Keywords:: PermanentNote
Reference: R: Pre-Suasion by Robert Cialdini
Cialdini has shown that human psychology can be boiled down to one thing—energy.
The mind is a survival machine. Most of the time, it will prioritize actions that are energy efficient (when does it not? in terms of mating for example?).
For that reason, the mind developed certain "shortcuts" that enable it to preserve energy.
Knowing that helps us understand how our brain works.
For example, our mind will prefer things (objects or ideas) that are distinct, rather than vague. Therefore, the more something stands out, the higher the probability that the mind will directs its limited cognitive resources to it (more here: PN: What is focal is important).
Furthermore, the mind will prioritize ideas that are linked to that initial thing through associations over ideas that are not connected to it (more here: PN: To persuade think in networks of associations).
Going up a level of abstraction, we will arrive at Cialdini's principles of persuasion—"shortcuts" our mind uses to act more efficiently (other shortcuts are called cognitive biases).
Liking: we'll trust – and be more likely to be persuaded – people we like (more here: PN: People say yes to those they like (liking principle)).
Social proof: in times of uncertainty, we'll look to the actions of other people when making our own decisions.
Authority: we'll trust the opinions of authorities when making decisions.
Reciprocity: we'll likely return a favor to a person that gave us something.
Scarcity: we'll want more of want we can have less.
Commitment and consistency: we'll be more likely to undertake an action that is consistent with my identity or previous actions.
We use those "shortcuts" because usually they work in our favor, therefore, it's worth taking the small risk of being wrong (the opposite to that is thinking through first principles).
That said, in terms of persuasion, the meta question you should ask yourself is "how can I preserve the energy of my recipient's mind?" Their mind will most likely go with things that are energy efficient and create a story to rationalize it (related: P: People judge mostly emotionally).
Relevant notes/questions:
Knowing that our mind will be biased towards energy efficient actions, how can we mitigate this state when it matters most, like when we need to make important decisions or when we're in a fight? Checklists and processes help, other people might help, but what are other ways to temporarily switch off the energy preserving nature of our bodies?
Why? Because we're creatures of habit. We prefer activities that are familiar and do not require unnecessary energy expenditure. We prefer the line of least resistance. Sticking to the same methods also saves us a lot of energy (related: PN: To persuade help the mind save energy). More, whenever we work hard at a problem or idea, our minds will naturally narrow their focus because of the strain and effort involved. This means that we will consider fewer viewpoints and possibilities.
Another aspect that informs how the environment shapes us is our innate decision-making wiring. Our bodies want to spend energy in the most effective manner. Fogg described it using psychological motivation and ability, saying, in short, that the simpler a behavior is, the more likely we are to do it (all other things being equal). For instance, if you have cookies at your home, you'll be more likely to eat sweets compared to if you didn't have them because it's simpler. You don't have to get to the shop to get them, you just need to get to the kitchen and grab them.
This is also a result of the energy bias: PN: To persuade help the mind save energy
It's easier to increase ability than it is to increase motivation because we humans love simplicity. We're lazy crazy creatures and anything that drains energy will tend to be avoided.
Why? Because distinct objects remove the need for your mind to pick—you're saving energy (PN: To persuade help the mind save energy). Your mind will prioritize things that are easy to focus on. Therefore, anything that draws attention can make people overestimate its importance.
Your mind is a survival machine. And in terms of survival, energy is the ultimate currency. Therefore, your mind will do everything it can to preserve energy (more here: PN: To persuade help the mind save energy).
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.