity endorsements work because they offer social proof that the product or service is valuable. Companies are aware of the impact of showing that everyone is doing it and they use it to their advantage. Social norms and peer pressure, peer pressure is another form of social proof. The need to belong and to be accepted by one's peer group can often lead individuals to conform to the group's standards, even when these standards conflict with personal beliefs or moral values. This is a strong example of how social proof can overpower rational decision making, pluralistic ignorance. An intriguing aspect of social proof is the concept of pluralistic ignorance, where each person in a group assumes that others possess more knowledge about what constitutes appropriate behavior. This can lead to situations where no one acts, even in emergencies, because everyone is looking to everyone else for cues. Chialdini provides chilling real life examples of this, including cases where crimes were committed in full view of witnesses who failed to intervene. The Role of Similarity Chialdini also highlights that social proof is most effective when we see people who are similar to us providing the proof. This is because we are more likely to consider their actions as more applicable to our own situation. Marketers often use this knowledge to tailor advertising campaigns to specific demographics—the bystander effect. The chapter examines phenomena like the bystander effect, where the presence of a crowd inhibits individual action. The assumption here is that if something were genuinely wrong, then someone else in the crowd would have already acted. This diffuses the sense of personal responsibility among individuals in the crowd, often with tragic outcomes. The dark side of social proof Chialdini does not shy away from discussing the darker implications of social proof. From its role in promoting harmful social practices to its use in the justification of prejudices, social proof can be a force for both good and bad. The herd mentality can lead to a downward spiral of behavior where negative actions are normalized through collective validation. Guarding Against Manipulation Understanding how social proof works provides a safeguard against its potential to manipulate. Chialdini encourages readers to be aware of when they are most susceptible to social proof, typically in situations of uncertainty or ambiguity, and to exercise critical thinking even when it is most comfortable to follow the crowd. Conclusion In summary, the chapter on social proof in Robert Chialdini's Influence the Psychology of Persuasion is a deep dive into a psychological principle that governs a significant part of human behavior. Its ubiquitous presence in daily life, from advertising to social interactions, makes it one of the most potent tools in the influences arsenal. Yet, its power can be double edged, sometimes leading people into undesirable situations. Understanding this principle offers valuable insights for both wielding influence more effectively and defending against manipulation. The takeaway is that while social proof is an essential aspect of human psychology, its influence should not go unexamined or unchecked. In Robert Chialdini's groundbreaking book Influence the Psychology of Persuasion, the chapter on authority, tackles one of the most potent factors that drive human behavior, our tendency to comply with those perceived as authority figures. Chialdini discusses how people often suspend their judgment to follow authority, and he unpacks the psychology and consequences of this mechanism. The roots of obedience to authority Chialdini begins by exploring why we are so programmed to respond to authority. The principle of authority is ingrained in us from a young age, when we learn to listen to our parents, teachers and other authority figures. This pattern is not inherently harmful, in fact it is often beneficial, helping us navigate the complexities of society by providing shortcuts to decision making. We often rely on experts and professionals for guidance in areas we're not familiar with, from medicine to law to financial advice. Symbols of authority Chialdini identifies key symbols often associated with authority, including titles, clothing and equipment. For example, professionals like doctors or lawyers with identifiable credentials inspire trust. Uniforms in attire, such as a police officer's uniform or a doctor's white coat, can also evoke a sense of authority. Even accessories like badges, specialized equipment or even an expensive car can lend an air of credibility. Experiments and studies To ground his claims, Chialdini references numerous experiments that illustrate the influence of authority. Among the most famous is Stanley Milgram's obedience experiment in which participants were persuaded to administer electric shocks to another individual, simply because an authoritative figure told them to do so. This disturbing study reveals the lengths to which people will go to obey authority, even when it conflicts with their moral compass. Automaticity of the Response One of the crucial points that Chialdini makes is the automatic nature of our response to authority. Very often, people obey commands from authority figures without much conscious thought. This automaticity can lead to negative outcomes when the authority is either malicious or incompetent. It also opens the door to manipulation by those who understand how to exploit this automatic response, the role of responsibility. An interesting aspect of the obedience to authority is the shifting of responsibility. When following an authority figure, individuals often feel less personally accountable for their actions. This diffusion of responsibility can lead to unethical or harmful behavior as seen in real-world examples ranging from war crimes to corporate malfesance. Authority in Sales and Marketing The principle of authority is frequently employed in advertising and sales. Companies often use celebrity endorsements or experts to vouch for the efficacy of their products or services. The message is clear. If this person, who is an authority in their field, approves of the product, then it must be good. The Power of Context Chialdini emphasizes that the power of authority isn't static, but is highly contextual. An individual who is an authority in one setting may not have the same influence in another. The recognition of authority can also be socially constructed, making it susceptible to manipulation through social proof, another principle that Chialdini discusses in his book. Ethical Considerations Chialdini raises important questions about the ethical implications of using the principle of authority. Just because you can influence people to comply doesn't mean you should, particularly if it's not in their best interest. He argues that it's essential to employ the principle responsibly and ethically, making sure that the authority being projected is genuine and the guidance provided is sound. How to Guard Against Unwarranted Authority Towards the end of the chapter, Chialdini offers advice on how to protect oneself from the undue influence of authority. He suggests a critical mindset, questioning the credentials and motivations of the authority figure before complying with their directives. This involves stepping back from the situation, even momentarily, to assess it more objectively. Conclusion In summary, the chapter on authority in Robert Chialdini's influence, the psychology of persuasion, delves into a powerful principle that shapes human behavior in profound ways. The tendency to follow authority figures can be both a useful survival mechanism and a potential vulnerability that can be exploited. By dissecting the roots, manifestations, and impacts of this principle, Chialdini not only educates the reader about how influence works, but also provides valuable insights on how to wield this power responsibly or defend against its misuse. This chapter compels us to scrutinize our often automatic obedience to authority, prompting more conscious decision-making in our interactions with those who hold power. In this next section on liking and scarcity, Chialdini delves into these two persuasive principles that deeply impact human behavior. While liking explores the factors that make us more susceptible to being influenced by people we like, scarcity examines how the perception of limited availability increases an item's perceived value. Together, these chapters offer valuable insights into the psychology of persuasion, liking the influence of affinity, the power of likability. Chialdini discusses the universal principle that people are more likely to be influenced by individuals they like. This is the basis for friendships, romantic relationships, and even successful sales techniques. The affinity doesn't have to be deep. Even superficial liking can lead to a greater chance of compliance. Factors that increase liking Chialdini identify several factors that make us like people more, including physical attractiveness, similarity, compliments, and association. For example, we are more likely to be influenced by someone who compliments us, even when the flattery is transparently self-serving. Association. One of the most potent factors is the power of association. Chialdini illustrates how associating with either good or bad things can influence how people feel about us. For example, a messenger bearing good news is often liked more, while one bearing bad news is disliked, irrespective of their role in the matter. Exploitation in Marketing and Sales This principle is commonly exploited in sales and marketing. Salespeople often build rapport with potential customers to increase their likability, thereby increasing the likelihood of making a sale. Companies use likable celebrities to endorse products, banking on their ability to sway public opinion. Guarding against manipulative liking Chialdini concludes the chapter by advising readers to be aware of the liking principle, especially when it comes to decision making. Recognizing when you like someone can help you evaluate whether this affection is influencing your judgment. Scarcity. The Rule of the Few Perceived Value The principle of scarcity is simple. Things that are scarce are perceived as more valuable. Whether it's a limited edition item or time sensitive information, scarcity generates demand. Psychological underpinning Chialdini explores the psychology behind this principle, discussing how scarcity triggers a sense of urgency and activates our fear of missing out, FOMO. This fear can lead to irrational decision-making and impulsive actions. The Reactance Theory The chapter discusses psychological reactance, which is a motivational response to restrictions on our freedom. When something becomes scarce, we are more motivated to attain it as if to assert our freedom of choice. Experiments and Observations Chialdini refers to experiments that demonstrate how scarcity influences choices, from cookies in a jar to real estate decisions. In one experiment, participants valued a cookie in a jar of two cookies more than the same cookie when it was in a jar of ten, solely because it seemed more exclusive. Scarcity and marketing marketers often exploit this principle by using phrases like limited time offer or while supplies last to create a sense of urgency. Online stores use pop-up notifications indicating how many items are left in stock or how many people are looking at the same product. Scarcity and quality Chialdini points out that scarcity is often confused with quality. If something is scarce, we assume it must be good, which is not always the case. This can lead to poor decision-making, especially in consumer choices. How to Counteract Scarcity Chialdini advises readers to be aware of their emotional reactions to scarcity. By stepping back and objectively evaluating the situation, one can better assess whether the scarce item is genuinely valuable or simply perceived as such due to its limited availability. Conclusion. The chapters on liking and scarcity in Robert Chialdini's influence, the psychology of persuasion, provide a comprehensive look at two principles that profoundly impact human behavior. While liking explores the nuances of interpersonal relationships and their influence on our decisions, scarcity dives into how the fear of missing out can often lead us astray. Together, they paint a picture of a human psyche that is both complex and susceptible to influence. Understanding these principles is not just academic, it has real-world applications. In sales, marketing, relationships and everyday decisions, recognizing the power of liking and scarcity can make us more informed and less susceptible to manipulation. Chialdini offers not just a study, but also a guide, equipping us with the tools to navigate a world rife with influences vying for our compliance. His work challenges us to be more discerning, more skeptical, and ultimately more empowered in our choices and interactions. The seventh principle is unity. The unity principle suggests that people are more easily influenced by others who are like them, not just superficially, but in a shared sense of identity and belonging to the same group. If there is a chapter on unity in a new edition of influence, the following points could potentially be the focus based on Chialdini's earlier works and presentations. The principle of unity, more than just liking Chialdini likely would begin by differentiating unity from liking. While liking is about affection based on similarities, pleasant associations or compliments, unity goes deeper. It taps into the human desire to belong to a tribe or community connecting on the level of shared identity. Categories of unity-unity can manifest in various ways, including family relationships, geographical origins and shared experiences. These categories often evoke strong emotional responses that influence decision making, sometimes even subconsciously. Family ties. The family is the ultimate unit of unity for most people, and this principle often gets exploited in influence attempts. Family members are more likely to say yes to each other because they have a profound sense of shared identity. National and cultural unity. Geographical and cultural factors also create a strong sense of unity. This is often evident in politics, where politicians employ nationalist or regionalist sentiments to secure votes. They also use language skillfully to create an US versus them narrative, which taps into this principle. Shared experiences and values. Whether it's attending the same school, working in the same organization, or even surviving the same challenges, shared experiences can also create a strong sense of unity. Shared values, such as religious or ethical beliefs, can be equally potent. Unity in marketing and advertising Cialdini would probably point out how this principle is heavily utilized in the commercial world. Brands often build communities around their products or services, encouraging a sense of belonging among consumers. By doing so, they foster brand loyalty and increase the likelihood of repeat purchases. The dark side of unity. Like all tools of persuasion, the unity principle has a dark side. It can be used to manipulate and polarize groups of people, creating divisions that can be harmful or even dangerous. Cialdini might discuss the ethics of employing this principle, particularly in situations where it could lead to negative outcomes like discrimination or conflict. Overcoming unwarranted influence. Towards the end of the chapter, Cialdini would likely offer advice on how to protect against undue influence stemming from the unity principle. Critical thinking, self-awareness and an understanding of this principle are crucial to making more rational decisions, especially when the unity principle is at play. Conclusion. The unity principle adds another layer of complexity to the psychology of persuasion. It taps into our deepest instincts for community and belonging, often influencing us in ways we are not even aware of. By understanding this principle, we become better equipped to navigate a world full of influence attempts, making decisions that are in our best interests, while appreciating the genuine connections that enrich our lives.


Hey guys, what's up? It's Andy Elliott. Today's gonna be how to build confidence as a car salesman. Woo! This is the video that could change your life. I'm gonna tell you something, right? What I'm gonna talk to you about today is probably the realest conversation that anyone could ever have in sales, okay? Your confidence is everything. And I'm gonna explain something to you, right? Competence creates confidence. So, if you're watching this video right now and you don't know who I am, my name's Andy Elliott. I made over 700 grand sales cars. I'm gonna kind of speed through this. My goal is, I'm not just a trainer. I was a person that was the guinea pig. I did it on my own, and now I teach you exactly how you can go do it. We train over 100,000 sales people across the country. We're all across the world. We're killing it, we're crushing it. We'd love for you to be a part of our group. Guys, subscribe if you haven't to my channel. Like the video, shoot me a comment. Like I said, I got your back for life. So, let's talk about this. How to build massive confidence as a car salesman. Well, number one, I'd like you to do this. You always will see me, I'll have a whiteboard and I'll have a marker, okay? Because I love writing stuff down. I always say this, 90% of what you write, you'll retain.  You hear me say something, you're like, man, that resonates with me. I say something else, you're like, man, that resonates with me. And then all of a sudden, you forgot the first thing, okay? Write stuff down, grab pen and paper, let's rock and roll.  All right, so, and by the way, as I start to go over these little topics with you right here on how to create massive confidence, I'm gonna say this to you. Being fired up every day is something that's your responsibility as a salesperson. I got something over here I wanna tell you about, but I'm gonna talk about step one real quick and then I'm gonna go into this. Being driven versus motivated, okay? Motivated means this. Hey, I watch the YouTube video, listen to my favorite song. I'm motivated, I got jacked up. Hey, life's good, right? I got money in the bank. You know what I'm saying? I'm motivated, okay? I'm fired up. Hey, I just sold three cars, I'm jacked up. What happens, right, is motivation is a feeling.   Let me explain to you what driven looks like, okay? This is important, okay? How you wake up when the sun isn't shining, okay? When you just lost your best customer. You just lost your best customer, okay? You know, customers said they're gonna come right back, right? And guess what, they didn't ever come back? That guy, right?  Now you bought across the street.  You got problems going on at home. You don't have any money in the bank, okay? How you wake up on that day is how you wake up every day. My point is you have to be driven, okay? I wake up, I got a headache, I don't feel like it, my stomach hurts, I feel sick, guess what happens? I'm driven. I get out of bed and I'm like, boom, man. I know my why. I wanna become one of the top sales people in the country. It's time to go, baby. Rock and roll, flags are flying, people are buying, guess what? I'm gonna create my own future. I know what my future looks like by the way I created it today. Today's a beautiful day. I'm gonna go attack it. I'm gonna kill it. And anything that you keep attacking on, guess what? It will break. You will figure out how to make today an amazing day. I don't have to be motivated. I don't have to feel motivated to make that happen. So, in order to build massive confidence, you have to have a great attitude, right? Which is gonna be my next thing I'm gonna talk about in a second. You gotta have a great attitude, but you gotta decide to be driven and not motivated, okay? I watch YouTube videos too all the time. I like to get motivated. I like to get fired up. But I am driven. You take it all away.  Everything, okay? I don't care what happens, whether the sun doesn't come up or not, I am driven. Still this from me. Please take it from me right now. Put that in your life. You'll crush everybody. Guys, every morning, I want to say this, at 7 a.m. Central Standard Time, okay? I've got a cell phone. People send me text messages on all the time, okay? But what I wanted to do, I wanted to have a way to reach out to all the sales people across the country, not just on Facebook, right? We got Andy Elliott, Car Cells Nation on Facebook. That's our group. You can join us. It's amazing. But I wanted to be able to shoot a text every morning and be able to send out a motivational video, maybe just 30 to 60 seconds. Something fired up, right? Something to get you jacked up for the day and ready to crush it and kill it, right? If you don't tell yourself how the day is gonna go, someone else will. So I created this text community. It's amazing. All across the country, everybody's opting into this text community. So every morning at 7 a.m., all you have to do, I want you to join my text community. Do it right now. Type in 4-8-0, right? 4-8-0, 4-7-0, 1968. You see this phone number? It looks like a phone number. You can't call it. You can call it. It'll say, hey, this is Andy. Shoot me a text, okay? It's a text community. All around the world, every morning at 7 a.m. Central Standard Time, I will send out a text message to you, okay? In 99% of the time, it's a video of me that I shoot every morning, getting you jacked up, fired up for the day. I'd like for you to join me there. All you have to do is text this number right now for daily motivation. Once you text it, it'll hit you with a little response. It'll say, hey, add to contacts. Type in Andy daily text motivation, okay? Save the contact. Guess what? Every single morning at 7 a.m., you get it. When you're getting in your car, press play and I promise you, I will push you to that next level and we'll crush it and kill it. Free training, motivation, everything. So how to have massive confidence? Guess what?  So let's get into this. So secondly, we talked about driven versus motivated, cross out being motivated. I want you to get motivated but I want you to live in the stage of being driven. That's the mindset. We're driven. We're unbreakable. Nobody wants to stand in front of a tsunami, right? If a tsunami hits a beach, if you're on it, you're toast. That's us guys, we're crushing everybody. All right, fearless, bulletproof confidence. If you wanna have confidence, you've got to get fear out of your life, okay? You can't fear anything anymore and you know what that means? You have to stop caring what people think about you, okay? In order to level up as a salesperson and you're trying to have massive confidence, a lot of the times you're probably trying to please other salespeople around you to try to seem like you're great at what you do, forget them. Guys, quit trying to please people.   So in order to have fear, right? You're never gonna have confidence. So you have to have fearless bulletproof confidence. With that being said, right? Confidence comes from competence, okay? Which means you have to be really fired up and believe in yourself that you're good at your job. And guess what? The better you get at your job, the higher that the confidence rises, okay?  As this increases, this increases. It's really hard to increase your confidence if you're not gonna increase your skill, okay? Which if you need help, remember, you can always set up a strategy call with me, okay? On the YouTube link below, you can click on it. Guys, it's free, it doesn't cost anything. You click on it, set up a strategy call with me. I'll help you go to the next level. I'll help you figure out kind of where, I always say the difference between where you are and where you're going is the gap in your skill set. Fix the skill, it'll fix the confidence, I promise you. And that will help you scale to your next level. So it's not about who you are, it's about who you're becoming. We want to increase the skill that'll increase the confidence, okay? So this right here, confidence in the skill that you have is important. That's how you need to be extremely confident is by believing in yourself, all right? So challenge yourself on all of your weaknesses. Right now, I want you to think about something. If you really wanna push yourself to the next level, your goal is to eliminate any holes that you have in your sales game, okay? Because that will make you believe in yourself more. Which, to hint, is like the most important thing as a salesperson is to believe in yourself. Because in order to have confidence, you have to believe in yourself. And guess what? If you believe in yourself, your customers will believe in you, all right? So take this bucket right here. This is a bucket. I'm pouring water into the bucket. If there's holes in this bucket, the water will pour out, which I call like success, that's success. I'm pouring success into the bucket. That's what I'm doing with you right now. You're identifying your holes, okay? Do the mirror test. Don't lie to yourself. This right here, these are your holes. Guess what happens? You see a hole right here?  I have been relying on a feeling of being motivated to make it. And you just told me that being driven is what I need to do.  Nothing's gonna stop me again. And guess what? I still want that feeling of being motivated, but even if it's absence and it's not there, I'm still gonna crush it and kill it. And I'm no longer gonna walk around the dealership and say, oh man, I just don't feel like I'm motivated today. So guess what happens? You fix that hole, guess what? No more success goes out of it. So as we start to patch all the holes in your game, guess what?  Look, and understand this, the more you walk away from accountability, the weaker you will become, okay? The more you walk away from accountability, the weaker you will become. Never ever forget that, okay? So challenge yourself.  These are my weaknesses, this is what I need to fix, fix it. All right, now how to build crazy high confidence is really gonna come in this next little section right here, okay? This is obviously matching your skill, being driven, okay? The power of a positive attitude, I said video here, crazy, attitude, power of a positive attitude. Listen guys, if you don't have a great attitude, nothing else matters, okay? People got problems going on at home, okay? They got problems going on at home.   Guess what happens? That won't happen and you can't play at a tin on that attitude, guess what? If you don't carry that on the forefront of your mind, I have to protect my attitude at all times. Listen, if I don't tell myself how my day's gonna go, first thing in the morning, text the community number, we'll help you there, okay? I'll send you that daily motivation.  Who left these deals over here? Hey, you know what? And you're like, uh, guess what happens? Your day's lost, okay?   It's gotta be at a tin, one to tin, it's gotta be a tin, okay? Guess what? If you don't own your mind, if you don't own your headspace, someone else will. Own your positive attitude headspace. Don't you ever let anybody break that, okay? No matter what. You're dead, broke, E on zero, you don't have anything, have a great attitude, all right? I promise you, you'll work your way out of it, all right? Okay, upbeat at all times, upbeat at all times, guys. Look, I got it.  Crank up the energy. Listen, if you wanna have massive confidence, look, put on a show worth paying for. You're in the air of the worst salesperson in the history of time. So how hard right now would it be for you to be great? Not very hard, but your show has to be worth paying for. Guess what? Crank it up. Beat up, beat at all times. Right now, rate yourself one to 10. How do I rate my level of my upbeat? Walk to your managers right now and say, guys, hey, one to 10, how do you rate me on like, am I upbeat, am I in the middle, am I kind of like really soft-spoken? How am I, one to 10? Guess what?  Look, motivated, be motivated, okay? Which means daily, watch motivational stuff, subscribe to the YouTube channel, watch the training every day. I don't talk about sales training. In general, I talk about automotive sales training, which, yes, could work in every area of sales, but specifically the automotive sales pro can learn everything from me. Exactly how I made 700 grand of your selling cars. I teach it to you, okay? So with that being said, stay on your A game.  God made you to be great.  Look, three words, raise your standards, okay? Raise your standards, you got a glass ceiling over your head, shatter it. You think you can only make 100 grand? Guess what? Man, dude, you can make 100 grand in two months, but you'd have to raise your standards and you would have to play on your A game. I need that upbeat attitude, right? I need that fired up mindset, fired up attitude. And like I said, we got to increase your energy at all times. Right here, set your sights high. If you wanna have great confidence, I'm gonna tell you this, you can't be a small thinker. Small thinkers don't have great confidence, okay? A lot of people underestimate the amount, right, of like energy and like what should go in to setting your sights. Setting your sights is physically you telling yourself, hey man, I am going to raise my standards, I am going to raise the target, and guess what happens? I am not gonna miss it. Matter of fact, I'm not even gonna hit that target.  That right there, setting your sights will increase you to automatically level up your confidence. They always say that term, fake it till you make it. I don't know if you ever heard of that, but basically you're faking it, right? You're not there, you're not a millionaire there yet, but you're going there, okay?   I promise you, the law of attraction will start working, and you will become a more confident, driven person, and you will start to elevate up into those higher goals. I always say, go to deeper waters and play with bigger fish.  I always say, show me your trainer, I'll show you your future, I promise you.  I'm your circle, I'll help you. As a man thinketh, this was a little book, it probably takes 20 minutes to read. It's called As a Man Thinketh. I would highly recommend reading it. It means this, if you believe you can, you're right. Visualization is very important, okay? When I had nothing, when I had nothing, I was dead broken on E, I mean literally nothing. I visualized myself breaking the world record of most money made in a year. I really did, I didn't wanna be the best salesperson in my store, not the best in the state, I wanna be the best in the country. I didn't wanna sell the most cars, okay? My goal was to deposit the most money made. That was my goal, and I knew I could do it, okay?  He said, Andy, hey, take my check, right? And we drew a deposit in the bank when you put yours in? I was really cool with them, I got his lunch every day. I said, sure, man, why not? I go to deposit my check, a little baby check, and I go to deposit his, and I said, hey, also one of the guys that works was, he banks here, he wanted me to deposit his check as well. It was a $48,000 take-home check, $48,000. And I realized, I said, hey, man, you know what? I think, that guy's not Superman, I think that I actually have been built and born in everything that I've eaten, the shit sandwich I've gone through in life has been practiced to get me ready for what I'm about to go through now. I bet I could become better than that guy. Now, I would have to be extremely skilled, okay? And I would have to start thinking bigger immediately, and I would have to do all the things that I just talked to you about. But as a man think of, I envisioned and I visualized, visualization is everything. I envisioned myself taking that $48,000 take-home check, me myself, and putting that in the bank. And you know what happened? I was like a lion chasing a gazelle. I was on a hunt. I didn't want to eat the gazelle. I wanted to hunt the gazelle. I became addicted to the hunt. And guess what happened? As I started to hunt, and as I visualized myself, even before it happened, it manifested in me that I was going to become one of the top sales people in the country. And if I ever missed a deal, I was gonna dissect why I missed it so I could become the best. I wanted to be able to close, and I wanted to be like Alcatraz. See this on my wrist? It says Alcatraz, no one escapes, okay? I wanted to literally be able to close anything. It's like a receiver in the NFL. If they can touch the football, they can catch it. Guess what happens? Even if it brushed my finger, I wanted to be able to touch that football. If I could touch it, I could catch it. And I even thought, even if I couldn't touch it, I could catch it. Guess what that means? If I had 10 customers in front of me, I believe that they can buy, they're gonna buy, and they will buy as long as I do my job. And guess what? I sold everybody. I started closing at 80% closing ratio, where the average closed at 30%. You know what? I couldn't stomach be an average anymore. It made me sick because I changed the way that I think it started to automatically change my confidence, okay? And I want you to steal this from me and take this from me. I'm teaching you this because it's extremely important to you, okay?   That is that right there. And that's you. You're the only person that's responsible.  You can hurt yourself and tear yourself down or you can build yourself up and make and recreate yourself today by watching this video. And by the way, you can watch this video a thousand times, okay? Watch it, write it down, take notes, everything that I'm saying, recreate yourself, become a brand new person, right? Don't work on the old, build the new, okay? Don't work on the old, build the new. Guys, become a master communicator, all right? This is the last thing. If you wanna have confidence, right? And you wanna be able to sell anybody, anytime, any place, anywhere on the phone, in person, it doesn't matter. You have to be great at communicating with people, okay? Make it easy, say Andy, what is a master communicator? It's a person that can make it easy to say yes to, write this down, a master communicator is somebody who can make it easy to say yes to. Hard to say no to. And they can make it the customer's idea every single time. If you can do that, that is the unfair advantage and I can teach you actually how to do that, okay? You guys wanna set up a strategy call with me, click on the link below, set it up, it'll be me and you and I will tell you exactly how to dominate it and become a master communicator. I do it all time, like I said, with hundreds of thousands of salespeople all around the country and as I fly out every week and I train dealerships all across the nation, I wanna tell you something, all right? This is something that when I teach this to salespeople, man, it changes everything for them. But one of the beautiful things that it changes is its confidence. Guys, this is a video about how you can be more confident, about how you can be more confident as a car salesman.  So guys, subscribe to the channel if you haven't. Hey, by the way, send this video to a couple of your friends. Share it, share the love guys, help me. Give me a thumbs up on it, send me a comment below if you liked it, let me know, I love you guys, crush it. Have an amazing day, I'll talk to you guys soon.