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【繁體】影響力:讓人乖乖聽話的說服術(修訂版)

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【繁體】影響力:讓人乖乖聽話的說服術(修訂版)

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内容簡介

為什麼詐騙集團會假借法官、檢察官、警察進行詐騙?
為什麼我們那麼容易受到影響而落入圈套?
滯銷的商品,為何突然造成爭相搶購?
婚紗公司施了什麼魔法,新人為什麼總是乖乖就範?
消費者在百貨公司週年慶為什麼會陷入瘋狂?
如何才能排除誘惑,做出明智的決策?
想說服別人,要用什麼技巧和方法?
怎麼樣才能避免受人影響任人擺佈?

誰在運用影響力
政客運用影響力騙得選舉
詐騙集團運用影響力騙得錢財
商人運用影響力操弄消費行為
男女朋友運用影響力讓對方乖乖聽話
朋友或家人運用影響力要求你幫他們做事情
老師運用影響力教育學生
……

影響力才是真正的王道!
業務員不可不知的銷售技巧
消費者不得不防的行銷花招
想要增加價值,要先擁有影響力
內容有趣實用,適合任何人閱讀的好書

本書特色

業務員只要掌握六大武器,業績就能蒸蒸日上
消費者只要洞悉六大通則,就不會再當冤大頭

《影響力》是一本關於說服技巧的經典著作,解釋人們為何會順從別人而點頭說「是」的心理,以及我們如何應用這些使人順從的技巧。羅伯特.席爾迪尼博士是影響力和說服力這一快速發展領域中的佼佼者。三十五年來,他透過精確和實證研究,加上一個為期三年的研究計畫──研究「讓人們改變行為的原因」,成就了這本受到高度讚揚的傑作。

經由本書,讀者可以學到六大通用原則,並知道如何運用這些原則而成為一個有技巧的說服者,和如何讓自己免於被這些原則「反將一軍」。這是一本所有人都適合閱讀的書籍。

自出版以來,本書一直穩坐暢銷圖書排行榜上。由於它的影響,說服變成一門科學。無論你是普通人,還是為某產品或事業觀點游說的人,本書是一本最佳的入門書籍,是你理解人們心理的基石。

在本書中,心理學家羅伯特•席爾迪尼博士為我們解釋了為什麼有些人極具說服力,而我們總是容易上當受騙。隱藏在衝動地順從他人行為背後的六大心理秘笈,正是這一切的根源。那些說服高手,總是熟練地運用它們,讓我們乖乖就範。

目錄

前言:警惕!不要在無意中任人擺佈

第一章 影響力的武器──於無形中讓人乖乖就範
動物可能會因為看到某種顏色的羽毛而變得具有攻擊性,或聽到某種叫聲就對自己的天敵呵護備至。動物這種愚蠢可笑的機械式反應在人類身上也找得到,當某一個觸發特徵出現時,我們就會不假思索地作出相應的反應。之所以會這樣,是因為我們被難以察覺的影響力武器所擺佈。
● 為什麼乏人問津的東西,調漲價格後,反而被搶購一空?
● 為什麼房地產商在賣房子時,會先帶顧客去看沒人要買的破房子?
● 為什麼汽車經銷商在顧客確定買車後,才建議顧客購買各種汽車配件?

第二章 知恩豈能不報?──互惠原理
互惠原理認為,人們應該儘量以類似的方式報答他人為我們所做的一切。簡單地說,就是對他人的某種行為,我們要以一種類似的行為加以回報。如果人家施恩於你,你就應該以恩情報之,而不能不理不睬,更不能以怨報德。於是,我們身邊這一最有效的影響力武器,反而被商人利用了。
● 為什麼精明的政客會讓連普通人都覺得愚蠢至極的「水門事件」發生?
● 為什麼我們明明不喜歡某個人,卻對他提出的要求無法拒絕?
● 為什麼超市總喜歡提供免費的「試用」、「試吃」?

第三章 腦海中的怪物──承諾和一致原理
承諾和一致原理認為,一旦作出了一個選擇或採取了某種立場,我們就會立刻受到來自內心和外部的壓力,迫使我們的言行與它保持一致。在這種壓力下,我們會想方設法地以行動證明自己先前的決定是正確的。
●為什麼寶潔或通用食品常舉辦有獎徵文比賽,參賽者無需購買產品,卻有機會獲得大獎?
●為什麼一些二手車商在收購舊車時,會故意高估舊車的價格?
●為什麼業務員總會先給顧客一點甜頭?

第四章 盲目的跟隨者──社會認同原理
社會認同原理認為,在判斷何者為正確時,我們會根據別人的意見行事,尤其是當我們在特定情形下判斷某一行為是否正確時。如果看到別人在某種場合做某件事,我們就會斷定這麼做是有道理的。
● 為什麼電視廣告總是會找一堆產品愛用者現身說法?
● 在遇到緊急情況時,什麼才是最有效的求救方式?
● 為什麼當自殺事件被廣為報導時,報導所及的地區之自殺率會增加?
● 為什麼蓋亞那瓊斯城的九百一十名教徒會集體自殺?

第五章 友善的竊賊──喜好原理
我們大多數人總是輕易地答應自己認識和喜歡的人所提出之要求,對於這點,恐怕不會有人感到訝異。令人吃驚的是,有些我們完全不認識的人卻想出上百種方法,利用這個簡單的原理讓我們順從他們的要求。
● 為什麼車展時車商總會找模特兒站在新車旁邊搔首弄姿?
● 為什麼特百惠公司的家庭聚會每天銷售額能超過二百五十萬美元?
● 在審訊嫌疑犯的過程中,為什麼「好員警」、「壞員警」的搭檔方法能夠奏效?
● 為什麼瘋狂的球迷會在輸掉比賽後向運動員和裁判行兇?

第六章 錯誤的服從──權威原理
權威所具有的強大力量會影響我們的行為,即使是具有獨立思考能力的成年人,也會為了服從權威的命令,而做出一些完全喪失理智的事情來。
● 為什麼受過正規訓練的護理人員,會毫不猶豫地執行醫生明明漏洞百出的指示?
●為什麼詐騙集團總是以換裝作為一種行騙手段?
●為什麼咖啡廣告要找穿著白袍的人來演出?

第七章 東西越稀少越有吸引力?──稀有性原理
機會越少,價值似乎就越高的稀有性原理,會對我們的行為造成影響。對失去某種東西的恐懼,似乎要比獲得同一物品的渴望,更能激發人們的行動力。
● 為什麼面值一元的錯版紙幣,其價值遠遠超過面值的幾百倍?
● 為什麼在拍賣場,人們會不由自主的不停舉牌?
● 為什麼百貨公司要推出限量的特惠組?

尾聲 即時影響力──自動化時代的原始順從
正常情況下,促使我們作出順從決策的幾個最常用的資訊,都可以引導我們作出正確的決策。這就是為什麼我們在決策時頻繁、機械地使用互惠、言行一致、社會認同、喜好、權威以及稀有性原理的原因。每一原理本身都能夠極為可靠地提示我們,什麼時候說「是」比說「不」更為有利。但現實中,大量的、極易偽造的資訊被人利用,他們藉此引誘我們作出機械式的反應,並從中牟利,我們不得不防。

各界推薦/推薦序

好評不斷,佳評如潮!

★各大網路書店五星超級暢銷好書
★《財富》(Fortune Magazine)雜誌評選為75本必讀商業圖書之一
★《紐約時報》(New York Times)商業暢銷書之一
★《經理人月刊》評選為五十本必讀書籍之一
★被評選為「一百本最佳商業書籍」之一
★五十本必讀心理學經典之一
★被翻譯成二十六種文字,全球暢銷超過三百萬冊
★美國哈佛大學等各大頂尖學府指定用書
★《哈佛商業評論》讚譽作者突破了當代的商業模式

各界一致肯定,盛讚推薦

黃崇興/台灣大學管理學院副教授、黃慧珠/台灣IBM總經理、劉威麟(Mr. 6)/資深網路趨勢專家及104人力銀行獨立董事

專家推薦

本書可以讓我們作更好的決策,明智運用影響力。作者所闡述的說服心理學對我的思維衝擊遠超過其他心理學家!────查理.蒙格(Charles T. Munger),波克夏.海瑟威公司副董事長

本書把複雜的理論,用貼近生活的方式舉出大量的例子,使內容變得生動有趣。翻閱本書,我們會發現,書中的例子似乎在日常生活中會以不同的形式頻頻出現。──黃慧珠/台灣IBM總經理

因為我們處在一個複雜的系統中,人這個主體在行為上是理性夾雜著非理性的,每個人都會對別人,或被別人影響。
當決策進入拍板階段,本書談到的六個影響力要素必須被考慮,以加強決策的有效性,或是避免落入陷阱。
──黃崇興/國立台灣大學管理學院副教授

對業務人員而言,本書是十年來最重要的參考書籍。──《行銷研究期刊》(Journal of Marketing Research )

應該要求所有主修商業的人閱讀這本書。──《零售期刊》(Journal of Retailing )

這本書深深震撼了我們的心靈和精神。──《暢銷雜誌》(Best Sellers Magazine )

本書的內容是一座眾所周知的金礦。──《社會與臨床心理學期刊》(Journal of Social and Clinical Psychology )

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Brand Origin Taiwan
Net Content 1g

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KingStone