1. Aversion to Loss Psychology#
Facing the same target object,
The pain of loss is much greater than the level of happiness gained.
For example,
Finding 100 yuan may only make you happy for a few hours,
But losing 100 yuan can make you sad for several days.
Many businesses also exploit the psychology of consumers' aversion to loss
To indirectly force you to place an order, because not buying feels like a loss.
"Last 10 units, limited stock."
"Clearance sale, 50% off everything."
Last day of anniversary sale, you'll have to wait x years if you miss it.
Even online article titles use this psychology, "You won't find happiness if you're not clear about this," "You'll always be poor if you don't change these ways of thinking."
2. Sandwich Effect#
Let's look at two conversations:
You: Your makeup is too heavy today, it's a bit scary.
Girlfriend: (40-meter knife is already out)
Try a different approach.
You: You look different today, more sexy.
Girlfriend: Really?
You: Just that the powder is a bit thick.
Girlfriend: (frowning, big move brewing...)
You: I think light makeup or natural look is more beautiful, other girls can't compare to you.
Girlfriend: (sunny skies)
This is the sandwich effect.
Putting criticism in the middle
Makes it less likely to provoke a defensive reaction
And makes it more acceptable to the person.
3. Fixed Behavior Patterns#
Harvard social psychologist Ellen Langer found that when we need help from others, if we can provide a reason, the chances of success are greater.
Because our brains have a "built-in" program that responds obediently when we hear the word "because."
Even if the reason is trivial, people will think you have a reason and will be willing to help to some extent. This is a natural response of the brain.
For example: I would like everyone to give this answer a like because I want you to be able to see this valuable information in your feed at any time. In interpersonal communication, use some psychological techniques to protect yourself.
4. Reciprocity Principle#
If someone does something good for us, it triggers a sense of indebtedness, and we will try to repay the favor.
I remember one time when I was sitting on a bench by the road, a boy came over without saying a word and started shining my shoes. His enthusiasm and persistence made it impossible for me to refuse.
What will the boy do next?
He will introduce the shoe polish he used to shine my shoes and say that it is very good, and that I should buy a box.
This is the service he imposed on you, creating a sense of debt, and you feel that you can only find peace of mind by buying his product.
In this situation, most consumers would choose to buy, and they may not even care much about the quality of the shoe polish.
5. Rejection-then-Retreat Technique#
This is another form of the reciprocity principle: if you want someone to agree to your request, you can first make a big request, and after being rejected, make a smaller request.
For example, some companies distribute flyers on the street. If they directly ask customers for their phone numbers, most people will refuse.
If they first make a big request, such as inviting customers to visit the store, and after being rejected, ask for their phone numbers, the chances of success will be much higher.
Another example is borrowing 1000 yuan from a friend. The first time you ask, ask for 5000 yuan, and after being rejected, say, "Then how about 1000 yuan?" Using this method, the probability of borrowing money will be much higher.
Actually, it's easy to understand.
I make a request, you refuse, okay, I take a step back and make a smaller request. Influenced by the reciprocity principle, you are likely to also take a step back.
In fact, this smaller request is the real purpose of the requester.
6. Principle of Forced Choice#
If you want someone to comply with you, don't give them multiple choices, but rather let them choose from one option.
For example, if you want to ask a girl out on the weekend, instead of asking "Do you have time on the weekend?", you should say, "Do you want to go to the movies or the amusement park on the weekend?"
By limiting the options to "going out," rather than "whether or not to go out," you increase the chances of a successful date.
7. Suspension Bridge Effect#
When you cross a suspension bridge, your adrenaline rises and your heart beats faster.
If someone appears in front of you at this time, you will think that the reason for your increased heart rate is because of the other person, creating a sense of ambiguous affection.
Therefore, if you want to pursue someone, take them to exciting places.
For example, watch horror movies, cross glass bridges, ride roller coasters, etc.
8. Contrast Principle#
If two things are very different, we tend to think that the difference between them is greater than it actually is.
For example, when buying a house, why do salespeople show you run-down houses first?
This is using the contrast principle.
By showing you run-down houses with inflated prices, which are not actually for sale but used for comparison, when you look at other houses, you will feel that they offer better value for money and be more willing to make a purchase.
The same applies to buying phones.
Many businesses set different prices for phones of the same model but with different configurations.
One model may have low sales and mediocre specifications, but its price is higher than other phones.
In fact, the price of this phone is used as a reference point to highlight the better value for money of other phones.
In other words, this phone becomes the reference point, and you will feel that other phones are more worth buying.
9. Anchoring Effect#
Our thinking is often hijacked by the information we first receive, just like an anchor sinking into the water, creating a first impression.
For example, when you go to a store to buy clothes, the shopkeeper quotes 500 yuan, and you think it's a bit expensive, so you negotiate with the shopkeeper.
But you are negotiating based on the anchored price of 500 yuan. In the end, you negotiate down to 300 yuan and feel that it's quite cheap.
In reality, you could have bought the same clothes for less than 100 yuan.
10. Moral Licensing Effect#
When you do something and experience a strong sense of satisfaction, you won't feel guilty about doing the opposite.
I'm sure you've experienced this:
After studying for two hours, you think it's only natural to play games or watch TikTok for a few hours, and end up getting addicted and neglecting your studies.
After exercising at the gym for a few days, you don't feel any guilt about eating barbecue, because you think "I've already exercised."
This is the moral licensing effect.
In the book "The Willpower Instinct," psychologists investigated people who indulge in their own laziness. They believed that they were always in control and didn't feel guilty, thinking that they deserved a reward.
However, it is this compensatory mindset that leads to moral decline!
The best way to avoid the moral licensing effect is to not do the opposite of your goals, otherwise you will never achieve your goals.
11. Compensation Effect in Love#
When a person realizes that someone likes them, they subconsciously develop some positive feelings towards that person. Under the premise of mutual liking, the likelihood of the two being together is higher.
Because someone's liking for you is a form of recognition, the satisfaction that comes with this recognition makes you intoxicated.
In the movie "Flipped," there is a scene like this. Juli falls in love with Bryce at first sight when she sees his blue eyes. However, Bryce doesn't feel the same way about her and thinks she's weird.
Later, Bryce starts paying attention to her, wanting to see her often, and even wanting to kiss her.
I guess when you read this, someone's face might have unconsciously appeared in your mind...
12. Projection Effect#
When a beam of light shines on an object, its shadow is projected onto other objects.
To build a good personality, try starting with praising others. Influenced by the projection effect, people tend to associate the descriptions you give of others with yourself.
When you consistently praise someone for being sincere and kind, others will naturally understand these adjectives as your own traits.
Translation: