The cast of Mad Men. Copyright American Movie Classics Company LLC. Source: amctv.com.
With the season five premiere of AMC’s Mad Men coming this weekend, we thought we’d use this opportunity to introduce you to one of the most highly respected scientists in the field of Persuasion. As a matter of fact, many people consider Dr. Robert Cialdini as the “Godfather of influence”. What better way to do that then provide you with the forward he wrote to a just-released book, Six Degrees of Social Influence: Science, Application, and the Psychology of Robert Cialdini. Enjoy his words below and enjoy the premiere.
By Robert Cialdini, Ph. D
The capacity to persuade — to capture the audience, convince the undecided, convince the opposition — has always been a prized skill. But, thanks to relatively recent developments, it is no longer only an elusive art, the province of those with an intuitive grasp of how to time an argument or turn a phrase just so. For most of us, this is welcome news. After all, one problem with an art form is that only artists can truly manage it. But, what about the rest of us? Must we resign ourselves to fumbling away open opportunities to move others in our direction because we so frequently fail to say the right thing or, worse, say the right thing at the wrong time? Fortunately, no. As is evident in the pages of this book, the delicate art of personal persuasion has been transformed into a solid social science.
There is now a substantial body of systematic research into how people can be moved to agree with a request. It is worth noting that the persuasive practices covered in this work rarely concern the merits of the request itself. Instead, they concern the ways in which the merits are presented. There is no question that having a strong case is crucial to success. But having a worthy argument or set of arguments is not enough, because other worthy (yet competing) arguments are likely to exist as well. So, although making a good case is important, it’s the person who can make a good case well who will gain the lion’s share of assent. For the optimal persuasive effect, our focus should be on methods for communicating our case in the most effective manner.
Dangerous Fruit
Before encountering that information, though, a brief foray into the past is in order. The renowned scholar of social influence, William McGuire, determined that in the four millennia of recorded Western history, there have been only four scattered centuries in which the study of persuasion flourished as a craft. The first was the Periclean Age of ancient Athens; the second occurred during the years of the Roman Republic; the next appeared in the time of the European Renaissance; the last was the 20th century, which witnessed the advent of large scale advertising, information, and mass media campaigns (McGuire, 1985). Although this bit of background seems benign, it possesses an alarming side: Each of the three previous centuries of systematic persuasion study ended similarly when political authorities had the masters of persuasion killed.
A moment’s reflection suggests why this should be. Information about the persuasion process was dangerous because it created a base of power entirely separate from those t