1. Loss Aversion Psychology#
When facing the same target object,
The pain of loss is much greater than the degree 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 use the psychology of consumer aversion to loss
To indirectly force you to place an order, because not buying feels like a loss.
"Last 10 copies, while supplies last."
"Clearance sale, 50% off everything."
Last day of the anniversary event, you have to wait x years if you miss it.
Even the titles of articles on the internet use this psychology, "Without understanding this, you will find it difficult to find happiness," "Without changing these ways of thinking, you will always be poor."
2. Sandwich Effect#
Let's look at two conversations:
You: Your makeup today is too heavy, a bit scary.
Girlfriend: (40-meter-long sword drawn)
Change the wording.
You: You look different today, more sexy.
Girlfriend: Really?
You: Just that the powder is a bit thick.
Girlfriend: (frowning, preparing a big move...)
You: I think light makeup or natural beauty looks better, other girls can't compare to you.
Girlfriend: (sunny skies)
This is the sandwich effect.
Put critical words in the middle.
Not easy to provoke a defensive reaction.
More easily accepted by people.
3. Fixed Behavior Patterns#
Harvard social psychologist Ellen Langer found that when we need help from others, the probability of success is higher if we can give a reason.
Because our brain has a "built-in" program that responds obediently when it hears 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 to ask 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 and use some psychological techniques in interpersonal communication to protect yourself.
4. Reciprocity Principle#
If someone does us a favor, it triggers a sense of indebtedness, and we will try to repay the favor.
I remember one time I was sitting on a chair by the roadside resting, and a boy came over without saying a word and squatted down to shine 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 his shoe polish is very good, and that I must buy a box.
This is the service he imposes on you, creating a sense of indebtedness, and you feel that you can only find peace of mind by buying his product.
Most consumers in this situation will choose to buy, and 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 you first make a big request, such as inviting customers to visit the store, and after being rejected, ask for their phone numbers, the probability of success will be much higher.
Another example is borrowing 1000 yuan from a friend. The first time you ask, ask for 5000 yuan. After being rejected, say, "Then how about 1000 yuan?" Using this method, the probability of borrowing money will be much higher.
In fact, it is 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 take a step back as well.
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 this weekend?" ask "Do you want to go to the movies or the amusement park this weekend?"
Limit the options to "going out" instead of "whether or not to go out," thereby increasing the success rate of the 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 feel that the reason your heart beats faster is because of the other person, thus creating a sense of ambiguity.
Therefore, if you want to pursue someone, take them to some 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 the two 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.
In this way, when you look at other houses, you will feel that they have a high cost-performance ratio, and then you will be more willing to make a purchase.
The same is true when buying a phone.
Many businesses set different prices for phones of the same model but with different configurations.
One of the phones has 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 to compare with other phones, and it highlights the better cost-performance ratio of other phones.
In other words, this phone is 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 boss quotes 500 yuan, and you feel it is a bit expensive, so you negotiate with the boss.
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 is quite cheap.
In fact, 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, then doing something opposite to your goal will not make you feel guilty.
I believe you have experienced this situation:
After studying for two hours, you play the game or watch TikTok for several hours, and you think it is only natural, and it ends up affecting your study.
After exercising in the gym for a few days, you go eat barbecue without any guilt, because "I have already exercised."
This is the "moral licensing effect."
In the book "The Willpower Instinct," there is an experiment in which psychologists investigated people who indulge in their own decadence. They believe that they have always been in control and have no guilt, and they believe that they deserve rewards.
However, it is this compensatory mentality that leads to people's downfall!
The best way to avoid the moral licensing effect is not to do things opposite to your goal, otherwise, you will never achieve your goal.
11. Love Compensation Effect#
When a person realizes that someone likes them, they will subconsciously develop some fondness for that person. Under the premise of mutual liking, the possibility of the two being together is higher.
Because someone's liking for you is a form of recognition, the satisfaction brought by this recognition will make you indulge in it.
There is a scene in the movie "Flipped" that illustrates this.
When Juli sees Bryce's blue eyes for the first time, she starts to like him. However, Bryce didn't feel the same way at first and thought she was crazy.
Later, Bryce started paying attention to her, wanting to see her often, and even wanted to kiss her.
I guess when you read this, the face of someone might have unconsciously appeared in your mind...
12. Projection Effect#
When a beam of light shines on an object, the object's shadow will be projected onto other objects.
To build a good personality, try starting with praising others. Influenced by the "projection effect," people tend to associate your descriptions of others with yourself.
When you always praise someone for being sincere and kind, others will naturally understand these adjectives as your traits.