Within Daniel Goleman’s Framework of Emotional Competence is the capability of influence. People with high emotional intelligence are generally able to persuade others in all sorts of ways: to see their way of thinking; to try their way of doing things; or simply to buy their product.
However the skill of influence cuts two ways. If we have the skill, we can influence others in a variety of different ways. In many instances in life, however, others are using the principles of influence on us, causing us to behave in ways that they want (and sometimes that we don’t want). So, emotional intelligence includes not only possessing the skill of being able to influence others, but also the skill of being aware of how others might (consciously or unconsciously) be trying (or succeeding!!) to influence us and being able to make appropriate choices or responses in the situation.
In his book ‘Influence – The Psychology of Persuasion’, Robert Cialdini outlines six broad principles of influence that we use and that are used on us in our everyday lives:
- Reciprocity: The human tendency to try to repay in kind what someone else has provided us.
- Commitment and consistency: Our desire to be consistent with a commitment or what we have already done.
- Social proof: We tend to determine what is correct (including the correct way to behave) by observing what others see as correct or do correctly.
- Liking: We prefer to say ‘yes’ to requests from people we know and like.
- Authority: Our extreme willingness to go to almost any lengths on the command of an authority.
- Scarcity: Opportunities seem more valuable to us when their availability is limited.
The book is partly a self-defence book on how to recognise when you’re being manipulated and how to deal with it. Cialdini illustrates influence with numerous examples such as the ‘Tupperware Party’ and the underlying psychology behind what makes this type of party plan selling so successful. Small gifts are given to guests during the course of the party (Reciprocity); they are encouraged to verbalise features and benefits of previous pieces of Tupperware purchased (Commitment and consistency); and when others at the party begin to buy, the pressure to comply becomes very great indeed! (Social proof).
The book has lots of excellent examples of influence and interesting research on the human psyche. As well as becoming much more aware of how others manipulate our behaviour to comply, reading this book will also help you develop your EI and positive ways of influencing others.
*Publisher: The Business Library