(Hindi) Influence: The Psychology of Persuasion
Influence:- The Psychology of Persuasion
Chapter 1:- Weapons of Influence
M. W. Fox jo ki ek animal behaviourist hai unhone tukey jaanwar par ek experiment kiya. Inhe study se pata chala ki mother turkey jab bhi “CHEEP-CHEEP” Ki aawaz sunti hai to use pata chal jaata hai ki uska bacha uske pass hai, aur use uski care rakhni hai. gar bacha “CHEEP-CHEEP” ki aawaz nhi nikalta to vo uski care nhi karegi aur kaye baar use maar bhi degi. Bache ki Baaki saari cheeze jaise ki uski smell aur uski appearance se zaada fark nhi padta tha.
Ek mother turkey ke liye “POLECAT” uski sabse badi dushman hai aur jaise hi vo “POLECAT” ko dekhegi vo use maar degi. Researchers ne ek nakli polecat liya aut dhaage se use Turkey ke paas le gaye. Jaise hi turki ne us polecat ko dekha to vo paaglo ki tarah use maarne lag gayi, aur ye expected bhi tha.
Dusre experiment me researchers ne polecat ke ander ek tape recorder rakh diya jo ki “CHEEP-CHEEP” ki aawaz nikalta tha. Is baar jab us nakli pole cat ko mother turkey ke paas le jaaya gaya to turkey ne use is baar nhi maara balki use apne baaki bacho ke saath le gayi aur apne bacho ki tarah feathers ke neeche rakh liya. Jab researchers ne us “CHEEP CHEEP” ki aawaz ko band kiya to turkey dobara se us nakli pole cat ko maarne lag gayi.
Ab hum me se zaada tar log ye sochenge ki ye to jaanwar the hum thodi bhi na aisa karte hai. Iske liye
Ellen Langer jo ki HARWARD SOCIAL PSYCHOLOGIST HAI unhone ek experiment kiya. Ye experiment ek bhut hi basic human behaviour ke principle par tha “KI JAB BHI HUM KISI SE FAVOUR MAANGTE HAI TO HUME LOG ZAADA FAVOUR KARENGE JAB HUM UNHE KOI REASON DETE HAI”. Is principle ko prove karne ke liye Ellen ek Photostat ki shop par gayi jaha par log Photostat karne ke liye line me khade the aur unse kaha “EXCUSE ME MERE PASS 5 PAGES HAI KYA MEIN YE MACHINE USE KAR SATI HU” is case me sirf 60% logo ne unhe line me badne diya par jab unhone request ke saath reason diya “EXCUSE ME MERE PASS 5 PAGES HAI KYA MEIN YE MACHINE USE KAR SATI HU KYUNKI MEIN BHUT JALDI ME HU” is case me 94% logo ne use line me badne diya.
Shuru me isme aisa lagta hai ki in dono cases ke result me isiliye difference aaya kyunki logo ko ek extra information di gayi thi, aur vo thi “KYUNKI MEIN JALDI ME HU” .
But Ellen ne ek aur experiment kiya jisme logo ko koi genuine reason nahi diya gaya jaise ki “EXCUSE ME MERE PASS 5 PAGES HAI KYA MEIN YE MACHINE USE KAR SATI HU KYUNKI mujhe kuch Photostat karna hai” toh 93% logo ne use aage badhne diya. In experiments se ye pata chala ki aap “KYUNKI” shabd ke baad koi bhi reason dete ho to bhi log aapki request ko zaada accept karte hai. Ye exactly Turkey experiment me “CHEEP –CHEEP” sound ki tarah ek mental trigger tha.
The Contrast Principle:-
Ye principle kehta hai ki agar aapko do cheeze dikhaye jaati hai jo ki ek dusre se alag hai to aap dono cheezo ko zaada alag samjhoge jitni ki vo hai bhi nahi. Agar hum kisi halki cheez ko pehle uthate hai aur uske baad kisi bhaari cheez ko. To hum us bhaari cheez ko uske actual bhaar se zaada bhaari samjhenge . Ek study me students ke saamne teen baltiyan rakhi gayi. Pehli me bhut thanda paani tha dusri me paani normal room temperature par tha, aur teesre me garm paani. Students ko bataya gaya ki unh eek haath thande paani me rakhna hai aur dusre ko garam paani me.
Aur thodi deer me jab unhe bola gaya ki dono haath normal room temperature wale paani par rakhiye to sab students Hairaan reh gaye kyunki jo haath pehle thande paani me tha usme aisa lag rha tha ki jaise unhone garam paani me haath daal diya ho aur jo haath pehle garam paani me tha usme lag rha tha ki ab vo thande paani me hai. Isse hume pata chalta hai ki same cheez ko log different tareeke se dekh sakte hai jo ki is par depend karega ki unhone us event se just pehle kya mehsoos kiya hai. For example kisi insaan ko 4000 Rupees ka ek sweater bhut mehanga lag sakta hai.
Lekin agar usne abi-abhi 60000 Rs ka ek suit khareeda hai tab ek 4000 Rs ka sweater use zaada mehanga nhi lagega. Isiliye ek salesman ke liye zaada fayedemand cheez ye hai ki vo pehle mehangi cheez customer ko dikhaye aur baad me sasti cheez. Agar vo aisa nhi karta to iska matlab hai ki vo is contrast principle ko nhi samajhta. M. W. Fox jo ki ek animal behaviourist hai unhone tukey jaanwar par ek experiment kiya. Inhe study se pata chala ki mother turkey jab bhi “CHEEP-CHEEP” Ki aawaz sunti hai to use pata chal jaata hai ki uska bacha uske pass hai, aur use uski care rakhni hai.
Ek chitthi me Sharon apne parents ko lihti hai.
Dear mummy and papa,
Jabse mein college gayi hun tabse mera padhai me mann nhi lag rha. Pehle mein aapko ye saari baate nhi bata paayi par aaj mein aapko puri sachayi btana chahti hu. Magar pehle aap aaram se baith jaye. Aur is letter ko aage tab hi padhna jab aap baithe ho.Pehle to mein aapko ye batana chahti hu ki mere hostel me aag lagne par jab mein khidki se koodi to mere skull me fracture hua tha, par ab vo almost thik ho gaya hai. Do hafte hospital me rehne ke baad ab mujhe theek se dikhayi bhi dene laga hai aur headache sirf din me ek hi baar hota hai.
Kismat se jab mein khidki se koodi thi to saamne wale gas station me ek ladke ne mujhe dekh liya tha aur usi ne fire department aur ambulance ko phone kiya. Vo mujhe hospital me bhi milne aaya. Kyunki mere hostel me aag lag gayi thi aur mere pass rehne ki bhi koi jagah nhi thi isiliye mein usi ladke ke saath rehne chali gayi. Vo bhaut cute hai, aur hum ek dusre se bhut pyaar karne lage hai, humne decide kar liya hai ki hum shaadi kar lenge. Abhi humne koi exact date final nhi ki lekin hum jaldi hi shaadi kar lenge isse pehle ki mere pregnancy logo ko dikhayi de.
Haan mummy papa mein pregnant hu aur mujhe pata hai ki aap bhi grand parents banne ke liye kitne utsuk hai. Aur mujhe pata hai ki app hamare bache ko bhi utna hi pyaar karenge jitna aap mujhe karte the. Humne shaadi ki date isiliye late kar di kyu ki abhi mere boy friend ko ek minor infection hai jo ki carelessly mujhe bhi aa gaya hai. Ab jo ki mein aap ko sab kuch bata chuki hu mein aapko ye bhi batana chahti hu ki mere hostel me koi aag nhi lagi thi, mujhe koi skull fracture nhi hua tha, mein hospital me nhi thi aur na hi mein pregnant hu. Mein kisi se shaadi nhi kar rahi aur na hi mera koi boyfriend hai.
Bus mujhe History me ‘D’ mila hai aur chemistry me ‘F’. Isiliye bus ye yaad rakhna ki zindagi me cheeze isse bhi buri ho sakti hai aur choti choti baato par gussa nhi karte. Aapki pyaari beti Sharon Isse ek cheez to clear hai ki Sharon beshak chemisrtry me fail ho gayi but use psychology me ‘A’ milta hai. Kyunki use pata hai ki contrast principle kaise use karte hai.
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CHAPTER 2:- Reciprocity
Kuch saal pehle university professor ne ek experiment kiya. Unhone bilkul anjaan logo ko Christmas cards bheje. Professor, logo se kuch respone expect kar rhe the but JO RESPONSE UNHE MILA VO BILKUL HI unexpected tha – Unhe bhut logo ne Holiday cards bheje jo unhe jaante tak nhi the. Ye rule kehta hai ki hum us cheez ko wapis karne ki koshish karte hai, jo hume logo se milta hai. Jaise ki agar koi aapko birthday gift de to aap bhi unka birthday yaad rakho ge aur shayad gift bhi de do. Vaise hi agar hume koi party me invite karta hai to hum bhi use party me invite karenge.
Iska sabse bada example hai jab 1985 me Ethopia ne mexico ko 5000 dollars donate kiye kyuki mexico me earth quake aaya tha. Us samay Ethopia ki economy ki bhaut buri halat thi. Unke log bimari aur bhook se mar rhe the. In paristhitiyo me koi bhi surprise nhi hota agar paise Mexico ki taraf se Ethopia ko jaate lekin PAISE ETHOPIA KI TARAF SE Mexico ko gaye. Sab hairaan the ki aisa kyu hua? Kyu Ethopia ne apne logo ki madat ke bjaye Mexico ko donation diya. Jab ek journalist ne Ethopia ke officials se ye pucha ki aapne aisa kyu kiya to unhone jawab diya ki “1935 me Mexico ne Ethopia ki madat ki thi aur unhe donation diya tha jab,Italy ne un par attack kiya tha.
Reciprocity ka rule itna powerful hai ki business ke log bhi isse istamal karna nhi bhulte. Amway Corporation jo ki personal care products banati hai, vo kuch hi saalo me ek basement –operation ki company se Billion dollar company ban gayi aur har saal 1.5 billion dollar sales karti hai. Amway ki ek bhut hi successful strategy thi jisme vo customer ke ghar me jaake unhe 24 ghanto ke liye ek tokri bhar ke apne products de dete. Products jaise ki Shampoo ki bottle, detergent, furniture polish, deodorizer aur window cleaners. Amway ke log customer ko bolte ki aap inhe use kar ke dekh lijiye aur hum kal ya parso tak aapke paas aayenge agar aapko product pasand aaye to khareed lijiyega varna rehne dijiyega.
Jab agle din Amway ke log customer ke paas aate aur logo se orders le lete jo unke products me interested hai. Kyunki logo ne sirf 1 ya 2 bottles hi use ki hoti thi vo same tokri dusre ghar me de dete. Jab is method ki sales ko analyze kiya gaya to sab bhut zaada shocked the aur unhone kaha “ AAJ TAK HUMNE ITNI JALDI PRODUCTS KO BIKTE NHI DEKHA. AUR HMARI SALES BHUT HI ZAADA RATE SE BAD RHI HAI. ALMOST HAR CUSTOMER US TOKRI KE AADHE PRODUCTS KHAREEDNE KE LIYE READY HO JAATA HAI.”
European scientist Eibl (i-bal) ne World War 1 ke dauraan ek German soldier ke bare me bataya hai Jiska kaam tha ki dushman desh ke soldier ko capture kar ke laana aur fir unse saari jaankari lena. Unhe is kaam ke liye rengate hui trench ke paar jaana padta tha jo ki ek bhaut khatarnaak kaam tha. Ek German soldier jo ki ye kaam bhut baar kar chukka tha. Is baar bhi use ye kaam diya gaya. Ek baar phir bahut chalaki se vo dushman ke elake me phuncha jaha par ek akela soldier khanna kha rha tha. Vo German soldier ko dekh ke bhut dar gaya, aur jo uske haath me ek bread ka tukda tha vo usne German solder ko de diya.
Aur ye uski life ka shayad sabse important kaam tha. German soldier apne dushman desh ke soldier ke gift se itna impress ho gaya tha ki usne apna mission hi complete nhi kiya. Vo khali haath hi apne area me chala gaya. Jiski vajah se use apne seniors ka gusse ka bhi saamna karna pada. Usse ye samajh nhi aaya ki ye uske saath ua kya. LEKIN AB AAP AUR HUM JAANTE HAI KI USKE SAATH KYA HUA THA. VO POWER OF RECIPROCITY SE INFLUENCE HO CHUKA THA.
Rejection than retreat Technique.
Maan lijiye agar mujhe aapse 10 Rs chahiye to mein pehle aapse 100 Rs maang sakta hu . Agar aap maan jaate hai to mujhe 10 guna paise mil jayenge aur agar aapn nhi maante hai maangta hai to mein aapse 10 Rs maang sakta hu. Agar mein is tareeke se aapse request karta hu to mein apne success ke chance bhut zaada badha deta hu. Agar aapse kaha jaaye ki aap ek billiard table ke dealer hai aur aapko inhe bechana hai. To aap pehle kaunsa table bechenge 25,000 Rs wala ya 3 lakh wala. Chances hai ki aap sasta wala hi pehle bechna prefer karenge.
But Warren Kelley jo ki Brunswick me business promotional Manager hai kehte hai ki aap galat ho sakte hai. Apne point ko prove karne ke liye unhone ek experiment me pehle hafte apne saare customers ko saste billiard tables dikhaye aur baad me mehange. Us hafte average sale 150 Dollar ki hui. Agle hafte har customer ko pehle sabse mehanga billard table dikhaya gaya chahe unhe sasts table hi chahiye ho aur phir baad me sasta table. Is pure hafte unki average sale PURE 1000 DOLLARS HUI !!!