Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


Peer Pressure: The Awesome Power of Social Proof

Humans feel a deep need to fit in, to conform. The harder the choice we face, the more we defer to others. I call this the ‘eight-out-of-ten-cat-owners’ effect. Psychologists call it Social Proof.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Influencing and Persuading
This video is part of course module number 2.6.3
Program 2: Manager as Communicator
Course 6: Influencing and Persuading
Section 3: The Psychology of Influence and Persuasion

Other videos in this section include:
🎬 WIIFM? How to Use Self-interest to Influence and Persuade https://youtu.be/sVf70Hj5pOs
🎬 Power of the Word ‘Because’ in Influence and Persuasion https://youtu.be/ycoBykhpkes
🎬 Use the Power of Scarcity with Integrity https://youtu.be/jAh–JIlxaU
🎬 Getting Agreement by Slicing up the Pie https://youtu.be/i9SNyDM4eFw
🎬 The Jiminy Cricket Effect: Cognitive Dissonance and the Urge for Consistency https://youtu.be/dzUMLoWQgKo
🎬 Momentum: How to Make it Easy for them to Say ‘Yes’ https://youtu.be/uQwP5EEbcY0
🎬 Paradox of Choice: Influencing through Selection https://youtu.be/Iuf7s_rb_hE

= = LESSON NOTES = =
The more people you can convince, the easier it will be to convince the next one. Viral Marketing relies on potential users spreading the idea “like a virus”.

People like us
Whose judgment do you trust most?
1. You trust experts, because of their authority and credibility.
2. You trust people you like.
3. But you also trust people like you.

Never underestimate the need of most people to fit in. So, a part of social proof and peer pressure is the need to:
• Conform with social expectations
• Act loyally
• Do our duty
• Comply with rules

= = RECOMMENDED EXERCISE = =
1. Notice conformity and the use of social proof in your workplace. How big is its effect? (2 MC CPD Points)
2. Next time you need to persuade, build allies whose support you can use. How effective is this? (2 MC CPD Points)

= = DOWNLOADS = =
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

= = RECOMMENDED READING = =
📖 My own book on Influence (introductory level)
– How to Influence in Any Situation (Brilliant Influence 2nd Ed) https://geni.us/dAS7
📖 Excellent books at a more advanced level
– Influence: Science and Practice (a classic) https://geni.us/DIX0kFL
– Influencer: The New Science of Leading Change https://geni.us/3nBJM
– The Influence Agenda (for Stakeholder Engagement) https://geni.us/InfAg
– Methods of Persuasion https://geni.us/EVYP
– Presuasion https://geni.us/aBZo0XO
– 5 Paths to Persuasion https://geni.us/Vg2vB

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

= = MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS = =
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 6 MC CPD points

00:00 – Stop and stare
00:43 – The need to conform
01:02 – We influence each other
01:38 – The Eight-out-of-ten-cat-owners Principle
02:28 – Social Proof
02:48 – Viral Marketing
03:31 – How to use social proof
03:45 – Testimonials
04:18 – Whose judgment do you trust most?
05:14 – People who aren’t like you
06:18 – The power of conformity

#SocialProof #ManagementCourses #Conformity

source

Momentum: How to Make it Easy for them to Say ‘Yes’
The Jiminy Cricket Effect: Cognitive Dissonance and the Urge for Consistency
Getting Agreement by Slicing up the Pie
Use the Power of Scarcity with Integrity
The Power of the Word ‘Because’ in Influence and Persuasion
WIIFM? How to Use Self-interest to Influence and Persuade
Forgiveness: How to Get Forgiven
How to Change Someone’s Mind
Get a Favor: How to Get Someone to Help you or Do You a Favor
How to Win an Argument
Social Proof: Recruiting Support for Your Verbal Persuasion
Help them Persuade Themselves: the Influence of Questions
Persuasive Language: How to Influence with the Words You Choose
Rhetoric: The Golden Key to Verbal Persuasion
KISS: Keep It Short & Simple when You Want to Influence & Persuade
Matching & Mirroring: How to Influence by Building Rapport
Tit-for-Tat: How to Influence with Reciprocation
How to Influence People by Appealing to their Emotion
How to Use Reason and Logic in Influence & Persuasion
How to Build Trust. And Why it Matters in Influence & Persuasion
How to Use Your Authority to Influence and Persuade
How to Influence by Making People Feel Good
Appearance Matters in Influence & Persuasion
Ethos: the Importance of Character in Influence & Persuasion
The Core of Influence & Persuasion: Ethos, Logos, and Pathos – Character, Reason, and Emotion
The Good, The Bad, and The Ugly: the Ethics of Influence and Persuasion

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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