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Reference: R: Pre-Suasion by Robert Cialdini
Bringing attention to a particular concept highlights related concepts—they become more accessible (more here: PN: To persuade think in networks of associations). The brain, due to its energy-saving preference (more here: PN: To persuade help the mind save energy), will more readily choose highlighted ideas. It's similar to water—it will more likely fall into ditches (i.e., amplified ideas) rather than flow randomly.
In other words, previous stimuli influence how we perceive and act in the future. For example, by giving a person a hot cup of tea, they will feel warmer towards us, which will make them treat our arguments more positively; if we hear Italian music in a wine shop, then we'll be more likely to buy Italian wines; if we'll hold a heavy object (like a big book), we'll overestimate its worth; and so on.
In terms of persuasion, priming lets you set the direction of the interaction. You can guide the recipient's attention to particular areas that are in favor of your end goal, which is often more important that your arguments. Cialdini phrases it like this, "very often the biggest challenge for a communicator is not in providing a meritorious case but in convincing recipients to devote their limited time and energy to considering its merits."
In that regard, priming is like launching an object—from the moment it leaves your hands very little can be done to change its trajectory. Therefore, you must be very careful about when, how, and what you say or do before laying down your arguments because your following merits will be colored by previous information.
Examples of priming from the book
If we want them to buy a box of expensive chocolates, we can first arrange for them to write down a number that’s much larger than the price of the chocolates.
If we want them to choose a bottle of French wine, we can expose them to French background music before they decide.
If we want them to agree to try an untested product, we can first inquire whether they consider themselves adventurous.
If we want to convince them to select a highly popular item, we can begin by showing them a scary movie.
If we want them to feel warmly toward us, we can hand them a hot drink.
If we want them to be more helpful to us, we can have them look at photos of individuals standing close together.
If we want them to be more achievement oriented, we can provide them with an image of a runner winning a race.
If we want them to make careful assessments, we can show them a picture of Auguste Rodin’s The Thinker.
Relevant notes/questions:
Bringing attention to a particular concept highlights related concepts—they become more accessible. The brain, due to its energy-saving preference, will more readily choose highlighted ideas. It's similar to water—it will more likely fall into ditches than flow randomly (more here: P: Previous stimuli influence our decisions (priming)).
It's a lot of what Cialdini writes about—click and run. Also connects to presuassion: P: Previous stimuli influence our decisions (priming)
Knowing that, if you want to persuade someone, you need to 'prepare' their mind (i.e., prime them) with concepts associated with your end goal (more here: P: Previous stimuli influence our decisions (priming)).
Through priming and association your surroundings—people, places, things—influence what you think and do. For example, hearing Italian music makes you more likely to buy Italian wines, upbeat music makes you more likely to spend more, and other people's ideas make you more creative. The saying that you're the average of your five closest people is in general true (just look at your own life to get proof). And most of it happens unconsciously.