? 사람의 마음을 움직이는 15가지 심리 법칙(한글 & 영어)

​심리학에 관심있은 고3들 많지? ㅎㅎ
면접때 써먹어봐!! 더불어, 영어로도 읽어보면서 공부도 하고~

[설득의 심리학 - 로버트 치알디니]

1. 자동 조종 모드

인간은 바쁘고 지칠 때 정보를 깊게 분석하지 않습니다.
피곤하고 혼란스러운 상태의 사람은 설득에 가장 취약한 타겟이 됩니다.

2. 생각의 지름길 

우리는 모든 상황을 분석할 에너지가 없습니다.
그래서 고정관념이나 경험칙(Rule of thumb) 같은 '지름길'을 이용해 즉각적으로 판단하고 행동합니다.

3. 일관성의 법칙 

사람은 한번 선택이나 입장을 표명하면,
자신의 결정을 정당화하기 위해 끝까지 그 태도를 유지하려는 강한 심리적 압박을 느낍니다.

4. 상호성의 원칙 

호의를 받으면 반드시 갚아야 한다는 부채감을 느낍니다.
아주 작은 친절이나 샘플 하나가 거절하기 힘든 부탁을 들어주게 만드는 강력한 도구가 됩니다.

5. 사회적 증거

"남들이 하니까 나도 한다"는 심리입니다.
무엇이 옳은지 불확실할 때, 우리는 타인의 행동을 관찰하며 자신의 행동 방향을 결정합니다.

6. 호감의 법칙

우리는 자신이 잘 알고 좋아하는 사람의 요청에는 훨씬 더 쉽게 "예"라고 답합니다.

7. 유사성의 힘

우리는 자신과 비슷한 의견, 배경, 라이프스타일을 가진 사람에게 더 끌리며, 그들의 말에 더 쉽게 휘둘립니다.

8. 익숙함의 효과 

자주 접할수록 호감이 생깁니다.
단, 그 만남이 불쾌한 경험을 동반하지 않아야 한다는 조건이 붙습니다.

9. 연상의 원칙 

좋은 것과 연결되면 나도 좋게 보이고, 나쁜 것과 연결되면 나도 나쁘게 보입니다.
사람들은 본능적으로 자신을 긍정적인 이미지에 결부시키려 노력합니다.

10. 찬사의 위력 

사람은 아첨에 대단히 약합니다.
비록 그것이 의도가 빤히 보이는 빈말일지라도, 칭찬을 들으면 상대에게 호감을 느끼고 마음을 엽니다.

11. 외모의 후광 효과

잘생기고 예쁜 사람은 재능 있고 정직하며 영리할 것이라고 무의식적으로 판단합니다.
외모는 설득에서 강력한 사회적 이점이 됩니다.

12. 권위에 대한 복종
우리는 전문가나 권위자의 지시에 순응하도록 길들여져 있습니다.
때로는 그것이 상식에 어긋나더라도 '권위'라는 이름 아래 무비판적으로 따르곤 합니다.

13. 직함과 복장의 상징성

실제 실력보다 '박사'라는 직함이나 '제복' 같은 겉모습이
권위의 상징이 되어 사람들을 복종하게 만듭니다.

14. 희귀성의 법칙 

가질 수 없다고 생각하면 더 갖고 싶어집니다.
인간은 얻는 기쁨보다 잃는 고통에 더 크게 반응하며, 희귀한 것을 곧 '가치 있는 것'으로 인식합니다.

15. 심리적 저항 이론

선택의 자유가 제한되거나 위협받을 때,
우리는 그 자유를 되찾기 위해 이전보다 더 강렬하게 그 대상을 갈망하게 됩니다.
 

1) People on auto-pilot are vulnerable to influence

Where we are rushed, stressed, uncertain, indifferent, distracted, or fatigued, we tend to focus on less of the information available to us. We can’t be expected to recognize and analyze all the aspects in each person, event, and situation we encounter in even one day.

2) We need mental shortcuts

We are likely to rely on shortcuts when we don’t have the inclination, time, energy, or cognitive resources to undertake a complete analysis of the situation. Instead, we must very often use our stereotypes, our rules of thumb to classify things according to a few key features and then to respond mindlessly when one or another of these trigger features is present.

3) Know the power of commitment bias

Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision. We all fool ourselves from time to time in order to keep our thoughts and beliefs consistent with what we have already done or decided.

4) We feel obligated to reciprocate

By virtue of the reciprocity rule, we are obligated to the future repayment of favors, gifts, invitations, and the like. People we might ordinarily dislike – unsavory or unwelcome sales operators, disagreeable acquaintances, representatives of strange or unpopular organizations – can greatly increase the chance that we will do what they wish merely by providing us with a small favor prior to their requests.

5) We imitate others because of social proof

One means we use to determine what is correct is to find out what other people think is correct. We view a behavior as more correct in a given situation to the degree that we see others performing it. Especially when we’re uncertain, we’re more likely to use others’ actions to decide how we ourselves should act.

6) We listen to people we like

Few people would be surprised to learn that, as a rule, we most prefer to say yes to the requests of someone we know and like. What might be startling to note, however, is that this simple rule is used in hundreds of ways by total strangers to get us to comply with their requests.

7) We like people who are similar to us

This fact seems to hold true whether the similarity is in the area of opinions, personality traits, background, or lifestyle. For instance, people can manipulate us by claiming that they have backgrounds and interests similar to ours.

8) We generally like that which is familiar to us

Often we don’t realize that our attitude toward something has been influenced by the number of times we have been exposed to it in the past. But although the familiarity produced by contact usually leads to greater liking, the opposite occurs if the contact carries distasteful experiences with it.

9) Understand the association principle

The principle of association is a general one, governing both negative and positive connections. An innocent association with either bad things or good things will influence how people feel about us. A lot of strange behavior can be explained by the fact that people understand the association principle well enough to strive to link themselves to positive events and separate themselves from negative events – even when they have not caused the events.

10) People love complements

We are phenomenal suckers for flattery. Although there are limits to our gullibility – especially when we can be sure that the flatterer is trying to manipulate us – we tend, as a rule, to believe praise and to like those who provide it, often times when it is clearly false.

11) Attractive people have a social advantage

Research has shown that we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty, and intelligence. Furthermore, we make these judgments without being aware that physical attractiveness plays a role in the process.

12) We are predisposed to obey those in authority

Conforming to the dictates of authority figures has always had genuine practical advantages for us. Because their positions speak of superior access to information and power, it makes great sense to comply with the wishes of properly constituted authorities. It makes so much sense in fact, that we often do so when it makes no sense at all.

13) Titles and clothing give the impression of authority

Titles are simultaneously the most difficult and the easiest symbols of authority to acquire. To earn one normally takes years of work and achievement. Yet it is possible for somebody who has put in none of this effort to adopt the mere label and receive a kind of automatic deference. Wearing the right kind of clothing can also how powerful effects. For instance, people will treat you differently if you’re dressed like a doctor, police officer, or soldier.

14) If something is scarce, we want it more

The idea of potential loss plays a large role in human decision-making. In fact, people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value. Because we know that things which are difficult to possess are typically better than those that are easy to possess, we can often use an item’s availability to help us quickly and correctly decide on its quality. Thus, one reason for the potency of the scarcity principle is that, by following it, we are usually and efficiently right.

15) Understand the psychological reactance theory

Scarcity is powerful because as opportunities become less available, we lose freedoms; and we hate to lose the freedoms we already have. Whenever free choice is limited or threatened, the need to retain our freedoms makes us desire them significantly more than previously. So when increasing scarcity interferes with our prior access to some item, we will react against the interference by wanting and trying to possess the item more than before.