Name: 如何影響他人 | 羅伯特-賈爾德尼 | 大思考 (How to Influence Others | Robert Cialdini | Big Think)
Uploaded: 2025-08-09T00:13:05.000Z
Duration: 14 min 55 s

We can begin by talking about the book, Influence, which resulted from my two and a half year program of research into the training programs of all of the different influence professions to see what they do to get us to say yes.

我們可以先談談《影響力》這本書，這本書是我歷時兩年半對所有不同影響力專業的培訓項目進行研究的成果，目的是瞭解他們是如何讓我們說 "是 "的。

基礎被動語態

I was surprised by one thing that I encountered in all of these programs.

在所有這些項目中，有一件事讓我感到驚訝。

情態副詞

There were only six universal principles.

Now there were hundreds, maybe thousands of individual tactics, but only six universal principles of influence that seemed to capture the great majority of what all of these individuals were doing.

現在有成百上千種單獨的策略，但只有六種通用的影響原則似乎能捕捉到這些人所做的絕大多數事情。

Reciprocity, the desire of all of us to give back to someone who has given to us.

互惠，我們每個人都希望回饋曾給予我們幫助的人。

So if an individual gives us something, a free sample, for example, we feel obligated to at least listen to what they have to say at the supermarket, for example.

是以，如果有人給了我們一些東西，比如免費樣品，我們就會覺得至少有義務聽聽他們在超市裡說了些什麼。

That little lady with the cubes of cheese and meat, after you've eaten one of those, it's very hard to just give her back the toothpick.

那個拿著奶酪和肉塊的小姑娘，當你吃完一個之後，就很難再把牙籤還給她了。

Another is scarcity, the desire to have those things you can have less of.

另一種是稀缺性，即渴望擁有那些可以少擁有的東西。

So things that are scarce, rare, dwindling in availability.

是以，東西是稀缺的、罕見的、越來越少的。

So one of the things that many organizations will do is to inform us of how rare, how uncommon their features are.

是以，許多組織會做的一件事就是告訴我們它們的功能有多稀有、多不常見。

Another principle is commitment and consistency, the desire to be consistent with what we've said or done, to be congruent with our internal values and what we've said that we're going to do.

另一個原則是承諾和一致性，即希望與我們說過或做過的事情保持一致，與我們的內在價值觀和我們說過要做的事情保持一致。

So for example, one study showed that if you call people on the phone, registered voters, and ask them if they will vote in the upcoming election, they of course say yes.

例如，一項研究表明，如果你打電話給登記選民，問他們是否會在即將到來的選舉中投票，他們當然會說會。

And they now vote significantly more often than if they didn't receive that phone call, getting them to commit to that sort of thing.

現在，他們的投票頻率明顯高於沒有接到電話的時候，這讓他們對這類事情做出了承諾。

Another principle is consensus, or what we call social proof, the idea that people want to follow the lead of similar others, people just like them.

另一個原則是共識，也就是我們所說的 "社會證明"（social proof）。

We've done a study, for example, in hotels.

例如，我們曾在酒店做過一項研究。

I don't know how much you travel, but when I do, in 70% of the hotels where I stay, there's a little laminated card asking me to reuse my towels and linen.

我不知道你經常出差，但我出差時，70% 的酒店都會貼一張小卡片，要求我重複使用毛巾和床單。

We put different kinds of cards in rooms to see what we could say on the card that would most increase the likelihood that people would say yes.

我們在房間裡擺放了不同種類的卡片，看看卡片上寫些什麼最能增加人們說 "是 "的可能性。

What hotels typically say is, do this for the environment, do this for future generations, or cooperate with us toward this common cause.

酒店通常會說，為了環境，為了子孫後代，或者為了這個共同的事業與我們合作。

We added a different sign based on the principle of consensus, that people want to do what everybody else is doing.

我們根據 "共識 "原則，即人們希望做其他人都在做的事情，添加了一個不同的標誌。

It said, the majority of guests who stay at our hotel do recycle their towels at least once.

不過，大多數入住我們酒店的客人都會至少回收一次毛巾。

That was absolutely true, and it increased compliance by 28%.

這一點完全正確，而且遵守率提高了 28%。

The interesting thing is, that was a completely costless message, and it's never, ever been used in any hotel in any city that I visited.

有趣的是，這是一條完全不需要成本的資訊，我去過的任何城市的任何酒店都從未使用過。

The reason is, those managers don't know what the research says.

原因在於，這些管理者不知道研究結果如何。

One of the hopes in these books that I've been publishing on the influence process is to allow people outside of the academic community, the non-researchers, who in any meaningful way have paid for this research with their tax dollars, to learn what we found out about them with their money.

在我出版的這些關於影響過程的書籍中，其中一個希望就是讓學術界以外的人，也就是非研究人員，能夠了解我們用他們的錢發現了什麼。

They're entitled to know what we found out about them with their money, and so that's one of the purposes of the book, to be sure that we present this information to the wider public besides just the academic community in which the work was done.

他們有權知道我們用他們的錢發現了什麼，所以這也是這本書的目的之一，確保我們把這些資訊呈現給更廣泛的公眾，而不僅僅是完成這項工作的學術界。

We undertook the publication of the Yes book as a way to change the perception of persuasion as just an art, something that people are born with, with some sort of preternatural gift for saying the right thing at exactly the right time, and there are artisans of the persuasion process, no question about it.

我們出版《是》一書的目的，就是要改變人們的觀念，讓人們認識到說服是一門藝術，是人們與生俱來的天賦，能夠在正確的時間說出正確的話。

But it turns out, persuasion is also a science.

但事實證明，說服也是一門科學。

For over a half a century now, researchers in various kinds of situations, mostly psychologists, communication professionals, sometimes marketing professors in business schools, have been studying how you can say something in one particular way that will significantly increase the likelihood of assent to that thing, and have been checking their theories and their hypotheses in scientific experiments that allow us lessons that we can provide to the larger community beyond the scientific establishment of how you can be more effective and how you can be confident that you will be more effective because it's grounded in true science, not just hunches and speculations of people who want to talk to you about this process.

半個多世紀以來，各種情況下的研究人員，主要是心理學家、傳播專業人士，有時也包括商學院的市場營銷教授，一直在研究如何以一種特定的方式說某件事，從而大大增加人們同意這件事的可能性、在科學實驗中檢驗他們的理論和假設，讓我們能夠向科學界以外的更多人提供經驗，告訴他們如何才能更有效，如何才能確信自己會更有效，因為這是以真正的科學為基礎的，而不僅僅是那些想和你談論這個過程的人的直覺和推測。

What I'm going to claim about the principles that we talk about is that they are universals of influence.

關於我們所說的原則，我想說的是，這些原則具有普遍的影響力。

They're so central to the human condition, so fundamental to the way we work as citizens of modern society, that you will be able to use them successfully, or they can be used successfully, in all kinds of domains, with your friends, with your neighbors, with your co-workers, with your boss, even with that most resistant of all audiences, your children.

它們是人類生存條件的核心，是我們作為現代社會公民的基本工作方式，是以，你將能夠成功地使用它們，或者說，你可以在各種領域成功地使用它們，包括與你的朋友、鄰居、同事、老闆，甚至是最有牴觸情緒的閱聽人--你的孩子。

I'll guarantee that these principles are so fundamental, they're so psychologically central, that they strum strings that are inside all of us, and that we try to resonate with in order to behave correctly.

我敢保證，這些原則是如此的基本，它們是如此的心理核心，它們撥動著我們每個人內心的琴絃，我們努力與之共鳴，從而做出正確的行為。

What is the difference between influence and manipulation?

The difference between influence and manipulation is an important and profound one.

影響和操縱之間的區別是重要而深刻的。

Like dynamite, these principles, these tactics, these lessons can be used for good or ill.

就像炸藥一樣，這些原則、這些戰術、這些經驗教訓可以用來做好事，也可以用來做壞事。

The difference is the extent to which they are employed by someone who's taking a detective's approach to the influence process, rather than a smuggler's approach.

區別在於，在多大程度上，他們是以偵探的方式而不是走私者的方式來施加影響的。

A smuggler imports one or another of these principles into a situation where it doesn't naturally exist.

走私者將這些原則中的一條或另一條輸入到一個並不自然存在的環境中。

For example, let's say, for example, that we use the principle of authority.

We can move people in our direction by claiming to be an expert on some topic that we're talking about.

我們可以通過聲稱自己是某個話題的專家來吸引人們的注意力。

And if they believe us, it's very human for them to want to take the shortcut route and follow what a legitimately constituted expert says.

如果他們相信我們，他們就會很自然地想走捷徑，聽從合法專家的意見。

If we're not an authority, we have exploited this process to bring people in, and we've manipulated them and their interests and their outcomes.

如果我們不是權威，我們就利用了這一過程來拉攏人，我們操縱了他們，操縱了他們的利益和結果。

There's a short-term success consequence of that.

A long-term disastrous consequence is that they don't want to continue to deal with us if we fool them into yes.

一個長期的災難性後果是，如果我們騙他們說 "是"，他們就不想繼續和我們打交道了。

On the other hand, if we're a detective of influence, we go into a situation where we recognize that we are genuinely an authority.

另一方面，如果我們是一個有影響力的偵探，我們就會進入一個我們承認自己是真正權威的環境。

All we have to do is raise that to the surface and significantly increase the likelihood that people will be counseled correctly into a good choice to make.

我們所要做的就是將這一問題浮出水面，大大增加人們在正確諮詢下做出正確選擇的可能性。

So for example, we did a study with hospital physical therapists.

例如，我們對醫院的理療師進行了一項研究。

We just asked them to put on the wall of the physical therapy lab all of their credentials, all of their diplomas, all of their awards.

我們只是要求他們把所有的證書、文憑和獎項都掛在理療實驗室的牆上。

And compliance with their exercise regimens went up 30% immediately.

而且，他們對運動療法的依從性立即提高了 30%。

Not because it's not so surprising that people want to follow the lead of a legitimate authority.

這並不是因為人們願意聽從合法權威的上司並不奇怪。

The interesting thing is that that was below the surface, that genuine authority.

有趣的是，這只是表面現象，是真正的權威。

All that had to be done was that somebody like a detective saw it was there and brought it to the surface so it would be available to people to base their decisions on.

所要做的就是讓像偵探這樣的人看到它的存在，並把它浮出水面，讓人們據此做出決定。

Yeah, you know, it's a great question because it gets back to the question of ethics again, which is, if somebody's trying to influence me, and I've read my book and I know that they're trying, I should not be automatically resistant to that.

是的，你知道，這是一個很好的問題，因為它又回到了道德問題上，那就是，如果有人試圖影響我，而我讀過我的書，知道他們在試圖影響我，我不應該自動抵制。

I should only be resistant to the person who's trying to manipulate me into yes by claiming to be an authority when he or she isn't.

我只應該抵制那些試圖操縱我的人，他們聲稱自己是權威，但實際上並不是。

I do want to follow the person who's the genuine authority, for example.

比如說，我確實想追隨真正的權威。

I do want to follow the person who gives me true information that what they are recommending is consistent with an existing commitment that I've already made, a priority that I have in my life.

我確實想追隨那些向我提供真實資訊的人，他們推薦的東西符合我已經做出的承諾，符合我生活中的優先事項。

Or I do want to be vulnerable to the appeals of someone who tells me about a genuinely unique or dwindling availability that has value to me.

或者，如果有人告訴我一個真正獨一無二或正在減少的、對我有價值的產品，我也願意接受他的吸引力。

All of those things are influence dimensions along which I want to move except when they're counterfeited.

所有這些東西都是我想沿著它們前進的影響維度，除非它們是偽造的。

So the key is, if I've read about influence and I know about it, I should no longer be simply alert to the fact that somebody's trying to influence me.

是以，關鍵在於，如果我讀過關於影響力的書，並且瞭解它，我就不應該再僅僅警惕有人試圖影響我。

I need to be alert to the person who's trying to influence me with genuine information about the factors that steer me correctly versus somebody who's trying to fabricate that information.

我需要警惕的是，誰在試圖用有關正確引導我的因素的真實資訊影響我，而誰在試圖編造這些資訊。

For example, one of the principles of influence we talk about is liking.

例如，我們談到的影響力原則之一就是 "喜歡"。

People prefer to say yes to those they know and like.

人們更願意對自己熟悉和喜歡的人說 "是"。

And one of the factors that causes us to like somebody else is how similar we feel to that person.

而導致我們喜歡別人的因素之一，就是我們覺得自己與這個人有多相似。

So the individual who, on a YouTube video, comes across as every person, as just like the audience to whom he or she is speaking, will get that liking, will get the rapport, will get the focus of attention, and will make the information more likely to be considered.

是以，如果一個人在 YouTube 視頻中表現得像每一個人，就像他或她正在向其演講的閱聽人一樣，那麼他或她就會獲得喜歡，獲得親和力，獲得關注的焦點，並使資訊更有可能被考慮。

The same thing goes with the authority principle that we've talked about, the extent to which you can appear more authoritative, more credible, more knowledgeable.

我們說過的權威原則也是同樣的道理，即你能在多大程度上顯得更權威、更可信、更博學。

And you can do that, for example, by doing something as simple as speaking slightly more rapidly than normal.

舉例來說，你可以做一些簡單的事情，比如說話的語速比平時稍快一些。

We assign greater credibility and knowledge and confidence to people who speak slightly more rapidly than normal.

我們賦予那些語速比正常人稍快的人更高的可信度、知識和信心。

If you speak too quickly, then you look like some salesperson who's trying to pull the wool over their eyes.

如果你說得太快，那麼你看起來就像一個試圖矇混過關的推銷員。

But slightly more rapidly than normal, you get a sense this person knows what he or she is talking about, and you're more willing to take that information in.

但比正常情況下稍微快一點，你就會感覺到這個人知道自己在說什麼，你也就更願意接受這些資訊。

I'm not sure if you or your viewers would recall, but there is a public service announcement that was run back in the 70s and 80s called the Iron Eyes Cody Spot that is the, is reputed to be the single most effective public service announcement about the environment that has ever been sent to the American public.

我不知道你或你的觀眾是否還記得，在上世紀七八十年代，有一個名為 "鐵眼科迪"（Iron Eyes Cody Spot）的公益廣告，被譽為是迄今為止向美國公眾發佈的最有效的環保公益廣告。

It showed a picture of a very stately, buckskin-clad Native American paddling his canoe up a river that floated with various kinds of pollution.

照片上，一個身著鹿皮的美國原住民划著獨木舟，沿著一條漂浮著各種汙染的河流前進。

He came to the side of a road, also littered.

他來到一條路邊，路邊也堆滿了垃圾。

A car went by and threw garbage out the window.

一輛汽車駛過，把垃圾扔出窗外。

It splattered, the camera panned up, and you saw a tear running down his face.

鏡頭上移，看到一滴眼淚從他臉上流下。

We have evidence that that message not only may be less than optimal, it may actually be damaging to the goals of the creators of that ad because the subtext message was everybody's littering.

我們有證據表明，這一資訊不僅可能不是最佳的，而且實際上可能會損害廣告創作者的目標，因為其潛臺詞是每個人都在亂扔垃圾。

And that is a more primitive message than this Native American actor doesn't want you to litter.

這是比這位美國原住民演員不希望你亂扔垃圾更原始的資訊。

If somebody watches while someone else litters into an already littered environment, just as happened in that Iron Eyes Cody spot, it significantly increases the likelihood that observers will litter there.

如果有人在旁觀看，而其他人在已經亂扔垃圾的環境中亂扔垃圾，就像在鐵眼科迪的那個地方發生的那樣，就會大大增加旁觀者在那裡亂扔垃圾的可能性。

The thing you can do to decrease littering is to have someone litter into a pristine environment.

要減少亂扔垃圾的現象，你能做的就是讓別人把垃圾扔進一個純淨的環境。

That causes people to say, wait a minute, you are a norm breaker.

這會讓人們說，等等，你是個破壞規範的人。

And they significantly suppress their tendency to litter as a consequence of seeing somebody litter into a clean environment.

看到有人在乾淨的環境中亂扔垃圾，他們會明顯抑制自己亂扔垃圾的傾向。